Less competition, cheaper clicks, Google’s alongside.
Microsoft Advertising (Bing, Yahoo, DuckDuckGo, Edge, Windows) is a blind spot for most advertisers. Yet it often means cheaper clicks, less competition and a valuable, often higher-income, desktop- and B2B-heavy audience, sitting alongside your Google campaigns, with extra return.
cheaper
The blind spot where clicks are cheaper.
On the Bing network fewer advertisers bid on the same buying intent, so the cost per click is often lower. A small channel, but in many accounts the best-performing one.
Google maxed out, Microsoft missed out.
Most companies only spend on Google, so competition on the Bing network is lower, and conversions are often cheaper. This isn’t instead of Google but alongside it: an extra, well-performing channel worth managing deliberately, not just “copying across”.
Extra return, at low risk
Cheaper conversions
Lower competition → often cheaper clicks and CPA than on Google.
A valuable audience
Older, higher-income, desktop- and B2B-heavy users.
A fast start
Your existing Google campaigns can be imported, then optimised for Bing.
Not either/or, but both
| Criterion | Google Ads | Microsoft (Bing) |
|---|---|---|
| Reach | Largest | Smaller, but valuable |
| Competition | High | Lower |
| Cost per click | Higher | Often cheaper |
| Audience | Broad | Older, higher-income, B2B |
| Role | Main channel | Complementary, extra return |
Frequently asked questions
Is it worth it given the smaller reach?
If you have a profitable Google campaign, Bing often brings extra, cheaper conversions from little resource. In the Channel Audit we’ll tell you whether there’s potential in it for you.
Do you just copy the Google campaign across?
No. We start from there, but we tailor the bidding, targeting and keywords to Bing, the audience behaves differently.
Do I need a separate large budget for it?
Not necessarily, that’s the whole point: we open a new channel at low risk, with cheaper clicks.
This channel can be booked on its own, but it delivers the best result together with the others, under shared measurement and budget logic.