Should I Invest in Microsoft Advertising?

More than 90% of all internet searches come from Google. It processes around 3.5 billion searches per day, so it isn't surprising to see businesses and marketers overlook other advertising platforms such as Microsoft Ad.

The internet is a massive place, and believe it or not; people do search on different search engines apart from Google. These include and other Microsoft search networks such as and In this article, we discuss why businesses should stop overlooking Microsoft Advertising and consider investing in it. 

Previously known as Bind Ads, Microsoft Ads have often been considered a low-budget option to Google Ads campaigns. Even if this is partly true, Microsoft Ads is something you shouldn't ignore. Here are some of the reasons why you should invest in Microsoft Ads today!

1. Suitable for businesses with a limited marketing budget

Online advertising can be costly, and businesses now more than ever are having to reconsider their expenses constantly. One of the best ways to lower advertising cost and generate good results is by embracing Microsoft Ad. The expense of running ads through Microsoft Ads is lower than Google Ads (keeping in mind that ad spends is highly dependable on the industry you are operating in).

2. Less competition (Low Cost per Click)

There are a vast number of businesses advertising in Google Ads. They are bidding on similar keywords and offering similar products or services. Because of this, attracting interest and generating leads can be quite challenging.

Bing is different in a way that not a lot of business and marketers are advertising here. With Microsoft Ads, the cost per click tends to be lower, and the click-through rate higher, meaning your investment will go further.

3. Can utilise existing campaigns you have in Google Ads.

If you already have campaigns running in Google Ads, and are looking to run similar campaigns in Microsoft Ads, the implementation process will be easy. Microsoft Ad gives you an option to import your existing campaigns directly from Google and customise them however you like.   

4. Target Audience with greater buying power

Advertising in Microsoft search networks means advertising to searchers with high buying power. According to Microsoft, searchers in Bing and other MS search networks tend to spend more, 71% are mature audience aged 35 and over, and have a high income of $75,000 or more.

5. Targeting options

Like Google Ads, Microsoft Advertising also offers an option to target searchers based on geographic location, languages, demographics, interests, day of the week, device, and more, in a campaign or an ad group level. This helps you maximise your ad's exposure to customers who are more likely to be interested in your products or services. 

6. Not missing out on Microsoft search networks.

More than 20% of UK desktop searches come from Microsoft Bing, which is almost 444 million monthly searches alone in the UK and 13.9 billion monthly searches worldwide that Google cannot reach. Additionally, with MS ads, you will be able to reach the audience on other Microsoft search networks including,,, and as well as other third-party websites owned and operated by Microsoft's and Yahoo's search partners.

Using both Google Ads and Microsoft Ads for optimal results

Google Ads is highly effective as it has the majority of the search market. However, Bing is also great in a way that it helps fill in any gaps in your online presence. Both Google Ads and Microsoft Ads have a unique advantage and shouldn't necessarily be pitted against one another. In fact, rather than thinking Google Ads vs Microsoft Ad, choosing to work with both PPC platform hand-in-hand will increase your visibility and help you grow your business further.

If you are interested in adding Google Ads or Microsoft advertising campaigns to your marketing strategy, ExtraDigital can help! Give us a call on +44 (0) 1227 68 68 98 to talk to one of our team members or fill out the form below, and we will be in contact with you soon!

Friday 5th March 2021

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