The Opportunity in One Line
Microsoft Ads delivers 20-35% lower CPCs than Google Ads with access to 14.5% of desktop search traffic — and most advertisers aren't even there. The few who are often run lazy, auto-imported campaigns. This is where disciplined PPC operators win.
Why Microsoft Ads Is the Most Overlooked PPC Channel
Every PPC manager knows Google Ads. It's where the volume is, where the tools are mature, and where the training resources live. But that ubiquity is exactly the problem — everyone is there, which means auction prices are inflated across nearly every vertical.
Microsoft Ads (formerly Bing Ads) covers search across Bing, Yahoo, DuckDuckGo, and AOL — plus native placements across the Microsoft ecosystem (Outlook, MSN, Edge). Combined, this represents roughly 14.5% of desktop search traffic in the US and UK.
That's not a rounding error. For a business spending $10K/month on Google, that's $1,500 worth of traffic sitting untapped — often at significantly lower costs per click.
The Bing Audience Advantage
Microsoft's search audience isn't just "people who forgot to change their default browser." The demographics tell a compelling story for advertisers:
This profile — older, wealthier, desktop-first — is especially valuable for B2B, professional services, finance, and any business targeting decision-makers. These are people searching from corporate laptops where Edge is the default browser and IT policies prevent switching.
6 Quick Wins for Low-Competition Microsoft Ads
Import and Prune
Import your top Google Ads campaigns, then strip out high-CPC keywords that aren't converting. Bing's audience is different — what works on Google doesn't always translate.
Save 2-4 hours on setupBid on Competitor Brand Terms
Competitor brand bidding on Microsoft Ads is dramatically cheaper. Many brands don't defend their terms on Bing, leaving the door wide open for you.
60-80% lower CPCs vs GoogleTarget LinkedIn Profile Audiences
Microsoft Ads lets you layer LinkedIn targeting — job titles, companies, industries — on top of search campaigns. This is exclusive to Microsoft and doesn't exist on Google.
B2B targeting unavailable elsewhereRun Shopping Campaigns
Microsoft Shopping has far fewer advertisers competing for product listings. Ecommerce brands routinely see 30-50% lower CPCs with similar or better conversion rates.
30-50% lower product listing CPCsExploit Device Targeting
Bing has disproportionately high desktop traffic — ideal for B2B where purchases happen during work hours on company devices. Bid up on desktop and down on mobile.
70%+ desktop traffic shareUse the Auction Insights Gap
Check Auction Insights for keywords where you have few competitors. If only 1-2 other advertisers are bidding, you can often win top positions at minimum bids.
Top position at minimum costThe LinkedIn Targeting Edge (Microsoft Exclusive)
This is the single biggest differentiator Microsoft Ads has over Google. Because Microsoft owns LinkedIn, you can layer professional targeting on top of search intent:
- Job function: Target only C-suite, IT directors, or procurement managers searching your keywords
- Company: Bid higher when someone from a Fortune 500 company searches your terms
- Industry: Show ads only to searchers working in healthcare, finance, or SaaS
On Google, you'd need complex audience signals and hope for the best. On Microsoft, you get precise B2B targeting layered directly on high-intent search queries. For lead-gen businesses, this alone justifies running Microsoft Ads campaigns.
How to Find Low-Competition Keywords on Microsoft Ads
The mistake most advertisers make is importing their entire Google Ads account into Microsoft and calling it a day. The competition landscape is different on Bing — keywords that are brutally expensive on Google may have almost no competition on Microsoft.
Here's the systematic approach:
- Start with your converting Google keywords. Export the keywords driving actual conversions, not just clicks. These are proven performers worth testing on a cheaper platform.
- Check Bing-specific volume. Use the Microsoft Advertising Keyword Planner (not Google's). Filter for Bing/Yahoo data only. Some keywords have surprisingly strong volume on Bing that you'd never guess from Google data.
- Look at auction density. Run your top keywords for 2 weeks, then check Auction Insights. Keywords with 2-3 competitors instead of 8-10 are your targets.
- Test long-tail aggressively. Long-tail keywords often have even less competition on Bing than on Google. A phrase that costs $8/click on Google might cost $2-3 on Bing with the same or better intent.
- Monitor impression share. If you're hitting 90%+ impression share on Microsoft with minimal budget, you've found a low-competition pocket. Scale it.
Mistakes That Kill Microsoft Ads Performance
Blindly mirroring Google Ads
The audiences are different. The competition is different. The device split is different. Import as a starting point, then optimise independently based on Microsoft-specific data.
Ignoring it after setup
"Set and forget" kills Microsoft Ads ROI just like it does on Google. The search terms report on Bing can be wild — regular negative keyword maintenance is essential.
Using the same bids as Google
Start Microsoft Ads bids at 30-40% below your Google bids. The auctions are less competitive, so you're overpaying if you match Google CPCs. Let the platform tell you where the floor is.
Is Microsoft Ads Right for Your Business?
Microsoft Ads is worth testing if any of these apply:
- ✓You're already running profitable Google Ads campaigns and want to scale beyond Google's ceiling
- ✓Your target audience is B2B professionals, finance, healthcare, or 35+ demographics
- ✓Your Google Ads CPCs are high and you need a lower-cost channel to improve blended ROAS
- ✓You sell high-value products or services where the older, wealthier Bing demographic matches your buyer persona