Bing Ads

Bing, Yahoo, AOL and DuckDuckGo add up to roughly 800 million unique monthly visitors through the Microsoft Advertising network, with an above-average income audience (Bing is the default on Windows and Microsoft 365, which attracts a professional, often desktop-based, higher-purchasing-power crowd). Yet the vast majority of advertisers only run Google Ads. The result: fewer competitors bidding, cost-per-click typically 30-50% lower, and equally qualified leads. WinDIGITAL builds and manages your Bing Ads campaigns to capture the market share your competitors are ignoring.

Bing Ads (rebranded Microsoft Advertising) runs on the same principles as Google Ads — bidding, keywords, Quality Score, Shopping — which means an existing Google Ads campaign can be imported in a few clicks and adapted from there. It’s a low-risk complementary channel: smaller test budget, fast setup, and often a better return thanks to lower competition.

Why hire a Bing Ads agency?

Microsoft Advertising is routinely neglected simply for lack of time — marketing teams focus their effort on Google Ads and leave Bing aside, even though campaign import takes minutes. That widespread neglect is exactly what makes the channel profitable — but it still needs proper adaptation: bidding settings specific to Microsoft, excluding low-quality syndicated partners, LinkedIn Profile Targeting (exclusive to Microsoft Advertising), and Shopping Campaigns connected to the same product feed as Google.

Our added value: we don’t just blindly duplicate your Google Ads campaigns — we re-tune them for the audience and formats specific to Microsoft, including targeting by job title, industry and company via LinkedIn data, unique to this network and particularly powerful for B2B.

Our Bing Ads / Microsoft Advertising services

Our 5-step method

1. Audit of the existing Google Ads account. Identify which profitable campaigns to duplicate first on Microsoft Advertising, and which to leave aside.
2. Import & re-adaptation. Technical migration followed by adjusting bids, placement exclusions and ad extensions specific to the Bing ecosystem.
3. Tracking setup. Installing the Microsoft UET tag and connecting conversion goals, consistent with your existing Google Analytics tracking.
4. Launch & close monitoring. The first two weeks are closely watched to quickly adjust bids and exclusions based on actual observed volume.
5. Ongoing optimization. Monthly adjustments to keywords, Quality Score, and budget split between Search, Shopping and Audience Network.

Who does Bing Ads work for?

Any business already running profitable Google Ads campaigns is a natural fit: the channel sets up fast and at low risk. Bing Ads is particularly effective for B2B (thanks to LinkedIn Profile Targeting), for services and high-ticket sectors (real estate, legal, finance, healthcare), and for e-commerce already active on Google Shopping. It’s a channel to consider alongside, not instead of, Google Ads and Meta Ads.

Frequently asked questions about Bing Ads

Is Bing Ads really worth it with so much less traffic than Google?

Yes, precisely because the volume is lower: fewer advertisers competing for the same keywords, which drives cost per click down. Return on investment is often better than Google Ads on the same keywords, even if the absolute click volume is smaller.

Do we need to rebuild all campaigns from scratch?

No. Microsoft Advertising’s official import tool pulls the structure, keywords and ads directly from an existing Google Ads account. We start from that import and then re-tune the settings specific to Bing rather than rebuilding everything.

Is LinkedIn targeting reliable?

Profile data (job title, company, industry) comes from connected Microsoft/LinkedIn accounts of people using Bing, Edge or Windows with a professional account — coverage isn’t exhaustive, but it remains a B2B targeting option no other search engine offers.

How long before seeing results?

The first meaningful data arrives within 2-3 weeks. Since volume is lower than on Google Ads, reaching full statistical significance sometimes takes a bit longer, but early profitability signals show up quickly.

Why choose WinDIGITAL as your Bing Ads agency?

Because most agencies skip Microsoft Advertising for lack of time or network knowledge — we turn it into a genuine, low-risk growth lever, since it builds on campaigns already validated on Google Ads. Our job isn’t to copy-paste but to adapt every setting to a different ecosystem: an older, wealthier audience, unique professional targeting, and lower competition.

We measure this channel exactly like the others: cost per acquisition, return on ad spend, real revenue contribution — never click or impression volume alone.

Our commitments

• Your account is yours: Microsoft Advertising access, history and data remain your property.
• Budget transparency: no budget increase without your explicit approval.
• Commercial honesty: if your sector doesn’t have enough volume on Bing to be profitable, we’ll tell you at the audit stage.
• Cross-channel consistency: Bing Ads is managed in coordination with your Google Ads campaigns to avoid overlap and maximize overall reach.

From Haute-Garonne, we manage Microsoft Advertising campaigns for clients across France and internationally, alongside their existing Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads setups — a channel that’s simple to activate, often overlooked, and that makes a real difference to overall acquisition profitability.