Microsoft Ads (Bing) opportunities: cheaper customers beyond Google
A setup and import strategy to reach B2B and 35+ audiences at lower CPC on Microsoft Ads.
Tecrube team
Marketing automation
Why it is still underused
Many brands pour all budget into Google while Microsoft Ads (Bing + partner network) often has less competition and lower CPC. For 35+ and desktop-heavy B2B search, quality can be strong.
Thanks to Edge and Windows ecosystems, some verticals convert cheaper than Google. That is not “leave Google” — it is a second profit channel.
Import winners from Google
Import winning Google search campaigns, then localise search terms and negatives. Do not leave a blind copy; start bids 20–30% more conservative.
Keep brand campaigns separate. Brand CPA on Bing is often excellent; do not mix it with non-brand reporting.
Targeting and extensions
LinkedIn profile targeting (title, company) is a real B2B edge on Microsoft Ads. Do not over-narrow on day one — start with search intent, then add layers.
Treat sitelinks, call and price extensions as seriously as on Google. Strong extensions lift CTR and lower CPC.
A simple budget rule
Practical start: put 10–20% of search budget into Microsoft Ads. If 30-day CPA is close to or better than Google, raise the share; if not, clean queries before blaming creative.
Tecrube suggests porting winning Google queries and negatives to Microsoft so you are not building the second channel from scratch.