The Search Channel Your Competitors Are Ignoring — At Half the CPC.
Microsoft Advertising — Bing Ads — reaches 1.5 billion unique monthly searchers globally, including significant volume on Bing, Yahoo and DuckDuckGo. Average CPCs are 30–50% lower than Google Ads for equivalent keywords. And because most advertisers focus exclusively on Google, competition for top positions is lower — which means qualified search traffic at a cost your competitors aren't paying. Digitly manages Microsoft Ads campaigns that capture this underserved channel, often alongside an existing Google Ads programme, to extend reach and reduce blended CPA.
1.5B
Monthly Unique Searchers
30–50%
Lower CPC vs Google
$30M+
Paid Media Spend Managed
150+
Brands Under Management
21
Independent Agency Awards
If You're Only Running Google Ads, Here's What You're Missing.
"We've never considered Bing — is it worth it?"
Bing has 9.3% global search market share — and in certain demographics and industries, significantly more. The Bing audience skews older, more senior and higher income than Google — which makes it a disproportionately valuable channel for B2B, financial services, legal and professional services.
"We're already on Google — setting up Bing sounds like more work."
It isn't. Microsoft Advertising's Google Import feature imports your entire Google Ads campaign structure in minutes — campaigns, ad groups, keywords, ads and extensions. We manage the import, make Bing-specific adjustments and have your campaigns live within 24 hours.
"Our CPA on Google is too high — can Bing help?"
Yes. Adding Microsoft Ads to an existing Google Ads programme typically reduces blended CPA because Bing traffic converts at comparable rates to Google — at 30–50% lower cost per click. For many industries, Bing's first-page CPC is £0.50–£1.50 less than Google's equivalent. At scale, this difference compounds significantly.
Beyond Bing — The Full Microsoft Network.
Microsoft Advertising reaches users across a broader network than Bing alone — including Yahoo, DuckDuckGo, MSN, Outlook and the Microsoft Audience Network for display and native ads.
Bing Search
Primary search engine — 9.3% global market share, higher-income professional audience.
Yahoo Search
Yahoo search powered by Bing — additional reach in specific demographics.
DuckDuckGo
Privacy-focused search engine powered by Bing — growing audience of privacy-conscious users.
MSN & Outlook
Native ads across MSN.com and Outlook.com — high-trust editorial context.
Microsoft Audience Network
Display and native advertising across Microsoft properties — in-market and remarketing audiences.
Microsoft Ads — Fully Managed by Certified Specialists.
Microsoft Ads Audit & Setup
Existing Microsoft Ads account audit — or Google Ads import and Bing-specific optimisation for new accounts.
- Account audit — campaign structure, keyword alignment, bid strategy, quality score
- Google Ads import — full campaign migration
- Bing-specific adjustments — audience settings, bid modifiers, match types
- Conversion tracking setup — UET tag installation and goal configuration
- Competitor search impression share analysis
Keyword Strategy & Negative Keywords
Bing's search query patterns differ from Google's — direct import without adjustment leaves money on the table. We optimise keyword strategy specifically for Microsoft's audience and search behaviour.
- Bing-specific keyword research and expansion
- Negative keyword list optimisation
- Search term report weekly analysis
- Match type review — Bing defaults vs optimal configuration
Bid Management & Budget Allocation
Microsoft's Smart Bidding works differently from Google's — and requires specific configuration to perform correctly. We manage bids actively, balancing automated and manual approaches based on conversion data.
- Target CPA and ROAS bidding configuration
- Enhanced CPC setup where appropriate
- Device and location bid adjustment strategy
- Budget allocation — Microsoft vs Google performance comparison
Microsoft Audience Network
Native and display ads across MSN, Outlook and other Microsoft properties — reaching audiences in a high-trust editorial context.
- Audience targeting — in-market, remarketing, customer match
- Native ad creative and copywriting
- Display placement targeting and exclusions
- Performance monitoring and budget management
LinkedIn Profile Targeting via Microsoft
Microsoft Advertising's unique LinkedIn integration allows targeting of LinkedIn profile data (job function, company, industry) within search campaigns — a capability unavailable on any other search platform.
- LinkedIn profile data targeting setup — job function, company, industry, seniority
- B2B keyword and audience combination strategy
- CPA comparison — LinkedIn Ads vs Bing with LinkedIn targeting
Google Ads Import & Synchronisation
We manage the ongoing synchronisation of your Google and Microsoft Ads accounts — ensuring Bing benefits from your Google campaign learnings without requiring double the management overhead.
- Initial Google import and Bing optimisation
- Ongoing synchronisation — new campaigns, ad groups and negative keywords
- Platform-specific performance comparison reporting
Beyond Basic Bing Campaign Management.
LinkedIn Profile Targeting
Layer LinkedIn job function, company name, industry and seniority data on top of search campaigns — a B2B targeting capability unique to Microsoft Ads.
Microsoft Shopping Campaigns
Product listing ads across Bing Shopping — lower competition and CPCs than Google Shopping for the same product catalogue.
UET Tag & Conversion Tracking
Universal Event Tracking tag implementation, goal configuration and conversion attribution — the foundation of Microsoft Ads performance measurement.
Microsoft Clarity Integration
Free heatmap and session recording tool from Microsoft — integrated with your Bing campaigns to understand post-click behaviour and improve conversion rates.
Brand Term Dominance
Lower CPCs on Bing mean affordable branded keyword coverage — protecting your brand from competitor bidding at a fraction of Google's cost.
Competitor Displacement
Lower competition on Bing means easier access to top positions for high-value keywords your competitors dominate on Google.
Why Digitly Treats Microsoft Ads as a Strategic Channel — Not an Afterthought
Most agencies import Google campaigns to Bing and forget about them. We treat Microsoft Ads as a distinct channel with its own audience, optimisation requirements and growth opportunities.
Bing Audience Insight
The Bing audience is different from Google's — older, more senior, higher income. We adjust keyword strategy, creative messaging and bid management specifically for this audience profile, not just import Google settings.
Google + Bing Combined Strategy
We manage Google and Microsoft Ads as a coordinated programme — synchronising campaigns, sharing learnings and optimising budget allocation between platforms for maximum combined ROAS.
Lower CPC Advantage
30–50% lower CPCs at comparable conversion rates means Bing often delivers the highest marginal ROAS in a multi-platform paid search programme. We identify and scale these opportunities.
LinkedIn Profile Targeting Expertise
Microsoft's unique LinkedIn integration turns Bing from a general search platform into a B2B precision tool. We build LinkedIn-layered search campaigns that target decision-makers searching for your solutions.
Microsoft Ads Results — Lower CPCs, Comparable Conversion Quality.
Kotak Securities
Challenge: Extending reach for UK Indian diaspora investment campaigns beyond Google — at lower CPA. Strict financial services compliance requirements across both platforms.
What Digitly Did
- Google Ads import — full campaign structure migrated to Microsoft Ads
- Bing-specific keyword adjustments — match type optimisation for Bing search patterns
- LinkedIn Profile targeting — financial services decision-makers layered on search
- UET tag setup — conversion tracking verified across all lead capture points
- Budget allocation strategy — 15% of total search budget allocated to Microsoft
Results
CIR-Q Tech
Challenge: Generating additional B2B leads from search at lower CPA alongside existing Google Ads programme.
What Digitly Did
- Google campaign import and Bing optimisation
- LinkedIn Profile targeting — job function and seniority overlay on search campaigns
- Negative keyword expansion specific to Bing search term patterns
- Microsoft Audience Network — remarketing across MSN and Outlook
Results
Why Brands Choose Digitly for Microsoft Ads
Microsoft Advertising Certified
Certified Microsoft Advertising specialists managing your campaigns — verified platform expertise.
Lower CPC Advantage
We identify and scale the CPC advantage that Bing offers — reducing blended CPA across your search programme.
LinkedIn Profile Targeting
We deploy Microsoft's unique LinkedIn integration for B2B search campaigns — a capability most agencies don't use.
Google + Bing Synchronisation
Coordinated management across Google and Microsoft — one strategy, shared learnings, optimised budget allocation.
Active Management — Not Import-and-Forget
Bing-specific keyword optimisation, bid management and search term analysis — not just a Google mirror.
Platform Comparison Reporting
Clear reporting showing Google vs Microsoft performance — CPC, CPA, ROAS and conversion quality side by side.
How Digitly Launches and Manages Your Microsoft Ads — Step by Step
Opportunity Assessment
Week 1Bing search volume analysis for your target keywords. CPC comparison vs Google. Audience demographic assessment. LinkedIn Profile targeting opportunity identification.
Google Import & Setup
Week 1Full Google Ads campaign import. Bing-specific adjustments — match types, audience settings, bid modifiers. UET tag installation and conversion goal configuration.
Bing-Specific Optimisation
Week 2Keyword strategy adjusted for Bing search patterns. Negative keyword list expanded. LinkedIn Profile targeting configured for B2B campaigns. Bid strategy set.
Campaign Launch
Week 2Campaigns launched with conservative initial bids. Conversion tracking verified. First week is data collection — establishing Bing-specific performance baseline.
Optimisation Cycle
Week 3+Weekly search term review, bid adjustments and negative keyword expansion. Microsoft vs Google performance comparison. LinkedIn targeting refinement for B2B accounts.
Scale & Expand
Month 2+Budget scaling based on proven ROAS. Microsoft Audience Network testing. Shopping campaign expansion. LinkedIn Profile targeting expansion to new audiences.
Microsoft Ads Across Every Industry.
Ecommerce
Bing Shopping at lower CPCs — same products, less competition.
Healthcare
Medical and health services search — senior audience skew.
Real Estate
Property search — Bing's higher-income audience demographic.
SaaS & Technology
B2B tech search with LinkedIn Profile targeting overlay.
Manufacturing
Industrial B2B search at lower CPCs than Google.
Education
Student and professional education search campaigns.
Finance & BFSI
Financial services — Bing's higher-income audience match.
Startups
Cost-effective search reach alongside Google Ads.
Legal
Legal services search — professional audience alignment.
Technology
B2B and B2C tech search across Microsoft network.
Travel & Hospitality
Travel search — DuckDuckGo and Yahoo reach.
Fintech
Financial technology search at competitive CPCs.
D2C Brands
Direct-to-consumer shopping at lower acquisition costs.
EdTech
EdTech search campaigns across Bing and Yahoo.
Climate & Sustainability
Green tech search reach across Microsoft network.
AI & SaaS
Technical B2B search with LinkedIn targeting precision.
Frequently Asked Questions — Microsoft Ads Management
Find Out What Search Volume You're Missing on Microsoft. Free.
Book a free 30-minute Microsoft Ads audit with a certified Digitly specialist. We'll analyse the Bing search opportunity for your keywords, compare CPCs to Google and show you exactly how much incremental reach is available at lower cost.
If the analysis shows Bing isn't a good fit for your business, we'll tell you honestly. We'd rather earn trust with the truth.
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