When most businesses think of online advertising, they think of Google Ads. But there’s another powerful platform that often delivers lower cost, higher ROI, and less competition — Bing Ads, now officially known as Microsoft Advertising.

In case your goal is to broaden your audience, lower your advertising expenses, or attract a more mature and high-intent audience, then Bing Ads could be the secret opportunity that your rivals have overlooked.

This guide lays out the details on Bing Ads, its importance, and the ways to exploit it for your business growth.

What Are Bing Ads (Microsoft Advertising)?

Bing Ads is a PPC (pay-per-click) advertising platform offered by Microsoft. It allows you to place ads on the following networks:

• Bing Search Engine

• Yahoo

• AOL

• MSN

• Outlook

• Microsoft Edge Browser

• Microsoft Audience Network (websites that partner with Microsoft)

• Windows / Xbox placements (in some regions)

Just like Google Ads, you pay only when someone clicks on your ad (PPC model).

Search Volume & Key Bing Ads Data (Search Traffic, CPC, CTR, Conversions)

To understand the potential of Bing Ads, it’s important to look at two things: what search volume means and how much traffic and cost efficiency Microsoft Advertising offers. Here is a combined, data-backed overview.

What Is Search Volume?

Search volume refers to the number of times a keyword is searched per month on Bing’s search network.

For example:

• “running shoes online” → high search volume

• “best dentist near me” → moderate search volume

• “luxury villas in Goa” → lower but highly valuable search volume

Search volume matters because it helps you understand:

• How much potential traffic a keyword can bring

• Whether the keyword is worth bidding on

• How competitive and expensive it might be

Higher search volume = more traffic but more competition

Lower search volume = cheaper CPC, more niche, often higher intent

Bing’s Actual Search Volume & Traffic Data (2024–2025)

Here are the latest reliable numbers:

• Bing processes 13–14 billion searches per month worldwide, averaging about 450+ million searches per day.

• Some seasonal analyses estimate up to 900 million searches per day globally.

• Bing, Yahoo, and AOL combined reach 1.8+ billion monthly users.

• Bing powers ~11–12% of global desktop search traffic.

• In the US, Bing’s desktop search share rises to ~30% due to Windows + Edge dominance.

Bing Ads CPC, CTR & Conversion Performance (2024–2025)

Bing ads often outperform Google in cost efficiency. Here are the latest benchmarks:

• Average CPC (Cost Per Click)

  • Across industries: $1.54–$1.55

  • Typically 30–40% cheaper than Google Ads.

• Average CTR (Click-Through Rate)

  • Overall Bing Ads CTR: ~3.1%

  • Some industries (finance, legal, B2B) reach 3.5–4.5%

• Average Conversion Rate

  • Across industries: 2.9–3.5%

  • Higher conversion quality due to older, professional user base

• Average CPA (Cost Per Acquisition)

  • Cross-industry benchmark: $41–45

How Bing Ads Work, the Simple Breakdown?

Here’s the easiest way to understand the Bing Ads system:

1. You Choose Keywords

You pick search terms that your audience uses, like:

• “buy running shoes online”

• “digital marketing agency”

• “wedding photographer near me”

Your ads show when someone searches for those keywords.

2. Bing Runs an Ad Auction

Every time a user searches, an auction happens in milliseconds.

Your Ad Rank decides if your ad appears and where.

Ad Rank is based on:

• Your bid (how much you’re willing to pay per click)

• Your ad quality (CTR, relevance, landing page)

• Your expected performance

• Higher Ad Rank → better ad position.

3. You Pay Only for Clicks

It doesn’t matter how many people see your ad…

You pay only when someone clicks.

4. Bing Shows Your Ads in Multiple Formats

Bing Ads supports:

• Text Search Ads

• Responsive Search Ads

• Dynamic Search Ads

• Shopping / Product Ads

• Bing Native Ads (shown on MSN, Outlook, etc.)

• Audience Ads

• Multimedia Image Ads

5. You Track & Optimize Performance

Inside the Bing Ads dashboard, you can track:

• Clicks

• Impressions

• CTR

• CPC

• Conversions

• ROI

This helps you refine keywords, adjust bids, and improve results over time.

Why Bing Ads is Amazing (and Often Overlooked)?

ue to the overwhelming market share of Google, Bing Ads is frequently neglected by many advertisers. However, this situation is advantageous for you — less competition means lower-cost clicks and hence, higher ROI.

Bing Ads vs Google Ads — Comparison Table

Real and Useful Facts About Bing Ads

Here are some strong facts many marketers don’t know:

• Bing's users tend to have more financial resources at their disposal than Google users.

• In comparison with Google, a lot of advertisers indicate that their CPC is 30-70% lower.

• All together this accounts for more than one billion people who use Bing every month which includes Windows laptop users, Edge browser users, and MSN users.

• Bing campaign= result across various search engines.

• Bing is extremely strong on desktops. Around 35% of desktop searches happen on Bing-powered networks.

• You can target by job title and company. Thanks to LinkedIn integration — a huge advantage for B2B.

• Bing users tend to be older and more affluent. Perfect for finance, travel, real estate, luxury, and services.

• Bing Shopping Ads often convert better. Because fewer advertisers use them → your products stand out.

Types of Ads You Can Run on Bing / Microsoft Advertising

1. Search Ads: Standard text ads that appear on Bing, Yahoo, and AOL search results.

2. Responsive Search Ads: You enter multiple headlines + descriptions.

Bing automatically tests combinations to find the best performer.

3. Dynamic Search Ads (DSA): Bing scans your website and generates ads automatically.

Perfect for large e-commerce catalogs.

4. Bing Shopping Ads: Advertising that is based on the product and featuring:

• Image

• Price

• Merchant information

• Ratings

• Perfect for online stores.

5. Audience Ads / Native Ads: They show on MSN, Outlook, and partner sites.

They are excellent for retargeting and brand awareness.

Reasons Why You Should Consider Bing Ads — The Main Advantages?

1. Lower CPC = More ROI

More clicks can be received for the same budget.

2. High-Quality, High-Intent Audience

Users on Bing are more likely to be:

• Older

• In professional roles

• Well-off financially

This usually leads to a higher rate of conversion.

3. Exclusive LinkedIn Targeting

The following parameters are available for targeting:

• Positions

• Sectors

• Names of the companies

Google will not be able to offer this.

4. Easy Import From Google Ads

Copy campaigns with a single click.

5. Bing Search + Yahoo + AOL

One campaign gives you multi-platform visibility.

6. Great for E-commerce (Bing Shopping)

Less competition = higher product visibility.

Where Bing Ads Appear (This Is Important!)

• Bing search results

• Yahoo search results

• AOL search results

• MSN homepage

• Outlook email interface

• Microsoft Edge browser suggestions

• Windows devices

• Xbox (in some countries)

• Partner websites via Microsoft Audience Network

This means Bing Ads gives you both search traffic + display reach.

Limitations of Bing Ads

Although Bing Ads is powerful, it’s not perfect.

• Smaller search volume than Google: If you need huge search traffic, Google still wins.

• Limited performance in some countries: In India, US, UK, Canada, Australia — strong. In some other regions — lower usage.

• Continuous improvement is necessary: The same as Google Ads — it demands testing, refining, and supervising.

How to Begin With Bing Ads — Detailed Guide?

Step 1: Microsoft Advertising Account Setup

• Login using your Microsoft email (Outlook, Hotmail, etc.).

Step 2: Establish Your Objective

• Pick one:

• Website traffic

• Leads

• Sales

• Product ads

Step 3: Finding Keywords

• Select keywords with high intent.

• For instance: “buy running shoes online” is better than “shoes”.

Step 4: Create Ad Groups + Write Ads

• Maintain ad copy:

• Straightforward

• Relevant

• Rich in keywords

• Focusing on benefits

• Powerful CTA

Step 5: Set Budget + Bids

• Begin with a little and then grow.

• Select CPC bidding or automated strategies.

Step 6: Choose Targeting

• Location

• Devices

• Demographics

• LinkedIn professional targeting

Step 7: Launch Your Campaign

• Monitor closely for the first 7–14 days.

Step 8: Optimize

• Improve your:

• Keywords

• Ad copy

• Landing pages

• Bid adjustments

• Negative keywords

Why Bing Ads Deserves a Place in Your Growth Plan?

The high cost of digital marketing has turned the attention of the intelligent marketers towards the channels that are able to deliver good returns without asking for a budget increase. Bing Ads is one such channel that offers the marketers a scalable chance of getting the priceless customers at a lesser charge. The brands will also be able to develop a more balanced and future-proof marketing strategy if they add Bing Ads to their list of the least favored platforms. Here are the main reasons for the above statement:

• Without Expansion of Your Budget, Your Reach Is Expanded

  • Searchers on other platforms would be inaccessible to you

  • More total impressions and clicks will be generated without an increase in spending

• Campaign Stability is Improved overall

  • The performance continues to be steady even in case of fluctuations in Google costs

  • The auction system of Bing is less volatile and more predictable

• Data Quality for Better Decisions Enriched

  • Gaining new audience insights makes it easier to understand what your ads should say

  • You also get a clearer picture of the behavior of desktop-heavy and professional users

By adding Bing Ads to your strategy, you’re not just diversifying—you’re increasing your chances of capturing customers at the right moment, with lower competition and higher buying intent.

Final Thoughts

Bing Ads (Microsoft Advertising) has stealthily transformed into the most potent and underrated platform for digital marketers yet. It has no competition, offers solid intent-driven audiences, gives access to cross-device use through the Microsoft ecosystem, and provides advanced automation that all together create a real opportunity for companies to scale without spending too much. If you are a small business owner who wishes to bring in more traffic to your website or a developing eCommerce brand looking for high-converting audiences, then Bing Ads is the right platform because it offers flexibility, control, and cost-effectiveness which is often difficult to achieve on other platforms. Even more significantly, Microsoft is still investing hugely in AI, search innovation, and audience targeting loyalty which implies that the platform is going to get only more powerful.

Brands that are quick to adopt Bing Ads while simultaneously learning to optimize will enjoy the privilege of low CPCs, less competition in auctions as well as high-quality clicks that immediately affect ROI. In case you have been relying only on Google Ads, the time is right now to diversify your ad strategy and reach out to millions of users you might have missed. To sum it up: Bing Ads gives you wider reach, more value, and more conversions at the same cost.

If your aim is growth, then you should consider including Microsoft Advertising in your marketing strategy for today.