Are Bing Ads Effective?
Kyle Headland |
7 July, 2025 |
3 minute read |
Blog, Digital Marketing, PPC
Let’s be honest, when most people think of online advertising, Google Ads gets all the attention. But here’s the truth: if you’re wondering “are Bing Ads effective?” the answer is they can be surprisingly effective, especially for businesses that know how to use them strategically.
If you’ve ever wondered whether Bing Ads are worth your time or budget, you’re not alone. With less market share than Google, it’s easy to assume they don’t deliver results, but that’s far from the full picture.
In this post, we’ll unpack what Bing Ads (now called Microsoft Advertising) actually are, how they work, and whether they’re a smart move for your marketing mix. By the end, you’ll know exactly when and why Bing Ads might outperform your expectations.
What Are Bing Ads and How Do They Work?
Bing Ads, now officially called Microsoft Advertising, allow you to display pay-per-click (PPC) ads across the Bing search engine, Yahoo, and AOL networks. Essentially, they operate much like Google Ads: you bid on keywords, create ad copy, and pay when users click.
But here’s the twist: the audience, costs, and competition on Bing Ads can differ dramatically from Google’s.
The Bing Network reaches over 1 billion monthly users worldwide, and many of them fall into older, higher-income demographics. This means you’re often targeting decision-makers and professionals — ideal for B2B campaigns or high-value consumer services.
Key Benefits of Bing Ads
- Lower Cost-Per-Click (CPC): With fewer advertisers competing for the same keywords, CPCs on Bing are often 30–50% cheaper than on Google.
- Higher-Quality Audience: Bing users tend to be older, wealthier, and more likely to convert.
- Seamless Integration: You can easily import your existing Google Ads campaigns into Bing with minimal effort.
- Cross-Device Reach: Bing powers searches across Windows devices, Edge browsers, and even Xbox — giving your ads unique visibility opportunities.
Keen to learn more? Discover the effectiveness of PPC Advertising here.
When Are Bing Ads Most Effective?
Bing Ads aren’t a one-size-fits-all solution, but in the right context, they can be a powerful addition to your PPC strategy.
If your target market skews older or professional (think B2B decision-makers, homeowners, or high-income consumers), Bing is a goldmine. The less competitive environment also means you can dominate certain keywords that would cost a fortune on Google.
For example, industries like finance, real estate, and technology often see strong results because Bing’s audience aligns with their target buyer personas.
Comparing Bing Ads vs Google Ads
| Feature | Bing Ads | Google Ads |
| Average CPC | Lower | Higher |
| Audience Demographics | Older, higher income | Broader, younger |
| Market Share | 9% globally | 90% globally |
| Competition | Lower | Very High |
| Conversion Rates | Often Higher | Variable |
If you’re already running Google Ads successfully, Bing Ads can act as a low-cost extension of your campaigns, helping you reach new audiences without increasing your overall CPA.
Our final thoughts
So, are Bing Ads effective? Absolutely, when used strategically. They may not have Google’s scale, but what they lack in reach, they make up for in cost efficiency, quality traffic, and audience intent.
If you’re a B2B marketer, local business, or brand looking to lower your ad costs while maintaining lead quality, Bing Ads deserves a place in your marketing mix.
CALL TO ACTION
If you’re looking to learn more about PPC. Read our blog on understanding the basics of PPC optimisation
