When most people think of online advertising, they immediately think of Google Ads. But there’s a powerful alternative that’s often overlooked: Bing Ads, now known as Microsoft Advertising.
Many industries are underutilizing Bing, leaving valuable traffic on the table.
Bing powers Yahoo, AOL, MSN, and is the default search engine on Windows Edge, Cortana, and many desktops—especially in corporate, older, and higher-income demographics.
If you’re a small business looking to diversify your marketing strategy or reduce ad costs, Bing Ads is a smart place to start.
The easiest way to get started with Bing Ads is by importing your existing Google Ads campaigns.
Step-by-Step:
Sign in or create a Microsoft Ads account at ads.microsoft.com.
Click “Import from Google Ads.”
Follow the prompts to connect your Google Ads account.
Choose which campaigns, budgets, and settings to import.
Review and customize for Bing’s ecosystem.
Microsoft Ads gives you granular control over your audience, helping you fine-tune your ad spend.
Key Demographic Options:
Age
Gender
Device type
Location
Time of day / day of week
Language
Tip: Bing Ads’ desktop dominance makes it great for targeting professionals, older users, and researchers.
One of Microsoft Ads’ most powerful features is LinkedIn profile targeting—not available on Google.
Target By:
Company
Industry
Job function
Example Use Cases:
How to Set It Up:
Tip: This is extremely effective for B2B lead generation, webinars, or niche services.
If you sell products online, Microsoft Shopping Campaigns can display your products directly in search results—just like Google Shopping.
Requirements:
How to Launch:
Where Your Products Appear:
Bing.com search results
Microsoft Start
MSN
Yahoo Search
Edge browser’s shopping interface
Tip: Bing Shopping often has lower CPCs than Google and reaches users in purchase-ready mode.
If you’re only advertising on Google, you’re missing a portion of your audience—and likely overpaying for it.
Bing Ads can help you diversify your ad strategy, reach untapped audiences, and improve ROI—especially if you’re in B2B, home services, professional services, or online retail.
Import your Google campaigns or set up a new one
Explore demographic and LinkedIn targeting
Monitor and compare performance against Google Ads
ETOS Consulting LLC is a digital marketing agency specialized in websites, SEO, advertising and cold outreach. We offer result-focused digital marketing services that cater to established businesses and startups eager to carve out their niche, scale their operations, and dominate their markets.
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