What if there were millions of high-income, high-intent searchers your Google Ads campaigns will never reach, and you could get in front of them for less money per click?
That’s exactly what Microsoft Advertising makes possible. While most advertisers pour their entire budget into Google, Microsoft’s ad platform quietly delivers lower costs, less competition, and access to an audience that skews wealthier and more educated than Google’s user base.
In fact, Microsoft Advertising now reaches over 12% of the U.S. search market and connects businesses with 63 million searchers that Google doesn’t touch. For this reason, if you’re only running Google Ads, you’re leaving money and customers on the table.
In this guide, we’ll break down the core Microsoft Advertising benefits, show you how Bing Ads performance compares to Google, and explain why every paid search strategy should include Microsoft.
Microsoft Advertising Reaches Far Beyond Bing
One of the most common misconceptions about Microsoft Advertising is that it only serves ads on Bing. In reality, the platform powers ads across a much larger network that includes Yahoo!, DuckDuckGo, AOL, MSN, Outlook, and a range of affiliated partner sites.
Because of this extended network, Microsoft Advertising accounts for at least 12% of the search engine market share in the U.S., according to recent StatCounter data. Additionally, with Copilot and Bing’s AI integrations reshaping how users discover products and services, that reach continues to grow.
In other words, businesses running Microsoft Ads can connect with millions of searchers who may never see their brand on Google. Therefore, it’s an essential component of a well-rounded search marketing strategy.
Bing Users Are Older, More Affluent, and High-Intent
Beyond its extensive reach, Bing also attracts a high-value audience that sets it apart from Google. Specifically, studies from Microsoft Advertising indicate that Bing’s user base tends to be older, more affluent, and more highly educated than the general online population.
In fact, nearly half of Bing users have an annual household income exceeding $100,000, and a significant portion are college graduates who are more established in their careers.
Furthermore, Microsoft reports that Bing reaches 63 million searchers that Google doesn’t. As a result, advertisers using Microsoft Ads have the opportunity to capture an audience that simply isn’t reachable through Google’s platform.
This is why Bing is particularly valuable for businesses targeting affluent professionals, homeowners, and high-value consumers who are more likely to convert. If your ideal customer is a decision-maker with spending power, Microsoft Advertising puts your brand directly in front of them.
Microsoft Ads Can Deliver Stronger Performance Than Google Ads
Microsoft Advertising doesn’t just reach a different audience; it can also deliver stronger performance metrics than Google Ads. Because of the lower competition on Bing, advertisers often experience lower cost-per-clicks (CPCs), higher conversion rates, and a stronger return on ad spend (ROAS).
For example, one of Funnel’s major accounts ran an identical Brand search campaign across both Google and Bing. When comparing the results, Bing outperformed Google in key performance areas:
Bing delivered a conversion rate of 6.59% compared to Google’s 4.59%. Additionally, Bing produced an impressive ROAS of 15.07 compared to Google’s 12.12.
In other words, for every dollar spent on Bing, the return was significantly higher. These results demonstrate that for many businesses, allocating budget to Microsoft Ads can lead to more cost-effective customer acquisition and better overall profitability.
Moreover, industry data suggests that Microsoft Ads CPCs can be up to 70% lower than Google’s in certain verticals. Consequently, businesses with limited budgets can stretch their ad spend further while still capturing qualified, high-intent traffic.
Want to see how Microsoft Advertising could perform for your business? Our team manages paid search campaigns across both Google and Microsoft to maximize your total search visibility. Book a free strategy session →
Microsoft Ads Offers Full Feature Parity With Google Ads
Another reason advertisers should consider Microsoft is its feature parity with Google Ads. Specifically, if a business is already running Google Ads campaigns, setting up Microsoft Advertising is quick and seamless.
First, the platform uses the same campaign structure as Google. Second, it supports identical ad formats and extensions. Third, it provides import tools that allow advertisers to copy Google Ads campaigns directly into Microsoft Ads with just a few clicks.
Additionally, Microsoft frequently mirrors Google’s latest features, ensuring that advertisers have access to the same advanced bidding strategies, audience targeting, and automation tools available on Google Ads. In fact, in early 2026, Microsoft rolled out significant updates, including new Performance Max customer acquisition goals, doubled search theme limits, and share-of-voice metrics for better campaign visibility.
Furthermore, Microsoft Advertising offers something Google currently doesn’t: LinkedIn profile targeting. Because Microsoft owns LinkedIn, advertisers can target users based on company, industry, and job function. As a result, this makes Microsoft Ads especially powerful for B2B campaigns and businesses targeting specific professional demographics.
This means businesses don’t have to sacrifice performance or functionality when expanding their search marketing strategy to include Microsoft Advertising. In most cases, the transition takes less than an hour.
Why Microsoft Advertising Complements Your Google Ads Strategy
The strongest paid search strategies don’t rely on a single platform — instead, they use both Google and Microsoft together. Here’s why:
First, maximize your total search reach. Google dominates search volume, but Microsoft captures an audience that Google doesn’t fully reach. Specifically, those 109 million PC users on Bing include professionals, older demographics, and higher-income households who may never see your Google ads. Running on both platforms means you’re covering more ground without competing against yourself.
Second, lower your overall cost per acquisition. Because Microsoft Ads typically delivers lower CPCs than Google, blending both platforms into your strategy can reduce your average cost per click and cost per conversion across your entire paid search program.
Third, test and learn faster. Running the same campaigns on both platforms gives you two data sets to compare. For example, you might find that certain keywords convert better on Bing than on Google, or that specific audiences respond differently to your ad copy. As a result, these insights improve your overall marketing performance.
Finally, diversify your risk. Relying entirely on Google means any algorithm change, policy update, or cost increase directly impacts your entire paid search budget. However, having Microsoft as a second channel provides a safety net and keeps your lead flow more stable.
Ready to Expand Your Search Marketing Beyond Google?
Ultimately, Microsoft Advertising offers businesses a unique opportunity to expand their reach, engage with high-value consumers, and achieve better performance metrics at lower costs. In combination with a strong Google Ads strategy and SEO foundation, it creates a more complete and resilient search marketing program.
For brands looking to diversify their search marketing and maximize their return on investment, Microsoft Advertising isn’t optional; it’s essential.
Want to find out how Microsoft Advertising can grow your business? Book a free strategy session with our team → We’ll analyze your current search presence, identify untapped opportunities on Microsoft’s network, and build a cross-platform strategy designed to drive real results.
