Microsoft Ads reaches over 100 million users on Bing, Edge, Outlook, LinkedIn, and Copilot, often at a fraction of Google's cost-per-click. With Copilot AI integrations and LinkedIn audience targeting built in, it's the most undervalued PPC channel in 2026.
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Microsoft Ads (formerly Bing Ads) powers search advertising across Bing, Yahoo, DuckDuckGo, AOL, Edge, and, crucially in 2026, Microsoft Copilot. The audience skews older, more affluent, and higher-converting for many B2B and professional service verticals. With native LinkedIn profile targeting, CPC rates typically 20-40% lower than Google, and Copilot AI placements creating new discovery paths, Microsoft Ads delivers exceptional ROI for businesses willing to look beyond Google.
Search campaigns across Bing, Yahoo, DuckDuckGo, and AOL, targeting the same high-intent queries as Google but with significantly lower CPC competition. We build dedicated Microsoft campaigns, not just Google imports, because the audience and auction dynamics are fundamentally different.
Microsoft is integrating ads into Copilot conversations, their AI assistant built into Windows, Edge, and Office. This creates entirely new placements where your business can appear within AI-generated answers and recommendations, similar to Google's AI Overviews but across Microsoft's ecosystem.
The single biggest differentiator. Microsoft Ads lets you target users based on their LinkedIn company, industry, and job function, directly within search campaigns. This is B2B gold that Google simply cannot replicate. Target decision-makers by role, company size, and industry.
Product ads across the Microsoft Audience Network. With product feed optimization already done for Google, we extend your Shopping reach to Microsoft's network at minimal additional setup cost.
Native advertising across MSN, Outlook.com, Edge, and premium publisher sites. Image and responsive ads reaching engaged users outside of search, particularly effective for B2B awareness and remarketing.
We import campaign structures from Google Ads as a starting point, then optimize specifically for Microsoft's auction dynamics, adjusting bids, budgets, and targeting for the different audience and competitive landscape.
Microsoft Ads isn't "Bing as an afterthought." It's a distinct channel with unique strengths that deserves its own strategy.
We analyze your market on Microsoft's network, search volume, competitive density, CPC benchmarks, and audience overlap with your target customers. For B2B companies, we assess the LinkedIn targeting opportunity specifically. Not every business benefits equally from Microsoft Ads, and we'll tell you honestly whether the opportunity justifies the investment.
Dedicated campaigns built for Microsoft's platform, not just Google imports with no adjustments. We leverage LinkedIn profile targeting for B2B, configure Copilot-ready ad formats, set up Audience Network placements, and implement Microsoft's UET tag for conversion tracking with Enhanced Conversions support.
Microsoft Ads is most effective as part of a wider paid search strategy. We coordinate bidding, budgets, and targeting across Google Ads and Microsoft Ads so the two platforms complement rather than cannibalize each other. Different bid strategies per platform based on auction dynamics.
Performance tracked alongside all other channels through Gorilla Reports, giving you a single view of cross-platform CPA, ROAS, and revenue attribution. Microsoft data feeds into your wider performance marketing intelligence.
Every lever within the Microsoft Advertising ecosystem.
Keyword-targeted search ads across Bing, Yahoo, DuckDuckGo, and partner sites.
Ads integrated into Microsoft Copilot conversations and AI recommendations.
Job function, company, industry, and company size targeting on search ads.
Product ads with feed optimization across the Microsoft Audience Network.
Native ads on MSN, Outlook.com, Edge, and premium publisher placements.
Target CPA, Target ROAS, and Enhanced CPC optimization strategies.
In-market audiences, custom audiences, remarketing, and Customer Match.
Ad copy optimized for Microsoft's audience demographics and intent patterns.
Sitelinks, callouts, structured snippets, call, action, and review extensions.
Universal Event Tracking with Enhanced Conversions for server-side data.
Selective import with platform-specific bid and budget adjustments.
Leveraging lower Microsoft CPCs for the same high-intent queries.
LinkedIn targeting combined with search intent for B2B lead generation.
Search term management and query refinement across campaigns.
Ad copy, landing page, and bid strategy experiments specific to Microsoft.
Microsoft performance alongside Google in unified Gorilla Reports dashboards.
Why the smart money is paying attention to Microsoft's advertising ecosystem in 2026.
