Paid & sponsorship

Microsoft Advertising (Bing)

Search ads on Bing and partner sites. Often cheaper to test once Google Ads campaigns exist.

Visit about.ads.microsoft.com
Cost
Paid

Paid per click or impression, on a budget you set. No minimum is assumed here; check current pricing.

Verdict
slow burn

Smaller search audience than Google, sometimes with less competition per keyword. Campaigns can often be imported from Google Ads.

Difficulty
Easy

Mostly self-serve. Sign up and post, with light checks.

Effort
Low

About 2 to 4 hours a month.

First result
1 to 2 weeks

A rough range for one person working on it part-time.

Payoff
Steady

a trickle that lasts while you run it.

Best for

Products already running Google search ads.

Not for

Products with no search demand.

Pros

  • Often less competition per keyword
  • Imports Google campaigns

Cons

  • Smaller audience
  • Still paid per click

The full guide

Last verified 2026-10-30

Links checked 2026-10-30 · All links answer

01What it is and who is there

Microsoft Advertising places search ads on Bing and partner sites. Its audience is smaller than Google's, but competition per keyword can be lower in some categories. It can import existing Google Ads campaigns, which makes a second search channel cheap to test.

02Cost and what you actually pay for

You pay per click, on a budget you set. Check current pricing in Microsoft Advertising.

03Is it right for you?

It fits products already running Google search ads. It fits poorly for products with no search demand. Treat it as an extension of search ads, not a separate strategy.

04Before you start

  • A Microsoft Advertising account.
  • Conversion tracking.
  • An existing Google Ads campaign to import, if you have one.

05Step-by-step: how to distribute here

  1. Import your best Google Ads campaigns.
  2. Check keywords, bids and ad text after import.
  3. Set a small budget.
  4. Track cost per sign-up against Google.
  5. Adjust bids where results differ.

06What to post or submit

Ad text: reuse your best Google search ads, adjusted for any differences in character limits.

07Common mistakes and do-nots

  • Do not import campaigns without checking them.
  • Do not assume the same bids work on both networks.

08How to measure it

  • Track cost per acquisition compared with Google Ads.
  • A realistic test: one month.

09Time budget

  • Before: 1 to 3 hours.
  • Ongoing: 30 to 60 minutes a week.

10Pair it with

11Sources

Sources