Member Avatar for MktgRob

As someone who works almost exclusively in Google for Adwords campaigns I was wondering if Bing had anything similar. I would imagine they do but as I do not spend a great deal of time outside of Google (per my clients request that I focus on the SE that will return the best traffic).

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Short answer for : yes — the platform you remembered as adCenter/Bing Ads now runs as Microsoft Advertising (the Bing Ads name was retired in 2019). It is a full PPC product you can run alongside Google, not a toy or toy replica. Microsoft release notes detailing the rebrand. (learn.microsoft.com)

That matches what and sketched out: Google usually brings much more raw traffic, while Microsoft can be more efficient for certain goals. Google still dominates overall search share; Bing/Microsoft retains a meaningful desktop audience so Microsoft Advertising is often incremental rather than duplicative. Use market-share context when sizing expectations. StatCounter U.S. search share dashboards. (gs.statcounter.com)

Why try Microsoft Advertising? Benchmarks and many agency reports show lower average CPCs on Microsoft and comparable CPAs in many verticals, so it can stretch budgets and capture incremental conversions. Microsoft also exposes unique capabilities — most notably LinkedIn profile targeting (company, industry, job function) that can lift CTRs and conversion rates for B2B use cases. Treat these as advantages to test, not guarantees. Industry benchmarks summary · Microsoft on LinkedIn profile targeting and reported lift. (blog.coupler.io)

Quick, practical test plan (apply to a representative campaign, 4–8 weeks):

  1. Import your Google Ads campaign with Microsoft’s import tools to keep structure and creatives. Import tool docs.
  2. Start with conservative bids (e.g., 60–80% of Google suggested bids), enable full conversion tracking and consistent UTM tagging, then let automated bidding learn.
  3. Run MS search + Microsoft Audience Network placements and, for B2B, add LinkedIn profile targeting as a bid modifier (note it is "bid only" in some setups and limited to certain markets).
  4. Measure CPA/ROAS and incremental volume versus Google; optimize by device, time, and audience. (about.ads.microsoft.com)

Bottom line: treat Microsoft Advertising as a complementary channel — lower volume but often lower cost and unique audience controls. A controlled import/test will show quickly whether it improves your clients' CPA or just adds low-value clicks.

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Member Avatar for AirForceOne

In my own experiences, Google adwords is definitely more effective than Bing adcenter. It brings more traffic in than Bing for its dominant traffics itself. :)

Member Avatar for boattraveller78

I have read, though, that Bing traffic is higher converting. I don't have a source for that, but it does not sound unreasonable.

Member Avatar for MktgRob

I am going to do a search online to see if anyone has done a compare and contrast analysis of the available ad campaigns and if I find anything I will post it up.

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