The Ultimate Guide to Advertising on Bing

When it comes to advertising online, Google tends to steal all the spotlight. However, did you know that Bing has a large audience of searchers that Google can’t reach? In fact, Bing is the second most popular search engine in the world, with a global market share of about 3%. While Bing may not have the same market share as Google, Bing ads (now called Microsoft Ads), offer some seriously formidable opportunities to reach the audience, at a lower cost. Advertising on Bing can be a smart move for your business, and in case you are wondering why and how- here’s a guide on the subject matter. 

Here’s What We Will Talk About in the Ultimate Guide on Advertising on Bing: 

• What Makes Bing Great for Advertising?
• How to Get Started with Bing Ads?
• How to Run Profitable Bing Ads in 2025?
• Types of Campaigns to Advertise on Bing
• Types of Ad Extensions on Bing
• Frequently Asked Questions on Bing Ads

Why Choose Bing for Advertising?

You might be wondering, “Why should you choose to advertise on Bing when Google dominates the search scene?” Well, that’s a valid question, which is why we are here to answer why advertising on Bing can be a winning strategy:

• Less Competition: Just like you, yet many advertisers don’t know about the potential of Bing and haven’t harnessed the platform yet. This means that you won’t be fighting as hard for those top spots. Fewer competitors mean lower costs per click (CPC), and ultimately, a better return on investment (ROI).
• Unique Audience: Bing’s audience tends to skew a bit older and wealthier, which is ideal depending on your target market. Besides, Bing is also the default search engine for many people using Microsoft products like Windows and Edge, so when you advertise on Bing, you get access to millions of users on these platforms. 
• More Control Over Ads: Advertising on Bing offers advertisers greater control over their campaigns. So, from more flexible targeting options to less strict ad guidelines, you can have more freedom to create ads that resonate with your audience. 
• Synced Campaigns: If you are already running Google ads, Bing advertising makes it easy to import your existing campaigns, so you won’t have to start from scratch. So, I would say it’s definitely a time-saver. 
• Partnerships and Reach: Bing is more than just a search engine because it powers searches across Yahoo and ALO, which means your ads can appear in more places than just Bing.com, and the outreach of your campaigns increases significantly. 

Unless you are sleeping on Bing ads, the potential for more conversions, leads, and sales is immense. Don’t believe us? Check out these case studies to find out how we helped our clients skyrocket their sales by leveraging a strategic combo of Bing, Google, and Facebook ads. 

Case Study-1

Case Study-2

How to Get Started with Bing Ads?

Now that you know why Bing is worth considering, let’s walk you through how to set up your first campaign and advertise on Bing.

Step 1: Create a Microsoft Ads Account

For one, you will need to set up a Microsoft Ads account if you don’t have one already. To advertise on Bing, head over to ads.microsoft.com and sign up. The process is pretty straightforward, and all you need to do is just provide basic business information, set up billing and you are ready to start building campaigns. 

Step 2: Import from Google (Optional)

If you are already using Google ads, Bing makes it easy to copy your campaigns. All you need to do is select the  “Import from Google Ads” option, and Bing will guide you through the process. Don’t worry because it usually only takes a few clicks to get everything transferred and you can get started with Bing ads campaign setup just after. 

However, keep in mind that some features available in Google Ads may not be fully supported in Bing, which can impact campaign performance. Just because a campaign performed well on Google doesn’t mean it will yield the same results on Bing. The audience, search behavior, and keyword trends differ between the two platforms, so it’s essential to analyze and optimize your Bing Ads strategy accordingly.

Step 3: Setting Up Your Campaign

When you are creating a new campaign from scratch, Bing will ask you a few questions. These include:

• Campaign Goal: For one, you will need to tell what you want to achieve. You can choose from goals like increasing website visits and driving phone calls to get more people to visit your physical location. 
• Campaign Name and Budget: You can give your campaign a name, and set a daily budget, and you also have to choose where you want your ads to show (just Bing, or across partner networks like Yahoo). Once you set the cost of advertising on Bing and Yahoo, you should also know that you can advertise on Bing for free with Bing Places for Business. You can use this service to create a listing for your business that appears in local search results on Bing
• Target Audience: Bing search ads also allow you to target your audience based on geography, device, time of the day, and even specific demographics like age and gender, and this helps you reach the right people at the right time. 

Step 4: Creating Ads

Next up, you will create ads. Bing ads work very similarly to Google ads, so in case you are thinking about how to advertise on Bing for the best results or how to create ads, we will suggest you craft compelling headlines, and descriptions and select keywords. In fact, here are a few tips to ensure your ads perform well:

• Headlines Matter: You get three headline slots, so use them wisely. Make sure each headline complements the other while focusing on key selling points or pain points.
• Use Action-Oriented Language: Words like “buy,” “shop,” “learn,” or “get started” encourage people to take action. Make sure your ads clearly state what you want the user to do.
• Leverage Keywords: Keywords are crucial for getting your ads in front of the right audience. Bing Ads uses match types like broad match, phrase match, and exact match, so you can choose how strict or flexible your targeting is.

Step 5: Keyword Strategy to advertise on Bing

Keyword research is essential for successful Bing PPC advertising. So, I suggest you use Bing’s Keyword Planner to find relevant keywords for your business. To pick the best keywords, I would suggest you to:

• Focus on long-tail keywords as these keywords are more specific and have lower search volume. While they may not get as many clicks, these keywords tend to convert better because they target users with clear intent. 
• The next thing you need to do is use exact match for highly targeted keywords and broad match to capture a wider audience during Microsoft advertising. 
• While you are at it, don’t forget to include negative keywords. These are terms you don’t want your ads to show up for. This prevents wasting your budget on irrelevant searches.

Step-6: For Ecommerce Stores- Set Up a Bing Merchant Account

If you run an eCommerce store, you need to set up a Bing Merchant Center account to showcase your products on Microsoft Advertising. Those who already have a Google Merchant Account can streamline the process by importing their product feed directly into Bing’s Merchant Center. 

To do this, you can navigate to the Microsoft Advertising dashboard, then go to Tools> Merchant Center > Manage Stores (represented by a shopping cart icon). Here, you can create a new store, enter your business details, and link your Google Merchant Center account. Bing will automatically sync your product catalog, saving you time and effort.

When you integrate your online store with Bing Merchant Center, you can unlock Shopping ads, which allow your products to appear in search results, and drive higher visibility and conversions. As you regularly update your product feed to ensure accuracy, you can prevent disapprovals, and maintain a rock-solid presence on Bing’s shopping network, without any hiccups. 

For more strategies to enhance your eCommerce performance, check out our full guide: 16 Actionable Tips to Optimize Your Ecommerce Store.

Step 7: Tracking and Measuring Success

No ad campaign is complete without tracking results. Bing Ads targeting options are massive, but you also need tracking tools, so you can monitor clicks, conversions, and overall performance. To do that and create a rock-solid Bing ads strategy, focus on:

•  Conversion Tracking: Install the UET (Universal Event Tracking) tag on your website to track when users complete specific actions, such as signing up for a newsletter or purchasing a product.
• Performance Metrics: Keep an eye on your click-through rate (CTR), cost-per-click (CPC), and conversion rate. These metrics will help you determine if your ads are working or if they need adjustments.

How to Run Profitable Bing Ads in 2025?

If you are sleeping on Bing Ads, you are missing out on a goldmine, because while everyone fights for clicks on Google, Bing gives you cheaper CPCs, less competition, and access to high-intent audiences, especially in the B2B space. Here is a Bing ads guide to make your ads profitable in 2025. Dive in to learn Bing ads best practices: 

• Use AI-Driven Targeting: Microsoft’s AI has gotten really smart. Take advantage of Predictive Targeting and In-Market Audiences to make sure your ads show up in front of people most likely to convert. And don’t forget to test automated bidding because Bing’s AI is surprisingly good at optimizing bids for the best ROI. 
• Optimize for Voice Search: Bing powers Cortana, Alexa, and a good chunk of voice searches, so if you’re not thinking about voice queries, you are leaving money on the table. Start using long-tail keywords and question-based phrases like “Where can I find the best budget laptops?” instead of just “Buy a laptop.”
• Make Your Ads Visually Appealing: 2025 is all about multimedia ads like images, and interactive elements that actually grab attention. If you are still running plain text ads, it’s time for an upgrade. Use eye-catching visuals and strong CTAs to boost engagement.
• Tap Into LinkedIn Data: This is where Bing shines. Thanks to LinkedIn integration, you can target users by job title, industry, and company size, which is perfect for B2B ads. So, if you are running a campaign for software consulting, or high-ticket services, Bing ads can be a real game changer. 
• Test, Test, and Test Again: Never assume you have got the perfect ad, instead always A/B test different headlines, descriptions, and landing pages. And if you are struggling with keywords, try Dynamic Search Ads (DSAs)- they auto-match your ads to relevant searches based on the content of your landing page. However, while you are at it ensure that the landing pages used in DSAs are highly relevant. Many clients wrongfully target all pages, including blog sections, privacy policies, and shopping policies, which is a huge mistake. 

Types of Campaigns to Advertise on Bing

When you are advertising on Bing, you can choose from multiple types of campaigns, each of which has different marketing objectives. Some of them are listed as follows:

• Search Ads: These are conventional text-based ads that appear on Bing’s SERPs when someone enters a query. Search ads tend to work on a pay-per-click model, and they are excellent for businesses that want to capture high-intent users. 
• Multimedia Ads: Multimedia ads include visually appealing elements like images or videos to captivate the audience. They stand out from standard text ads, which makes them incredibly useful for brand awareness campaigns. 
• Audience Campaigns: These ad campaigns allow the advertisers to reach potential customers across Microsoft’s Audience Network. They are primarily display ads that appear on platforms such as Outlook, MSN, and other partner websites, hence helping businesses expand brand visibility. 
• Video Campaigns: Here videos engage users in the ads and dynamic content appears on Bing’s partner network. These ads tend to be quite effective for storytelling and aid improve brand recall. 
• Microsoft Audience Ads: These ads target specific audiences using Microsoft’s AI and audience insights. I also call these the ads of tomorrow as they are based on user intent and they help brands reach potential customers based on their browsing habits, interests, and demographics. 
• App Install Ads: Created specifically for mobile applications, the app install ads drive users directly to an app store where they can download the advertised application. 
• Bing Ads Targeting Basics: This is more like a category that focuses on different targeting options available, including location, device, language, and audience segmentation so that ads reach the right users. 
• Product Ads: Product ads display images of products along with relevant information, such as price, brand, and availability, so these work terrifically for eCommerce businesses. 
• Expanded Text Ads: A more detailed version of conventional text ads, expanded text ads offer additional space for headlines and descriptions, so businesses can communicate their value proposition more effortlessly. 
• Shopping Ads: They show products visually and include detailed production information, which makes these ads great for online retailers who want to increase conversions. 
• Dynamic Search Ads: These ads automatically generate ad headlines and descriptions based on the content of a website for better relevancy and to reduce manual effort for advertisers. 

PRO Tip: Don’t Forget RLSA Ads!

While Remarketing Lists for Search Ads (RSLA) Ads are not a campaign type, they are an advanced strategy worth considering. RSLAs enable advertisers to target users who have previously visited their website, which increases the chances of conversions. 

Types of Ad Extensions for Bing

If you are running ads on Bing, you will want to make the most of ad extensions- the little extras that help your ads stand out and give users more ways to interact with your business. Think of them as add-ons that make your ads more useful and engaging. Here are the main types of ad extensions you can use to level up your Bing ads. 

1. Location Extensions: Get Found Easily

If you have a physical store or office, this extension is a no-brainer. It shows your business address right in your ad, making it super easy for customers to find and visit you.

2. Sitelink Extensions: More Clickable Options

Ever wish you could send users to different pages of your website from a single ad? That’s exactly what site link extensions do. You can link to product pages, contact forms, pricing pages, or even blog posts—whatever makes sense for your business.

3. Call Extensions- Make It Easy to Call You

Want more phone calls? Add your phone number right in your ad, so people can call you with just one tap. The call extensions are perfect for local businesses, service providers, or anyone who thrives on direct customer interactions.

4. Action Extensions- Get Users to Take Action

This one is all about strong call-to-action (CTA) buttons like “Book Now,” “Sign Up,” or “Get a Quote.” It makes your ad more engaging and gives users a clear next step.

5. Image Extensions- Add Some Visual Flair

Text-only ads can feel a little… plain. With image extensions, you can add eye-catching visuals to your ads to grab attention and make them more appealing.

6. Structured Snippet Extensions- Highlight Key Features

Use these to showcase specific services, product categories, or business features. For example, a digital marketing agency might list “SEO, PPC, Content Marketing” to give users a quick snapshot of what they offer.

7. Callout Extensions- Show Off Your Perks

Think of these as your small value statements. You can add text like “Free Shipping,” “24/7 Support,” or “Eco-Friendly” to highlight what makes your business special.

8. Flyer Extensions- Promote Special Deals

Got a sale, event, or promo going on? Flyer extensions let you upload promotional flyers that users can view right from the ad. A great way to drive more engagement!

9. Promotion Extensions- Advertise Discounts & Deals

Who doesn’t love a good deal? These extensions let you highlight special offers, discounts, and sales, making them perfect for seasonal promotions or limited-time deals.

10. App Extensions- Boost Mobile App Installs

If you have a mobile app, this extension is a game-changer. It adds a direct download link to your ad, making it easy for users to install your app straight from the search results.

11. Price Extensions- Show Your Pricing Upfront

Help users make informed decisions by displaying your product or service prices in your ad. 

Final Thoughts on PPC Advertising on Bing

Now, that you know the clear distinction between Bing ads vs Google ads, don’t you think Bing ads are worth a try? If you have any questions or need further guidance on setting up your campaign or advertising on Bing, don’t hesitate to ask! I am here to help you make the most of your digital advertising efforts.