What can Microsoft Ads offer me?

Microsoft Advertising, (formerly known as Bing Advertising), can help you reach millions of potential customers that are only found through Bing. Taking a share of over 20% of the UK’s desktop search market (depending on who you ask!), MAds is an easy way to reach more users than Google alone could offer. If you advertise internationally, Microsoft Ads holds over 16% of the French desktop market and 25% of the German market, making it a great opportunity to reach new users in markets you may already be familiar with.

Furthermore, the UK makes 441 million monthly desktop searches on the Microsoft Search Network, from 18 million unique users – a significant volume of potential traffic to miss out on. You can find data about searchers from various countries and industries here to help you understand how users within your specific market or vertical behave on Microsoft Ads.


A common misconception is that Microsoft Ads is predominantly used by the older generations, however this isn’t necessarily the case. Microsoft Ads’ demographics data reports that 55% of users in the UK are under the age of 45, and the proportion only increases for some verticals (60% of B2B users are under 45, for example).

Additionally, Microsoft Ads allows you to reach a higher-quality audience, as over 45% of UK users have graduated from college, and 30% are reported to have household incomes in the top 25% (all verticals).

How Microsoft Ads and Google Ads differ

Microsoft Search Network

Microsoft grants you access to searchers on sites powered by Bing from across the web, such as AOL, MSN, Yahoo and more, that you could be missing out on! The Microsoft Search Network is part of your customers’ lives, as it powers the devices, apps and sites they visit and use every day.

Audience Ads

Microsoft offers you the opportunity to run native audience ads on their Audience Network, which can place your ads across sites such as MSN, Outlook and Microsoft Edge, as well as Microsoft’s partner sites. These can either take the form of image-based ads (think GDN Ads), or feed-based ads (your traditional Dynamic Remarketing activity).

An example of an Audience ad as shown on MSN:

So how do I get started?

Importing Your Activity

Microsoft Ads gives you the ability to import your campaigns and account structure straight from Google Ads, to make it as efficient as possible for you. All of your extensions, ads and campaign set-ups can be transferred over quickly and easily.

You can even schedule imports to occur on a regular basis, so your most recent ads and changes in Google Ads, can seamlessly sync across to MAds too.

Shopping Campaigns

Shopping campaigns can be set up to run on Microsoft Ads for a variety of markets, with the click of a button. You can choose to set up feeds within Microsoft Ads itself, or simply import your existing Google Merchant Center data across into MAds.

Smart Shopping is currently being rolled out across Microsoft Ads, so you can trust your products to be served to the right user, at the right time. Like Google Ads, maximise conversion value is also used, with the option of defining a target ROAS goal to give you more control over your campaign’s efficiency.

If you’re running Google Ads, why not expand to Microsoft Ads also?