The Ultimate Guide to Advertising on Bing

In this guide, well dive into everything you need to know about advertising on Bingfrom setting up campaigns to advanced strategies that can boost your ROI. Whether you're a business owner, a PPC agency, or an e-commerce PPC management expert, there's plenty to gain from giving Bing the attention it deserves.

Table of Contents

• What Makes Bing Advertising Different?

• Who Should Advertise on Bing?

• Setting Up Your First Bing Ads Campaign

• Key Benefits of Using Bing Ads

• Advanced Tips for Bing PPC Success

• Bing Ads vs Google Ads: A Quick Comparison

• Final Thoughts

What Makes Bing Advertising Different?

Bing Adsnow officially known as Microsoft Advertisingdoesn't just cover the Bing search engine. It also powers ads across Yahoo, AOL, and a network of partner websites. While it commands a smaller market share than Google, its reach is far from insignificant.

What truly sets Bing apart is its demographics. Users tend to be older, more affluent, and more likely to convert. For industries like finance, healthcare, and B2B services, this makes Bing a goldmine for high-quality leads.

Who Should Advertise on Bing?

If you're a brand that thrives on conversion rate optimisation, or a CRO agency, Bing Ads might be your hidden gem. It's ideal for:

• Niche businesses targeting specific keywords

• E-commerce brands looking to stretch ad budgets further

• Local businesses competing in less saturated markets

• Enterprises looking to diversify their paid media strategy

In fact, savvy digital marketing agencies often include Bing as part of a holistic multi-channel PPC strategyespecially when managing campaigns for high-value clients.

Setting Up Your First Bing Ads Campaign

Launching a campaign on Bing is surprisingly simple, especially if you're familiar with Google Ads. Heres a brief overview:

1. Create an account at Microsoft Advertising.

2. Import campaigns from Google Ads (optional, but handy).

3. Define your campaign goalssales, website visits, leads, etc.

4. Select target locations, languages, and audience demographics.

5. Build your ad groups and write compelling ad copy.

6. Set your bids and budgets, then go live!

For best results, work with a Google Ads Specialist who understands how to adapt Google strategies effectively for Bings platform.

Key Benefits of Using Bing Ads

Heres why Bing Ads should be part of your advertising arsenal:

• Lower CPCs: With less competition, cost-per-click is often significantly cheaper than on Google.

• Better Ad Positioning: Fewer advertisers mean more top-of-page placements.

• Higher Device Control: Bing offers better segmentation by device type.

• Audience Targeting: Rich LinkedIn profile targeting is available for B2B campaigns.

• Seamless Import: You can sync campaigns directly from Google Ads with minimal tweaks.

For an SEO agency aiming to support long-term search strategies with paid channels, Bing provides a valuable parallel route to visibility.

Advanced Tips for Bing PPC Success

Ready to go beyond the basics? Here are a few pro-level tactics:

• Use ad scheduling to display your ads when your audience is most active.

• Test different match types (broad, phrase, exact) to find your sweet spot.

• Leverage remarketing to recapture site visitors with tailored messages.

• Integrate with LinkedIn targeting, especially for B2B campaigns.

If youre offering white label marketing agency services, these tactics can add serious value to your client deliverables.

Bing Ads vs Google Ads: A Quick Comparison

While Google Ads remains the dominant player, ignoring Bing means missing out on high-intent traffic at a lower cost.

Final Thoughts

If you're only advertising on Google, you're leaving money on the table. Bing Ads offers a unique, high-converting audience, lower costs, and robust targeting options. Whether you're an in-house team or a growing digital marketing agency, diversifying your paid strategy with Bing is a smart move for 2025 and beyond.

Looking to scale your Bing advertising efforts? Collaborate with a PPC agency that understands multi-channel growth strategies and can help you maximise every pound spent.

Author: Ishant Sharma

Ishant Sharma is a Google Ads Specialist, Meta Ads Expert, Bing Ads Consultant, and seasoned SEO strategist. With over 10 years of experience helping businesses scale their digital marketing performance, hes worked with global brands and fast-growing startups alike.
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