We don’t think about the power of Bing Ads when we think about online advertising; Google Ads is usually the first thing that comes to mind. For good reason: Google is the biggest search engine out there. But what if we told you there’s another powerful advertising platform many businesses overlook?
Enter Bing Ads, now called Microsoft Advertising. While it doesn’t have fewer users than Google, Bing Ads can still drive high-quality leads at a lower cost. If you’re not advertising on Bing, leave money on the table.
What is Bing Ads?
Bing Ads is a pay-per-click (PPC) advertising platform like Google Ads. Businesses can create ads that show up when people search for specific keywords. The best part? Bing Ads doesn’t just run on Bing—it also appears on Yahoo, MSN, AOL, and DuckDuckGo.
That means your ads reach millions of people who might not use Google.
Why Advertise on Bing?
Less Competition, Lower Costs
Because most businesses focus on Google Ads, fewer advertisers are bidding on Bing Ads. This means:
✅ Cheaper clicks (30-50% lower than Google Ads)
✅ Less competition for keywords
✅ Better return on investment (ROI)
If you’re spending a lot on Google Ads, Bing can help stretch your budget further.
Bing Users Have More Money to Spend
Did you know that Bing users are often older and wealthier than Google users?
Over 70% of Bing users are over 35 years old
Nearly half have an income of $75,000+ per year
This makes Bing perfect for businesses selling high-end products or services, like luxury brands, legal services, financial advisors, and medical practices.
Bing is Built into Microsoft Devices
Most people don’t change their default search engine, meaning millions use Bing because it comes with Microsoft Edge and Windows PCs.
Many workplaces block Google Search but allow Bing, making it the go-to search engine for professionals.
You Can Copy Your Google Ads to Bing in Minutes
Already running Google Ads? Good news—you can seamlessly import your entire Google Ads campaign into Bing with just a few clicks, saving you time and effort.
This saves time and lets you start quickly without creating new campaigns from scratch.
How Bing Ads Work (A Simple Breakdown)
Bing Ads works just like Google Ads, making it a familiar and straightforward platform. Here’s what you need to know about the power of Bing Ads:
1. You Choose Keywords
When people search for words related to your business, your ad appears.
Example: If you sell running shoes, you might target keywords like “best running shoes for beginners.”
2. You Pay When Someone Clicks
You don’t pay just to show your ad—you only pay when someone clicks on it.
3. You Control Who Sees Your Ads
With Bing Ads, you can target people by:
✔ Location (local, national, or global)
✔ Age & income (great for targeting high-income buyers)
✔ Device type (mobile or desktop)
✔ Time of day (only show ads when people are most likely to buy)
Bing Ads vs. Google Ads: What’s the Difference?
✔ If your Google Ads CPC is high, Bing can get you cheaper leads
✔ If you sell to high-income customers, Bing users are a perfect audience
Is Bing Ads Right for Your Business?
Bing Ads is an excellent option for businesses that:
- Want to lower ad costs and increase ROI
- Target older, high-income customers (lawyers, doctors, financial advisors, luxury brands)
- Already run Google Ads but need more traffic without raising the budget
- Sell products or services where Bing has a substantial market share
- If your Google Ads CPC is too high, it’s Time to test Bing Ads and see how they perform.
Google Ads will always be the biggest player in online advertising, but Bing Ads can be a hidden goldmine. If you’re looking for cheaper clicks, high-value customers, and less competition, Bing is worth testing.
Are you ready to give Bing Ads a try? We can help!
Author Bio
Dr. Sonja Elcic, Ph.D., is the founder of Citrine Research and Consulting and specializes in psychology-based paid advertising and marketing strategies.
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