Service · Bing Ads
The auction fewer advertisers bother with.
The Opportunity
Why this matters now
Most advertisers default to Google alone, so the Microsoft auction stays structurally cheaper, often 30 to 40% lower cost per click for functionally identical intent.
The audience skews older, more professional and more desktop-bound, since Bing ships as the default across Windows and Edge. For B2B, finance and considered purchases, that skew is a feature.
Microsoft Advertising also offers LinkedIn profile targeting, letting search campaigns bias bids by industry, company and job function.
By the Numbers
30 to 40%
lower average cost per click than the equivalent Google Ads auction
SRC · Microsoft Advertising, 2026
6%
of the Australian search market Microsoft Advertising now holds
SRC · StatCounter AU, 2026
1
platform offering direct LinkedIn profile targeting inside search campaigns
SRC · Microsoft Advertising, 2026
Our Approach
How we work
- 01
We treat it as a precision complement to Google Ads, not a photocopy. Campaigns import cleanly, but bids and negatives get retuned for the different auction.
- 02
Where the economics support it, LinkedIn profile targeting layers onto commercial campaigns so B2B spend biases toward buyers who can actually sign.
- 03
Reporting rolls up alongside Google Ads in the same framework, so budget flows to whichever auction is cheaper per acquired customer that month.
In Practice
Inside the Engagement
What's included
- Microsoft Advertising account setup or Google Ads import and retune
- Search and Audience Network campaign management
- LinkedIn profile targeting for B2B campaigns
- Unified reporting alongside Google Ads on cost per acquisition
- Ongoing query hygiene and bid management
Where This Fits
Part of a bigger picture
Let's Begin
Ready to rise above
the noise?
Tell us where you're headed. We'll tell you how to get there faster.
