Microsoft Ads: The Quiet Channel Winning Where Google Can’t

Let’s be real, who is using Microsoft Ads? 

They think it’s just “Bing” and that no one uses it. Meanwhile, they’re throwing more money into Google Ads auctions that keep getting more expensive and more competitive.

But here’s the reality: Microsoft Advertising is where smart brands are picking up high-quality traffic, especially in industries that rely on desktop users, professional decision-makers, or an older (and often wealthier) audience.

And no, you don’t have to believe the hype. You just have to look at the numbers.

The Thing About Bing That No One Talks About

Yes, Bing is still a thing. But Microsoft Ads go far beyond Bing.com.

When you advertise through Microsoft, your ads show up across:

• Bing
• Yahoo and AOL
• MSN and Outlook
• Microsoft Edge browser
• Windows apps
• And LinkedIn’s audience network, which means you can utlise targeting LinkedIn uses

It’s a massive ecosystem, and it reaches a demographic that Google may miss: decision-makers on desktop, professionals browsing during work hours, and B2B buyers doing actual research not scrolling TikTok.

The LinkedIn Targeting Advantage

This is where Microsoft really pulls ahead: native LinkedIn targeting inside the ad platform.

You can target users by:

• Company name
• Job title
• Industry
• Education level

That’s gold for B2B and high-ticket service providers. And you can’t do that with Google Ads.

It’s Not Either/Or

We don’t tell our clients to drop other channels. We tell them to add Microsoft Ads and let them work together.

Often, Microsoft catches the traffic that Google misses. And because competition is lower, your cost per click is usually cheaper, sometimes 30–40% less.

Same keywords. Lower costs. Less noise.

Our Microsoft Ads Framework

Here’s how we run things:

1. Discover – What audience are we trying to reach, and where is Google falling short?
2. Build – We write copy and structure campaigns based on intent and funnel stage.
3. Target – We use custom keyword sets and, when relevant, layer in LinkedIn data.
4. Test – We optimize bids, adjust match types, and monitor quality scores closely.
5. Scale – If it’s working, we push it harder. If it’s not, we fix it fast.

It doesn’t always outperform,  but it always adds another opportunity stream. And in digital marketing, stacking working channels is the key to real scale.

Is Microsoft Ads Right for You?

If your audience skews professional, older, or desktop-heavy.  Microsoft Ads should be in your mix.

And if you’re already spending on Google or Meta, it’s likely you’re missing a big segment of your potential audience that’s not on either platform.

We’ll help you find out if Microsoft Advertising can unlock growth for your business, with a strategy designed around actual performance, not platform hype.

SEO Keywords to Use (in metadata, tags, etc.)

• Microsoft Advertising services
• Bing Ads for business
• LinkedIn targeting with Microsoft Ads
• Paid search for B2B
• Microsoft Ads for clinics
• Microsoft Ads for consultants
• Desktop ad traffic
• Search marketing agency
  

A Note on Our Tech Stack

We’re also proud to be a ClickTech Partner, which gives us a major edge when it comes to Microsoft Advertising.

Through this partnership, we have:

• Access to deeper performance insights and cross-platform attribution
• An extended team of specialists to support advanced campaign strategies
• Direct access to Microsoft, so we’re not waiting in line for answers or support

This means faster problem-solving, smarter scaling, and a serious advantage for your campaigns, from strategy to execution.