Every digital marketer knows Google Ads. Far fewer are fully leveraging Microsoft Advertising (formerly Bing Ads) — and that's precisely why it remains one of the best opportunities in paid search. With lower competition, lower CPCs, and an audience that skews older, more educated, and more affluent than the average Google user, Microsoft Ads deserves a serious place in any performance marketer's account portfolio.
Why Microsoft Ads Deserves More Attention
Microsoft's search network — which includes Bing, Yahoo, AOL, and DuckDuckGo — commands roughly 30% of US desktop search volume. On mobile, the share is lower, but the desktop dominance matters: B2B decision-makers and professionals conduct far more of their research on desktop than the average consumer.
More importantly, Microsoft Ads users convert at rates that frequently rival or exceed Google. The combination of lower competition, lower CPCs, and high-intent audiences makes Microsoft Ads one of the best-kept secrets in performance marketing.
Microsoft Ads Account Types and Features
Standard Microsoft Ads Accounts: The self-serve platform providing access to search campaigns, shopping campaigns, display ads, and Microsoft's full targeting suite.
Microsoft Advertising Intelligence: A powerful keyword research tool built into the platform that provides search volume, competition data, and bid estimates specific to Microsoft's network.
Microsoft Audience Network: Microsoft's native advertising network, placing ads across MSN, Outlook, and partner sites — similar to Google Display Network.
LinkedIn Profile Targeting: Unique to Microsoft Ads — the ability to target search and audience ads by LinkedIn job function, industry, and company. This makes Microsoft Ads uniquely powerful for B2B campaigns.
Google to Microsoft Ads: The Import Advantage
One of Microsoft Ads' most powerful features is the ability to import campaigns directly from Google Ads. With a few clicks, you can replicate your entire Google campaign structure — keywords, ads, bid strategies, audiences — into Microsoft Ads.
This means getting started on Microsoft Ads requires minimal additional setup. Import your best-performing Google campaigns, adjust bids downward to reflect the lower competition environment, and monitor performance.
Regularly sync imports to keep both accounts aligned as you make optimizations.
Who Benefits Most from Microsoft Ads
B2B companies: LinkedIn profile targeting combined with high-intent search makes Microsoft Ads exceptional for reaching business decision-makers.
Financial services: Bing users over-index for financial product research and have higher average incomes — making this network valuable for insurance, investment, and banking advertisers.
Healthcare and pharmaceuticals: Similar demographic skew toward older, higher-income users who conduct extensive research before healthcare decisions.
Real estate and home services: Desktop-heavy research patterns align well with high-consideration home-related purchases.
Getting Started with Microsoft Ads Accounts
Pre-verified Microsoft Ads accounts with billing history and established account trust offer the same advantages on Microsoft's network as aged accounts do on Google — faster campaign approval, higher initial spending limits, and more resilient performance under aggressive bidding strategies.
MaWiki.store offers Microsoft Ads accounts across multiple geographies, suitable for both search and audience network campaigns.