Bing Ads: reach that Google doesn't show you
An additional search channel with lower bid competition — we port over a structure that's already working in Google Ads and adapt it for the Bing audience.
Is it worth testing Bing if Google Ads is already working?
Once Google Ads is already bringing in leads, Bing usually doesn't even cross anyone's mind — “our audience isn't there.” That call almost always gets made with zero data behind it, purely out of habit. Bing, together with the Microsoft and Yahoo network, is the default search engine on Windows and Edge, so its audience naturally skews more corporate, desktop, older, and less likely to have changed a default setting. That's not a worse version of Google's audience — it's a different one, much of which never overlaps with people actively searching on Google at all. Because most businesses never try Bing, competition for the same keywords is meaningfully lower — cost per click runs cheaper, and the same leads cost less simply because fewer advertisers bid for the same attention. The most common mistake is copying a Google campaign over 1:1 with no adaptation, calling it “doesn't work” after a few days, and never coming back.
Read more: Why test Bing Ads if you're already running Google Ads →
Signs Bing is worth testing
When a separate Bing Ads budget usually pays off:
Google bids have gone up
Auction competition in your niche on Google has risen, and cost per lead with it.
Audience is 35+ and desktop
Your customers are older, work at a computer, often on corporate machines — Bing’s share there is noticeably higher.
You already run Google Ads
Importing existing campaigns into Bing takes under an hour — the test mostly costs ad budget, not work from scratch.
B2B or a high-ticket service
Each extra quality lead covers the test, even if Bing’s traffic volume is smaller.
What's included in the service
Scope is agreed individually after a brief — the base package typically includes:
Porting a working structure
We use campaigns and keywords that have already proven effective in Google Ads, instead of setting up from scratch.
Adapting for the Bing audience
The Bing audience skews older, desktop-based, and B2B — we adjust bids and messaging accordingly.
Lower bid competition
Fewer advertisers in the auction often means a lower cost per click for the same query.
Separate conversion tracking
Bing's results aren't mixed into Google's reporting — you can see whether the channel actually pays off.
Risk-free test launch
We start with a portion of the budget to evaluate the channel before scaling it.
How we work
A transparent process with no surprises at any stage.
Potential check
We check whether your niche has demand on Bing and how much traffic the channel can realistically add.
Import from Google Ads
We bring over the working campaigns and clean up what behaves differently on Bing.
Adaptation
Bids, keywords and ads are tuned to the Bing audience — often older and more desktop-heavy.
Launch
We go live and track leads from this channel separately.
Optimization
We adjust by conversions and compare the cost per lead against Google Ads.
Scale decision
We keep it as a standing channel if leads are cheaper or incremental, not cannibalising Google.
One-off setup or ongoing management
Pick what you need right now.
Setup and handover
Import or launch campaigns, clean up bids and audiences after import, conversion tracking, team training — then you run the ads yourself.
Ongoing management
Monthly optimization of Bing alongside Google: budget split by actual cost per lead, reporting in one place.
Frequently asked questions
Is it worth starting with Bing if I already have Google Ads?
Yes — if you already have working campaigns in Google Ads, their structure can be ported to Bing Ads to quickly test additional reach without building a strategy from scratch.
What's the audience like on Bing Ads?
Typically older, desktop-based, and B2B-leaning — Bing is the default search engine on Windows and Microsoft Edge.
How much lower is the competition than on Google?
It depends on the niche, but fewer advertisers usually means a lower cost per click for similar queries — the real picture only becomes clear after a test launch.
How much traffic is really on Bing?
Less than Google. But in some niches — B2B, finance, real estate, a 35+ audience — the share and quality of traffic justify a separate budget.
Can you just copy campaigns from Google?
Yes, Bing supports import. But it needs cleanup afterward: not all bids, audiences and extensions carry over correctly.
What budget makes sense for a test?
A small test budget over 3–4 weeks is enough to tell whether the channel makes sense for your niche.
Let's discuss your project?
Tell us about your task — we'll reply with a plan of action and a budget estimate.
Thank you! Your request has been received — we'll be in touch soon.