Search, online and digital media
Search volume at lower auction prices
Bing has a smaller share of searches than Google, but the people searching on it skew towards desktop, work devices and older buyers with spending power. Fewer advertisers compete there, so the same query often costs less.
FOCUSADS adds Microsoft once Google Search campaigns have proven which keywords convert. We import the winners, adjust bids for Microsoft’s audience, and add LinkedIn profile targeting for B2B plans.
Channel facts
- Funnel role
- Consideration, Conversion
- Test budget
- $500 to $3,000 per month
- Business goals it supports
- B2B Pipeline, Qualified Leads
- Market availability
- 8 markets with a verified seller
Who it is for
- B2B companies selling to office-based buyers
- Advertisers already profitable on Google Search
- Brands targeting older consumer segments
Who it is not for
- Advertisers without a working Google Search baseline
- Markets where Bing share is very low for the category
Business goals it supports
- B2B PipelinePrimary fit
- LinkedIn profile targeting by company and job function on search ads.
- Qualified LeadsPrimary fit
- Same lead queries as Google at lower CPC.
- Sales & RevenueSupporting role
- Shopping campaigns where the market supports them.
Market availability
| Market | Verified sellers and how we handle them |
|---|---|
| China |
|
| United Kingdom |
|
| Brazil |
|
| Switzerland |
|
| Austria |
|
| Czechia |
|
| Türkiye |
|
| Belgium |
|
Status in all 30 markets
- United StatesResearching
- ChinaRestricted
- United KingdomVerified
- JapanResearching
- CanadaResearching
- GermanyResearching
- AustraliaResearching
- FranceResearching
- South KoreaResearching
- BrazilVerified
- ItalyResearching
- SpainResearching
- MexicoResearching
- NetherlandsResearching
- SwedenResearching
- SwitzerlandVerified
- NorwayResearching
- PolandResearching
- Hong KongResearching
- DenmarkResearching
- AustriaVerified
- Saudi ArabiaResearching
- SingaporeResearching
- PhilippinesResearching
- New ZealandResearching
- CzechiaVerified
- TürkiyeVerified
- BelgiumVerified
- IrelandResearching
- United Arab EmiratesResearching
Strengths
- Lower cost per click on many queries
- LinkedIn profile targeting inside search
- Simple import from Google Ads
Limitations
- Lower volume than Google
- Partner network quality varies and needs exclusions
- Smaller automated bidding data sets
Budget suitability
Test budgets are our planning guidance for a fair monthly test. Platform minimums are separate, and media is paid directly to platforms or media owners.
$500 to $3,000
Test budget, per month
Usually 10 to 25 percent of the Google Search budget, scaled by impression share on proven keywords.
At US price levels the planner will not fund this channel below $500 of media a month per market, because the signal below that is too thin to act on. In other markets the threshold follows the local price level. That is our planning estimate, not a platform minimum.
- Funnel role
- Consideration, Conversion
- Audience strategy
- Keywords imported from Google winners
- LinkedIn company, industry and job-function bid adjustments
- Syndication partner exclusions
Measurement model
Same qualified-outcome definition as Google Search, compared side by side.
What we report
- Cost per qualified lead vs Google
- Impression share
- LinkedIn-segment performance
Landing page and tracking implications
- Microsoft UET tag with consent mode
- Offline conversion import for lead quality
- Same landing pages as Google Search
Creative requirements
- Responsive search ads adapted from Google
- Audience ads assets for the Microsoft Audience Network where used
How FOCUSADS manages it
- Import and sync after Google changes, with Microsoft-specific bid adjustments
- Partner-site and syndication review monthly
How it works with other channels
- Google Search Ads
- Proven keywords and copy flow from Google to Microsoft.
- LinkedIn Ads
- LinkedIn targeting data informs B2B bid adjustments.
Industry use cases
- Software and SaaS pipeline growth
- Software buyers searching from work devices
- Import, export and international trade acquisition
- Trade and sourcing queries from procurement teams
- Real estate lead and sales planning
- Older property buyers and investors
Its role in every industry
How many researched buyer segments in each industry use this channel as primary or supporting media.
- Import, export and international trade acquisitionPrimary in 1
- Car rental booking and fleet growthSupporting in 1
- E-commerceCase by case
- Real estate lead and sales planningCase by case
- Travel and hospitality booking growthCase by case
- Medical tourism acquisition with privacy safeguardsCase by case
- Automotive and auto parts acquisitionCase by case
- Restaurant, food delivery and grocery growthCase by case
- Fashion and apparel growth planningCase by case
- Beauty and personal care growth planningCase by case
- Furniture and home decor acquisitionCase by case
- Electronics retail and B2B acquisitionCase by case
- Software and SaaS pipeline growthCase by case
- Gaming and esports acquisitionCase by case
- Construction and renovation lead qualityCase by case
- Manufacturing, wholesale and distribution growthCase by case
- Logistics and freight forwarding pipelineCase by case
Questions buyers ask
Is Bing worth it if Google is bigger? Often yes as an addition. Lower competition means cheaper clicks on the same queries. We add it once Google proves which keywords convert.
Can I target by company or job title? Yes. Microsoft offers LinkedIn profile targeting on search ads in supported markets.
Do you rebuild everything for Microsoft? No. We import proven Google campaigns and then adjust bids, negatives and partner settings.
Who pays Microsoft? Microsoft bills your payment method directly. FOCUSADS fees are separate.
Add search volume for less
Bing, Yahoo and partner search plus the Microsoft Audience Network, often reaching older and B2B desktop audiences at lower cost per click.