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Jennifer Esty
March 25, 2025
With great power comes great rewards
The Ads Challenge - Google vs Microsoft
When it comes to B2B digital advertising, there’s no denying that Microsoft Ads is very much Pepsi to Google Ads’ Coke.
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That said, Microsoft Ads (formerly Bing Ads) offers a powerful and often overlooked opportunity for businesses targeting professionals and decision-makers.
If you aren’t already using Microsoft Ads, here’s why you should start:
1. Reach High-Value B2B Decision-Makers
Microsoft Ads campaigns also reach Bing, Yahoo and AOL users, and, according to Microsoft, a higher percentage of affluent and professional users than Google. In fact, Microsoft’s network includes:
✔ Senior decision-makers and executives
✔ Higher-income professionals
✔ Users more likely to engage with B2B content
2. LinkedIn Profile Targeting
One of our favourite features of Microsoft Ads is the ability to integrate with LinkedIn data, allowing you to target preferential users based on your LinkedIn audiences, which include target company lists, retargeting audiences and of course the usual audiences you will have developed using demographic targeting.
3. Less Competition, Lower Costs
Since fewer businesses use Microsoft Ads compared to Google Ads, competition is lower, meaning if you get the set up right, you will see:
✔ Lower cost-per-click (CPC)
✔ Better ad placements
✔ Higher return on ad spend (ROAS)
4. Higher Intent and Conversion Rates
Microsoft search users tend to be more serious buyers than Google search users, leading to higher engagement and conversion rates—especially for industries like SaaS, IT services, and enterprise solutions.
5. Ease of set up
Microsoft Ads has also cleverly designed import functionality which enables advertisers to import their Google Ads set up into Microsoft Ads. And while not perfect and still required manual intervention and refinement, it means that set up time can be reduced if you are already using Google Ads.
Final Thoughts
There is no doubt that MS Ads is a strategic complement to Google Ads, meaning B2B organisations that combine Google Ads + Microsoft Ads reach a broader audience, ensuring visibility across multiple search engines where decision-makers are active.
If you’re a B2B company looking to reach professionals, lower costs, and drive high-quality leads, Microsoft Ads is a must-have in your marketing mix.
Get in touch and we can show you how to leverage and optimise the power of this overlooked platform today!
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