Why Microsoft Ads deserves more attention from B2B businesses

Let me start with a fact that surprises most people. Bing users are on average older, more educated, and have higher household incomes than Google users. That skew is even more pronounced in a professional context. Microsoft Ads reaches a disproportionate number of corporate users, IT professionals, and senior decision-makers - particularly in markets where Microsoft 365 is dominant and Edge is the default browser.

The demographic advantage in B2B

If your buyer is a finance director, an IT manager, or a procurement professional in a mid-to-large organisation, they are more likely to be a Bing user than a consumer audience. That is partly because Windows devices with Edge as the default browser are standard in corporate environments. It is also because older, more established professionals are more likely to have never switched their default search engine. The audience skews older and more senior. For B2B that is often exactly who you want to reach.

Lower CPCs mean more volume for the same budget

CPCs on Microsoft Ads for B2B keywords are typically 30 to 50 percent lower than equivalent terms on Google. For a business spending £3,000 a month on Google, even a modest £500 to £1,000 allocation to Microsoft Ads can generate meaningful additional enquiries at a lower cost. That is incremental budget efficiency that most B2B advertisers are leaving on the table.

The competitive dynamics

Because fewer advertisers are active on Microsoft Ads, competition for many B2B keywords is lower. This means your ads can appear more consistently and at lower cost than they would on Google for the same terms. In some niche B2B categories, being one of only a handful of advertisers on Microsoft Ads means you effectively own the top of the page.

Getting started

Import your Google Ads campaigns using the Microsoft Ads import tool. Set up UET conversion tracking. Review imported bid adjustments and reset them. Enable LinkedIn Profile Targeting as an observation layer on your core campaigns. Run for 60 days before drawing conclusions. Microsoft Ads needs time to build data just as Google does. The results in B2B contexts consistently surprise advertisers who have written the platform off based on volume alone.