Bing Ads and Microsoft Advertising management. 35% of US searches happen on Bing, Edge, Yahoo, and AOL — with significantly lower cost-per-click and less competition than Google. Trendwise builds, migrates, and manages Microsoft Advertising campaigns for businesses already running Google Ads and ready to capture the second-largest search market. The market Google forgot.
Microsoft's ad network reaches 35% of all US desktop searches across Bing, Edge, Yahoo, AOL, and DuckDuckGo — with cost-per-click typically 30–60% lower than Google. If you're already running Google Ads and ignoring Bing, you're leaving qualified leads on the table at a discount.
Published by Trendwise — a Texas-based marketing team running paid acquisition across Google, Microsoft, and Local Services Ads since 2014. See recent client work →
Why Bing is worth your attention
Microsoft Advertising is the highest-ROI channel most businesses ignore.
Bing's market share looks small on the surface — but the search audience is older, wealthier, and far less competitive on the auction side. The numbers tell the real story.
35% of US desktop search
Microsoft's network (Bing + Edge + Yahoo + AOL + DuckDuckGo via Bing infrastructure) reaches roughly 35% of US desktop searches — over 500 million unique searchers per month. Mobile share is smaller but growing as Edge ships with Windows.
30–60% lower cost-per-click
Because less than 5% of advertisers run on Bing, the auction is far less competitive. We typically see CPCs 30–60% below Google for the same exact keywords — sometimes 70% lower for B2B and high-value commercial searches.
Older, wealthier audience
Bing's audience skews 45+ years old, $75K+ household income, more educated. For services targeting boomers, retirees, healthcare, financial advice, real estate, and B2B decision-makers, Bing often outperforms Google on ROAS by a wide margin.
Easy migration from Google Ads
Microsoft Advertising has a native “Import from Google Ads” tool that brings over campaigns, keywords, and ads in minutes. We optimize the imported structure for Bing-specific quirks (different match types, audience features, image extensions) — same setup work, fraction of the cost.
What we do
Bing Ads management built around the Microsoft Advertising platform — not Google's playbook copy-pasted.
Bing isn't just “Google with less traffic.” The platform has unique features and audiences that require dedicated management to fully exploit.
1. Free Bing Ads consultation
30-minute strategy call. We look at your existing Google Ads (if any), your target audience, and your service offering. If Bing makes sense for your business, we'll project potential CPC savings and lead volume. If it doesn't (rare — usually only for very young, low-income consumer products), we'll tell you.
2. Import or build from scratch
Already running Google Ads? We import your campaigns and optimize them for Bing's quirks. Starting fresh? We build a tightly themed campaign structure using Microsoft's keyword research tools (which often surface Bing-specific opportunities Google's tools miss).
3. Microsoft-specific audience targeting
LinkedIn integration is the killer Microsoft feature — you can target by LinkedIn job title, company, or industry directly from Bing Ads. For B2B businesses this is unmatched on any other paid platform. We layer LinkedIn audiences onto Search campaigns to capture decision-makers at higher conversion rates.
4. Conversion tracking & reporting
Microsoft Ads Universal Event Tracking (UET) installed, plus offline conversion uploads if you have a CRM. Reports show the metrics that matter: cost-per-lead, lead-to-customer rate, ROAS, and YoY comparison — side-by-side with Google Ads if you run both.
5. Weekly optimization, monthly reporting
Bid adjustments, negative keyword additions, search query analysis, ad copy tests, audience refinements. Monthly performance report with a 30-minute review call. If Bing is performing better than Google on certain keywords (it often does), we'll recommend shifting budget allocation.
Transparent pricing
Flat management fees. Lower CPCs than Google.
Ad spend paid directly to Microsoft. Our management fee is a flat dollar amount based on account size.
$400/mo
For businesses spending $300–$1,500/mo on Microsoft Advertising.
- 1 Search campaign, tightly themed
- Import from existing Google Ads (if applicable)
- UET tracking setup
- Weekly optimization
- Monthly performance report
- Recommended ad spend: $300–$1,500/mo
$900/mo
Full Microsoft Advertising program including LinkedIn audience targeting and Shopping campaigns.
- Multiple Search campaigns
- LinkedIn audience layering (B2B)
- Microsoft Shopping (e-commerce)
- Audience & Display retargeting
- Daily monitoring + weekly optimization
- Bi-weekly strategy call
- Recommended ad spend: $1,500–$8,000/mo
$1,800/mo
Coordinated Google Ads + Microsoft Advertising for full search engine coverage.
- Everything in Bing Growth
- Full Google Ads management
- Cross-platform budget optimization
- Unified reporting (one dashboard)
- Save 25% vs. separate plans
The cheat code
Add Bing to your Google Ads spend for 20–40% more leads at the same budget.
Most businesses pour 100% of their PPC budget into Google. When we move 15–25% of that budget over to Bing, total leads typically rise 20–40% — not because Bing is “better” but because the auction is so much less competitive. Same money, more leads.
Common questions
Is Bing Ads worth it for your business?
Stop leaving 35% of US search on the table.
Free 30-minute Bing Ads consultation. We'll project your potential CPC savings and lead volume based on your industry and current Google Ads performance.