Microsoft Ads Ads Library

Analyze competitor Microsoft Ads ads targeting European audiences. Filter by country, language, and industry to uncover the strategies driving results in your market.

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1.2 billion

Monthly Searches (Bing)

9.2%

US Desktop Search Share

20-35% lower than Google

Average CPC

63 million users

Unique Audience (Not on Google)

What is the Microsoft Ads Ads Library?

Microsoft Ads (formerly Bing Ads) is the second-largest search advertising platform, reaching 1.2 billion monthly searches across Bing, Yahoo, AOL, and partner networks. Its killer feature is 20-35% lower CPCs than Google for the same keywords, plus exclusive LinkedIn profile targeting for B2B campaigns. The Bing audience skews older, wealthier, and more desktop-oriented, making it particularly strong for financial services, healthcare, and B2B.

How to Use the Microsoft Ads Ads Library

Import from Google Ads

Use the Google Import tool to copy campaigns, keywords, ads, and settings directly from Google Ads in minutes.

Apply Microsoft-Specific Targeting

Layer LinkedIn targeting (job function, industry, company) on top of search campaigns — exclusive to Microsoft Ads.

Adjust Bids for Bing

Bing CPCs are typically lower; adjust bids down 20-30% from Google levels and let the algorithm optimize.

Expand to Audience Network

Enable Audience Ads to extend reach beyond search into native display across Microsoft properties.

Microsoft Ads Ad Formats

Search Ads

Text ads appearing on Bing, Yahoo, and AOL search results for keyword queries.

Shopping Ads

Product listing ads with images, prices, and merchant info on Bing Shopping results.

Audience Ads

Native display ads served across MSN, Outlook.com, Microsoft Edge, and partner sites.

Performance Max

AI-optimized campaigns across all Microsoft Advertising surfaces including search, display, and native.

Multimedia Ads

Visually rich search ads combining large images with text, standing out on the search results page.

Video Ads

Video placements across the Microsoft Audience Network including MSN and partner sites.

What You Can Do

1Capturing cheaper search clicks for high-CPC industries (legal, insurance, finance)
2Reaching the older, higher-income Bing demographic
3Importing and extending existing Google Ads campaigns effortlessly
4B2B targeting using LinkedIn profile data integrated into Microsoft Ads
5Shopping campaigns on Bing with less competition and lower CPCs

Microsoft Ads Advertising Best Practices

Import Google Ads campaigns as a starting point, then customize bids and targeting for Bing's audience.
Use LinkedIn profile targeting to add B2B audience layers on top of search intent — a feature no other search engine offers.
Enable Image Extensions and Multimedia Ads for higher CTR — Bing search results have more visual real estate.
Bid on exact match keywords more aggressively than on Google; Bing's broad match can be less precise.
Don't overlook Bing Shopping — competition is significantly lower and ROAS is often higher than Google Shopping.
Monitor search partner performance separately and opt out if quality is low.

How Much Do Microsoft Ads Ads Cost?

Ad Type	Typical Cost Range
Search (General)	$0.60 - $1.50
Search (Legal/Insurance)	$3.00 - $30.00
Shopping Ads	$0.20 - $0.80
Audience Network	$0.15 - $0.50

Costs vary by industry, targeting, and seasonality. These are approximate ranges based on industry benchmarks.

Top Industries on Microsoft Ads

Financial Services & InsuranceHealthcare & PharmaceuticalsLegal ServicesB2B & Enterprise TechnologyAutomotiveTravel & Hospitality

Microsoft Ads Targeting Options

Keyword Targeting (broad, phrase, exact — similar to Google)

LinkedIn Profile Targeting (job function, industry, company name)

In-Market Audiences (users actively researching purchases)

Remarketing Lists (website visitors and customer match)

Device Targeting (desktop-heavy audience, adjust mobile/tablet bids)

Demographic Targeting (age, gender — Bing skews 35-65, higher income)

Pro Tip

Enable LinkedIn Company targeting on your highest-value search campaigns to bid more aggressively when searchers work at your target accounts — this turns generic search ads into precision ABM.

How Microsoft Ads Compares

Microsoft Ads is the best complement to Google Ads, offering 20-35% lower CPCs and exclusive LinkedIn B2B targeting that no other search platform provides. While volume is lower, the older, higher-income audience converts well for financial services, healthcare, and professional services.

📦Amazon 🍎Apple Search Ads 📘Facebook 🔍Google 📸Instagram 💼LinkedIn

Frequently Asked Questions

Is Microsoft Ads worth it alongside Google Ads?

Yes. Microsoft Ads typically delivers 20-35% lower CPCs with comparable conversion rates. It reaches 63 million users not on Google. For high-CPC industries like legal and insurance, the savings alone justify running parallel campaigns.

How does Google Import work?

Microsoft's import tool syncs campaigns, ad groups, keywords, ads, and extensions from your Google Ads account. You can schedule auto-imports to keep campaigns in sync. Review and adjust bids, budgets, and targeting after import.

What is LinkedIn Profile Targeting?

Microsoft Ads uniquely integrates LinkedIn data, letting you target search ads based on job function, industry, and company name. This combines search intent with professional targeting — for example, targeting 'CRM software' searches only from VP-level users.

What audience does Bing attract?

Bing users tend to be 35-65 years old, higher income, more educated, and desktop-heavy. They're also the default search engine on Windows and Edge browsers, capturing a tech-moderate audience that's less ad-savvy and more likely to click ads.

How should I budget between Google and Microsoft?

Start by allocating 15-20% of your total search budget to Microsoft. As you see performance data, adjust based on CPA and ROAS. Many advertisers find they can scale Microsoft to 25-30% of search spend while maintaining better margins.