Complementary channel
Microsoft Ads, a meaningful complement to Google Ads
Microsoft Ads is not a replacement for Google Ads, but can be a valuable complement for certain audiences, especially in B2B.
What is Microsoft Ads?
Microsoft Ads (formerly Bing Ads) is Microsoft's advertising platform, serving ads across Bing, MSN and other Microsoft networks. For B2B companies it can provide complementary reach.
When it makes sense
Where Microsoft Ads complements
B2B audiences
Microsoft users are above-average in business activity, relevant for B2B advertising.
Complementary reach
Additional impressions and clicks beyond Google, often at lower CPCs.
LinkedIn integration
Microsoft Ads offers connection to LinkedIn targeting dimensions, a plus for B2B.
Lower competitive density
Fewer advertisers than on Google can lead to lower costs.
Clarification
Microsoft Ads as a complement, not a replacement
The focus of my work is on Google Ads. Microsoft Ads is a complementary channel that makes sense for some clients, but not for all.
Microsoft Ads has significantly lower search volume than Google. For most companies, Google Ads remains the primary channel. Microsoft Ads can, however, be a sensible second pillar, particularly when B2B audiences are to be reached or Google Ads is already exhausted.
The tracking principles are the same: clean conversion signals, Offline Conversions, and a focus on lead quality. See also Google Ads B2B.
Next step
Does Microsoft Ads make sense for your business?
In an initial conversation we clarify whether Microsoft Ads is a meaningful complement to your existing Google Ads, or whether the focus should lie elsewhere.