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Microsoft Advertising

Bing + Yahoo + partner network — cheaper CPCs than Google.

4.2/5 Pay per click · free plan PPC & Ads
Visit website → Try free
Best for SMBs, cost-conscious advertisers
Pricing Pay per click
Setup time Under 30 min
Learning curve Moderate
Support Email, chat, account managers
Company Microsoft
Launched 2006

About Microsoft Advertising

Microsoft Advertising is a PPC & Ads tool built for SMBs and cost-conscious advertisers. On the strengths side, 30-50% cheaper CPCs than Google; on the depth side, one-click import from Google Ads. Most of the work happens inside Search ads and Shopping ads; the rest of the feature list exists to support them. There's a free plan to explore first, with paid tiers at Pay per click. A no-brainer channel for US-focused B2B and SMBs.

Available on

Web appAPI

Integrates with

Google Ads (import)ShopifyWooCommerceFacebook (lookalikes)Zapier

Who it's for

A quick filter before you spend time on Microsoft Advertising — read both sides before committing.

Use it if…

  • SMBs on tight ad budgets
  • US-focused B2B (older demographics skew Bing)
  • Agencies squeezing more out of client budgets

Skip it if…

  • Brands targeting Gen Z (Bing skews older)
  • Teams needing deep performance tooling
  • Non-US markets (lower share)

Pros and cons

Pros

  • 30-50% cheaper CPCs than Google
  • One-click import from Google Ads
  • LinkedIn targeting on sponsored ads (unique)
  • Hits the core PPC & ads workflow without forcing a hunt for second tools
  • Pricing lands in the right band for its target buyer

Cons

  • Smaller audience — scale caps out
  • Reporting less sophisticated than Google
  • Bing shopping is weaker than Google Shopping
  • Not the cheapest option in the category — the free alternatives cover basics
  • Advanced features sit behind higher-tier plans most small teams won't need

Features

The capabilities you actually get when you sign up for Microsoft Advertising.

  1. 01

    Search ads

    Keyword-targeted text ads on Bing + Yahoo

  2. 02

    Shopping ads

    Product-based ads with Microsoft Merchant Center

  3. 03

    LinkedIn targeting

    Target search ads by LinkedIn profile data

  4. 04

    Core workspace

    The main editor or dashboard where day-to-day PPC & ads work happens

  5. 05

    Integrations hub

    Connects to the tools your stack already uses so data doesn't live in silos

  6. 06

    Reporting and dashboards

    Built-in reports and exportable dashboards for stakeholder reviews

Pricing

A free plan to start, then paid tiers for the full set of features.

No fee

Pay per click

  • Microsoft takes a cut
  • CPCs 30-50% below Google

Frequently asked questions

What people usually want to know before signing up for Microsoft Advertising.

Is it worth running Microsoft Ads alongside Google?

Yes, almost always — the incremental ROAS is usually positive.

Can I use Google Ads campaigns on Microsoft?

Yes, one-click import tool clones Google campaigns.

Does it replace Google Ads Editor or Meta Ads Manager?

Not entirely — power users still open native tools for the deepest edits. Day-to-day work shifts to the unified editor.

How do bid rules differ from Smart Bidding?

Platform-native Smart Bidding optimizes within an ad set. Third-party bid rules apply portfolio-level logic across campaigns and platforms.

Can I use it for cross-channel reporting without changing bidders?

Yes — reporting-only mode is a common entry point before you move bid management over.

Bottom line

Should you use Microsoft Advertising?

A no-brainer channel for US-focused B2B and SMBs. Import your Google campaigns and run cheaper.

Visit website → Try free