Microsoft Ads That Reach B2B Decision-Makers at Lower CPCs
Bing search campaigns built for B2B lead generation with enterprise audience targeting
B2B companies focus almost all search budget on Google, missing the significant share of enterprise search volume that happens on Bing — particularly from corporate networks where Microsoft is the default browser and search engine.
Why B2B Companies Should Run Microsoft Ads
Microsoft Ads reach the Bing, Yahoo, and DuckDuckGo search networks, which collectively represent 25-30% of desktop search volume in key markets. Critically, corporate networks and enterprise computers disproportionately use Microsoft Edge and Bing, making Bing the dominant search engine for the exact corporate decision-maker audience that B2B companies want to reach.
CPCs on Microsoft Ads are consistently 20-40% lower than Google for equivalent B2B keywords. The audience is typically older, higher-income, and more likely to be in a senior decision-making role — making the combination of lower cost and higher-intent audience exceptionally attractive for B2B advertisers.
We build Microsoft Ads accounts as full mirrors of your best-performing Google campaigns, then optimize for the specific characteristics of the Microsoft audience. LinkedIn profile targeting — available exclusively in Microsoft Ads — allows B2B advertisers to layer job title, company, and industry targeting directly onto search campaigns.
What You Get
Microsoft Ads account setup mirroring top Google campaigns
LinkedIn profile targeting integration for B2B audience layering
Keyword and bid strategy optimized for Microsoft Bing audience
Audience targeting refinement using company and job title data
Conversion tracking setup aligned with Google for cross-channel reporting
Monthly reporting with cost per lead, CPL comparison vs. Google, and incremental pipeline
Challenges We Solve
Lower Search Volume vs. Google
Microsoft Ads deliver lower volume than Google. We set realistic volume expectations and focus on the incremental qualified leads that Microsoft adds to total pipeline.
Campaign Mirror Maintenance
Keeping Microsoft and Google campaigns synchronized requires systematic maintenance. We build workflows that propagate Google updates to Microsoft consistently.
Conversion Tracking Setup
Microsoft's UET tag requires separate implementation from Google. We set up both correctly to enable accurate cross-channel reporting.
B2B Audience Segmentation
LinkedIn profile targeting in Microsoft Ads unlocks powerful B2B segmentation. We use this feature strategically to improve lead quality at minimal bid increase.
Frequently Asked Questions
-
Corporate decision-makers disproportionately use Bing via Microsoft Edge on enterprise devices. Microsoft Ads reaches this audience at 20-40% lower CPCs, generating incremental qualified leads at lower cost than expanding Google budget.
-
Microsoft Ads offers unique LinkedIn profile targeting that allows you to filter search audiences by job title, industry, and company. This is only available in Microsoft Ads and significantly improves B2B lead quality.
-
We typically mirror your best-performing Google search campaigns as a starting point, then refine bidding, match types, and audiences for the specific characteristics of Microsoft's B2B-skewed audience.
-
Most B2B companies see 15-30% incremental search volume from Microsoft Ads at lower CPL. This varies by industry and geography — US and UK markets typically see the strongest Microsoft volume.
-
We typically recommend allocating 15-25% of total search budget to Microsoft Ads. This reflects its volume share while maintaining Google as the primary channel.
-
Yes. LinkedIn Company targeting in Microsoft Ads allows you to show search ads specifically to employees of named companies — making it a powerful complement to LinkedIn Ads for account-based marketing.
Learn More
Ready to reach B2B decision-makers at lower cost with Microsoft Ads?
Book a free audit and we will show you the incremental pipeline available on Bing for your B2B keywords.