Paid Media, Microsoft Advertising

Why You Should Invest In Microsoft Ads Campaigns

When it comes to paid online advertising, the first answers that spring to everyone’s minds are Google, Facebook and Instagram.

These three platforms concentrate to make-up the biggest piece of the many-layered cake that is the ‘internet.’ A place where you know you can (and will) find your own piece topped with a sparkling-red cherry.
However, what happens when you get to a point where you just run out of possibilities for increasing conversions across these three network giants?
Well, I have suggestions – where just like horror movies – they’re ‘based on true stories.’ But this one fortunately, has a happy ending.

MeetMicrosoft Ads (or as you may know it – the all-too famous ‘Bing’).

According to StatCounter, in August 2019 Google Search represented 94.7% of all Searches in Australia. Whereas Bing represented merely 3.51% – or 96% fewer searches than Google Ads.

“So, if I have a 100 conversions monthly average stemming from Google – does that mean that I can expect to gain 4 conversions on average from Bing? Hmph .. It’s not even worth it trying!”

Don’t be too hasty. Por favor.
Just follow me down my list of 4 reasons as to why you should start investing in Microsoft Ad campaigns.

A Hypothetical Simulation

Lower CPA + Enough Conversions

Let’s start with the most important stuff.

During the last few years of running paid search, we have seen different results for different markets across both search platforms. And after a fair comparison between them, we have discovered that Microsoft Ads can bring up to 20% of the conversion volume seen on Google Ads, to 70% lower CPA or 80% higher ROAS.

Now, a quick simulation.

  1. Let’s say – you bring through Google Ads 100 conversions at a $50 CPA per monthly average and decide to launch a Microsoft Ads campaigns.
  2. Let’s say – that your market competition within the platform is medium. So, you manage to bring 10% of the conversion volume as seen on Google to a 35% lower CPA.
  3. After 12 months – you would have brought 120 conversions on top of what you previously did. And all while spending $2,100 less than if you had converted the same volume through Google Ads.
  • In 3 years: 360 more conversions with 6.3k less investment.
  • In 5 years: 600 more conversions with $10.5k less investment.


Okay, I think you get what I’m trying to say here. Let’s move on.

Easy To Set-Up - Your Campaign Structure

Microsoft knows that most advertisers use the same campaign structure as they run for Google Ads. They also know that this won’t change so soon either. So, they built their platform to work (almost) the same way as the big G!

Having said that, you can easily import these campaigns into the Microsoft Advertising platform in merely a few minutes.

However, there are few things you should check once you have finished importing your campaigns. Some considerations include bids, budgets, targeting, negative keywords etc.

You can find the full list here.


Additional tips: You might have paused some campaigns, ad groups and/or keywords in your Google Ads structure due to performance. Maybe the CPA was too high?

My suggestion here is for you to reactivate then let them run for a while. Just to make sure that they won’t bring you results.


Also, whenever adding a new campaign, ad group or keyword in Google Ads, don’t forget to import it into Microsoft Ads. It won’t be synchronised automatically.

Stability - Lowering Competition With Microsoft Ads

Google might have more search traffic, but it also has way more advertisers placing higher bids for scoring the same conversions that you’re also aiming for. And on the other hand – Microsoft Ads poses far less competition. And therefore, CPCs to consequently lower your CPA/ROAS.

Also, most of the advertisers running ads on Bing don’t focus on optimisation like they might on Google. This makes the game substantially easier for those keen to play. Without exerting the extra, unneeded stress for securing a win.

In other words – there are way fewer advertisers, and they don’t make changes as often as they do on Google. They are also very likely in forgetting to sync-up their new campaigns or any new, important changes.

New Customers - Audiences You Probably Wouldn’t Reach Via. Google

You’re probably wondering, why do people would use Bing search? Especially when everyone commonly leans towards Google?

Don’t forget – Bing is the key, default search engine on all Windows devices.

Some people change these default settings to Google or other search engines however, those that stick to Bing span 145 million monthly Aussie searches and counting! Searches enacted by people with uniquely different habits and profiles.

Bing may not be as cool – but there is definitely an opportunity to become the big fish in a small pond here and attract a wealth of new customers. Ones you may not otherwise get on Google.

PLUS: If you use a Search Management Tool like Search Ads 360 or Kenshoo, you can manage all Google and Microsoft Ads campaign holistically. This will cull the need to spend additional time changing budgets, bids and the likes for your new campaigns.

The Big-Bing Question

When IS the Right Time to Start Investing ?

It’s important to note that every case is individually unique in its own manner.

Every product, market and target audiences have different volumes and competition levels within Bing. With that said, you might just stumble upon a gold mine or an increase in conversions for a cheaper CPA.

Also, it is better to start investing in Microsoft Ads right when your Google Ads campaign is at a sufficiently mature level. Otherwise you may risk spending unnecessary time optimising both platforms. And of course, you would rather allocate more time towards the key areas where the volume is bigger so you can put Bing Ads behind in your priority list.

Whether you want to increase your investment or improve results from the same budget, Microsoft Ads is a great option!


Give it a try. The little effort might just be worth it.

In the meantime, you can check out more on Paid Media from the Indago Digital blog and by following us on LinkedIn today!

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