Not just clicks for the sake of statistics, but sales and enquiries from real customers. Targeted adverts, conversion optimisation and ongoing performance analysis. A comprehensive service – from strategy to reporting.
BING ADS PRICE LIST
Bing Ads is an effective way to ensure your business appears where informed and committed users are looking for it. This isn’t just mass traffic — these are the places where internet users actually compare offers and make purchasing decisions.
With Bing Ads, you don’t have to battle through fierce competition like you do on Google. Your business can appear high up in search results within just a few hours of launching your campaign — and, importantly, you’ll reach people who are actually buying, rather than just browsing.
Ads appear on the day the campaign launches
Thanks to its different audience demographics, Bing Ads allows you to target people who mainly use computers (Windows, Edge), who often have greater purchasing power. These are people who are looking for specific services and products — they are more likely to make a purchase than mobile users.
Access to a whole new audience
Bing Ads isn’t limited to a single search engine.
Your adverts appear on Bing, Yahoo, AOL, MSN and Microsoft services — allowing you to reach users who don’t use Google Ads. Full control with maximum reach.
One campaign across multiple Microsoft channels
Bing Ads is an effective alternative to Google, offering cheaper clicks and a steady flow of high-quality traffic from the Microsoft ecosystem. It works brilliantly when you want to expand your campaigns and reach customers who are often overlooked by the competition.
Bing (Microsoft) Ads is more than just a link in the search engine. You have a range of formats that you can combine like building blocks – to drive sales and build your brand at the same time.
Bing Search Engine
Your business appears above the organic search results on Bing, Yahoo and AOL — in other words, where users who mainly use computers are looking. This is the ideal format for industries that need informed customers rather than random clickers.
Microsoft Shopping
Products, along with their prices, photos and stock levels, are displayed directly on Bing.
Customers can view the offer before even visiting the website, which shortens the path to purchase.
This is particularly valuable for products where price comparison and ‘here and now’ visibility are key.
Audience Network
Your brand appears on MSN, Outlook, Windows and Microsoft’s partner sites. These campaigns are ideal for reaching a wide audience and keeping your brand top of mind — in places where Google Ads isn’t available.
Remarketing Bing Ads
Has someone visited your website but not made a purchase? Ads on Bing and the Microsoft Network remind users at the right moments and help close the sale. Perfect if you have abandoned shopping baskets or services that require some thought.
Multimedia Ads
A new Bing Ads format that combines text, graphics and visual elements in a single advert.
It works particularly well for physical products, premium services and brands that want to stand out with more than just a standard link. It helps create a ‘wow’ effect in search results.
Import from Google Ads
Microsoft Ads allows you to automatically import campaigns from Google Ads — including campaign structures, keywords, adverts, ad groups and budgets. This makes the entire setup process quick, and subsequent optimisation more cost-effective and efficient.
This isn’t just a matter of ‘throwing up an advert’. Every successful Ads campaign involves strategy, testing and continuous optimisation. Here’s what the process looks like, from start to sale:
MAKE YOUR MARK ON BINGBing Ads works really well outside Poland — particularly in markets where Windows, Edge and alternative search engines are the most popular. You can attract customers in the US, the UK, Canada or Germany without having to set up a company abroad.
We tailor adverts, keywords and messages to the language, culture and search habits of each specific market.
We don’t use literal translations — we craft our messaging to reflect how local customers communicate, ensuring the campaign comes across as natural and authentic.
Bing Ads is particularly effective in countries where desktop usage outweighs mobile usage, which is why it performs very well in markets such as the US, the UK, Canada, Germany, Australia and the Nordic countries.
Bing Ads is a great complement to your other advertising campaigns. Thanks to Microsoft’s advertising network, you can reach a unique audience that isn’t reached by adverts on other platforms!
Bing Ads, now known as Microsoft Advertising, is an advertising platform used to display paid ads on the Bing search engine, Yahoo and Microsoft’s partner websites. The ads operate on an auction model, where the cost per click depends on competition, the quality of the ad and how well it matches users’ search queries.
Yes, because Bing faces less competition and has lower CPC rates. The ads also reach users with high purchasing power, who often use Windows computers. This is a good complement to Google Ads campaigns and a way to drive additional traffic.
All you need to do is create an account, set a budget, choose keywords and prepare your ad copy. The system also allows you to import existing campaigns from Google Ads, which makes it easier to get started and reduces the time needed for setup.
The cost per click depends on the industry and the level of competition, but it is usually lower than on Google. Advertisers set their own daily budget and maximum cost per click, giving them full control over their spending.
Microsoft Advertising offers text ads, product ads (Shopping), dynamic ads and ad extensions that boost visibility and click-through rates. For e-commerce, it’s worth using product ads that automatically retrieve data from your shop’s feed.
The main differences are less competition, lower cost per click and, often, higher-quality traffic. The Microsoft Advertising dashboard is very similar to Google Ads, so you don’t need to start from scratch.
The dashboard includes reports showing the number of clicks, conversions, costs and traffic quality. You can also link Bing Ads to Google Analytics to measure the effectiveness of your campaigns in one place.
Definitely. Minimum budgets are flexible, and lower CPC rates make it possible to advertise effectively even on a limited budget. It’s a good way to tap into a new source of online customers.
Yes, Microsoft Advertising offers automated bidding strategies, scheduling options and integrations with analytics tools. Automation helps you save time and optimise campaign costs.
Choosing the right advertising platform depends on your objective, your target audience and the nature of your offering. That’s why it’s worth taking a broader view and comparing different ecosystems — each one works differently and supports businesses in its own way. Find out which campaigns will best complement your Bing Ads activities and help you reach customers more effectively.
Google Ads Google Ads is the world’s most popular advertising platform and a great complement to campaigns run on Bing Ads. It allows you to reach a much larger audience and precisely target campaigns at people actively searching for products and services.
Meta Ads Meta Ads allows you to reach audiences who are more likely to engage with visual content and social media posts. It’s the perfect complement to search campaigns — especially if you want to build reach and brand awareness and run effective remarketing campaigns.
LinkedIn AdsLinkedIn Ads is ideal for B2B campaigns targeting professionals and decision-makers. It is a platform that allows you to precisely target companies, industries and job roles — making it an excellent complement to campaigns run on Bing Ads.
CHECK LINKEDIN ADS Contents:
1. How does the Microsoft Advertising algorithm work?
2. What types of Bing Ads campaigns can you run?
3. Microsoft Audience Network – what is it and how does it work?
4. Where is Bing Ads available? List of supported countries and regions
5. Why do Bing Ads users have a higher purchase value?
6. The most common mistakes in running Bing Ads
The Microsoft Advertising algorithm is based on similar principles to those used by other search engines, but its application is more pragmatic and often beneficial to advertisers. The platform analyses a combination of factors such as the relevance of the ad to the search query, the predicted click-through rate, and the quality of the landing page. In practice, this means that the ad auction does not favour large budgets alone – the relevance of the content to the user’s intent, the site’s loading speed and the overall usability of the page are equally important. The Bing search engine also uses additional contextual signals derived from the Microsoft ecosystem (Windows, Outlook, Edge, LinkedIn), enabling the system to better recognise user behaviour and match ads more effectively to their current needs.
Unlike the mechanisms found on competing platforms, Microsoft Advertising makes greater use of behavioural data linked to users’ productivity and professional activity. For example, a user browsing industry-related content in the Edge browser or using a search engine within a work environment may receive more precise suggestions for B2B services, specialist tools or premium offers. This means that ads are not displayed solely on the basis of the keyword itself, but on the basis of the overall context, which improves the quality of clicks and reduces budget wastage.
Microsoft describes the auction process and the factors influencing ad visibility in the official technical documentation available here:Official Microsoft Advertising documentation on ad display policies
Thanks to this operating model, Bing Ads is an environment where both small businesses seeking targeted traffic and brands focused on high-quality conversions can effectively promote themselves. The algorithm rewards consistency and relevance in content, which provides a real advantage over markets dominated by huge media budgets. As a result, any advertiser who prioritises the quality of their landing page and ensures their message is well-targeted can expect stable results and predictable customer acquisition costs.
Microsoft Advertising offers several different campaign formats that can be combined depending on your business objective, the stage of the sales funnel, and the nature of your audience. The most recognisable are search ads, i.e. classic text-based campaigns that appear above organic results. They work particularly well where the user shows a clear intent to purchase – searching for a specific product, service or solution to a problem. For B2B sectors, local businesses or companies operating in specialised niches, these formats deliver stable, high-quality traffic that typically converts better than broad reach.
The second category comprises ads on the Microsoft Audience Network, which significantly expand the possibilities for reaching customers beyond the search engine itself. These are display and native formats that appear within the MSN, Outlook and Edge environments, as well as on partner portals, functioning similarly to display campaigns but based on behavioural data and the user’s professional profile. In practice, this means you can target very specific audience groups, such as decision-makers, technologists, corporate users or professionally active individuals. Audience Ads are excellent for remarketing and allow you to stay in touch with people who have previously visited your site.
For online shops, there are product campaigns (Shopping), which display product images, prices and key specifications directly in the search results. This solution works particularly well in international markets where Bing has a high share of desktop traffic. Dynamic Search Ads (DSA), on the other hand, are a tool that automatically tailors adverts to the content of a webpage, enabling you to reach queries that cannot be easily covered by traditional keywords. This is a good choice for large websites, shops with a wide range of products, or companies looking to test new traffic channels.
A well-planned strategy usually combines several of these campaign types to simultaneously harness the potential of the search engine, build reach within the Audience Network, and close the loop with users through remarketing. As a result, Bing Ads can serve both as a sales channel and as a tool for building a continuous brand presence within the Microsoft ecosystem.
Microsoft Audience Network (MSAN) is one of the strongest assets of the Microsoft Advertising ecosystem — and yet an area that many advertisers still underestimate. It is an advertising network operating outside of search results, combining native, display and video formats with extremely precise audience targeting. Ads are displayed on platforms such as MSN, Microsoft Start, Outlook.com and selected premium partners, as well as within Windows system interfaces. Unlike traditional display campaigns, which rely mainly on cookie data, Microsoft uses its own Audience Graph — a vast collection of signals derived from logins to Microsoft accounts, user activity online, and behaviour within the Edge and Windows environments.
This enables MSAN to profile audiences in a unique way, taking into account demographic, professional and intent-based data. This means that ads can reach, for example, IT specialists, project managers, decision-makers or segments interested in specific topic categories. In practice, Microsoft’s audience targeting is remarkably similar in precision to that of LinkedIn Ads — which is no coincidence, as Microsoft uses some of this data to model its audiences. For advertisers, this means the ability to reach users who are more informed, more likely to make a purchase and professionally active, which in many industries translates into significantly higher-quality traffic compared to typical display campaigns.
Incorporating MSAN into a Bing Ads strategy allows you to expand your campaign’s reach to include users who do not necessarily enter search queries but are in the right context or at the right stage of the purchasing decision-making process. It is also an excellent tool for remarketing — native ads appearing within news content or news feeds can subtly remind users of the brand and build repeat engagement. This is precisely why the Audience Network works so well with search campaigns, creating a cohesive ecosystem that reaches users at various stages of their decision-making journey.
Microsoft Advertising is a global platform, but its effectiveness varies depending on the market. Bing has its strongest position in countries where users are more likely to use Windows, the Edge browser and Microsoft’s enterprise services. This means that in the United States, the United Kingdom, Canada, Australia and several Western European countries, search campaigns achieve very good cost performance and generate traffic with high commercial value. In these markets, Bing’s share of desktop traffic is substantial enough that many advertisers achieve results comparable to Google’s, often with significantly lower auction competition.
It is worth remembering that Microsoft Advertising operates not only on the Bing search engine, but also on Yahoo and AOL, as well as on a range of partner sites and the Microsoft Audience Network. This means that adverts can also be displayed in countries where Bing’s market share is not the highest; however, the presence of other Microsoft services effectively increases audience reach. For companies operating globally, this means the ability to run consistent campaigns across dozens of countries — without having to build separate advertising structures for each platform.
Understanding these differences is crucial, particularly for companies planning to expand abroad. English-speaking markets are particularly attractive, as Bing Ads often generate high-quality, converting traffic at a significantly lower cost per click than on Google. In practice, this translates into a better return on investment and the ability to scale campaigns without aggressively increasing budgets. This is precisely why Bing Ads is a tool worth considering when planning international marketing activities — particularly where competition on Google is already very high.
One of the most frequently highlighted advantages of the Microsoft Advertising ecosystem is the profile of Bing users. Unlike platforms that attract younger, mobile audiences, the Bing search engine and Microsoft services appeal to people who use desktop computers, office environments and productivity tools. This means that a significant proportion of traffic comes from users with a stable financial situation, working in specialist or decision-making roles. In many sectors – particularly B2B, professional services, technology and premium products – this audience generates significantly higher conversion rates and a higher average transaction value.
It is also worth noting how users interact with the Microsoft ecosystem. People logging into Windows, Outlook, Microsoft 365 or the Edge browser leave signals that help the algorithm better understand their needs and purchasing behaviour. By combining operational, professional and intent-based data, Microsoft creates the so-called Audience Graph – an advanced model linking user behaviour with their work environment. As a result, campaigns targeting users of Microsoft products are more likely to reach people who consciously choose premium tools and are interested in technology, finance, business and advisory services.
Data from these reports shows that Bing users are more likely to make a purchase and are more likely to complete a transaction after their first exposure to an advert. This is partly due to the fact that many users use the search engine whilst at work, which encourages ‘task-oriented’ searches, such as selecting software, ordering services, comparing suppliers, booking consultations or purchasing specialist products. Such purchasing intentions translate into stable, predictable campaign results, which in many cases have a lower cost per click than similar campaigns run on Google.
Many advertisers approach Microsoft Advertising in the same way as they do campaigns created in Google Ads, which often leads to ineffective settings and underwhelming results. The most common problem is copying the campaign structure without optimising it for the specifics of the Microsoft ecosystem — different traffic volumes, distinct user behaviour and characteristic contextual signals require a separate approach. Ads based on overly broad keywords can generate ineffective clicks, whilst mismatching content to user intent leads to a decline in ad quality and an increase in cost per click.
A second common mistake is overlooking the Microsoft Audience Network or treating it as a secondary tool. In practice, native and display ads within the Microsoft ecosystem can generate valuable, business-driven traffic, particularly in remarketing and campaigns targeting desktop users. Ignoring the Audience Network means losing touch with users who have interacted with the brand but have not converted – and it is precisely at these points that purchasing decisions are often made.
Many accounts also operate without conversion tracking set up correctly. The lack of implemented Microsoft UET (Universal Event Tracking) tags means the system has no data to optimise bids, which prevents the use of intelligent strategies and increases the cost per acquisition. This, in turn, leads to a misinterpretation of results and the belief that traffic from Bing Ads is of low quality – whereas the problem is usually a lack of data, not the platform itself.
The final group of errors involves setting a daily budget that is too low and limiting campaigns to just a few popular keywords. Bing operates differently to Google — traffic is lower but of higher quality, so the algorithm needs time and data to optimise auctions consistently. Campaigns launched with a minimal budget often fail to achieve a sufficient number of impressions, making them difficult to evaluate. The Microsoft Advertising system rewards accounts that give it room to learn and gather signals, which is why consistent optimisation and the right scale of activity are crucial.
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