How a Bing Ads Agency Can Maximise Your ROI

Loads of businesses pour nearly 100% of their PPC budget into Google Ads. It’s the default, the familiar, and the biggest name in the game. But could that be a PPC mistake? Here’s where a Bing Ads Agency could help; a less crowded platform, one with lower costs, higher intent users, and better returns for the right brands?

While it doesn’t have the same name recognition as Google, the Microsoft Search Network — which includes Bing, Yahoo, MSN, DuckDuckGo, and countless partner sites — represents a substantial and often untapped opportunity for businesses willing to think strategically.

In this blog, we’ll explore:

• What Bing Ads actually are (and how they differ from Google)
• Why Bing Ads might be the best-kept secret in digital advertising
• Which types of businesses benefit most
• How a dedicated Bing Ads agency (like Zeal) can drive greater return from your PPC spend

If you’re feeling the squeeze on your Google campaigns, or simply want to reach a broader, high-value audience — it might be time to give Microsoft Advertising the attention it deserves.

What Are Bing Ads (Microsoft Ads)?

Bing Ads — now officially called Microsoft Advertising — is Microsoft’s pay-per-click (PPC) advertising platform. Much like Google Ads, it allows advertisers to create and manage paid search campaigns that appear alongside organic search results on Microsoft’s network of websites.

But “Bing Ads” is still the more commonly used term — and while Bing is the centrepiece, the real value of Microsoft Advertising lies in its wider reach and underappreciated performance potential.

Let’s break it down.

Where Do Bing Ads Appear?

When people hear “Bing,” they often think of a search engine no one uses. In reality, Microsoft Advertising has a surprisingly broad footprint — much bigger than just Bing.com.

Your ads can appear across:

• Bing Search (desktop and mobile)
• Yahoo and AOL search results
• DuckDuckGo (via syndicated Microsoft partnership)
• MSN.com, Outlook.com, and Microsoft Edge’s newsfeeds
• Partner websites and apps in the Microsoft Audience Network
• Windows 10/11 native search bar (used by default on millions of devices)

This means your ad isn’t just limited to a small corner of the internet — it reaches hundreds of millions of users, often in desktop-heavy, professional environments.

How Do Bing Ads Work?

The fundamentals of Bing Ads are very similar to other forms of Pay Per Click Ads:

• You choose keywords that your target audience is searching for
• You create ad copy and set landing page URLs
• You define a budget and bidding strategy
• Ads appear when a user types a relevant query
• You’re charged when someone clicks (cost-per-click model)

Who Uses the Microsoft Search Network?

While Bing’s overall market share is smaller than Google’s, it delivers a valuable, often overlooked audience — one that clicks, converts, and buys.

In the UK, usage tends to skew toward:

• Desktop users (often in office or B2B contexts)
• Older, more affluent demographics
• Professionals using Microsoft tools (Word, Excel, Outlook, Teams, etc.)
• Users who don’t switch away from default search engines on their Windows devices

Why It’s Not “Just a Google Alternative”

Bing Ads isn’t about reaching the same people as Google, but it’s often cheaper. It’s about reaching a different audience, in a different mindset, with different intent — while enjoying:

• Lower cost-per-clicks (CPCs)
• Less competition
• Higher visibility for smaller budgets

A strategic Bing Ads campaign — especially when managed by an experienced Bing Ads agency — can help  you achieve incremental gains.

Why Bing Ads Often Offer Better ROI Than Google Ads

Google Ads dominates the digital advertising world — and for good reason. It offers massive reach, sophisticated tools, and high commercial intent. But with that dominance comes a price: extreme competition, higher costs, and a saturated user experience.

That’s where Bing Ads (Microsoft Advertising) steps in — offering an often-overlooked opportunity for businesses to stretch their budget further and generate a higher return on investment (ROI). While it may never replace Google in your ad mix, it can absolutely outperform Google in key areas when deployed strategically.

Here’s why.

1. Lower Cost-Per-Click (CPC)

One of the most consistent advantages of Bing Ads is lower competition — which typically translates into:

• Lower average CPCs (sometimes by 30%–60%)
• Lower cost-per-conversion
• More impressions and clicks for the same budget

This makes Bing an ideal channel for:

• Brands with limited paid media budget
• Businesses priced out of Google’s most expensive keywords
• Cost-conscious campaigns looking to drive greater efficiency

With fewer advertisers bidding on the same terms, you can punch above your weight — especially in competitive verticals like insurance, legal, SaaS, or finance.

2. A Different (and Often More Valuable) Audience

The Microsoft Search Network attracts a distinct demographic compared to Google. While it’s a smaller market overall, it often contains higher intent, higher value users.

Key Bing user characteristics include:

• Higher average household income
• Greater desktop usage (particularly during working hours)
• Professional users who default to Bing through Microsoft Edge or Windows Search
• B2B decision-makers and procurement audiences

This makes Bing Ads especially effective for:

• B2B businesses targeting company buyers
• Luxury products or high-consideration services
• Financial, legal, and educational offers

With less noise and more buying power, Bing users often convert faster and more predictably — giving your campaigns a higher return for less spend.

3. Less Saturation, More Visibility

On Google, your ads are constantly competing with dozens of businesses — many of whom have deep pockets and dedicated internal teams.

By contrast, Bing Ads offer:

• Higher impression share
• Better average ad positions
• A better chance to dominate SERP real estate in your vertical
• Less risk of ad fatigue or creative blindness from overexposure

This means your ads don’t just cost less — they stand out more, even with modest budgets.

A Smarter Way to Scale Your Paid Search

In a digital landscape dominated by Google, Bing Ads (Microsoft Advertising) remains one of the most undervalued and underutilised PPC channels. But for the businesses that take it seriously — and invest in running it properly — it can become one of the most profitable.

Lower CPCs. Higher visibility. A different, often more commercially valuable audience. And the added advantage of unique features like LinkedIn profile targeting and desktop search dominance.

But it’s not about copying your Google campaigns and hoping for the best. It’s about tailoring your strategy, optimising your creative, and treating Bing Ads as the distinct, high-potential platform it is.

At Zeal, we help businesses make the most of every paid media opportunity — and that includes the ones your competitors are ignoring.

If you’re looking to scale your PPC activity, reduce acquisition costs, or simply get more from your media budget, we’d love to help.

Get in touch with Zeal to explore how a dedicated Bing Ads agency can help you grow, convert, and compete — smarter.