When it comes to PPC, Microsoft Ads (the platform formerly known as Bing Ads) often gets a shrug and a “we’ll deal with that later”. But hear us out, when done right, it can extend your reach, boost sales, and tap into audiences you might not even know exist. Especially in a world of rising CPCs and CPMs on other platforms.
So, should you be using Microsoft Ads? Let’s break it down.
Sure, Google dominates search. It’s the 800-pound gorilla of PPC, and that makes Microsoft Ads feel… well, a bit like the underdog. And yes, Microsoft Ads has a smaller overall market share. But smaller doesn’t mean useless. Far from it.
For e-commerce brands, ignoring this platform is like leaving money on the table; often cheaper traffic, less competition, and some seriously underutilised audiences. There are a few reasons why brands hesitate, though. Let’s run through the big three.
Online advertising can get pricey. No surprises there. Back in 2024, average CPCs on Google rose 14% year-on-year. Not exactly a small change. Here’s the kicker: Microsoft Ads is often more affordable. Wordstream reports average CPCs of £1.21 versus Google’s £3.31 (industry-dependent, of course). That’s less competition, lower cost-per-click, and more bang for your buck.
Google Ads overshadows Microsoft Ads, and that’s understandable. But it also means many brands are missing out on unique reach. Some stats to make you sit up:
And if the setup sounds scary, don’t worry. Microsoft Ads has a handy import tool that copies over your Google Ads account structure, including optimisations. It’s like copying your homework, but totally legal.
Yes, in the UK, Bing only has 4% of the total search market (Google’s at 93%). But here’s the nuance: desktop-specific search share rises to 14%. In the US, it’s 7.5% overall and 17% on desktop. Why does this matter? Cheaper clicks. Less competition means lower CPCs, which can stretch your budget further.
For example, we worked with an e-commerce baked goods brand in 2024. Microsoft Ads drove a 43% lower average CPC than Google, and still brought strong traffic and sales. Not bad for a platform often treated as “secondary”.
We like to keep things practical. Here’s how we decide if Microsoft Ads is worth it for a client:
1. Objectives: We start with the client’s PPC goals and see how Microsoft Ads can expand reach and revenue.
2. Target audience: Using Google Ads data on demographics and devices, we optimise campaigns for the right people at the right time.
3. Budget & testing: With the Google Ads import tool, we can easily set up campaigns and recommend 10–20% of the Google Ads budget to test Microsoft Ads.
These three steps give us a clear picture of whether Microsoft Ads is a worthy addition to an e-commerce marketing mix, without wasting time or money.
So, to round things off: yes, you should consider Microsoft Ads. It can boost your omnichannel presence, reach unique audiences, and do so at a lower cost than Google. The key is to test it strategically, set up campaigns thoughtfully, and let the platform work its magic.
