Bing Ads Management
Not everyone searches on Google. Millions of professionals, office workers, and enterprise buyers use Bing through Microsoft Edge, Outlook, and Teams. WOMD helps brands tap into this underutilised channel to capture demand your competitors ignore.
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Not everyone searches on Google. Millions of professionals, office workers, and enterprise buyers use Bing through Microsoft Edge, Outlook, and Teams. WOMD helps brands tap into this underutilised channel to capture demand your competitors ignore.
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The search network your competitors forgot about.
At WOMD, we believe in maximising every acquisition channel. Bing reaches audiences your competitors ignore - professionals, enterprise buyers, and decision-makers who rely on Microsoft's ecosystem daily.
Lower competition means lower CPCs. LinkedIn integration means B2B precision. Combined with our expertise, Bing becomes a profitable growth engine alongside Google.
One Budget, Five Microsoft Surfaces
Microsoft Advertising is more than the Bing results page. One account puts your ads across five surfaces, most of them with a fraction of Google's competition. We usually start by importing your proven Google campaigns, then rebuild bidding and budgets around where Microsoft performs for your category.
The paid search playbook behind it is proven: it built the revenue engine in our Soul Origin case study and cut cost per lead by 80% for Northern Beaches Rehab. Microsoft's network runs on the same discipline.
Bing search
Text and Shopping ads on the results page itself. Lower CPCs than Google in most categories, with the same keyword playbook.
Copilot and AI answers
Sponsored placements inside Microsoft's AI experiences, reaching people who ask full questions rather than type keywords.
Edge and the new tab page
Native placements in front of the default browser on millions of work computers, seen between tasks all day.
MSN, Outlook and the Audience Network
Display and native inventory across Microsoft properties, priced well below social CPMs and useful for retargeting search visitors.
LinkedIn profile targeting
Campaigns filtered by industry, company and job function. The only search network with native B2B targeting at this depth.
Our Bing Ads Process
Bing Ads are most effective when aligned with your existing paid media strategy.
Campaign Audit
Audit existing search campaigns and identify Bing opportunities.
Strategy Development
Build campaigns tailored to Bing's audience and keyword landscape.
LinkedIn Integration
Use Microsoft's LinkedIn targeting for advanced B2B segmentation.
Campaign Launch
Strategic setup with proper tracking, audiences, and bidding.
Daily Optimisation
Optimise campaigns across search terms, placements, and bids.
Cross-Platform Sync
Connect Bing performance with Google, Meta, and retention strategies.
Ready to capture untapped demand?
Frequently Asked Questions
Bing reaches millions of users, especially professionals and enterprise buyers who use Microsoft products. The competition is lower than Google, which often means lower CPCs and better ROI on long-tail keywords.
Bing's audience skews slightly older and more affluent. The platform also offers unique targeting options through LinkedIn integration, making it particularly powerful for B2B campaigns. The interface and campaign structure are similar to Google, making it easy to run campaigns on both.
Yes. Bing makes it easy to import campaigns directly from Google Ads. We typically start by importing, then rebuild bids, budgets and negative keywords around Bing-specific performance data and audience behaviour. Import is the starting point, never the strategy: accounts that win on Microsoft get managed on their own data.
We recommend allocating 10-20% of your Google Ads budget to Bing as a starting point. This allows you to test the channel without overcommitting. If performance is strong, we can scale from there.
Absolutely. Bing Shopping campaigns work well for eCommerce brands, especially in less competitive categories. Lower CPCs can make Bing a profitable acquisition channel. Product feeds import from Google Merchant Centre, so setup is quick, and returns are often strongest on considered purchases people research from a desk.
We track the same metrics as Google Ads: CPC, conversion rate, ROAS, and overall contribution to revenue. The goal is to ensure Bing adds incremental value to your search strategy. You can benchmark that blended picture with our free MER calculator and aMER calculator.
It is Microsoft's native and display inventory across MSN, Outlook, Edge and partner sites, bought through the same account as your search campaigns. We mostly use it to retarget search visitors and extend proven audiences at low CPMs. It is optional: budget only moves there once search is performing.
