Microsoft Advertising (formerly Bing Ads) reaches 63 million US searchers who don't use Google — at 30–40% lower cost-per-click. Most businesses ignore Bing entirely, making it one of the highest-ROI untapped paid search opportunities available.
The Microsoft Search Network (Bing, Yahoo, AOL, DuckDuckGo, and partner sites) accounts for over 30% of US desktop searches. Bing users skew older, wealthier, and more likely to be in professional or managerial roles — demographics that are highly valuable for B2B, financial services, home services, and premium consumer brands.
Because most advertisers focus exclusively on Google, Bing Ads has significantly less competition — resulting in CPCs that are consistently 30–40% lower than equivalent Google campaigns. For businesses in competitive industries where Google CPC for core keywords runs $10–$30, Bing can deliver the same intent traffic at dramatically better economics.
Microsoft Advertising also uniquely integrates with LinkedIn for B2B audience targeting — allowing you to target by job title, industry, and company size within search campaigns. This LinkedIn Professional Profile targeting capability exists nowhere else in paid search and makes Bing particularly powerful for B2B advertisers.
Every deliverable is tracked, reported, and tied to business outcomes — not just activity metrics.
A clear four-step process from first conversation to measurable results.
per month management fee — Microsoft Advertising spend is separate
Get a Custom QuoteYes — especially for businesses in competitive Google Ads markets. Microsoft Advertising reaches 63M+ US searchers at 30–40% lower CPCs than Google, with less advertiser competition. B2B advertisers particularly benefit from LinkedIn Professional Profile targeting. For most businesses already running Google Ads, adding Bing is one of the highest-ROI expansion moves available.
Microsoft Advertising CPCs are typically 30–40% lower than equivalent Google Ads keywords. Minimum recommended spend is $500/month for meaningful data volume. Lumo's management fee starts at $750/month. For most clients, Bing is managed as an add-on alongside Google Ads rather than a standalone channel.
Yes — Microsoft Advertising has a Google import tool that copies campaigns, ad groups, keywords, and ads from Google Ads. Lumo uses this as a starting point, then adapts the campaigns for Bing's algorithm differences: adjusting match types, modifying bids based on Bing's auction dynamics, and adding Bing-specific negative keywords and audience layers.
Microsoft Audience Network (MSAN) is Microsoft's native advertising platform — showing ads on MSN.com, Outlook.com, Microsoft Edge, and partner sites. Unlike search ads, MSAN reaches users who aren't actively searching but match your target audience profile. It's similar to Google Display Network but with Microsoft's first-party data (including LinkedIn demographics) for targeting.
Yes. Lumo manages both Google Ads and Microsoft Advertising for clients who want both, with unified reporting showing performance across both networks. This allows proper budget allocation based on CPA and volume data from each network, and ensures consistent messaging across both platforms.
Get a free Microsoft Advertising audit — we'll show you the search volume your business is missing on Bing and estimate your potential CPA vs. your current Google campaigns.