10 reasons to add Microsoft Ads to your digital strategy
Last updated: 23 January 2025
The start of 2025 is a great time to review your digital marketing strategy. Take a close look at what is working and what isn’t. It’s also the time to see if there are any new things to add to your digital strategy. And we have just the tool to take a look at.
If you see your ad spending going up while your return on investment (ROI) goes down, it may be time to rethink your strategy. If you find it hard to stand out in a crowded market, consider using Microsoft Ads. This platform is often overlooked, but it can be effective.
Now, you might be thinking, "Isn't Microsoft Ads just Bing's advertising platform?" Well, yes and no.
While it does include Bing, Microsoft Ads reaches far beyond just one search engine. It connects to a network that includes Bing, Yahoo, AOL, and many partner sites. This can show your ads to millions of users you may be missing.
We will show you how this platform can help improve your advertising. It offers unique audience demographics to boost lead quality. It also has cost-effective bidding to lower your cost-per-acquisition (CPA). This could be the key to scaling your advertising efforts.
If you already have Google Ads working for you, it is still worth looking into Microsoft Ads too. Let’s be real, you’re not going to completely get rid of your Google Ads and nor should you! Great things can happen when they are working together.
Here's how to get started with Microsoft Ads
Start with your data goldmine
Your existing Google Ads campaigns are sitting on a treasure trove of data. Before diving head first into using Microsoft Ads, analyse your Google Ads performance first and identify:
- Your highest-performing keywords
- The ad copy that is working for you
- Your most profitable audience segments
- Any seasonal trends or patterns
This information can be the starting point for setting up your Microsoft Ads smartly. And getting them to work for you. Don’t start from scratch if you don’t have to!
Smart budget allocation
If you think about your ad budget like a good investment portfolio, diversification is key. Spread that money around, but only if it works! Here’s how we would test Microsoft Ads with an existing budget:
- Allocate 10 - 15% of your total budget to Microsoft Ads
- Monitor the performance for the first 30 days
- Adjust based on your cost per acquisition (CPA) and return on ad spend (ROAS)
It’s important to remember that Microsoft Ads have lower cost per click (CPCs) so you might actually be surprised how far your budget stretches.
Timing is everything
A sneaky trick from us is to use performance data from both Google Ads and Microsoft Ads to work out when your peak converting times are. Often each platform has different results. Google Ads may perform better during business hours and Microsoft Ads might see higher conversion rates in the evening.
If you understand these variances, then you can adjust your bidding strategies and budgets across the two ad platforms accordingly.
Cross-platform testing
Why test one platform when you can test both?! Trialling a new platform is often the best time to have a play and test what works and what doesn’t.
We suggest:
- Testing ad copy variations on Google Ads first (bigger audience means faster results)
- Take the best performing ad copy from there and try it on Microsoft Ads
- Test new features on Microsoft Ads (often less competitive… and cheaper)
- Use what works successfully on Microsoft Ads, and test it on Google Ads
The best part of taking this approach is that you can learn from both platforms while minimising the risk.
Unique audience testing
If you are using both ad platforms, you don’t want to just duplicate your campaigns. You need to take advantage of each platform’s unique strengths. Try starting with:
- Using Microsoft Ads’ LinkedIn targeting for your B2B campaigns
- Leverage Google Ads’ detailed demographics if you have a consumer product
Create specific campaigns and see what resonates most with your audience.
It’s important to remember that you don’t have to choose one platform over the other. Each can have a role to play in your digital marketing strategy. It's not just about having more horsepower - it's about knowing exactly when and where to apply it.
If you work to each platform’s strength, you’ll be in pole position in no time. If you start using Microsoft Ads now, you’ll be ahead of the pack too.
As always, it’s all in the data, so make sure you do your research before getting started with Microsoft Ads. But it is worth giving it a try.
Here are ten compelling reasons why Microsoft Ads should be part of your digital marketing strategy in 2025.
1. Lower competition, higher ROI
While Google Ads often feels like a crowded marketplace, Microsoft Ads offers a less competitive landscape. This reduced competition can translate to lower cost-per-click (CPC) rates and better ad positions in many industries.
You might get more value for your ad budget on Microsoft Ads. This is because there are fewer advertisers competing for the same keywords. This can help improve your overall return on investment (ROI).
2. High-value professional audience
Microsoft's search network reaches an audience that tends to be more affluent and professionally established. With the Bing Network having household incomes in the top 25%, you're targeting users with higher purchasing power. This is particularly valuable for B2B companies and luxury brands looking to connect with decision-makers and premium consumers.
3. Seamless Google Ads import
Worried about the extra work of managing another platform? Microsoft Ads makes it incredibly easy to import your existing Google Ads campaigns, including keywords, ad copy, and settings.
This feature lets you test the platform quickly. You won't spend hours setting up a campaign. This makes it a low-risk way to grow your digital advertising.
4. LinkedIn profile targeting
One of Microsoft Ads' unique advantages is its integration with LinkedIn profile data. This strong targeting option helps you reach users by their company, industry, and job function. It is a game-changer for B2B marketers who want to connect with specific professional audiences.
You can improve your targeting by using factors like company size, industry, and job function. This helps your ads reach the right decision-makers.
5. Advanced audience targeting
Beyond LinkedIn integration, Microsoft Ads offers sophisticated audience targeting options. You can target users based on their behaviour, interests, and purchase intent. This includes in-market audiences, remarketing, custom audiences, and similar audiences. This granular targeting helps improve lead quality and conversion rates.
6. Exclusive Microsoft Search Network
Microsoft Ads does not only show ads on Bing. It also reaches users on the whole Microsoft Search Network. This includes Yahoo, AOL, and many partner sites. This network captures roughly 40% of PC search market share in the US.
While there is only a 14% share in Australia, this represents millions of potential customers. Microsoft Ads provide a significant and relatively untapped audience that is up for grabs.
7. Less mobile traffic saturation
While mobile dominates Google searches, Microsoft's network still sees a higher proportion of desktop traffic. For businesses that sell products or services that work better on desktop, this can lead to higher conversion rates. This also means more qualified leads for them.
8. Innovative ad features
Microsoft Ads regularly introduces innovative features, sometimes even before they appear on Google Ads. The platform has many tools to help your ads stand out. These include action extensions, multimedia ads, and dynamic search ads. These tools can improve how well your ads perform.
Many of these features come with lower competition, allowing early adopters to gain an advantage.
9. Enhanced shopping campaigns
For e-commerce businesses, Microsoft Shopping Campaigns offer a powerful way to showcase products to ready-to-buy consumers. You can improve your shopping campaigns.
Use tools like automated bidding, negative keyword lists, and product filters. This will help you get a better return on investment (ROI). Plus, the typically lower competition means potentially better ad placement for your product listings.
10. Transparent performance insights
Microsoft Ads provides detailed, transparent reporting tools that help you understand exactly how your ads are performing. The competition tab shows auction insights. The new Facebook Import tool helps you see your campaign performance. This platform gives you clear visibility and chances to improve your campaigns.
Don't overlook Microsoft Ads in your marketing plan
Like with most things, you don’t want to put all your eggs in one basket. Microsoft Ads gives you another avenue to try. It provides a mix of lower competition, valuable audiences, and new features. This makes it a great part of your digital marketing strategy.
Microsoft Ads gives you the tools and reach to meet your marketing goals. Whether you want to grow your advertising or lower your costs, it can help. With simple campaign imports from Google Ads and smart targeting options, now is a great time to try the platform and discover the potential it can offer your business.
We recommend starting small, testing different features, and then measuring your results. You might just find that this overlooked platform becomes an essential part of your digital advertising success story.
If you need some extra support, we’re here to help. We will work out what to add to your digital strategy and focus on what you can do with your pay per click PPC advertising.
