If you’re a UK business exploring ways to drive traffic and leads through pay-per-click (PPC), you’ve probably focused most of your energy on Google Ads. But what about Bing Ads?
Despite its rebrand to Microsoft Advertising, many marketers still search for and refer to it as Bing Ads. So, is it still worth your attention — especially if you’re a cost-conscious business looking for smarter returns?
This blog explores whether Bing deserves a place in your digital marketing strategy, how it compares to Google Ads, and how UK businesses can leverage it to scale affordably.
Get expert help with Bing Advertising.
What Are Bing Ads?
Now officially called Microsoft Advertising, it is the paid search platform that serves ads on the Bing search engine, Yahoo, and AOL. It offers similar capabilities to Google Ads, including:
- Keyword targeting
- Audience targeting
- Ad extensions
- Remarketing
But it also has unique benefits — especially for UK-based businesses targeting older or more professional audiences.
🧠 Did you know? Bing powers over 25% of UK desktop search traffic — especially in finance, B2B, and higher-income segments.
Bing Ads vs Google Ads: What’s the Real Difference?
| Feature | Bing | Google Ads |
|---|---|---|
| Search Share (UK) | Smaller (~25%) | Dominant (~70-90%) |
| CPC (Cost-per-click) | Lower | Higher |
| Audience | Older, professional, desktop-heavy | Broader, mobile-heavy |
| Competition | Lower | High |
| Integration | Strong with Windows, LinkedIn | Strong with YouTube, Android |
| Ease of Use | Beginner-friendly | More complex for some users |
✅ Takeaway: Bing can deliver more affordable leads in niche or professional markets with less competition.
Get expert help with Bing now
Why It Still Works for UK Brands
Here’s why many smart UK marketers are still running Bing campaigns:
1. Lower Competition = Lower CPCs
With fewer advertisers on Bing, the cost per click can be significantly lower. This means you can reach high-intent users for less — ideal for businesses with smaller budgets.
2. Professional Demographic Targeting
Bing’s audience includes older, wealthier, and more professional users — especially those on desktop or using Microsoft products.
🧠 Bonus: Microsoft Advertising integrates with LinkedIn profile targeting, allowing B2B brands to target by job role, industry or company size.
3. Simple Import from Google Ads
Already running Google Ads? Bing allows easy import of your campaigns, so you can get started with minimal effort.
📌 Want help setting up properly? Our PPC experts can help
Since Bing Ads show up on Linked In, we thought you’d like this blog “LinkedIn Marketing for UK B2B Businesses: The Ultimate Guide”
When Should You Use Them in Your Strategy?
If you’re:
- Targeting professionals or desktop-first users
- In B2B, finance, education, or home services
- Running Google Ads and want to diversify
- Looking for cheaper CPCs
…then Bing could offer higher ROI for less budget.
🎯 Tip: Use Bing alongside Google Ads, not instead of it. It’s a great incremental channel.
📞 Let’s build your multi-channel PPC strategy Get in touch here
Common Myths
“Nobody uses Bing.” Wrong — Bing is the default search engine on Windows devices, Edge browser, and even voice assistants like Cortana and Alexa.
“It’s only for old-school users.” Not true. While it skews older, that often means more disposable income — especially for B2B, legal, and finance niches.
“It’s too small to matter.” A smaller audience doesn’t mean low performance. It means less noise and more precision.
See our other blog, “Unlocking Microsoft Advertising: How UK Businesses Can Get More for Less”
UK-Specific Use Cases
Example 1: Local Solicitor in Birmingham
- Google Ads CPC: £5-£8
- Bing Ads CPC: £2-£4
- Target audience: 40+, desktop users
- Best channel mix: Google for volume + Bing for cost-efficient leads
Example 2: B2B Software Provider
- Targeting IT managers via LinkedIn data
- Using Bing Ads for LinkedIn integration
- Reduced lead cost vs Google by 30%
Final Thoughts
Bing Advertising may not have the same reach as Google Ads, but it offers unique benefits that many UK businesses are overlooking. With lower competition, affordable CPCs, and professional targeting, Bing Ads could be the PPC edge you didn’t know you needed.
👉 Ready to diversify your ad strategy? Get expert help with Bing Advertising now
FAQs about Bing Ads
Is Bing Ads the same as Microsoft Advertising?
Yes. Microsoft rebranded Bing Ads to Microsoft Advertising, but many users still refer to it as the older name.
Is Bing cheaper than Google Ads?
Generally, yes. Bing Ads tend to have lower CPCs and less competition, making them more cost-efficient.
Do They work in the UK?
Absolutely. Bing has a significant share of UK desktop search traffic and is ideal for B2B and professional service providers.
Can I run both Google and Bing Ads together?
Yes — and you should. Many UK brands use Bing to supplement their PPC results and lower their blended CPA.
How do I set it up?
You can import your Google Ads campaigns directly or set them up manually via the Microsoft Ads dashboard. Or — let us do it for you.