If you’re looking for ways to increase leads without relying solely on Google Ads, Microsoft Advertising is one of the best untapped opportunities available to UK businesses. Although it receives less attention than Google, it consistently delivers strong results, often at a far lower cost. Because the platform attracts high-intent users who convert well, Microsoft Advertising has become a strategic channel for UK brands wanting better reach, better targeting and better ROI.
Many businesses assume Microsoft Advertising won’t generate enough traffic to make a difference. However, once they test it properly, they often find that the quality of leads, the lower CPCs and the LinkedIn targeting integration outperform their expectations. When used alongside Google Ads, it becomes a powerful and efficient part of a modern PPC strategy.
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Why Microsoft Advertising Matters For UK Businesses
While Google dominates search volume, Microsoft Advertising reaches millions of users across Bing, Yahoo, DuckDuckGo and the wider Microsoft network. This audience behaves differently — and that difference creates meaningful advantages.
Many Microsoft users are browsing from workplace devices, meaning they’re in a professional or research-driven mindset. Because of this, they often convert at higher levels than typical social or mobile traffic. Additionally, Microsoft Advertising allows UK businesses to reach older, wealthier and more established users who may not rely on Google as heavily.
As competition on Google Ads continues to increase, diversifying into Microsoft Advertising helps reduce cost pressure and protect lead flow. When both channels run together, performance becomes more stable and more predictable.
Key Benefits Of Microsoft Advertising For UK Businesses
Lower Competition And Better CPCs
One of the strongest advantages of Microsoft Advertising is cost efficiency. Since fewer advertisers bid on Microsoft’s network, CPCs often drop significantly. As a result, you pay less to reach high-quality audiences.
Stronger Buyer Intent
Microsoft users frequently search while working, researching or comparing solutions. Because their intent is more structured, they often take action sooner. This leads to more qualified enquiries for service-based businesses.
LinkedIn Profile Targeting
Microsoft’s integration with LinkedIn stands out as a major benefit. It allows you to target by:
job title
industry
company name
seniority
For B2B brands, this creates rare precision within search advertising.
Easy Setup With Google Imports
You can import campaign structures directly from Google Ads, making it quicker to test Microsoft Advertising without rebuilding everything from scratch.
High Desktop Visibility
Since Bing holds a larger share of desktop searches, industries where buyers research on computers — such as professional services, legal, finance and B2B — see especially strong results.
How Microsoft Advertising Works For UK Brands
Search Campaigns Designed For Intent
Search campaigns function similarly to Google Ads, yet they often produce higher conversion rates. Because Bing users frequently type detailed queries, long-tail keywords deliver excellent performance.
Audience Targeting With LinkedIn Data
LinkedIn profile targeting transforms the effectiveness of B2B campaigns. For example, if you target “business insurance London”, you can layer this with job titles such as Operations Director or Managing Partner, ensuring the right people see your ads.
Shopping Ads With Lower Competition
E-commerce brands also benefit from Microsoft Shopping Ads. Since competition is significantly lower, product-based businesses often see cheaper clicks and stronger ROAS.
Remarketing Across The Microsoft Network
Remarketing allows businesses to stay visible across Bing, Yahoo and partner sites. This is especially useful for high-ticket services where decisions take longer.
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How Microsoft Advertising Compares To Google Ads
Although both platforms are essential for a balanced PPC strategy, they deliver different advantages.
| Aspect | Google Ads | Microsoft Advertising |
|---|---|---|
| Search Volume | Higher | Lower |
| Competition | High | Lower |
| CPC | Often higher | Often lower |
| Audience | Broad | Professional, desktop-first |
| B2B Targeting | Limited | Exceptional (LinkedIn data) |
| Setup | Standard | Easy import from Google |
Google delivers scale, while Microsoft Advertising delivers efficiency. When combined, they create a resilient acquisition system.
Common Microsoft Advertising Mistakes And How To Avoid Them
Treating It As An Afterthought
Some businesses set tiny budgets on Microsoft Advertising, assuming it won’t deliver. Yet meaningful results require strategy and consistent optimisation.
Copying Google Ads Without Adjustment
Although campaign import is helpful, performance varies between platforms. You must tailor bidding, messaging and keyword strategy for Microsoft’s audience.
Ignoring LinkedIn Targeting
Many UK businesses miss the most powerful feature of Microsoft Advertising because they don’t explore the audience settings deeply.
Neglecting Bing Places
Local businesses often forget to optimise Bing Places. This reduces local visibility and weakens ad relevance.
Monitoring Only Google-Like Metrics
Microsoft data behaves differently. For example, desktop-heavy traffic often leads to longer session durations and more detailed searches.
How To Build Effective Microsoft Advertising Campaigns
Focus On Buyer Intent
Start by targeting keywords that show strong commercial intent. Because Microsoft users often search more precisely, long-tail intent keywords become highly profitable.
Use LinkedIn Targeting Smartly
Rather than applying all filters at once, start with one (job title, company, or industry) and expand gradually based on performance.
Strengthen Your Landing Pages
Professional searchers respond well to:
clear benefits
industry-specific examples
structured layouts
trust elements such as reviews and case references
Since Microsoft users often browse on desktops, landing pages must be polished and easy to navigate.
Test Campaigns Separately
Do not assume Google results will mirror Microsoft results. Track both channels independently and optimise based on each platform’s behaviour.
Why Microsoft Advertising Works Best When Combined With Google Ads
Rather than replacing one platform with another, the most successful UK businesses run both. This gives you:
more predictable lead flow
reduced dependency on a single ad network
better coverage across devices
stronger remarketing pools
improved resilience when CPCs spike on one channel
Microsoft Advertising isn’t designed to replace Google — it enhances it.
Conclusion: Why UK Businesses Should Start Using Microsoft Advertising
For UK businesses wanting improved efficiency, higher intent leads and more predictable advertising performance, Microsoft Advertising provides enormous value. With lower competition, LinkedIn targeting and strong desktop visibility, it’s a channel that can transform PPC results for both B2B and B2C companies.
If you want to diversify your PPC strategy, lower costs and reach a high-quality audience, Microsoft Advertising deserves a place in your growth system.
👉 Ready to see what Microsoft Advertising can do for your business? Book a call with Business Mate
FAQs
What is Microsoft Advertising?
Microsoft Advertising is the PPC platform that runs ads across Bing, Yahoo, DuckDuckGo and the Microsoft Search Network. It helps UK businesses reach users who often have higher buying intent.
Is Microsoft Advertising cheaper than Google Ads?
In many industries, yes. CPCs are often lower because competition is lower. This makes Microsoft an excellent channel for cost-efficient growth.
Does Microsoft Advertising work for B2B?
Absolutely. With LinkedIn profile targeting and a professional user base, it performs exceptionally well for B2B service providers.
Can I import my Google Ads campaigns into Microsoft Advertising?
Yes. You can import most campaign types directly, allowing for quick setup and consistent messaging across platforms.
Does Business Mate manage Microsoft Advertising campaigns?
Yes — we set up, optimise and scale Microsoft Advertising campaigns as part of our growth systems. Get in touch here.