Microsoft Advertising has quietly become one of the most powerful, cost-effective digital advertising platforms for UK-based businesses. Formerly known as Bing Ads, this platform offers serious benefits: lower competition, cheaper clicks, and access to high-intent users. If your marketing strategy focuses only on Google Ads, you might be missing out.
In this guide, we explore why Microsoft Advertising deserves a spot in your paid media plan, how it compares to Google Ads, and why more UK businesses are shifting their budget to this underrated platform.
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Why Microsoft Advertising Is a Smart Move for UK Brands
With over 20% of the UK desktop search market share, Microsoft powers searches not only on Bing but also on Yahoo, MSN, AOL, and Microsoft Edge. That means your ads reach a broader audience than you might expect.
Top benefits include:
- Lower CPCs (Cost-per-click) compared to Google Ads (up to 50% cheaper)
- Higher-quality traffic from business professionals and affluent users
- LinkedIn profile targeting for B2B campaigns
- Seamless import of Google Ads campaigns to Microsoft
🎯 Want expert help setting up Microsoft Ads? See our Advertising Services
What’s the Difference? Microsoft Advertising vs. Google Ads
Cost & Competition
While Google Ads dominates the market, it also comes with higher costs and stiffer competition. Microsoft Advertising offers lower CPCs, especially in sectors like:
- Legal
- Financial services
- Education
- B2B SaaS
Audience & Reach
Microsoft’s network often reaches older, more affluent users. It’s also widely used in workplaces, giving it an edge for B2B campaigns.
Ad Placements
Your ads appear not only on Bing but also across the Microsoft Audience Network and partner sites like DuckDuckGo, Ecosia, and more.
📌 Tip: Microsoft Ads work best when complementing your Google Ads strategy, not replacing it.
Exclusive Features: LinkedIn Targeting & AI Tools
Microsoft Advertising is the only platform that allows LinkedIn profile-based targeting, letting you filter by:
- Company name
- Job function
- Industry
This is incredibly valuable for UK B2B campaigns, where targeting decision-makers is key.
Plus, Microsoft has integrated AI-powered Copilot tools, which assist in:
- Creating ad copy
- Generating responsive ad formats
- Predictive audience suggestions
This makes the platform more accessible for small businesses and startups with limited marketing teams.
💡 Need help navigating these AI tools? Contact Business Mate
Getting Started: Best Practices for UK Businesses
If you’re new to Microsoft Advertising, here’s how to start smart:
1. Import Your Google Ads Campaigns
Use Microsoft’s import feature to carry over campaigns, keywords, and budgets in minutes.
2. Review Keyword Match Types
Microsoft’s algorithm behaves slightly differently than Google’s. Avoid phrase match pitfalls by reviewing matches closely.
3. Adjust for the UK Audience
Ensure you:
- Set your location targeting to the UK
- Use UK spelling in ad copy
- Tailor your CTA to local preferences
4. Monitor Audience Network Performance
The Microsoft Audience Network (like Google’s Display Network) can be powerful but also prone to lower-quality traffic. Set separate bids and monitor results carefully.
Common Challenges (and How to Avoid Them)
Even experienced advertisers can hit roadblocks. Here are common issues:
❌ Bot Traffic or Low-Quality Leads
- Fix: Exclude partner networks or fine-tune placements
❌ Keyword Misalignment
- Fix: Regularly audit your search terms report
❌ Poor Ad Copy Performance
- Fix: Use AI-generated copy suggestions + test multiple variants
🎯 Want us to optimise your Microsoft Advertising campaign? Check out our Advertising Services
Budget Recommendations for Microsoft Advertising UK
Here’s a rough idea of what UK businesses might allocate:
| Business Size | Suggested Monthly Budget | Campaign Goal |
|---|---|---|
| Solo Founder | £300–£500 | Brand awareness/testing |
| Small Business | £500–£1,200 | Lead generation/remarketing |
| Growing SME | £1,200–£3,000+ | Full-funnel acquisition + retargeting |
Conclusion: Microsoft Advertising Is Underrated, But Powerful
If you’re looking to reduce your ad costs without sacrificing quality, Microsoft Advertising is one of the best-kept secrets in digital marketing. With its professional audience, AI features, and strategic tools like LinkedIn targeting, it gives UK businesses a performance edge.
Want to make the most of Microsoft Ads? Book a discovery call and let Business Mate build a strategy tailored for your brand.
FAQs: Microsoft Advertising for UK Businesses
Is Microsoft Advertising the same as Bing Ads?
Yes, Microsoft Advertising is the rebranded version of Bing Ads. It includes Bing, Yahoo, MSN, and other partner platforms.
Is Microsoft Advertising worth it in the UK?
Absolutely. With lower CPCs and a quality audience, it offers great ROI, especially for professional services, finance, and B2B sectors.
What makes Microsoft Advertising different from Google Ads?
It has less competition, cheaper bids, and exclusive features like LinkedIn targeting and AI-assisted campaign tools.
Can I run Microsoft Ads myself, or should I hire an agency?
You can start on your own, but for the best results, a partner like Business Mate can help you avoid costly mistakes and maximise ROI. Book a call with us.