Microsoft Ads' average CPC is $1.54, around 40% lower than Google Ads'. For businesses with a fixed acquisition budget, that means more clicks, more leads, and more room to test. You're not sacrificing reach.
With Microsoft Ads, there is less competition. But there are still plenty of people who use Bing as their search engine, so why not engage an audience that’s easier to reach?
When a searcher uses Bing, they use it the same way they would any other search engine. Microsoft Advertising allows you to reach potential customers at the exact moment they’re ready to make a purchase.
Microsoft Ads helps businesses reach high-intent buyers through a less crowded advertising channel. WSI helps manage the strategy, setup, targeting, optimization, and reporting so your campaigns can work more efficiently across the Microsoft Advertising network.
Microsoft Ads operates on Bing and its partner network. Google Ads operates on Google Search and the Display Network. The audiences overlap but aren't identical. Most businesses benefit from running both: Google for volume, Microsoft for efficiency. CPCs on Microsoft are consistently 30 to 40% lower for the same keywords, so adding a Microsoft campaign usually lowers your blended cost per acquisition across the whole account.
A full-service Microsoft advertising agency handles keyword research, campaign architecture, ad copy, extensions, audience targeting, bid strategy, negative keyword management, and performance reporting. WSI manages all of this, with a certified consultant assigned to your account.
A starting test budget of $500 to $1,000 per month is enough to generate meaningful data in most industries. Because CPCs are lower than Google's, your budget stretches further. Your WSI consultant will recommend a budget based on your target CPA and the competitiveness of your keyword set.
Most campaigns generate click and conversion data within the first two weeks. Meaningful optimization takes four to six weeks as the algorithm collects enough data to inform bid adjustments. Full campaign maturity, with predictable cost per acquisition, typically happens at the 90-day mark.
Yes. Microsoft Ads has a direct import tool that pulls your Google Ads campaigns, ad groups, keywords, and ad copy. We review and adapt the import to account for platform differences before anything goes live, so you're not just copying a Google campaign into a different interface.
More so than most platforms. LinkedIn profile targeting, available only through Microsoft Advertising, lets you layer job title, company size, and industry onto search intent. A B2B search ad on Bing can be shown specifically to decision-makers in your target industry, at a lower CPC than Google. For B2B, that combination is genuinely difficult to replicate elsewhere.
You receive a monthly report covering impressions, clicks, click-through rate, average CPC, conversions, cost per conversion, and ROAS. We include a plain-English summary of what changed, what we tested, and what we're doing next. No dashboards to log into unless you want to.
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