It’s easy to focus only on Google and Facebook when it comes to advertising online, as they dominate global ad spend. However, Microsoft Advertising (formerly Bing Ads) packs some surprising firepower, especially for B2B and SME businesses. Microsoft’s platforms reach high-intent, engaged users that Google/Meta often miss. Microsoft Ads can reach a very high number of unique audiences you won’t find on Google or Meta, meaning they can open doors to entirely new audiences where competition for your product/service may be entirely different to the current metrics you are used to.
Microsoft Ads’ Unique Strengths
- Professional, high-intent audience: Microsoft Ads uses LinkedIn data, so you can reach people based on their role, industry, or company details. This information is game changing for some businesses and provides a level of targeting that Google can’t offer. Bing is also the default search engine on many work computers, which can be very useful for B2B business, as a large percentage of the advertising audience will be working in another business. These audiences not only research seriously, but they also spend more time online during the day.
- Lower costs + less competition: Because fewer advertisers use Microsoft Ads, bids are often cheaper. Industry benchmarks often show Bing’s average CPC to be 30–40% lower than Google’s, which can have a huge impact on small businesses with low budgets, making it easier to snag top ad positions and dominate local markets on Microsoft at a fraction of the cost needed on Google.
- Expanded inventory and formats: Microsoft’s ad ecosystem isn’t just search. You get shown on Yahoo, Outlook, MSN and even in-game ads on Xbox. Microsoft also powers Netflix’s ad-supported plan, giving advertisers exclusive connected-TV inventory. In other words, you can reach different audiences on Xbox and Netflix in ways Google or Meta can’t. This means your ads can both reach customers during work and also during entertainment outside of work.
Microsoft vs Google vs Meta
| Platform | Best for / Typical Use Cases | Key Strengths and Notes |
|---|---|---|
| Microsoft Ads | B2B, tech and enterprise sales; reaching affluent or older demographics; supplementing search with unique audiences. | Unique LinkedIn-driven targeting (job title, industry, company). Broad inventory beyond search, content sites, Outlook/MSN, and gaming often at lower CPCs. Great for capturing demand and audiences that Google/Meta may miss. |
| Google Ads | Performance max and search campaigns, designed to target broad search intent and engage large audiences. | Massive global reach (Search + YouTube). Leading-edge AI and automation tools. Excels at commerce, local intent, and high-volume mobile search. |
| Meta Ads | B2C brand building and social engagement; visual storytelling, short-form video and social commerce. | Enormous social audience and highly granular demographic/interest targeting. Integrated shopping features and strong performance for creative-driven, conversion-oriented social campaigns. |
When deciding what type of advertisement platforms are best for your business, you must consider what product/services you offer and which demographic they best align with. Microsoft Ads is often a powerful complement to Google because you can target decision-makers by role. If you need a broad reach or want to leverage videos, Google is tough to compete with. If you want to build brand awareness or drive social commerce, Meta’s platforms are ideal.
Ultimately, Microsoft Ads is not a miracle fix for your ads, but it’s an important piece of the puzzle that tends to be neglected. It tends to perform best when your audience overlaps with Microsoft’s strengths, but can also be very useful for businesses with smaller budgets or highly competitive niches. Microsoft Ads can often deliver better ROI due to lower costs. Meanwhile, Google Ads will remain the workhorse for broad search demand, Meta will thrive on creating social and brand campaigns. When combined properly, you hit all audiences from all angles.
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