Bing is the standard search engine on millions of company computers. Decision makers in corporations search here daily. And almost nobody runs ads there. That's your opportunity.
Most B2B companies focus their entire budget on Google Ads. Meanwhile, Bing is where the decision makers you want to reach actually are.
In large corporations, Edge is the standard browser and Bing the default search engine. This is not a personal choice by employees, but IT compliance. That means: procurement managers, IT decision makers, and C-level in enterprise companies search via Bing daily.
At the same time, most companies and agencies completely ignore Bing Ads. Result: significantly lower CPCs, less competition, and a target audience with high B2B relevance. If you're not using this, you're leaving pipeline on the table.
IT compliance makes Bing the standard in corporations. Your target audience is there, whether they know it or not.
Less competition means significantly cheaper click prices with comparable lead quality.
While everyone fights on Google Ads, you have Bing Ads all to yourself. That's a competitive advantage that won't last long.
These mindsets prevent B2B companies from using one of the most profitable channels.
The most common misconception. In reality, millions of company employees use Bing daily because it's the default search engine preset on their work computers.
With up to 70% lower CPCs, you don't need a large budget to see results on Bing. Small budgets often deliver significant pipeline contributions.
Volume is smaller than Google, but quality is often higher. In B2B, what matters is not the mass of clicks but quality of leads. And Bing in B2B context often delivers above-average quality.
Bing Ads (Microsoft Advertising) works similarly to Google Ads. If you master Google Ads, you can quickly set up Bing Ads. We handle this completely for you.
Six building blocks to unlock the full potential of Bing Ads in B2B.
Build a Bing Ads campaign structure optimized for B2B purchase intent. Whether importing from Google Ads or building from scratch: we adapt the strategy to Bing-specific strengths.
Microsoft Advertising offers LinkedIn profile targeting directly in the platform. Target ads by industry, company size, and job title. A feature Google doesn't have.
Like with Google Ads, we connect Bing Ads to your CRM. Offline conversion upload ensures the algorithm optimizes on real deals, not form submissions.
Careful keyword selection with B2B purchase intent and consistent negative keyword management. The smaller platform is less forgiving of bad keywords because each click carries more weight proportionally.
Bing Ads as independent channel but strategically aligned with your Google Ads campaigns. Shared learnings, shared negative keyword lists, and consistent messaging.
Transparent reports with direct CPC comparison to Google Ads. See at a glance where your budget has the greatest impact.
In 30 minutes we show you the Bing Ads potential for your B2B target audience. Free and non-binding.
Quick start, measurable results.
We check how large your target audience is on Bing, which keywords have potential, and how CPCs compare to Google Ads. This becomes a business case for Bing Ads.
Account setup, CRM integration, and conversion tracking. Optionally we import proven campaigns from Google Ads and adapt them to the Bing platform.
Ongoing optimization of keywords, bids, and audiences. With special focus on LinkedIn profile targeting and cross-channel comparison with Google Ads.
Bing Ads is not a side project for us. We treat it as an independent, strategic channel with its own potential.
We understand why Bing works in B2B: company computers, IT compliance, enterprise decision makers. This is not theory, it's our daily experience.
Offline conversion tracking and CRM integration are standard for us. On Bing too, we optimize for real deals, not clicks.
We manage Google Ads and Bing Ads in parallel and leverage synergies between both channels. Shared learnings accelerate optimization on both platforms.
Full access to all data, direct CPC comparison between channels, and reports showing where your budget has the greatest pipeline impact.
Answers to the most important questions about Bing Ads Management for B2B.
Yes, for a simple reason: In many corporations, Edge is the standard browser and Bing the default search engine. IT compliance prevents employees from changing it. This means decision makers in enterprise companies search via Bing daily. Combined with up to 70% lower CPCs, Bing Ads is one of the most profitable B2B channels.
Bing Ads complements Google Ads, doesn't replace it. The platform works similarly but has a unique feature: LinkedIn profile targeting. Target ads by job title, industry, and company size. We recommend running both channels in parallel and sharing learnings.
Indirectly yes. ChatGPT relies on Bing search for its web search function. Bing Ads don't directly impact ChatGPT answers, but more traffic to your site signals Bing that your content is relevant. This can positively affect your organic visibility in Bing, and thus the sources ChatGPT uses.
Since CPCs are significantly lower than Google Ads, often even a test budget of 1,000 - 2,000 euros monthly is enough to gather meaningful data. If results are good, we scale gradually.
Technically yes, Microsoft Advertising offers an import tool. But 1:1 import is rarely the best strategy. We import the basic structure and adapt keywords, bids, and targeting to Bing-specific conditions. LinkedIn profile targeting especially should be used from the start.
Like Google Ads, through CRM-based tracking. We implement offline conversion upload for Bing Ads too and report with direct channel comparison: CPCs, cost per lead, pipeline value, and ROI side-by-side for Google and Bing.
We analyze Bing Ads potential for your company for free. Often a small test budget is enough to see significant results.
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