If you’re in the B2B space, chances are you’re always looking for ways to reach high-intent buyers, lower your cost per acquisition, and maximise your ROI. While Google Ads may be your default choice, savvy business owners are increasingly turning to Bing Ads (Microsoft Advertising) for B2B growth—and for good reason.
Let’s explore why Bing Ads is a powerful, often overlooked platform that’s delivering real results for B2B marketers.
Less Competition, Lower Costs
One of the biggest advantages of Bing Ads is reduced competition. Google Ads is saturated, with businesses fiercely bidding for the same keywords. On Bing, however, fewer advertisers are vying for ad placements, which often means:
- Lower cost-per-click (CPC)
- Higher ad placements
- Less budget wasted on inflated bids
For B2B businesses that rely on high-value leads, this can be a game-changer. You’re not just saving money—you’re also improving your ad performance with better visibility and lower costs per conversion.
High-Quality, Professional Audience
Bing’s user base is not just smaller—it’s also uniquely valuable for B2B advertisers. Many Bing users are professionals, decision-makers, and business owners. Why? Because:
- Bing is the default search engine on Microsoft devices, including work computers.
- Many corporate users rely on Microsoft products (Windows, Office 365, LinkedIn) and don’t switch to Google.
- Bing’s audience skews older and wealthier—key demographics for B2B buyers.
This means your ads are more likely to be seen by professionals actively searching for business solutions, making Bing Ads a strong channel for lead generation.
Integration with LinkedIn Targeting
Here’s where Bing Ads pulls ahead for B2B marketing: its exclusive LinkedIn integration. Microsoft owns LinkedIn, and that connection gives Bing advertisers access to unique professional targeting options.
You can target your ads based on:
- Job title
- Industry
- Company size
This is invaluable for B2B campaigns. Instead of wasting budget on broad audiences, you can put your ads in front of decision-makers at the companies you want to work with.
Higher Engagement, Better Click-Through Rates
Because Bing has fewer ads competing for attention, users tend to engage more with the ones they do see. In fact, studies have shown that Bing Ads often achieve:
- Higher click-through rates (CTR) than Google Ads
- More conversions per click, especially in B2B industries
- Better ad placements at lower costs
If your Google Ads performance has plateaued, Bing could offer a fresh, highly engaged audience to boost your results.
Stronger ROI with Complementary Search Strategies
Bing shouldn’t replace Google Ads—it should complement it. By diversifying your PPC strategy, you can capture search demand across multiple platforms. Many businesses find that by running Bing Ads alongside Google Ads, they:
- Reduce overall cost-per-lead (CPL)
- Improve conversion rates by targeting different audience segments
- Scale their campaigns more effectively without inflating budgets
Bing Ads is not a Google alternative—it’s an essential addition to a smart B2B marketing strategy.
Why B2B Marketers Can’t Ignore Bing Ads
For years, Google has dominated the paid search landscape, but times are changing. Bing Ads offers a cost-effective, high-intent, and business-focused audience that makes it a hidden gem for B2B marketers. With LinkedIn targeting, lower CPCs, and higher engagement rates, Bing Ads is proving itself as a must-have tool for businesses looking to generate quality leads and maximise their advertising ROI.
