Last updated: November 2026 · Answers by Andrew Gorton, freelance PPC specialist based in Chorley, Lancashire

Each answer leads with the short version. Prices are in pounds sterling and reflect the UK market as of November 2026.

16 questions on this page

What is Microsoft Advertising?

Microsoft Advertising (formerly Bing Ads) is Microsoft’s PPC platform. It shows ads on Bing, Yahoo, DuckDuckGo, Microsoft Edge, Copilot and the Microsoft Audience Network.

Is Bing Ads worth it?

Often, yes. Microsoft Ads usually has less competition and lower cost per click than Google, and reaches an older, higher-income, desktop-heavy audience. Volume is smaller, typically 10–20% of Google’s, but it is frequently a cheaper source of leads.

Is Bing PPC cheaper than Google?

Usually. Cost per click on Microsoft Ads is commonly 20–40% lower than Google for the same keywords, because fewer advertisers compete.

Who uses Bing?

Bing users skew older and more desktop-based, with many using Windows computers at work where Edge and Bing are the defaults. That makes Microsoft Ads particularly useful for B2B, professional services and older consumer audiences.

How do I set up Bing Ads?

Create a Microsoft Advertising account, install the UET tracking tag, then either import your Google Ads campaigns or build campaigns from scratch. Review imported settings, especially locations, networks, bids and Audience Network inclusion.

Can I import Google Ads campaigns into Microsoft Ads?

Yes. Microsoft’s import tool can copy campaigns, ad groups, keywords, ads, assets and even conversion goals from Google Ads, and can be scheduled to sync. Always check settings after importing, as defaults differ.

How do I advertise on Bing?

Sign up for Microsoft Advertising, add tracking, create Search campaigns with keywords, responsive search ads and assets, choose locations and budget, and launch. Most Google Ads best practices apply.

Can you advertise on Bing for free?

No. Microsoft Advertising is paid, though Microsoft sometimes offers new advertiser promotional credits. You can list your business for free in Bing Places, which helps organic local visibility.

What is the Microsoft Audience Network?

The Microsoft Audience Network shows native and display ads across Microsoft sites such as MSN, Outlook and Edge and partner sites. It is often included by default in search campaigns, and should be reviewed separately.

Do Microsoft Ads appear in Copilot?

Yes. Microsoft shows ads within Copilot and Bing’s AI-powered experiences, served from existing Microsoft Advertising campaigns, making Microsoft Ads one of the first routes into AI chat advertising.

What is the UET tag?

UET (Universal Event Tracking) is Microsoft Advertising’s tracking tag. It records conversions and builds remarketing audiences, similar to the Google tag.

Does Microsoft Ads support Performance Max?

Yes. Microsoft Advertising offers Performance Max campaigns and can import them from Google Ads, using assets and feeds across Microsoft’s networks.

Does Microsoft Ads have Shopping campaigns?

Yes. Microsoft Shopping campaigns use a product feed in Microsoft Merchant Center, which can be imported from Google Merchant Center.

Should I run Google Ads and Microsoft Ads together?

For most UK businesses, yes, once Google Ads is working. Microsoft Ads adds incremental leads, often at lower cost, and most of the work can be shared between the platforms.

What percentage of searches are on Bing in the UK?

Bing typically accounts for a minority share of UK search, commonly cited at around 5–10% across devices and higher on desktop. Add Yahoo, DuckDuckGo and Copilot traffic, and Microsoft’s network reaches a meaningful extra audience.

Does LinkedIn targeting work in Microsoft Ads?

Yes. Microsoft Advertising lets you target or adjust bids by LinkedIn profile data such as company, industry and job function on Search and Audience campaigns, which is valuable for B2B.

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