Why Brands Are Getting Higher ROI With Bing Ads in 2025

Microsoft Advertising is turning heads in 2025. With Bing Ads delivering lower costs per click and stronger lead quality—especially for B2B—brands are seeing tangible returns. Here’s why marketers are shifting budget from Google to Bing.

Why More Brands Are Investing in Bing Ads in 2025

Is Microsoft Advertising finally living up to the hype?

 It’s not just a budget-friendly alternative to Google anymore. In 2025, Bing Ads (now part of Microsoft Advertising) is proving itself as a powerful, high-performing platform—especially for brands focused on B2B, high-value leads, and smarter targeting.

While Google still commands the majority of search traffic, Bing’s market share has quietly climbed to over 10.5% of desktop searches worldwide—up from 6.4% in 2021 (Statista, 2024). But more importantly, brands are seeing measurably higher returns on investment thanks to lower competition, more granular targeting, and seamless LinkedIn integration.

Let’s break down exactly why Bing Ads are outperforming expectations—and how your brand can take advantage.

The ROI Case: Why Bing Ads Outperform Google for Certain Brands

Bing Ads vs Google Ads: What’s the real difference?

Many brands initially treat Bing Ads as a backup plan—but that’s changing. Microsoft Advertising’s return on investment is no longer a secret among savvy marketers, especially in B2B and niche industries. Here’s why:

Lower Cost Per Click, Better Lead Quality

While Google Ads is known for higher traffic volumes, Bing Ads offer significantly lower CPCs—often by 30 - 70% depending on the industry (Wordstream, 2024).

• Lower CPC means your ad spend stretches further.

• Higher intent audiences due to Bing’s older, more affluent user base.

• Especially tailor for B2B services (Invoca, 2024).

This makes Bing Ads especially appealing if your cost per lead on Google is creeping upward and returns are flattening.

Exclusive LinkedIn Integration = Precision B2B Targeting

One of the most unique features of Bing Ads is its integration with LinkedIn targeting data—something Google simply cannot offer.

With this feature, you can target users based on:

• Company name

• Industry

• Job function

• Seniority or company size

This is a game changer for B2B marketers looking to reach decision-makers at specific companies or industries.

Imagine targeting Heads of Procurement at Fortune 500 firms searching for "enterprise procurement software" — only Bing Ads lets you do this.

And with over 930 million professionals on LinkedIn, Microsoft’s data pool is both rich and real-time.

Less Competition, More Visibility

Due to its smaller advertiser base, Bing Ads faces far less competition in many sectors—especially in high-value verticals like:

• Financial services

• Industrial manufacturing

• Enterprise tech

• Education

• Healthcare

This translates to:

• Higher impression share

• Lower bidding thresholds

• More consistent ad placements at a lower cost

Understanding Bing's Growing Search Share in 2025

Bing Ads aren’t just for desktop anymore. The landscape is evolving fast.

According to recent reports, Bing now accounts for over 10.2% of global desktop searches and is the default search engine on Microsoft Edge, Xbox, and Windows devices. This "built-in advantage" helps funnel users directly into the Microsoft ecosystem without any Google detours.

Here’s where this market share really shines:

Bing Powers Yahoo, AOL & DuckDuckGo

Most brands don’t realise that Bing also powers search results for Yahoo, AOL, and DuckDuckGo. That’s millions of additional impressions your Bing Ads are eligible for—without lifting a finger.

• DuckDuckGo now processes 3.4 billion searches monthly and still routes many of them through Bing.

• Yahoo and AOL still maintain niche but engaged audiences, especially in North America and Japan.

This multi-channel coverage gives Bing Ads a broader reach than expected, especially for mid-market and global advertisers.

Microsoft Edge Adoption Is Fueling Bing Search Growth

With the rapid adoption of Microsoft Edge and Windows 11, Bing has experienced a major uptick in default search traffic. Many users, especially in corporate and public sector environments, never switch their default browser or search engine.

This matters because brand discovery now happens beyond just Google. If your ads aren’t showing on Bing, you're missing a significant slice of search-driven traffic—particularly for high-value B2B searches.

Incentives and Credits Attract First-Time Advertisers

Microsoft offers generous advertising credits for new advertisers. For example:

• Spend £200 and receive £400 in bonus credit to test your campaign.

• Easy import tools from Google Ads, allowing you to mirror your campaigns without rebuilding them.

This lowers the barrier to entry and gives marketers a low-risk way to test Bing Ads alongside existing channels.

How to Maximise ROI on Bing Ads in 2025

Ready to give Bing Ads a proper test? Here’s how to structure your campaigns for success in 2025.

Start With High-Intent, Exact Match Keywords

Given Bing’s smaller volume, focus on high-intent, exact match keywords that reflect your best-performing queries on Google. Avoid overly broad terms, and build tightly-themed ad groups.

Key best practices:

• Use exact or phrase match over broad match.

• Create separate campaigns for brand terms, product/service categories, and competitor keywords.

• Segment campaigns by device or location to better control budget.

Use LinkedIn Profile Targeting Wisely

Tap into the firmographic targeting mentioned earlier:

• Prioritise sectors or job titles where you already have strong case studies.

• Increase bids by 100–300% for your ICP (ideal customer profile).

• Reduce bids elsewhere to maximise budget efficiency.

Example: Target only “Marketing Directors” in “Automotive” companies for a vehicle SaaS platform.

Optimise Campaign Settings for Quality Traffic

To avoid wasted spend, adjust these key settings:

• Only show ads on Microsoft and select partner sites. Avoid lower-quality syndication traffic.

• Use enhanced conversions with proper UET (Universal Event Tracking) tagging to attribute offline leads and phone calls.

• Set bid adjustments by device if desktop converts better for your audience.

Monitor & Refine Using Microsoft’s AI Tools

Microsoft now integrates AI-driven ad suggestions and performance insights (leveraging OpenAI’s models, partially owned by Microsoft).

• Use auto-suggestions for ad copy (but review before launching).

• Take advantage of performance-based bid strategies (e.g. maximise conversions, target CPA).

• Refine headlines and site links based on click-through rates and sentiment analysis.

Final Thoughts: Bing Ads Are More Than a Backup

Microsoft Advertising has emerged as a serious contender in the paid media space. For brands seeking higher ROI, more precise targeting, and lower costs, Bing Ads offer a powerful—and often underutilised—alternative to Google.

Key Takeaways:

• Lower CPC makes Bing Ads ideal for ROI-driven marketers.

• LinkedIn integration enables next-level B2B targeting.

• The Microsoft ecosystem is growing fast—especially in desktop environments.

• With the right strategy, Bing Ads can outperform Google in lead quality and cost-efficiency.

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