Most UK businesses I speak to have never run Microsoft Ads. Many assume nobody uses Bing. Fair enough on the surface: Google dominates UK search, and that’s where most of your budget should go.
But “most” isn’t “all”. For the right business, Microsoft Ads brings in leads that Google simply never sees, often at a lower cost. Here’s how I weigh up Microsoft Ads vs Google Ads, and how I decide whether Bing is worth testing.
How big is Bing in the UK?
Overall, small. Across all devices, Bing takes a single-digit share of UK searches. On desktop it’s a different story. Industry figures put Bing at around 14% of UK desktop searches, while its mobile share is tiny. (Embryo’s Microsoft Advertising stats pull the numbers together.)
That desktop skew matters. Bing is the default on Windows and in Microsoft Edge, and lots of office computers are never switched to Google. So the people searching on Bing are often at work, at a desk, researching.
The Microsoft Search Network also powers ads on Yahoo, AOL and DuckDuckGo, so your reach is a bit wider than Bing alone.
Who Microsoft Ads tends to work for
In my experience, Microsoft Ads earns its place most often for:
B2B and SaaS, because so many searches happen from work machines
Professional services such as accountants, solicitors and insurance, where the searcher is often older and on desktop
Higher-value home services like kitchens, conservatories or solar, researched at a desk rather than in a panic
It’s usually weaker for urgent mobile searches. Someone locked out of their car at 11pm is on their phone, almost certainly on Google.
Microsoft Ads vs Google Ads: the advantages
Lower competition. Fewer advertisers bid on Microsoft, so clicks are often cheaper than on Google for the same keywords. That’s not guaranteed, but it’s common.
LinkedIn profile targeting. Microsoft owns LinkedIn, and Microsoft Ads lets you adjust bids by company, industry and job function. For B2B, that’s a genuinely useful layer you can’t get on Google Search.
Easy to start. You can import your Google Ads campaigns directly into Microsoft Advertising, so you’re not building from scratch.
Microsoft Ads vs Google Ads: the drawbacks
Volume is the big one in Microsoft Ads vs Google Ads. Even a successful Microsoft campaign will usually deliver a fraction of what Google does. If your Google account brings in 200 leads a month, Microsoft might add a modest extra slice.
The automation also has less data to work with, so smart bidding can take longer to settle. And imported campaigns aren’t always a good fit as they are. Settings like location targeting, ad schedules and the audience network need checking line by line after import.
Add your own: one line on a client where Microsoft Ads beat Google on cost per lead.
How I test Microsoft Ads without wasting money
Get Google Ads working first. Microsoft is an add-on, not a fix for a poor Google account.
Import only your best-performing Search campaigns, not everything.
Review every setting after import. I switch off the Microsoft Audience Network to begin with, so the test is Search only.
Set up Microsoft’s conversion tracking (UET tag) properly. The same rules apply as on Google: count real leads only.
Give it six to eight weeks with a small, fixed budget, then compare cost per qualified lead against Google.
That’s a fair Microsoft Ads vs Google Ads test. If it holds up, scale gradually. If it doesn’t, you’ve learned something for a few hundred pounds.
Microsoft Ads vs Google Ads: is Bing worth it?
For B2B, SaaS and professional services with a working Google account, it’s usually worth a proper test. For urgent local trades, I’d put the effort into your Google Search setup first. My guide to Google Ads for tradesmen covers that.
I manage Microsoft Ads alongside Google Ads for clients. If you’d like to know whether it fits your business, book a free audit or read more about my PPC management services.
FAQs
Can I run the same campaigns on Microsoft and Google? Yes. Microsoft lets you import from Google Ads, but always check settings afterwards.
Is Microsoft Ads cheaper than Google Ads? Clicks are often cheaper because there’s less competition, but volume is much lower. Judge it on cost per lead, not cost per click.