Many global expansion companies took one look at Bing's market share and dismissed the topic, "It's only 3% globally, so there's no need to do it."
This judgment makes sense logically, but in practice it will cause you to miss a batch of extremely high-quality traffic. According to Statcounter 2025 data, Bing's U. S. desktop search share reached 7. 4%, and the proportion is even higher among users over 35 years old and making more than $100, 000 a year. More importantly: Microsoft internal data shows thatBing reaches 63 million U. S. searchers not found on Google.
If you are doing B2B global expansion, software tools or high-priced products, Bing advertising is not "can be considered", but must be included in the mix.
As an official certified partner of Microsoft, SeaSeek has helped customers in multiple industries achieve low-cost and accurate customer acquisition through Bing Ads - the CPC in the overseas study and education industry has been reduced from ¥60-70 to less than ¥30, the click volume of core keywords in the SaaS industry has increased by 229%, and the top page display rate of high-value keywords in the biomedical industry has increased by 233%. These data come from our actual delivery cases, not industry averages.
This article will systematically dismantle the entire process of Bing advertising, from account establishment, audience targeting, to bidding strategies and common misunderstandings, and help you obtain high-quality commercial traffic with a CPC that is 30-70% lower than Google.
1. The true value of Bing advertising: data speaks
Many people misjudge Bing Ads because they equate "market share" with "advertising value." These two things are not the same thing.
Bing user portrait: Who is using Bing to search?
According to official releases from Microsoft AdvertisingAudience Insights Report, Bing users have several distinctive characteristics:
- Older age: Users over 35 years old account for more than 65%, of which 45-64 years old are the core group
- higher income: A higher percentage of users making over $75, 000 per year than equivalent search traffic on Google
- More business decision-makers: Decision-makers in IT procurement, SaaS subscriptions, and B2B services are more likely to use Bing on Windows devices (IE/Edge default search engine effect)
- E-commerce has strong purchasing power: The average online shopping amount of Bing users in the US market is 23% higher than that of Google users
In other words, Bing doesn't have many users, but it has high quality. For B2B global expansion, professional software, and high-end consumer goods, this group of people happens to be your target customer group.
Bing Advertising CPC Advantages
Bing Ads has lower average CPC than Google Ads across major industries, according to WordStream 2025 Industry Benchmark Data 33%-70%:
| Industry | Google Ads average CPC | Bing Ads average CPC | Decrease |
|---|---|---|---|
| B2B Software/SaaS | $8. 50 | $4. 20 | -51% |
| legal services | $6. 80 | $3. 90 | -43% |
| Finance/Insurance | $12. 00 | $7. 50 | -38% |
| E-commerce retail | $3. 20 | $2. 10 | -34% |
With the same traffic quality, you can spend less money. This is the most direct commercial value of Bing advertising.
When we were serving a cross-border e-commerce ERP system customer, through keyword expansion and matching model optimization, Bing channel display volume increased by 76. 89% within 3 months, core keyword clicks increased by 229. 87%, and the registration cost dropped from 45-60 yuan to 30-40 yuan (a decrease of 35-50%). At the same time, the account quality score increased from 5-6 points to 7-8 points. This result led the customer to actively increase the proportion of Bing budget from 20% to 35%.
Another example is the study abroad education industry: for a high-end study abroad consulting agency, after we switched its Bing placement from ECPC to the maximized click strategy, the CPC dropped from ¥60-70 to less than ¥30, the monthly lead volume increased by 115%, and the ROI soared from 2-3 to 5-8. The false retention rate also dropped from 35% to 12%.
If you want to know which industries Bing advertising is suitable for, you can refer to what we have compiled beforeWhat industries are Bing Ads suitable for?.
2. Bing Advertising Account Structure: Build the Framework Correctly
Before starting to invest, the account structure is the first step. If the structure is messy, the data will be messy; if the data is messy, optimization will be impossible.
Recommended three-layer split logic
Split campaigns by intent level:
- Brand word campaign: Protect brand search, low cost and high conversion, independent budget control
- Core word campaign: Focus on high-intent keywords (product/service categories), separate from competing keywords
- Competitive word advertising campaign: Intercept competing brand searches and track ROI separately
- Remarketing campaign(Microsoft Audience Network): Reach people who have visited your website
For B2B global expansion scenarios, it is recommended to refer to theHow to set up Bing advertising account structure, which has a complete B2B split framework.
Keyword match type settings
Bing Ads match types are basically the same as Google Ads, with one important difference:Bing's broad match triggers wider, when the budget is limited, it is recommended to give priority to "phrase matching" rather than "broad matching" to reduce irrelevant traffic consumption.
Recommended ratio:
- Phrase match: 60%
- Exact match: 35%
- Broad match (only for discovering new words): 5%
We have verified this when serving customers in the biomedical industry: after changing easily confused keywords such as "chip" from broad match to exact match, 20% of budget waste was directly eliminated, CPC dropped from ¥6. 93 to ¥5. 60 (↓19. 19%), and the top-of-page display rate of high-value words increased from 15. 69% to 52. 30% (↑233%). The accuracy of matching types directly determines budget efficiency.
For specific strategies at the keyword level, please refer toBing search term tiering approach.
3. Four major targeting strategies of Bing advertising
This is the most interesting part of Bing ads. Compared to Google, Bing has a unique advantage:LinkedIn Profile Targeting.
Targeting strategy 1: LinkedIn professional attribute targeting
This is a feature unique to Microsoft Advertising and not available on Google.
By linking LinkedIn data, you can target search ad audiences along the following dimensions:
- Company size: 10-50 people, 51-200 people, 201-1000 people, 1000+ people
- Job functions: IT, finance, operations, marketing, sales
- Position level: Manager, Director, Vice President, C-Suite
- Industry: Technology, manufacturing, finance, medical, etc.
For B2B global expansion, this means you can only show ads to "IT directors" or "purchasing managers" instead of everyone searching for your keywords. The accuracy is greatly improved, and the CPA naturally decreases.
For complete instructions on how to use LinkedIn targeting, please refer toBing Advertising LinkedIn Audience Targeting Practice.
Targeting Strategy 2: Audience Remarketing
Microsoft Audience Network covers more than 500 million monthly active users, including high-quality media such as MSN, Outlook, Microsoft Edge New Tab, LinkedIn, and more.
For users who have already visited your website, you can set:
- RLSA (Remarketing Search Ads): Raise bids for website visitors
- Dynamic remarketing(E-commerce scenario): Display specific products that users have browsed
Targeting Strategy 3: Device and Time Targeting
More than 75% of Bing users are desktop users (much higher than Google's ~50%). If your conversion path is a PC-side web form, Bing is naturally more suitable.
Recommended settings:
- Mobile bid adjustment: -40% to -60% (adjusted based on actual conversion data)
- Delivery period: Focus on working days 9: 00-18: 00 (B2B scenario)
Targeting Strategy 4: Refinement of Geographical Targeting
Bing has the highest market share in the United States (about 7. 4%), followed by the United Kingdom, Canada, and Australia. If you focus on B2B in the English market, the combination of the United States + United Kingdom + Canada is often the most cost-effective.
It is recommended to split the campaign by state/province to identify which areas have better traffic quality and subsequently target the budget.
4. Bing Advertising Bidding Strategy: Correct Usage of Low CPC
After getting a low CPC, many people made a mistake: they added all the saved budget to Bing, while neglecting to optimize the efficiency of a single ad.
Bid strategy selection
Microsoft Advertising offers several Smart Bidding strategies:
| bid strategy | Applicable stage | Description |
|---|---|---|
| Manual CPC | Cold start period (first 4-6 weeks) | Prioritize cost control when data is insufficient |
| Maximize clicks | testing period | Used to quickly accumulate data |
| Target CPA | After having 30+ conversions/month | The system automatically optimizes the cost per conversion |
| Target ROAS | E-commerce scenario, with income data | Optimize by ROAS |
| Maximize conversion value | Has a stable conversion history | Go for the highest total conversion value |
important principles: Before switching to smart bidding, ensure that the monthly conversion volume reaches 30+, otherwise there is insufficient data and the algorithm cannot learn effectively.
The right way to import from Google Ads
If you already have mature advertising in Google Ads, Bing providesImport your Google Ads account with one clickFeatures (Campaigns → Import from Google Ads).
But don't copy it directly, you need to do three things:
1. Remove Google-specific formatting(Discovery series and Performance Max cannot be imported directly)
2. Adjust bids: Bing CPC can typically start at 60-70% of Google
3. Update remarketing audiences: Need to reinstall UET (Universal Event Tracking) tag
5. Bing Advertising UET Conversion Tracking: Don't Miss This Step
Once the account is set up, not installing conversion tracking is like flying blind with your eyes open.
Microsoft Advertising uses UET (Universal Event Tracking) tagto track conversions. Installation steps:
- Go to the Microsoft Advertising backendTools → UET Tag, create a tag and get the code
- Add UET code to all pages of your website
< head>Part (recommended to deploy via GTM) - Set a conversion goal: URL goal (thank you page), event (form submission, phone click), or duration
- Verification: Use Microsoft Clarity or UET Tag Helper Chrome extension to confirm tracking is working
Conversion events that must be tracked(B2B scenario):
- Inquiry form submission
- Contact page access
- Phone number click
- Demo reservation completed
Without conversion data, there's no way to enable Smart Bidding or determine which keywords are actually generating leads.
6. Collaborative strategy between Bing advertising and Google Ads
One of the biggest misconceptions about Bing Ads: treating it as a simple copy of Google Ads rather than a complementary channel.
The correct division of labor between the two platforms
Advantages of Google Ads:
- Greater search volume and wider coverage
- YouTube video ads
- The shopping advertising ecosystem is mature
- Strong mobile traffic
Advantages of Bing Ads:
- High quality desktop B2B users
- LinkedIn professional attribute targeting (exclusive)
- Lower CPC and more efficient budgeting
- The competition density is low, making it easier to raise the quality score
Recommended budget allocation ratio
Based on industry type, our recommendations are distributed:
- B2B SaaS/Enterprise Services: Google 65% + Bing 35%
- Cross-border e-commerce DTC: Google 80% + Bing 20%
- High customer order B2C (luxury goods, finance): Google 70% + Bing 30%
- Pure tools/desktop software: Google 60% + Bing 40%
Not sure where to start? You can contact us directlyMake an appointment for a free diagnosis, provide customized channel combination solutions based on your specific industry and target market.
7. Common misunderstandings and optimization techniques for Bing advertising
Misunderstanding 1: Apply Google Ads' negative keyword list directly
Search behavior is different between the two platforms, and there will be different invalid search terms on Bing. After importing Google's negative keywords, you need to run a separate search term report on Bing for 2-4 weeks to discover Bing-specific invalid traffic.
Myth 2: Ignoring ad extensions
Bing Ads' Ad Extensions are similar to Google's, but have lower usage, meaningYour competitors may not be doing it, but if you do it, you will have a clear advantage.:
- site link extension: Increase CTR by 10-15% on average
- phone extension: B2B scenarios directly display phone numbers
- structured summary: Display product/service highlights
- price extension: The e-commerce scene directly displays the price range
Myth 3: Quality Score doesn't matter
Bing's Quality Score mechanism is similar to Google's, powered byAd relevance, expected CTR, landing page experienceComposed of three parts. A low quality score will result in a higher actual bid.
Keys to improving quality score:
- The ad copy is highly relevant to the keywords (put the keywords into the title)
- The content of the landing page is consistent with the advertising promise
- The landing page loads quickly (especially on desktop)
If you encounter a situation where Bing ads cannot deliver enough volume, you can refer toDiagnostic ideas for Bing ads not measuring, which contains a systematic troubleshooting process.
Myth 4: Use Bing to drive pure mobile traffic
As mentioned before, more than 75% of Bing users are on the desktop. If your website's mobile experience is poor, or your product is naturally suitable for PC scenarios (software downloads, B2B forms), Bing will be an advantage. But if you force Bing traffic to be directed to app downloads or mobile activities, the conversion rate will be very low.
Optimization skills: phased delivery rhythm
Weeks 1-4 (data accumulation): Manual CPC, broad test phrases, run search term reports to clean invalid words
Weeks 5-8 (Structural Optimization): Stratified by conversion data, high conversion word mention budget, invalid words plus negation
Week 9+ (Smart Bidding): Switch target CPA and continue to optimize ad copy and landing pages
8. How to start Bing advertising
If you don't have a Microsoft Advertising account yet, here's the basics to get started:
- visit Microsoft Advertising Register an account (supports logging in with Google/Microsoft account)
- Bind payment method (credit card or PayPal)
- Create your first campaign
- Install UET tag
- Set conversion goals
For the complete account setup process, please refer toDetailed explanation of Microsoft Advertising account setup steps.
If you don't want to figure it out yourself, or you have a limited budget and need to maximize your ROI, check out ourOmni-channel advertising managed advertising services. As an official certified partner of Microsoft, our team has full-time Bing Ads optimization experts and is equipped with a self-developed "Intelligent Advertising Optimization System" (National Software Registration, Certificate No. 2023SR0851900), which can automatically optimize cross-platform bidding and budget allocation. We'll help you set up your account structure, import existing Google Ads data, and configure complete conversion tracking, eliminating the 2-3 months of trial and error.
For a more in-depth Bing delivery methodology, you can refer to our release"In-depth Analysis of Overseas Bing Launching Strategy White Paper"(Chinese and English version, about 30 pages), covering the complete framework from audience profiling to bidding strategy.
Summary: The core logic of Bing advertising
Bing Ads is not a low-quality alternative to Google Ads. It is a different channel that serves different groups of people and has its own directional advantages.
Several core conclusions:
- Must vote in B2B scenario: The concentration of high-income corporate decision-makers over 35 years old is much higher on Bing than on other platforms
- LinkedIn targeting is a unique weapon: Targeted search ads by position, company size, industry, Google can't do that
- Make good use of the advantages of CPC: The CPC saved does not allow you to run more volume, but allows you to test more optimization directions within the same budget.
- Cooperate with Google, not replace it: The two are complementary and can be used in combination to maximize coverage.
- Conversion tracking is the foundation: Without UET data, there is no basis for optimization.
Global expansion advertising is never all-in on a single platform. Bing advertising is your second piece of the puzzle. If you use it correctly, your CPA will drop by 30-40%. This is not a goal, but a result.
Among the customers we serve, cross-border e-commerce ERP registration costs have been reduced by 35-50%, overseas education ROI has soared from 2-3 to 5-8, and biomedical budget utilization has increased to 91% - these are the real performance of Bing Ads in different industries.
Want to know if Bing ads are suitable for your business and how to synergize with existing Google Ads?Book a free consultation, we give specific recommendations based on your industry and target market.
Further reading:
- Bing advertising account structure construction (B2B version)
- Detailed explanation of Bing Advertising and LinkedIn audience targeting
- What industries are Bing Ads suitable for?
- No Bing ads? System diagnosis ideas
