Are Microsoft (Bing) Ads worth it for B2B?
Microsoft Advertising is often an afterthought. For B2B, it can be one of the more efficient search channels.
- Is Bing worth advertising on?
- Can we just import our Google campaigns?
- Who uses Bing anyway?
Often, yes, for B2B. Bing held 14.62% of worldwide desktop search in September 2026, and desktop search during work hours is where many B2B buyers research. Microsoft Advertising also offers LinkedIn profile targeting on search ads. The cheapest test is to import your best Google search campaigns, adjust bids and budgets, and compare cost per qualified lead after 60 to 90 days.
| Google Ads | Microsoft Ads | |
|---|---|---|
| Desktop search share (Sept 2026) | 78.12% | 14.62% |
| Audience | Everyone | Skews toward desktop and work computers |
| Targeting extras | Customer Match, audiences | LinkedIn profile targeting |
| Setup effort | Main build | Import from Google, then adjust |
How to test cheaply
- Import your best-performing Google search campaigns.
- Check that conversion tracking works and imports into your CRM.
- Review keyword match types and negatives; don't assume they copied cleanly.
- Add LinkedIn profile targeting bid adjustments for your target industries or job functions.
- Compare cost per qualified lead with Google after 60 to 90 days.
When it doesn't fit
If your Google campaigns don't work yet, fix those first. Microsoft Ads extends a working search program; it rarely rescues a broken one.
- Importing campaigns and never checking them.
- No conversion tracking on Microsoft Ads.
- Launching before Google search works.
- Same bids as Google without review.
- Ignoring LinkedIn profile targeting.
- Best Google campaigns imported and reviewed.
- Tracking checked end to end.
- LinkedIn profile adjustments tested.
- Results compared on qualified leads.
- A 60 to 90-day window.
What founders and researchers say
We read the threads, surveys and reports so you don't have to. Each card is our summary, linked to the source.
Worldwide desktop search: Google 78.12%, Bing 14.62%. For work-hours B2B research, desktop share matters more than total share.
See the data →B2B advertisers often report lower volume but competitive costs on Microsoft Ads. Most advise importing proven Google campaigns as the first step.
Browse the threads →Each platform claims its own credit. Use your CRM to compare Google and Microsoft on the same definition of a qualified lead.
Read the help page →Community summaries describe recurring themes across many threads. They are not quotes from individual posts.
Read next
Go deeper in the ShoutEx guides, or check the original sources.
Bring your numbers. We'll tell you what we would do, even if it isn't us.
Book a call →Follow-up questions
Is Microsoft Ads cheaper than Google Ads?
Clicks are often cheaper, with less volume. Compare cost per qualified lead, not cost per click.
Do Microsoft Ads show in Copilot?
Microsoft shows ads in some Copilot experiences. Our Microsoft Ads guide tracks the current options.
How much should we spend to test?
Start with a share of your Google search budget, enough to reach a clear result in 60 to 90 days.