Is Bing Ads (Microsoft Advertising) worth the investment for a B2B SaaS company?

All answers to this question.

For B2B, Microsoft Advertising is a hidden gem. While the volume is only about 15-20% of Google, the CPC is often 40% lower, and the audience is typically more corporate because Bing is the default on many enterprise laptops. The LinkedIn profile targeting is the "killer feature"—you can literally bid higher for users who work at specific companies or in specific industries. We found that our "cost per qualified demo" was significantly lower on Bing than on Google, even if the total lead count was smaller.

   Answered 2025-01-10 by Karen Hall

Have you noticed any significant difference in the "Lead Quality" between the two platforms, or are the Bing leads just cheaper versions of the same people?

   Answered 2025-01-25 by Thomas Allen

• Thomas, the lead quality on Bing is actually higher for us. Because it's integrated with Windows, we tend to catch people while they are at their desks in a work mindset, whereas Google often catches them on their phones in more casual environments.

     Commented 2025-02-05 by Brian Scott

Use the "Import from Google Ads" tool to get set up quickly, but make sure to adjust your bids and remove the "Search Partner" network on Bing, as it can be very spammy.

   Answered 2025-02-15 by Nancy Adams

• Great tip, Nancy. The "Search Partners" on Bing are notorious for low-quality traffic. Turning that off is the first thing anyone should do on a new Microsoft account.

     Commented 2025-02-20 by Joshua King