More search leads. Less competition.
Bing Search Ads reach approximately 6–8% of Australian search volume across Bing, Yahoo, and Microsoft's partner network. With fewer advertisers competing for those impressions, CPCs are typically 20–40% lower than equivalent Google Search campaigns — generating incremental leads from a less-contested auction.
Bing Search Ads — keyword advertising on Microsoft's search network.
Bing Search Ads are keyword-based paid search advertisements that appear on Bing, Yahoo, AOL, and Microsoft's partner search network when users search for specific terms. They operate similarly to Google Search Ads — you bid on keywords, write responsive search ads, and pay per click — but in a less competitive auction with lower average CPCs. Microsoft's search network processes approximately 6–8% of Australian search queries, a share that sounds small but represents millions of monthly searches across every category. The critical advantage is the reduced competition: many advertisers focus exclusively on Google, leaving Bing's auction less contested. For businesses that have optimised Google Search to the point where additional budget faces diminishing returns, Bing Search Ads offer the same intent-driven demand capture at a meaningfully lower cost per acquisition.
Get a free auditIntent-driven demand capture in a less-contested auction.
Search intent is the most valuable signal in digital advertising — someone searching "emergency plumber Footscray" has an immediate, explicit need. Bing captures the same intent signals as Google Search, just from a different slice of the searching population. The businesses that exclusively focus on Google are leaving a profitable channel untested because of the perception that Bing's share is negligible. A mortgage broker who added Microsoft Search Ads alongside their Google campaign generated over 30 additional inbound leads per month at a \$32 CPL — directly competitive with their Google CPL, from an auction with 40% fewer competing advertisers (Scalepoint client, 2025–26). The incremental volume compounds: Bing leads are additive, not duplicative — most people who search on Bing do not also search the same term on Google in the same session.
Start from Google. Optimise for Bing.
Bing Search campaigns start from your existing Google Ads structure, then are optimised for Bing-specific behaviour and unique features Google does not offer.
Live on Bing in under 48 hours.
The single biggest reason Bing Search is fast to launch is Microsoft's native Google Ads import. The tool copies your campaigns, ad groups, keywords, ad copy, sitelinks, and other extensions across in one pass, so you start from a structure that already has months of optimisation behind it rather than a blank account. For a business that already runs Google Search well, that means meaningful Bing volume within two days instead of a multi-week rebuild.
What we do not do is treat the import as the finished job. A raw import carries Google assumptions that quietly cost money on Bing: Microsoft's broad match expands more conservatively, so bid strategies tuned for Google's aggressive matching leave volume on the table; some extension types and audience signals do not map across one-to-one; and conversion tracking must be re-pointed to Microsoft's tag or the account flies blind. Scalepoint audits every imported campaign, recalibrates match types and bids for the Bing auction, rebuilds tracking, and only then switches on spend. In our experience, the gap between a copy-paste import and a calibrated one is the difference between Bing looking mediocre and Bing quietly becoming the cheapest lead source in the account.
Get a free auditBusinesses looking for profitable incremental search volume.
The most obvious use case. If your Google Search campaigns are generating positive ROI and you have increased Google budget to the point of diminishing returns, Bing Search adds volume from the same intent-driven audience at lower CPCs.
Bing's demographic advantage for older, higher-income searchers makes it particularly valuable for mortgages, financial advice, accounting, legal services, and professional services targeting decision-makers with established budgets.
Microsoft's LinkedIn data integration is unique — no other search platform lets you layer professional identity targeting (job title, company, industry) onto keyword campaigns. For B2B businesses, this means reaching the right job title when they search on Bing.
Bing's Windows default browser position means trades and home services searches made from home desktops go through Bing at disproportionate rates. A homeowner searching for a plumber from their Windows laptop at home is a Bing search — and a valuable one.
Run Bing alongside Google for full coverage.
Bing Search rarely runs alone. Run Microsoft alongside Google Ads for close to 100% search coverage at lower blended CPCs — Bing picks up the desktop and professional demand Google never sees, and we report both in one view so every dollar gets accounted for. See pricing for how the search channels bundle.
A one-page audit of your bing search ads opportunities.
No call required. Tell us your business and goals — we send back a written audit within 3 business days.
Common questions about bing search ads
Who actually uses Bing in Australia?+
Bing holds around 6–8% of desktop search share in Australia, which sounds small until you consider the profile of those users. The audience skews significantly toward 35 to 65 year olds, higher household incomes, and corporate professionals — particularly people on Windows devices in enterprise environments where Bing is the default browser. For B2B campaigns and considered consumer purchases, this audience is often more valuable per click than the broader Google population.
How different is Microsoft Ads from Google Ads to manage?+
The mechanics are nearly identical — keywords, match types, ad copy, bidding strategies, and conversion tracking all work the same way. The key differences are platform-specific: Microsoft Ads consistently delivers 30–50% lower CPCs than equivalent Google campaigns, and it offers LinkedIn profile targeting as a unique overlay. Most Google campaigns can be imported directly into Microsoft Ads as a starting point, though Scalepoint audits and calibrates everything before going live.
Can I run Microsoft Ads with a small budget?+
Yes. Because CPCs are 30–50% lower than Google, a budget of $500 to $1,500 per month is viable for most industries and delivers meaningful click volume. The lower cost per click also means your budget goes further in competitive categories where Google costs can make small budgets uneconomical. Scalepoint calculates expected click volume and conversion rates upfront so you know what to expect before committing.
Do I need different ads from what I run on Google?+
Not to start. Importing your Google campaign structure is a sensible first step, and the same ad copy generally performs well on both platforms. Over time, Scalepoint tests platform-specific variations — Microsoft's audience tends to respond well to more direct, benefit-led messaging — and adjusts bids and match types to reflect the differences in auction dynamics. The goal is to make Microsoft work on its own terms, not just run a copy of Google.
Does Microsoft Ads include more than just search?+
Yes. The Microsoft Ads platform includes Shopping Ads (product listings on Bing), the Audience Network (native display across MSN, Outlook, and partner sites), and LinkedIn Profile Targeting as an overlay on any campaign type. Scalepoint typically starts with Search to establish conversion data, then expands into Shopping or Audience Network where the economics support it.
How does the Google Ads import into Microsoft Ads actually work?+
Microsoft provides a built-in Google Ads import tool that copies your campaigns, ad groups, keywords, ad copy, and extensions across in a single pass — most accounts move in under 48 hours. The catch is that an unaudited import inherits Google-specific assumptions that hurt on Bing: broad match behaves differently, some extensions do not map cleanly, and conversion tracking has to be re-pointed to Microsoft's tag. Scalepoint runs the import, then audits every campaign and recalibrates before a single dollar is spent, so you start from your proven Google structure without carrying its blind spots.
Should I run Bing Search Ads at the same time as Google Search Ads?+
Yes — that is where the channel earns its keep. Running Bing Search alongside Google Search gives you close to 100% search coverage instead of leaving the Bing auction to whichever competitor bothered to show up. The people searching on Bing are largely different individuals from those on Google in the same session, so the leads are usually incremental, and the lower CPCs mean that extra volume often comes in at a cost per lead competitive with or better than Google. We report both channels in one view so you see the combined cost per lead, not two disconnected dashboards.