The Overlooked Workhorse, Why Microsoft Ads Deserve a Place in Your Media Mix
Every media buyer has their defaults. For digital marketers, that begins and ends with Google. Its scale, its dominance, and its grip on intent-driven behavior all make it the centerpiece of digital strategy. But that level of ubiquity has a side effect, it makes every other platform feel like a step down. Microsoft Ads, formerly Bing Ads, is often treated as an afterthought or a safety net. That’s exactly why it deserves a closer look.
Microsoft Isn’t Google, as Much as It Wants to Be
Microsoft Ads isn’t a mirror of Google, although it very much wants to be. From interface layout to campaign types, it's clear Microsoft has modeled its platform on Google's playbook. And that’s not a bad thing. For buyers already fluent in Google Ads, the learning curve is minimal, which means the real question isn’t about usability. It’s about overlooked opportunity.
Microsoft Ads operates in a different lane. It reaches users in different moments, often in different contexts, and it performs best when approached with a clear strategy rather than as a copy-paste of your Google campaigns.
One of its clearest advantages is economic. CPCs tend to run lower than Google, not because the traffic lacks intent but because many advertisers ignore the space altogether. In verticals like education, healthcare, legal, and B2B, that vacuum leaves efficient traffic up for grabs. We’ve seen clients capture high-quality leads for significantly less, simply by layering in Microsoft once Google’s impression share starts to plateau.
There’s also a demographic nuance to who’s searching. While Microsoft’s user base skews older, it also skews more affluent, more established, and more professionally situated. It’s still the default search engine on countless corporate devices, and it shows up during working hours from people in decision-making roles. That’s gold for anyone selling services that require research, trust, or approval beyond the impulse-buy stage.
Watch Out for the Audience Network
But Microsoft Ads isn’t without its caveats. One of the more frustrating realities is how aggressively it pushes advertisers toward its broader inventory through the Microsoft Audience Network. That network includes MSN, Outlook, and native placements that, while expansive, lack the clear intent of search. For advertisers who don’t take the time to segment and exclude that traffic, the budget can quickly get siphoned into less valuable clicks. It’s not a dealbreaker, but it’s something you have to manage proactively.
When It Comes to AI, Microsoft Got There First
Then there’s the part of the story that’s still unfolding. Microsoft’s deep integration with OpenAI tools (Copilot, ChatGPT, and generative AI features woven into the user experience) suggests a new era of how search might evolve. It’s one of the rare instances where Microsoft beat Google to the table. Google is rapidly catching up with Gemini and its Search Generative Experience, but Microsoft had the earlier rollout, and that’s given it momentum among users experimenting with conversational queries and AI-augmented search behavior.
Not for Everyone, but Invaluable in the Right Mix
Of course, this isn’t a blanket endorsement. Microsoft Ads isn’t always the right fit. If your audience lives almost entirely on mobile, or if your product thrives on rich video storytelling, YouTube is still king. And while Microsoft does offer Shopping campaigns, they don’t yet match the scale or integration of Google’s retail ecosystem. But again, that’s exactly the point. Microsoft works best when it’s part of a layered, intentional strategy, not when it’s treated as a one-to-one substitute.
Ask Smarter Questions Before Writing It Off
So the better question isn’t “Should we run Microsoft Ads?” but rather,
“Where can Microsoft pick up value that Google can’t?”
“Are we bumping into impression share caps on Google?”
“Are we in a vertical where desktop behavior still matters?”
“Do we need additional scale without breaking CPA goals?”
If any of that sounds familiar, then yes, Microsoft deserves a seat at the table. Not because it’s trendy, but because it’s effective. Quietly, consistently, and often without the credit it deserves.
Ready to Explore If Microsoft Ads is Right for You?
Being in tune with opportunities like that (ones others overlook) is often the difference between a plan that works and a plan that wins.
If you're wondering whether Microsoft Ads could play a smarter role in your media mix, we’d be happy to help you find out. Reach out to The Ward Group, and let’s talk strategy!