● The short answer
Microsoft Ads are often worth testing, especially for B2B and businesses whose buyers work on desktop computers. Bing held about 19% of US desktop search in October 2026 per Statcounter, and Microsoft Ads offer LinkedIn profile targeting that Google does not. You can import Google campaigns in minutes, so the test is cheap. Smaller volume means it supplements Google rather than replacing it.
Key takeaways
- Bing held 18.8% of US desktop search in October 2026, per Statcounter.
- Microsoft Ads offer LinkedIn profile targeting (company, industry, job function) as a bid adjustment.
- Importing a Google campaign makes testing fast, but review imported settings carefully.
What Microsoft Ads covers
Microsoft Advertising (formerly Bing Ads) places search ads on Bing and across Microsoft's network, which includes partner search sites and Microsoft properties. Microsoft also places ads in Copilot experiences, though placements and formats there are still evolving, so check current details before planning around them. See our Microsoft Ads page and our notes on Copilot.
The audience is smaller than Google's, but not small. Statcounter's data for October 2026 shows Bing at 18.8% of US desktop search, versus Google at 74.86%. On mobile, Bing's share is much lower. That desktop tilt is the key: many people search on Bing because it is the default on work computers running Windows and Edge.
The how is where we come in.
What we walk through with you, for your business:
- Why it can be worth it
- Where it falls short
- How to test it in five steps
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Are Microsoft Ads cheaper than Google Ads?
Sometimes. With fewer advertisers bidding, cost per click is lower on many terms, but not on all of them, and volume is lower too. What matters is cost per qualified lead. Run the same keywords on both platforms with matching conversion tracking for a couple of months and compare the results directly.
Do Microsoft Ads show in Copilot?
Microsoft has added ads to Copilot experiences, and existing Microsoft Advertising campaigns can be eligible. Formats and placements have been changing, and reporting on them is limited, so treat any Copilot exposure as a bonus rather than a reason to buy. Check Microsoft Advertising's current documentation for what is available in your market.
Sources
- Statcounter: Desktop Search Engine Market Share United States
- Microsoft Advertising Help: LinkedIn profile targeting
- Search Engine Land: Microsoft's Copilot adds Showroom ads and Dynamic filters
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