MICROSOFT (BING) ADS MANAGEMENT

Microsoft advertising. Less competition, same intent to buy.

Microsoft Advertising runs your search ads on Bing, Yahoo and AOL, plus the Microsoft Edge browser and Windows itself. It’s pay-per-click search advertising like Google Ads but a genuinely different audience to Google’s, often older and more likely to convert on desktop, and there’s usually far less competition bidding for the same clicks. Most Google Ads agencies don’t offer it. I do.

Book A Free Strategy Call.

Google Ads vs Microsoft (Bing) Ads. Market share isn’t everything.

Microsoft’s overall search market share in Australia sits at around 9% as of mid-2026, having roughly doubled from 4.7% less than two years earlier. That’s still small next to Google, but market share alone misses the number that actually matters for advertising.

9%

Microsoft’s overall search share in Australia, up from 4.7% in August 2024

16%

Its share of Australian desktop searches specifically, driven by Microsoft Edge and Windows defaults

97%

Still Google on mobile, worth being upfront about

Desktop still accounts for the larger half of Australian search traffic, and that’s exactly where Microsoft’s share is concentrated. A smaller, more desktop-skewed, often older and higher-income audience isn’t a weakness. It’s a different audience to Google’s, with less competition bidding for it. Independent research on the platform consistently shows lower cost-per-click than Google, generally 30 to 60% lower, mostly because fewer advertisers bother to compete there. That’s a supply-and-demand story, not a quality one.

Likely a fit if…

  • You already have a Google Ads account with some conversion history to work from

  • You want to reach people your Google Ads campaigns aren’t showing

  • You have conversion tracking in place, or are ready to set it up

  • Your customers skew a little older, or convert well on desktop

Probably not yet if…

  • You don’t have a search campaign running anywhere yet to compare it against
  • Budget is under roughly $500 to $1,000/month for this channel specifically
  • You’re still working out who your customer actually is
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Google Ads Adwords Consultant Australia Sydney Newcastle NSW

Already have Google Ads running and you’d like Microsoft Ads set up free?

Microsoft Ads Management Services. What’s included?

You can expect the same senior-level management as every other channel. I manage your Microsoft Ads myself with no junior handoff and no outsourced overseas teams.

Account strategy & setup

Campaign structure built from what’s already working in your other search campaigns, adapted for Microsoft’s audience and auction. If you already have a Google Ads account with me, much of the structure and learning carries across, so setup is faster and cheaper than starting from nothing.

Audience & keyword targeting

Keyword research and targeting suited to Microsoft’s audience profile, not a straight copy of your Google Ads campaign. Ad copy and headlines written for you.

Ongoing management

Weekly monitoring and optimisation, budget reallocated toward what’s working. No “set and forget.” I manage this myself, with no junior handoff.

Reporting

A monthly report in plain English: what was spent, what it returned, and what’s changing next.

Interested in exploring Microsoft Ads?

Book a call and I’ll look at what’s already working in your other campaigns and tell you honestly whether it’s worth the extra spend.

COMMON QUESTIONS ASKED

Straight answers, before you cook a call.

They’re the same platform. Microsoft rebranded Bing Ads to Microsoft Advertising a few years ago, and the name still causes confusion. It covers search ads across Bing, Yahoo, AOL, Microsoft Edge and Windows.

Often, yes. Microsoft Ads usually reaches a different slice of your audience with less competition in the auction, so it tends to be one of the more cost-effective channels to add once your Google Ads account is established.

Management fees and ad spend vary per client , but I’ll help you plan a cost-effective strategy based on what you’re wanting to achieve.

Many businesses start seeing traffic and enquiries within the first few weeks, as campaigns refine and optimise.

Yes, I set up full tracking so you know exactly where your leads are coming from. I’ll look after your Google Tag Manager and Google Analytics.

The strategy and reporting are the same senior, no junior handoff approach as every other channel I run. Its a pay-per-click platform similar to Google Ads and I follow the data as I do with Google Ads. 

No, it’s not a requirement. Meta Ads can run as its own strategy. That said, if you’re already running Google Ads with me, the two channels do complement each other well, and I’ll point out where that’s worth doing.

Curious whether Microsoft (Bing) Ads is worth adding? Let’s find out, honestly.

Book a free strategy call.

Office

Based in Newcastle NSW, working with clients Australia-wide

Contact

0412 161 982

Operating Hours

Monday – Friday: 9.00am – 4.00pm

Other digital marketing services.

Meta Ads slots in naturally with Google Ads. It retargets the people who clicked but didn’t convert, informed by what’s already working in search. Running both isn’t a requirement, though. Meta Ads stands on its own if that’s the better fit for your goals.

Google Ads

If you’re not already running ads in the search engines to reach people already searching for your product, this is the usually the first step.

Google Ad Grants

If you’re a not-for-profit that is not utilising Google’s free $10,000 USD/month ad spend, we need to talk.

Analytics & Reporting

Do you truly know what your advertising dollars are getting you? I can set up your analytics and reporting so you can use your data.