Microsoft Ads reaches customers on Bing, Outlook and Edge for less than Google
Microsoft Advertising (formerly Bing Ads) shows ads on Bing, Edge, Outlook and MSN, where many people who work on Windows do their searching. We run Search, Shopping and Audience Network campaigns in your own account, with their own analytics and budget. Every change of direction goes into the Decision Log.
When Microsoft Ads is the right choice
You sell to businesses
Your customers search at work, on a Windows computer, in a search engine nobody in the office has changed since the day it was installed. On Bing you reach them during working hours, often for less than on Google.
Clicks in your industry are expensive
In law, finance and business services, Google rates usually rise year after year. The same keywords on Bing cost less, because fewer advertisers are bidding.
You have a shop with a product feed
Shopping in Microsoft Ads uses the same feed as Google Merchant Center, so you can launch a product campaign without any extra work on your shop.
What Microsoft Advertising is
It's Microsoft's advertising platform, known until 2019 as Bing Ads. In the interface and in conversation we just call it Microsoft Ads.
Where the ads appear
Ads appear in Bing results, in the Edge browser, in Outlook and on MSN, as well as on search partners such as DuckDuckGo and Yahoo. In selected markets outside Poland, they also appear in Copilot.
Who searches there
Bing is the default search engine in Windows and Edge, so you see more desktop traffic than on Google, often from work computers.
What a click costs
There is less competition, so rates are lower too. In comparisons from the US market, a click costs on average about a third less than on Google Ads.
How to start
We build campaigns from scratch or, if you have Google Ads, import them in a few minutes as a starting point. We then set bids, exclusions and audiences to fit the data from Bing.
What we do in your account
Our monthly work covers five areas. Each one comes with a sample entry from the Decision Log.
Strategy
We choose the keywords and products for the campaigns and set the budget and the cost per conversion we consider good.
Sample Decision Log entryWe start with purchase-intent keywords in three product groups.WhyThese keywords have the highest margin, and on Bing there is free space on the first page.We'll checkCost per conversion after 4 weeks.Structure
We organise campaigns for Bing's smaller traffic: fewer splits, more data in each group. When importing from Google Ads, we review the structure from scratch.
Sample Decision Log entryWe switch off the automatic import of bids from Google Ads.WhyBids from Google were pushing up the cost per click on Bing.We'll checkCPC and impression share after 2 weeks.Creative
We prepare search ads, multimedia ads and ads on the Microsoft Audience Network.
Sample Decision Log entryWe add multimedia ads to the search campaigns.WhyThis format takes up more space next to the results.We'll checkCTR and cost per conversion after 3 weeks.Analytics
We set up the UET tag, conversions, consent mode and goal import from Google Analytics 4. We base our decisions on figures from correctly configured analytics.
Sample Decision Log entryWe implement the UET tag with consent mode.WhyWithout a consent signal, Microsoft limits conversion tracking for users in Europe.We'll checkConversions in Microsoft Ads compared with the CRM after a week.Monitoring and optimisation
Every week we check how the campaigns are doing, including CPC, CTR, budget spent and cost per conversion. That tells us whether a deeper analysis and optimisation are needed, and it keeps your budget from being burnt.
Sample Decision Log entryWe exclude partner sites with no conversions.WhySome search partners brought clicks that led to nothing.We'll checkCost per conversion after 2 weeks.
What Microsoft Ads costs
The cost of Microsoft Ads has two parts: campaign management and the media budget, which is the amount you pay Microsoft directly for clicks and ad impressions.
Campaign management
Campaign management starts from €500 a month excl. VAT. We agree a fixed fee in writing before launch, based on the scope of work and the media budget. With several platforms or accounts, we set the price for the whole scope of work. For multi-platform coordination and large budgets we can also work on a percentage of spend.
Included in the fixed fee
- Campaign strategy and structure
- Ads and testing
- Conversion tracking
- Weekly monitoring, optimisation when needed
- Decision Log
- Status update by email and a report
Media budget: a sample calculation
- Cost per click (CPC)
- €0.40
- Clicks
- 2,000
- Media budget
- €800
- Website conversion rate
- 4%
- Enquiries
- 80
- Cost per enquiry: budget ÷ enquiries
- about €10
The example shows how the cost per enquiry is calculated.
Typical rates: Microsoft Ads and Google Ads
| Campaign type | Microsoft Ads | Google Ads |
|---|---|---|
| Search | CPC €0.15 to €1.30 | CPC €0.25 to €2 |
| Shopping | CPC €0.10 to €0.25 | CPC €0.15 to €0.35 |
| Performance Max | CPC €0.10 to €0.35 | CPC €0.15 to €0.50 |
Rates are indicative for the Polish market, as of October 2026. We estimate Microsoft Ads rates from Google Ads rates in Poland and the price difference shown in comparisons from the US market. In your account they depend on the industry, the competition and the quality of the campaigns.
Work out your budget in the calculatorQuestions we hear most often
Who will run our account?
An experienced Microsoft Ads specialist runs your account and discusses results and campaign plans with you. Every decision that changes a campaign's direction goes into the Decision Log, so the full history of our work is always at hand in your Project Chronicle. You can read about who else works on the project on the About us page.
Who works on your campaignsHow is Microsoft Ads different from Bing Ads?
They are the same platform. In 2019 Microsoft renamed Bing Ads to Microsoft Advertising, because the ads now also appear outside Bing.
Is Microsoft Ads worth it in Poland?
Yes, especially in B2B sales and in industries with expensive clicks. There is less traffic than on Google, but it is cheaper and much of it comes from work computers. A shop with a product feed gains another sales channel for the same work on its products.
Do I need Google Ads to start?
No. We build campaigns from scratch in your Microsoft Advertising account. If you run Google Ads, an import speeds up the launch by a few days, but we still set the plan and bids around the data from Bing.
How much ad spend do we need to start?
We run campaigns with ad spend from €500 a month. On Bing that amount buys more clicks than on Google, so from the first month the campaign collects the data we base further budget and strategy decisions on. We increase the budget where the cost per conversion comes out lowest.
Who owns the account when we stop working together?
You do. The Microsoft Advertising account and the data belong to you. When we stop working together, you keep the account, the data and your Project Chronicle.
How long is the contract?
The shortest contract runs for 3 months. After that, we extend it with an amendment or sign a new one. Contracts for 6 or 12 months have a three-month notice period, effective at the end of a calendar month. There are no contractual penalties.
Let's talk about your Microsoft Ads campaigns
Tell us what your customers are searching for and where you reach them in search today, and we'll prepare a proposal with the scope, the fee and a start date.