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Overview
Microsoft Ads (formerly Bing Ads) is the search advertising platform serving the Microsoft Search Network, including Bing, Yahoo, and AOL, reaching an audience that includes 44 million desktop searchers not reached by Google. For B2B SaaS companies, it offers a compelling value proposition: the same high-intent search advertising as Google Ads but with CPCs typically 30-40% cheaper and an audience that skews older, higher-income, and more likely to be in decision-making roles.
The platform's unique advantage is the LinkedIn profile targeting integration. Microsoft's ownership of LinkedIn means you can layer professional targeting attributes (job function, industry, and company) directly onto search campaigns. This combination of search intent plus professional profile data is unique to Microsoft Ads and particularly powerful for B2B SaaS where you want high-intent searchers who are also decision-makers.
In the B2B SaaS marketing stack, Microsoft Ads is the efficiency multiplier alongside Google Ads. The Google Ads Import feature makes setup literally one click; your entire campaign structure, keywords, and ads transfer over instantly. Most B2B SaaS companies should run Microsoft Ads as a supplementary channel to Google, capturing the same high-intent traffic at lower costs. It's also an excellent testing ground for new keywords and ad copy before scaling to Google's higher-cost environment.
Key Features for Marketers
Bing Search Ads
High-intent search advertising on Bing, Yahoo, and AOL networks reaching 44 million desktop searchers not on Google
LinkedIn Profile Targeting
Layer job function, industry, and company targeting onto search campaigns, unique to Microsoft Ads and powerful for B2B SaaS
Google Ads Import
One-click import of your entire Google Ads campaign structure, keywords, ads, and settings, so setup takes minutes not hours
Audience Network
Extend reach beyond search with native ads across Microsoft's content network including MSN, Outlook.com, and partner sites
Automated Bidding
Smart Bidding strategies including Target CPA, Target ROAS, and Maximize Conversions using Microsoft's machine learning algorithms
Universal Event Tracking
Conversion tracking and remarketing tag that monitors website actions for attribution and audience building
Key Features for Marketers
Ideal for
PPC managers, performance marketers, and B2B SaaS marketing teams already running Google Ads who want to extend search coverage at lower CPCs
Best fit for
Teams spending $5K+ on Google Ads who want to capture incremental search demand efficiently
Company stages
Startup, Scaleup, and Enterprise
Pros & Cons
What We Love
- 30-40% cheaper CPCs than Google Ads on equivalent keywords
- Google Ads import is genuinely one-click setup
- LinkedIn profile targeting built in, which is unique to this platform
- Audience tends to skew older, higher-income, and decision-maker heavy
- Less competition means higher ad positions at lower bids
Watch Out For
- Much smaller search volume, typically 10-20% of Google's
- Features and automation options lag behind Google by 6-12 months
- Reporting and analytics UI is less polished
- Some conversion tracking features are missing or delayed
- Campaign management interface is clunkier
Pricing Plans
Self-Serve
Pay per click /m
- No minimum spend
- Auction-based pricing with CPCs typically 30-40% lower than Google Ads for equivalent B2B keywords
New Account Credits
Varies /m
- Microsoft regularly offers $100-500 in ad credits for new advertisers to test the platform
