Looking to unlock new growth channels for your ecommerce store, and add more incremental revenue?

Microsoft Ads – previously known as Bing Ads – is one of the most overlooked opportunities in most ecommerce brands' digital marketing-mix. While Google Ads dominates in volume, Microsoft Ads offers cheaper clicks, (much) less competition, and access to a high-value audience you won’t find anywhere else. And with Microsoft Copilot now integrated into Edge and Windows, Bing searches are steadily increasing — making Microsoft Ads more relevant every month.

Why Advertise on Microsoft Ads?

Microsoft Advertising is more than just Bing search. Your ads can appear across:

• Bing, Yahoo, AOL, DuckDuckGo, and Ecosia
• MSN, Outlook, Microsoft Edge, and Xbox
• Partner sites and apps in the Microsoft Audience Network

With Microsoft pushing Copilot across its ecosystem, every Copilot query feeds into Bing search — driving even more traffic into this network and growing its share of desktop search beyond the current 12%.

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This means your brand can reach billions of monthly searches and a diverse user base — often with higher household incomes and stronger purchase intent than average Google users.

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5 Reasons Ecommerce Brands Should Use Microsoft Ads

1. Access an Untapped but Valuable Audience
   While Google Ads dominates in sheer volume, Microsoft Ads (formerly Bing Ads) reaches over 1 billion monthly users across Bing, Yahoo, DuckDuckGo, MSN, and Outlook. Many of these users don’t overlap with Google, giving ecommerce brands a new pool of buyers. The Microsoft Ads audience also skews older, higher income, and more likely to purchase online — ideal for ecommerce growth. This audience is expanding fast, as Copilot adoption fuels more Bing searches inside Edge and Windows
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2. Lower Costs, Higher Profitability
   Microsoft Ads typically delivers 20–40% lower CPCs compared to Google Ads. With less competition on keywords, ecommerce brands often achieve better ROAS on Microsoft campaigns. For stores with tight margins, lower click costs can make the difference between breaking even and scaling profitably.
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3. Stronger Desktop and B2B Reach
   Microsoft Ads powers over 30% of U.S. desktop searches, capturing users who search from work computers, Office integrations, and Edge. This makes it especially valuable for high-ticket ecommerce or B2B products, where desktop browsing is still dominant. If your brand sells products that benefit from considered purchases, Microsoft Ads puts you in front of the right buyers. With Copilot becoming a default tool in workplace software, expect Microsoft Ads’ desktop reach to keep growing.
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4. Advanced Targeting You Can’t Get on Google
   One of Microsoft Ads’ most underrated features is its LinkedIn integration. Advertisers can target by company, industry, and job title — a huge advantage for ecommerce brands selling professional products or higher-end goods. Combined with demographic, interest, and behavioral targeting, Microsoft Ads gives you precision control over who sees your ads.
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5. Seamless Ecommerce Integrations & Shopping Campaigns
   Microsoft Ads connects natively with Shopify, WooCommerce, and other ecommerce platforms, making it simple to sync your product catalog and run Shopping campaigns. With product ads showing images, prices, and promotions directly in Bing search results, you can capture high-intent shoppers at the exact moment they’re ready to buy.

Microsoft Ads vs Google Ads

Many ecommerce brands ask: “Should I choose Google Ads or Bing Ads?” The answer: you don’t have to choose. In fact, with Microsoft Copilot quietly shifting search habits toward Bing, Microsoft Ads is becoming a stronger complement to Google every month..

• Google Ads offers massive reach, but higher competition and rising CPCs.
• Microsoft Ads (formerly Bing Ads) provides a complementary channel with lower costs, unique audience targeting (like LinkedIn integration), and strong desktop presence.

Smart advertisers run both platforms — maximizing reach while keeping acquisition costs under control.

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How to Set Up Microsoft Ads

Launching Microsoft Ads is straightforward, but doing it right makes the difference between wasted spend and profitable growth. Here’s the basic setup:

1. Create your Microsoft Advertising account (obviously) 
2. Install the UET tracking tag (for conversions & remarketing) – Most tracking providers (Stape, Blotout etc) have dedicated integrations to Microsoft Ads, but it can be done though Google Tag Manager as well.
3. (Optional) Import from Google Ads — Get's you going really fast, but it's more recommendable to build you own campaign up, at the very least make sure to "re-optimize" your Google Ads imported campaign to work on Microsoft Ads.
4. Try non-conversion based bidding strategies (max clicks, manuel CPC etc) before moving automated bidding stragies such as max conv. value, max conversions, target ROAS etc.
5. Opt out of audice

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Microsoft Ads Growth Management for You?

Running profitable Microsoft Ads at scale requires a lot more than simple campaign import, if the channel is expected to bring more incremental reveue for your ecommerce brand.

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Microsoft Ads needs to be treated as more than a search channal that piggybacks out of Google Ads, and a dedicated strategy that supports the overall business growth

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My goal is to help your brand scale profitably with Microsoft Ads while diversifying beyond Google.

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Get your Free Microsoft Ads Growth Plan and see how we’d scale your ecommerce brand in the next 90 days.

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Frequently Asked Questions

What happened to Bing Ads?

Bing Ads was rebranded as Microsoft Ads in 2019. The platform still serves ads across Bing, Yahoo, AOL, DuckDuckGo, and more. Many advertisers still search for “Bing Ads,” but it’s the same platform.

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Is Microsoft Ads cheaper than Google Ads?

Yes. Microsoft Ads typically has lower CPCs and less competition, especially in ecommerce niches.

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Does Microsoft Ads work for ecommerce stores?

Absolutely. With Shopping campaigns, dynamic product ads, and Shopify integration, Microsoft Ads is an excellent channel for online stores.

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Should I run Microsoft Ads alongside Google Ads?

Yes. They complement each other: Google for scale, Microsoft Ads for efficiency and unique audiences.

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