Search advertising on Bing - often lower cost than Google
Rough top-line math using platform averages. Real campaigns will vary with targeting, creative, and industry — see the by-industry table below for refined figures.
Side-by-side cost and use-case breakdowns against the most common alternatives.
Per-industry estimates derived by scaling Bing Ads PPC's baseline costs by each industry's multiplier relative to the cross-industry average. Click any industry to see the full side-by-side comparison.
Estimates derived from baseline platform cost × (industry metric ÷ cross-industry average). For exact figures from your account, run a search query report or campaign benchmark export.
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
Microsoft Ads uses the same auction model as Google — bid × Quality Score determines position — but with 5–10x lower auction density on most verticals. Result: 40–60% lower CPCs than Google for equivalent placements, though volume is roughly 1/10th.
Format mirrors Google (Responsive Search Ads, headlines 30ch, descriptions 90ch). You can import Google campaigns directly. LinkedIn profile targeting via Microsoft's own graph is the notable differentiator.
Because volume is lower, $20–50/day per campaign is often enough to run at scale. Budget floors are the friendliest of the search platforms.
Free, no-signup tools to model your Bing Ads PPC campaigns.