Microsoft Ads

Reviewed by Alexis Morain · Updated July 14, 2026

Microsoft Ads (formerly Bing Ads) runs search ads on Bing and its network. No subscription, auction cost per click, often cheaper than Google.

Visit Microsoft Ads

Microsoft Ads, is this your tool?Claim this listing for free to keep it up to date and unlock owner options.

SaaS Radar Review

7/10

A smart search complement to Google Ads, often cheaper per click, easy to activate thanks to Google campaign import.

Cost per click often lower than Google
Direct Google Ads import
Far lower volume than Google

See full review ↓How I rate

Microsoft Advertising, formerly Bing Ads, is Microsoft's advertising network. It runs search ads on Bing, Yahoo and the Microsoft partner network, plus the Audience Network. Often less competitive than Google, it sometimes offers a lower cost per click.

What is Microsoft Ads used for?

Microsoft Ads is used to capture search intent on the Microsoft ecosystem, working much like Google Ads: keywords, bids, search, shopping and audience campaigns. It lets you import your Google campaigns directly, making it easy to deploy a second search channel with little effort.

Microsoft Ads or Google Ads?

Google Ads offers far more volume, but Microsoft Ads reaches a sometimes older, professional audience (Windows, Office), with less competition and often cheaper clicks. Many advertisers use it as a complement to capture profitable volume.

How much does Microsoft Ads cost?

There is no subscription: you pay to run ads on auction, mostly per click, with a freely defined budget. Cost per click is often lower than Google's in equivalent sectors, but depends on keyword competition.

Pros & Cons

What we love

Cost per click often lower than Google
Direct Google Ads import
Microsoft professional audience
Less competition

What could be better

Far lower volume than Google
More limited audience
Less innovation than Google Ads

Key features of Microsoft Ads

Bing search

Ads on Bing, Yahoo and partners

Google Ads import

Reuse existing campaigns

Audience Network

Native Microsoft placements

Shopping

E-commerce product listings

Microsoft Ads pricing

Microsoft Ads is paid on auction, with no subscription: mostly per click, with a budget freely set by the advertiser. Cost per click is often lower than Google Ads in equivalent sectors, due to less competition, but depends on the targeted keywords. Direct import of Google Ads campaigns sharply reduces the effort to set up this second channel.

Free plan / trial

No free plan; ad budget freely set by the advertiser.

Auction advertising

Bing search and network · Google campaign import · Free budget

On auction cost per click

Pricing verified on July 14, 2026

Try Microsoft Ads