Avana Hub
Ads Management — Microsoft / Bing

The Second Search Engine
That Earns Its Own Budget.

Bing isn't a smaller Google — it's a different auction, different audience, different efficiency curve. Done right, it's an incremental growth channel. Done wrong, it's last quarter's Google campaigns copied into a platform they don't fit.

Lower-competition opportunities Smarter paid search expansion Better audience diversification
Paid Search Comparison
Sample data
MetricGoogleBingLift
Avg. CPC$4.80$2.40-50%
Avg. CPA$82$54-34%
Auction pressureHighMediumLower
B2B audience share—62%LinkedIn

-42%

Blended CPL

+28%

Incremental leads

8 days

To launch

Microsoft ecosystem reach

Bing + MSN + Outlook + LinkedIn

30–50%

lower CPCs on commercial keywords vs. Google for most verticals

900M+

Microsoft search users — including Bing, MSN, Outlook, and LinkedIn integrations

62%

of Bing's audience skews 35+ with higher income — stronger for B2B and premium SKUs

8 days

from audit to adapted launch — not just a blind Google import

Bing Ads at a Glance

Six Reasons Bing Is a Channel, Not a Backup.

Different auction. Different audience. Different efficiency curve. When adapted strategically, Bing compounds Google's performance — not duplicates it.

Incremental

Reach

Bing + MSN + Outlook + Yahoo partners — ~900M users Google can't touch, with real commercial intent

Lower cost

Efficiency

Lower auction pressure, lower CPCs, and conversion paths that often clear 30–50% cheaper than Google equivalents

Differentiated

Audiences

Microsoft ecosystem audiences — older, higher-income, more B2B-weighted, Windows + Office users, LinkedIn integration

Diversified

Expansion

A second real search channel — diversifying search acquisition without rebuilding your whole paid strategy

Exclusive

Microsoft

LinkedIn profile targeting, Microsoft Shopping, Audience Network — levers only Microsoft Advertising gives you

Net-new

Growth

Scale search volume without scaling Google spend — the incremental demand most brands leave untouched

When You Need Bing Ads

Seven Signs Google-Only Is Capping Your Growth.

Bing isn't for every brand. But if you see yourself in any of these, it's the highest-leverage paid-search decision available right now.

Google Ads is getting too expensive

CPCs drift up, ROAS drifts down — the auction keeps compressing and your unit economics keep stretching

You need more search volume — but not at Google prices

Google's maxed out your profitable keyword volume. Doubling budget wouldn't double conversions

You need a second strong paid search channel

One platform, one algorithm, one auction — one shift breaks the growth model. Diversification isn't optional

You want a different audience mix

B2B, enterprise, professional services, older/higher-income — Bing's demographics aren't a copy of Google's

You want to diversify acquisition risk

Policy changes, algorithm shifts, account issues — single-platform dependency is an unpriced business risk

Your paid search has no expansion path

Every Google lever has been pulled. More creative, more bids, more budget — nothing moves the needle anymore

You want efficiency from incremental traffic

The incremental dollar on Google costs more than the incremental dollar on Bing — efficient scaling needs diversification

What This Service Covers

Seven Layers. One Controlled Search Expansion.

Launch, adapt, measure, scale — with discipline borrowed from paid search strategy and applied to Microsoft's distinct platform realities.

Bing / Microsoft Ads Audit or Launch

Start from honest diagnosis — current state, opportunity size, fit — or a production-ready new-channel launch

  • Current Microsoft Ads account audit (if exists)
  • Opportunity sizing against your Google account
  • Vertical-specific CPC benchmarking
  • Microsoft Ads UET + conversion tracking readiness
  • New-account launch blueprint for first-time advertisers
  • Baseline performance capture before any change

Google-to-Bing Expansion or Migration

Import is not a strategy. Adaptation is. We translate Google campaigns into Bing-native structure and targeting

  • Selective Google Import (not wholesale copy)
  • Keyword adaptation for Bing search volume patterns
  • Match-type recalibration (Bing's broad is broader)
  • Audience and device bid modifier differences
  • Ad extension + message match review
  • Parallel-run period with performance baselining

Campaign Setup & Structure

Clean account architecture — campaigns, ad groups, and keyword themes adapted for Bing's auction dynamics

  • Campaign-role map (brand / commercial / expansion)
  • Ad group themes by Bing-specific intent patterns
  • Negative keyword libraries (Bing's vary by vertical)
  • Budget pacing per campaign role
  • Device bid adjustments (desktop-heavier audience)
  • Geographic + scheduling refinement

Audience Targeting Refinement

Microsoft's audience suite is distinct — LinkedIn profile targeting, Microsoft Audience Network, in-market segments

  • LinkedIn company / industry / job function targeting
  • Microsoft Audience Network (native) integration
  • In-market + remarketing pool design
  • Customer Match via Microsoft Advertising
  • Dynamic remarketing for ecommerce
  • Bid adjustments by audience segment

Ad Copy & Keyword Adaptation

Bing's user base, search behaviour, and match types differ — messaging needs tuning, not copying

  • Responsive Search Ad variant libraries
  • Bing-specific hook and proof variants
  • Keyword adaptation (search volume, competition, intent)
  • Extension deployment (sitelinks, callouts, structured)
  • Landing page message-match review
  • Creative testing matrices per ad group

Reporting & Optimisation

Bing alone is fine. Bing vs. Google comparison is where real decisions get made — we build reporting for both

  • UET tag + Consent Mode deployment
  • GA4 + Microsoft Ads integration for cross-platform view
  • Unified paid-search dashboard (Google + Bing)
  • Weekly search term and negative review
  • Attribution comparison between platforms
  • Monthly incremental-performance review

Ongoing Efficiency & Scaling

The goal: move spend to whichever channel earns the next dollar most efficiently — not loyalty to either platform

  • Weekly cross-platform efficiency check
  • Bid strategy + portfolio optimisation
  • Creative rotation and refresh cadence
  • New-campaign testing (geos, audiences, formats)
  • Marginal-ROAS budget expansion between Google and Bing
  • Quarterly strategy reviews with reallocation decisions

Core Use Cases

Five Engagements We Run Most Often.

Each solves a specific commercial reason to expand beyond Google — pick the one that matches where your paid search is stuck.

Google Spend Diversification

Best for

Brands over-concentrated in Google with scaling costs and auction fatigue

Problem solved

Every extra dollar on Google earns less — but the only playbook so far has been more Google spend

Expected outcome

Structured rollout into Bing to add incremental volume at lower CPCs, reducing blended CAC and platform risk

Bing Ads Launch & Setup

Best for

Businesses launching on Microsoft Advertising for the first time

Problem solved

Microsoft Ads ≠ Google Ads — launching without adaptation burns budget during a prolonged learning phase

Expected outcome

Production-ready Microsoft Ads account with UET tracking, adapted keyword themes, and staged budget ramp

Search Expansion for B2B / Professional Audiences

Best for

B2B, enterprise, SaaS, and professional services with Microsoft-heavy user bases

Problem solved

Your buyers live inside Microsoft's ecosystem — Outlook, Teams, Windows, LinkedIn — and Google under-reaches them

Expected outcome

LinkedIn profile targeting, Microsoft Audience Network, B2B intent layers — channels Google simply doesn't have

Google-to-Bing Migration / Import

Best for

Accounts with existing Google Ads success ready to extend reach without starting over

Problem solved

Google Import is one button — but the campaigns it produces are rarely tuned to Bing's actual performance realities

Expected outcome

Selective import, match-type recalibration, audience adaptation, parallel-run baselining — not a blind copy

Ongoing Efficiency Optimisation

Best for

Mature Bing accounts where 'we run Bing too' has become 'and it's slowly leaking budget'

Problem solved

Campaigns set up once, never adapted — stale keywords, outdated audiences, no cross-platform reallocation

Expected outcome

Weekly optimisation, cross-channel efficiency reviews, marginal-ROAS budget reallocation between Google and Bing

Goal → Solution Mapping

Start From the Outcome. End With the Right Expansion Lever.

Bing Ads isn't one thing — it's six different commercial moves. Pick the one that fits where Google has plateaued.

Goal

Need lower-cost search expansion

Solution

Bing campaign launch + optimisation

Goal

Need a different audience mix

Solution

Microsoft audience targeting strategy

Goal

Need less dependence on Google

Solution

Paid search diversification layer

Goal

Need more B2B / professional opportunity

Solution

Bing / Microsoft audience positioning

Goal

Need incremental lead volume

Solution

Cross-platform search expansion

Goal

Need easier rollout

Solution

Google-to-Bing import + adaptation

Why Bing Ads Campaigns Underperform

Most Bing Accounts Fail Because They Never Got Adapted.

One-click import is the start, not the finish. Great Bing Ads is a Google strategy translated into Microsoft's auction, audiences, and reporting — not copied into them.

Without adaptation

  • Google campaigns one-click imported into Bing with zero adaptation — and everyone wonders why it 'doesn't work'
  • Keyword strategy cloned — ignoring that Bing's search volumes and match types behave differently
  • Audience targeting copy-pasted — missing LinkedIn profile targeting, Microsoft Audience Network, older skew
  • Bing treated as a quarterly experiment — set up once, forgotten, and quietly burning 20% of the account
  • Reporting shallow — 'Bing ROAS is OK' instead of a real cross-platform efficiency comparison
  • No deliberate expansion logic — budget goes to Bing because 'we should test it', not because it earns it
  • Efficiency goals absent — Bing compared on volume, not on marginal dollar efficiency vs. Google

With Avana Hub

  • Selective Google import + Bing-native adaptation — match types, keywords, audiences tuned for this platform
  • Keywords rebuilt for Bing's actual search volume patterns and competitive density
  • Microsoft-exclusive audience layers: LinkedIn profile targeting, Audience Network, in-market segments
  • Bing as a real growth channel with its own optimisation cadence, budget logic, and performance bar
  • Unified cross-platform dashboard — Google + Bing efficiency compared like-for-like, weekly
  • Expansion governed by marginal-ROAS logic — budget flows where the next dollar earns most
  • Every efficiency gain measurable: blended CPL, incremental leads, cross-platform reallocation proofs

Avana Hub Bing Ads Framework

Assess → Expand → Adapt → Optimise → Scale.

A repeatable expansion system — disciplined on both platforms, budget allocated by efficiency, not by loyalty.

01

Assess

Opportunity sizing — vertical CPC benchmarks, audience fit, incremental volume potential, efficiency upside

02

Expand

Launch or selective import — Bing-adapted structure, UET tracking, staged budget, parallel-run baseline

03

Adapt

Keyword + match-type recalibration, Microsoft audience layers, Bing-specific creative and extensions

04

Optimise

Weekly cross-platform review — search terms, bids, audiences, creative — efficiency measured vs. Google

05

Scale

Marginal-ROAS expansion — budget flows to whichever platform earns the next dollar most efficiently

Process Timeline

From Opportunity Audit to Scalable Expansion in Weeks.

Every week has a known deliverable. Bing isn't a side experiment — it's a second disciplined search channel with its own cadence.

Day 1–2

Review current paid search mix & growth gaps

Google account baseline, growth ceiling, CAC realities, channel concentration risk, funnel fit for Bing audiences

Day 3–5

Audit Bing opportunity, audience fit & expansion logic

Vertical CPC benchmarks, search volume sizing, Microsoft ecosystem fit, LinkedIn profile targeting relevance

Week 2

Launch or import with Bing-specific refinement

Selective Google Import, match-type recalibration, UET deployment, budget partitioning, parallel-run baseline

Week 3+

Optimise keywords, messaging, bids & targeting

Weekly Bing-specific cadence — search terms, negatives, creative rotation, audience tuning, device adjustments

Week 4+

Measure incremental performance & scale efficiently

Unified cross-platform dashboard, marginal-ROAS reallocation, quarterly strategy reviews, expansion decisions

Sample Output

What Cross-Platform Efficiency Actually Looks Like.

Not a side-by-side of two dashboards. A unified view — keyword-by-keyword CPC comparison, audience profile, and platform-mix KPIs that decide where the next dollar goes.

Avg. CPC lift

-42%

Incremental leads

+28%

Platform mix

72:28

B2B impression share

62%

CPC Efficiency — Google vs. Bing
Mock Data
KeywordGoogleBingDelta
enterprise seo services$8.20$3.80-54%
b2b lead generation$6.10$3.20-48%
saas crm software$12.40$6.90-44%
managed it services$9.80$4.60-53%
digital marketing agency$14.20$11.80-17%
5 of 5 keywords clear lower CPC on Bing — strongest gains on B2B / enterprise terms.
Microsoft Audience Profile
Live
Age 35+62%
HH income $75k+48%
Desktop primary71%
B2B decision-maker38%
Windows / Office user84%
Older, higher-income, more B2B — the audience Google underindexes on.

What You Get

Eight Deliverables. One Disciplined Expansion.

Documented, portable, and actionable — take it in-house, hand it to another partner, or keep working with us. The system stays.

Bing Ads audit findings

Opportunity sizing, vertical CPC benchmarks, Microsoft audience fit, UET tracking readiness

Launch or migration recommendations

New-account blueprint or selective Google Import plan — adapted for Bing's auction and audiences

Campaign structure plan

Campaign-role map, ad group themes, negative libraries, device / geo / schedule modifiers per Bing realities

Keyword & audience targeting

Bing-adapted keyword tiers, match-type recalibration, LinkedIn profile targeting, Microsoft Audience Network

Copy & adaptation guidance

Responsive Search Ad variants tuned for Bing, extension strategy, landing-page match review

Efficiency & budget recommendations

Bid strategy selection, budget partitioning by campaign role, marginal-ROAS reallocation logic

Reporting & optimisation insights

Unified Google + Bing dashboard, search term reviews, cross-platform attribution view

Scaling priorities

Where to expand, where to hold, when to reallocate — the cross-platform scale plan

Pricing Plans

Bing Ads — Pricing

Microsoft Advertising engagements — from opportunity audit to full cross-platform paid search management. Scoped to spend level, funnel shape, and expansion goals.

Bing Ads Audit

Opportunity audit with Bing-vs-Google benchmarking and a sequenced launch or restructure plan

AED 2,650/mo
  • Opportunity sizing vs. existing Google account
  • Vertical-specific CPC benchmarking
  • Microsoft audience fit analysis
  • Existing Microsoft Ads account review (if applicable)
  • UET + conversion tracking readiness check
  • LinkedIn profile targeting opportunity map
  • Prioritised 30/60/90 launch or restructure plan
  • Strategy walkthrough call
  • Delivered in 7–10 business days
  • Ongoing management & optimisation
Most Popular

Launch & Ongoing Management

Full Microsoft Ads launch + weekly optimisation with cross-platform (Google + Bing) reporting

AED 4,950/mo
  • Everything in Bing Ads Audit
  • Campaign setup or selective Google Import
  • Bing-adapted keyword + match-type recalibration
  • Microsoft audience layering (LinkedIn, MAN, in-market)
  • RSA + extension deployment
  • UET + Consent Mode deployment
  • Weekly optimisation cadence
  • Unified Google + Bing dashboard
  • Up to $15k/mo managed Bing spend
  • Dedicated paid search strategist

Cross-Platform Expansion

Multi-platform (Google + Bing) portfolio management with marginal-ROAS budget reallocation

Custom Pricing

Tailored to your needs

  • Everything in Launch & Ongoing Management
  • Cross-platform portfolio bid strategies
  • Marginal-ROAS budget reallocation between Google and Bing
  • B2B / LinkedIn profile targeting programme
  • Microsoft Audience Network creative production
  • Multi-geo expansion (Bing market-share varies by country)
  • Executive-level cross-platform reporting + QBR cadence
  • $15k+/mo managed Bing spend
  • Paid search pod (strategist + analyst)
  • Priority SLA + real-time Slack channel
No setup fees Cancel anytime Free consultation

Frequently Asked

Straight Answers About Bing Ads.

Related Services

Explore Connected Paid Acquisition Services

Programmatic Advertising

Soon

Display and video at scale across the open web — a later-stage channel after Bing expansion is proven

Get Started

Unlock Search Volume
Google Can't Reach.

Use Bing Ads as a smarter paid search expansion layer — incremental reach, lower competition, a different audience mix, and less dependence on one platform.

8-day audit turnaround Bing-adapted, not imported Cross-platform reporting
Diversification SnapshotLive

CPC vs. Google

-42%blended
↑ +28% volume
Avg. CPL (Bing)
$31
Platform mix
72:28
B2B impression share
62%