Is Bing worth the effort?

For eCommerce, yes. You can import Google campaigns in 10 minutes. Management time is minimal. And 5-10% incremental revenue at 30% lower CPCs is hard to argue with.

Can I import my Google Ads campaigns?

Yes — Microsoft Ads has a direct import tool. Import campaigns, ad groups, keywords, and ads in minutes. Adjust bids down 20-30% since Bing's CPCs are lower.

Does Bing have Shopping ads?

Yes. Microsoft Shopping uses the same product feed as Google Merchant Center. You can sync your Google Merchant Center feed to Microsoft Merchant Center with minimal effort.

What about Bing's AI features?

Microsoft is embedding AI (Copilot) into search. Early data suggests AI-enhanced search results may benefit advertisers through higher engagement. Worth watching as the integration matures.

What budget should I allocate to Bing?

Start with 10-15% of your Google Ads budget. If Bing delivers comparable ROAS (which it often does due to lower CPCs), increase to 20%. Don't underfund it — give the algorithm enough data to optimize.

Search Ads Comparison

Google owns 92% of search. Bing's 6% has 30% lower CPCs and higher AOV.

Google Ads is the default. With 92% of search market share, it's where your customers are. But Bing Ads (Microsoft Advertising) deserves attention: 30% lower CPCs, an audience that skews older and wealthier, and easy campaign import from Google. For eCommerce brands already maxing out Google Ads, Bing is often the cheapest incremental revenue source available.

92%

Google Search Share

30%

Lower CPCs on Bing

Bing Search Share

15%

Higher AOV on Bing

Google should always be your primary search ad platform. The volume is incomparable. Bing is the supplementary play — lower competition, lower costs, and an audience that tends to spend more per order. If you're profitable on Google, you should test Bing.

Google Ads vs Microsoft/Bing Ads — feature by feature

Feature	Google Ads	Microsoft/Bing Ads
Search Volume	92% of global search traffic. Massive reach across all demographics.	6% of search traffic. Smaller but not insignificant — that's millions of searches per day.
Cost per Click	Higher CPCs due to competition. eCommerce average: $1-5/click.	20-30% lower CPCs than Google for the same keywords. Less competition means cheaper clicks.
Audience	All demographics. The default search engine for most people.	Skews older (35+), higher income, desktop-heavy. Default search on Windows/Edge browsers. Higher AOV on average.
Campaign Management	Full-featured platform with the most advanced tools, bidding strategies, and automation.	Can import Google Ads campaigns directly. Similar interface. Less advanced automation but easy to manage alongside Google.
Shopping Ads	Google Shopping / Performance Max. Dominant eCommerce ad format.	Microsoft Shopping campaigns. Same product feed. Lower competition for shopping results.
Reporting	Most advanced reporting and attribution tools. Integrates with everything.	Solid reporting. Imports well from Google. Less third-party integration depth.

Our recommendation

Google Ads is non-negotiable for eCommerce. Run it first, optimize it well. Once Google is profitable, add Bing Ads — import your Google campaigns, adjust bids down 20%, and capture incremental revenue at lower costs. Most brands see 5-10% additional revenue from Bing with minimal extra management time.

Pick Google Ads if...

Always run Google Ads. It's the foundation of search advertising for eCommerce. Every eCommerce brand should have Google Shopping campaigns at minimum.

Pick Microsoft/Bing Ads if...

Add Bing once Google is profitable and optimized. It's incremental revenue at lower cost. Also worth testing if your audience skews older or higher-income.

Questions our best clients asked first

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