How do we import Google campaigns to Microsoft?

Microsoft Ads has a direct import tool. Select campaigns from Google, import, and they mirror your structure. Then adjust bids and budgets for the Microsoft audience.

What budget should we allocate to Microsoft?

15-20% of your Google budget as a starting point. Scale based on ROAS performance.

Is the conversion rate different?

Similar for most eCommerce brands. Microsoft audience tends to have slightly higher AOV due to demographic skew.

Should small brands bother with Microsoft?

If Google is profitable, yes. Even $500/month on Microsoft can produce meaningful incremental revenue at better CPCs.

Does Microsoft have Performance Max?

Microsoft has Performance Max equivalent campaigns. The feature set is catching up to Google.

Paid Media Comparison

Microsoft Ads CPCs are 35% cheaper than Google. But Google has 10x the volume. The answer is not either/or.

Google Ads dominates search advertising with 92% market share. Microsoft Ads (formerly Bing) captures the remaining 8% — but that 8% represents 100M+ monthly searchers with higher household incomes and lower competition.

Most eCommerce brands run Google Ads and ignore Microsoft entirely. That is a mistake. Microsoft Ads CPCs average 35% lower than Google with comparable conversion rates. The audience skews older and more affluent — ideal for premium products.

35%

Lower CPCs (Microsoft)

92%

Google Market Share

150+

Brands Managed

$23M+

Revenue Driven

This is not a choose-one comparison. Most eCommerce brands should run both. Google for volume. Microsoft for efficiency. The question is how to allocate budget.

Google Ads vs Microsoft Ads — feature by feature

Feature	Google Ads	Microsoft Ads
Search Volume	92% of search market. Massive reach. Every eCommerce keyword has significant volume.	8% of search market. Smaller but meaningful — 100M+ monthly US searchers.
CPCs	Higher CPCs due to competition. Average eCommerce CPC: $1.50-$3.00.	35% lower CPCs on average. Less competition for the same keywords.
Audience	Broad audience across all demographics. The default search engine for most users.	Skews older (35+), higher household income, more desktop usage. Default on Windows and Edge.
Shopping Ads	Google Shopping dominates product search. Essential for eCommerce.	Microsoft Shopping growing. Lower competition, good ROAS. Import campaigns directly from Google.
Campaign Import	Original campaigns built here.	Import Google campaigns in minutes. Then optimise for Microsoft audience.
ROAS	Benchmark: 3-6x for eCommerce. Higher volume but more competition.	Often higher ROAS than Google due to lower CPCs. 4-8x common.

Our recommendation

Run both. Google Ads first for volume and primary revenue. Microsoft Ads second for incremental revenue at lower CPCs. Import your best-performing Google campaigns to Microsoft and optimise from there. Budget split: 80% Google, 20% Microsoft for most brands.

Pick Google Ads if...

Always run Google Ads for eCommerce. It is the primary search channel with the most volume.

Pick Microsoft Ads if...

Add Microsoft Ads once Google is profitable. The import feature makes setup quick. Lower CPCs mean higher ROAS on incremental spend.

Questions our best clients asked first

Maximise your paid search revenue across both platforms

Book a call and we will audit your current ad performance and show you the incremental revenue opportunity from Microsoft Ads.

Pick a Time

15 minutes. No pitch deck. Just your data and our honest take.

More comparisons

Paid Media Comparison

Should you spend your ad budget on Meta or Google? The answer depends on whether your customers know they want your product yet.

Meta Ads vs Google Ads for eCommerce — demand creation vs. demand capture. When to use each and how to allocate budget.

Learn more

Channel Comparison

SEO traffic costs decline over time. Paid social costs increase. This fundamental difference should shape your budget allocation.

SEO compounds over time. Paid social stops the moment you stop spending. Here is when each channel makes sense for eCommerce brands.

Learn more

eCommerce Growth Consulting

A Shopify store owner came to us doing $40K/month. Six months later, $127K. Here is what we changed.

eCommerce growth consulting. Full-funnel strategy from a team that has driven $23M+ in revenue for 150+ stores. Traffic, conversion, retention — the complete growth system.

Learn more

Not sure which to pick?

Book a free call

Book Call