Are you using Google Ads and wondering if you should be running Microsoft Ads, too? In this video, I'm joined by Navah Hopkins, Product Liaison at Microsoft Advertising (and one of my PPC Besties), and we're breaking down the key similarities and differences between running your ads on Google and on Microsoft so you can make an informed decision for your business.
Here's a quick summary:
Where Your Ads Can Show
While both platforms have expanded beyond Search, the placements are slightly different.
Google Ads: Ads show on Google Search (including Shopping Ads), Google-owned properties (like YouTube, Discover, and Maps), and the extensive Google Display Network.
Microsoft Ads: Your ads can show on the Bing SERP (Search Engine Results Page), which features Shopping Ads, Text Ads, and unique Multimedia Ads . They also serve on Edge (the browser), Xbox, partner sites like DuckDuckGo, CTV placements (like HBO Max), and even in games like Candy Crush (due to the Activision, Blizzard, and King acquisition). Ads can also show up in Co-Pilot (Microsoft’s AI experience).
Key Targeting Differences
Most core targeting options like keywords and audiences are very similar, but there are some critical differences:
Multimedia Ads: Microsoft's Multimedia Ads on the SERP have a separate auction from responsive search ads and are eligible for impression-based remarketing—a feature Google does not offer. This means you can target people who have seen your ad, not just clicked it.
Ad Group Controls: Microsoft offers an extra layer of granularity by allowing campaign settings, like location targeting and ad scheduling, to be set at the ad group level, which can simplify campaign structure.
B2B Targeting: Microsoft allows you to layer LinkedIn audiences (based on industry and company) on top of your search campaigns, offering a powerful way for B2B small businesses to reach their professional audience compliantly.
Reporting: Microsoft has always provided Search Partner visibility, allowing you to see exactly where your ads are serving. This is crucial for understanding performance.
How to Get Started
If you're a small business owner already running Google Ads, getting started on Microsoft can be easy using the import feature from Google, Meta, or even Pinterest.
Smaller Budget (around $1k–$2k/month on Google): You don't need to divert a huge portion of your budget; Navah recommends finding $50 to test with. Focus on Multimedia Ads for high-impact visual placements that don’t require a click to convey information. If you offer local services, explore Professional Service Ads.
Larger Budget (e.g., $5k+ / month): Navah says you can safely explore importing Performance Max (PMax) campaigns, as Microsoft truly honors the search themes you provide. Consider starting an "always-on" Audience Ad campaign to build impression-based remarketing lists cheaply, especially as a precursor to testing CTV (Connected TV) placements for building massive brand awareness.
My takeaway, as someone who is a Google Ads Expert and a Microsoft Ads n00b? It's a "same language, different dialect" scenario - the concepts are familiar, but the nuances are distinctive. Consider setting up a Bing Business Profile and installing the Microsoft remarketing tag on your website now to be prepared for future advertising.
Do you have any questions about making the switch or setting up your first Microsoft Ads campaign? Let us know in the comments!