Bing Ads
Reach a high-intent, professional audience across Bing, MSN, Yahoo, and the Microsoft Advertising Network with competitive CPCs and unique LinkedIn-powered audience targeting unavailable on other platforms.
Last updated Jun 12, 2026 by ATDb automated enrichment
- Industry
- Search & Audience Advertising
- Business Model
- Marketplace
- Target Market
- SMB, Mid-Market, Enterprise
- Employee Count
- 10001+
- Funding
- N/A
- Revenue Range
- $10B+
- Stock Symbol
- MSFT
- Parent Company
- Microsoft Corporation
- API Available
- Yes
Second-largest paid search advertising platform globally, behind Google Ads, with unique differentiation through LinkedIn data integration and Microsoft's first-party audience signals
Bing Ads was Microsoft's search advertising platform, launched to compete directly with Google AdWords by enabling advertisers to place paid search ads across the Bing search engine and its syndicated network partners, including Yahoo and AOL. The platform offered keyword-based bidding, audience targeting, and campaign management tools that allowed businesses of all sizes to reach hundreds of millions of searchers across Microsoft's ecosystem of properties including MSN, Outlook.com, and partner sites. On April 29, 2019, Microsoft rebranded Bing Ads to Microsoft Advertising, reflecting a strategic expansion well beyond traditional search advertising. The new identity encompassed native advertising, audience-based targeting powered by Microsoft's first-party data (including LinkedIn professional data), connected TV inventory, and retail media — signaling a broader ambition to compete across the full digital advertising stack rather than solely in paid search. Today, operating as Microsoft Advertising, the platform holds the second-largest share of the paid search market in many Western markets and is a significant alternative to Google Ads. Its integration with LinkedIn audience data, unique access to Microsoft's signed-in user base, and lower average CPCs compared to Google make it a compelling channel for performance marketers. The platform serves advertisers ranging from small businesses to global enterprises and continues to expand its programmatic and AI-driven advertising capabilities.
Search Ads
Keyword-based paid search ads appearing on Bing, Yahoo, and syndicated partner search results pages
Audience Ads
Native and display ads powered by Microsoft's first-party data and LinkedIn audience segments
Shopping Campaigns
Product listing ads for e-commerce advertisers surfaced across Bing Shopping
Dynamic Search Ads
Automatically generated ads based on website content to capture incremental search traffic
Microsoft Audience Network
Native ad placements across MSN, Outlook, Microsoft Edge, and partner properties
Smart Campaigns
Simplified, AI-driven campaign management designed for small businesses
Performance Max
Automated, goal-based campaigns that serve ads across all Microsoft Advertising inventory types
- 2006Founded
- 2019Rebranded to Microsoft Advertising