Bing Ads

Second-largest search advertising platform globally, primary alternative to Google Ads

Microsoft Advertising (formerly Bing Ads) is Microsoft's comprehensive search advertising platform that allows businesses to create and manage pay-per-click (PPC) advertising campaigns across the Microsoft Search Network. The platform reaches users across Bing, Yahoo, MSN, DuckDuckGo, and other partner sites, commanding approximately 6-8% of the global search market share. As a subsidiary of Microsoft Corporation, the platform integrates deeply with Microsoft's ecosystem including LinkedIn, Microsoft Edge, and Windows, offering unique audience targeting capabilities unavailable to competitors. The platform serves as a key alternative to Google Ads in the search advertising space, offering advertisers access to a distinct audience demographic that tends to skew slightly older and more affluent. Microsoft Advertising provides tools for search ads, shopping campaigns, audience ads, and native advertising, with advanced features including AI-powered bid optimization, audience targeting through LinkedIn profile data, and import capabilities from Google Ads to simplify campaign migration. The platform has evolved significantly since its rebranding from Bing Ads to Microsoft Advertising in 2019, reflecting its expanded reach beyond just Bing search. Microsoft Advertising continues to invest heavily in AI and machine learning capabilities, leveraging Microsoft's broader technology investments to enhance campaign performance, automated bidding strategies, and audience insights. The platform plays a strategic role in Microsoft's overall advertising business, which generates billions in annual revenue and serves millions of advertisers globally.