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Bing Ads was rebranded to Microsoft Advertising (Apr 2019)— see Microsoft for current status.— See the full lineage →
Bing Ads

Bing Ads

Search AdvertisingDivisionads.microsoft.com

Bing Ads, now known as Microsoft Advertising, was an online advertising platform developed by Microsoft in which advertisers bid to display advertisements to web users.

Last updated Oct 25, 2026 by the ATDb Editorial Team · Connections updated Oct 26, 2026

Founded
2006
HQ
Redmond, Washington, United States
Connections
49

AI-drafted from public sources15 sources cited

At a glance

Employees
10001+
Funding
N/A
Revenue
$10B+
Stock
MSFT
38integrations10competitors
Native AdvertisingDemand Side Platform (DSP)PPC ManagementPerformance Marketing

About

Second-largest paid search advertising platform globally, behind Google Ads, operating under the Microsoft Advertising brand since 2019

Bing Ads, now known as Microsoft Advertising, was an online advertising platform developed by Microsoft in which advertisers bid to display advertisements to web users. A distinctive feature of the platform was its integration with LinkedIn, enabling marketers to target users based on job title and company — a powerful tool for account-based marketing efforts and audience segmentation. A commonly cited advantage of the platform was its lower average cost-per-click, with bids for the same keywords frequently running 30–60% cheaper than on Google Ads due to lower advertiser competition. On September 10, 2012, the platform was renamed from adCenter to Bing Ads, and the associated search partnership with Yahoo was rebranded as the Yahoo Bing Network. Source 1: wikipedia.org — Microsoft Advertising Source 2: invoca.com — The 2026 Guide to Microsoft Advertising (Formerly Bing Ads) Source 3: improvado.io — Bing Ads vs. Google Ads: 2026 Cost & CPC Comparison

Business model

Self-serve advertising platform (pay-per-click / auction-based)

Target market

SMB, Mid-Market, Enterprise

What they offer

  • Paid Search Ads

    Keyword-based text ads displayed on Bing, Yahoo, and partner search results pages via a cost-per-click auction model

  • LinkedIn Profile Targeting

    Audience targeting based on LinkedIn professional attributes such as job title, industry, and company size

  • Shopping Campaigns

    Product listing ads enabling retailers to showcase products with images and pricing in search results

  • Remarketing

    Retargeting capabilities allowing advertisers to re-engage users who previously visited their websites

  • Universal Event Tracking (UET)

    Tag-based conversion and audience tracking tool for measuring campaign performance across the web

Key features

Keyword-based auction bidding for search ad placementLinkedIn profile targeting for B2B audience segmentationIntegration with Google Ads for campaign importLower average cost-per-click compared to Google AdsAccess to Bing, Yahoo, and AOL search network audiencesUniversal Event Tracking for conversion measurement

Use cases

B2B lead generation using LinkedIn professional targetingSearch engine marketing for brands seeking cost-efficient paid searchE-commerce product advertising via Shopping campaignsRemarketing to website visitors across the Microsoft Search NetworkAccount-based marketing targeting specific companies and job titles

Customer segments

Small and medium-sized businessesEnterprise advertisersB2B marketersE-commerce retailersDigital marketing agencies

Tech & specs

Technology stack

Microsoft Azure cloud infrastructureBing search engineLinkedIn data integrationUniversal Event Tracking (UET) tagMicrosoft AI and machine learning

Security & compliance

GDPRCCPA

Deployment

Cloud

API

Yes

Explore further

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On the AtlasDemand-Side PlatformsOn the Mapby country + regionOn the GraphNetwork around Bing Ads