Microsoft Ads:
Why to add it to your mix today
Microsoft Ads hasn't yet reached Google's share of the market — but it's growing fast, and in key segments it delivers results worth paying attention to. Lower CPC, a quality B2B audience, and AI integration: these are the reasons to get started right now, before the rest of the market catches up.
A small player with serious potential
When it comes to search engines, most marketers think almost exclusively of Google — and to a lesser extent, Seznam. Microsoft's Bing looks like a minor player at first glance: its market share in the Czech Republic sits at around 3–5% according to StatCounter and Gemius, compared to 85–90% for Google and roughly 10% for Seznam.
That's no reason to overlook Microsoft Ads in your marketing strategy. Current trends and technological development show it's a channel worth starting to use right now — before everyone else discovers it.
Bing is growing year on year
Even though Bing's share in Czech Republic is still small, it's growing year on year — driven by deep integration across Microsoft's ecosystem: Windows, Edge, Office and Copilot.
ChatGPT and AI are accelerating growth
In the US and across the EU, Bing is growing considerably faster thanks to its integration with ChatGPT and other AI features. This trend will reach local markets in the medium term.
Quality audience and lower costs
Microsoft Ads brings a set of concrete advantages that make it an attractive channel for specific segments. It's not just about price — it's about a different audience with a different intent.
CPC 20–50% lower
Lower competition means cost-per-click can be 20–50% below Google Ads. With solid optimisation, this translates into a better PNO or ROAS.
Higher conversion rates in B2B
Bing delivers stronger conversions in B2B, financial services, industrial products and higher-end B2C goods. Users search more deliberately and with clearer intent.
Affluent corporate audience
The typical Bing user is older and more affluent — using a company device with Edge as the default browser and Bing as the default search engine. On corporate computers, the browser and search engine are often locked, automatically routing users to Bing.
Visibility for smaller brands
Lower competition means your campaigns can stand out even on a modest budget. Ideal for testing new segments or extending reach without heavy spend.
Quality long-tail traffic
Bing delivers higher traffic quality for longer, more specialised queries — typical of B2B or niche services. Less casual browsing, more purposeful searching.
Microsoft Ads vs. Google Ads: where they differ
Beyond the lower CPC, Microsoft brings its own ecosystem that Google simply can't match. Integration with corporate software and AI opens up possibilities that are only beginning to be fully used.
High competition
Dominant market share attracts more advertisers, pushing CPC up — especially in popular segments.
Channel saturation
In many industries, Google Ads are approaching their efficiency ceiling — every additional budget increase delivers diminishing returns.
Single-channel dependency
Being 100% reliant on Google Ads is not a sustainable long-term strategy from either a risk or diversification perspective.
Lower CPC, better ROAS
Fewer competitors means lower cost-per-click and — with good optimisation — better return on ad spend.
Integration with Microsoft 365 and LinkedIn
More precise B2B targeting through integration with corporate software and the world's largest professional network.
Microsoft Audience Network
Extend campaigns to Outlook, Edge and MSN — new ad placements beyond standard search.
Key takeaways
Google Ads hitting their ceiling
When Google Ads are saturated or too expensive, it's time to find an alternative with lower competition.
B2B or premium segment
Bing's affluent corporate audience is exactly what B2B advertisers are looking for — older, more purchasing-ready, and searching with intent.
Lower CPC = better ROAS
A 20–50% reduction in cost-per-click shows up quickly in campaign efficiency when paired with solid optimisation.
Diversification reduces risk
Relying exclusively on Google Ads is not a sustainable strategy. Microsoft Ads is the natural second channel.
Get in before the crowd does
Early movers on Microsoft Ads benefit from lower CPC and less competition — while the market is still catching up.
Small budget, low risk
Microsoft Ads can be tested effectively even with a modest budget — no need for large upfront investment.
Platforms mentioned and recommended resources
All platforms and resources referenced in this article in one place.
Microsoft Ads (Bing): most common questions
What is Bing's market share in the Czech Republic?
According to various sources (StatCounter, Gemius), Bing's share in the Czech market is around 3–5%, while Google holds 85–90% and Seznam approximately 10%.
How much lower is CPC on Microsoft Ads compared to Google Ads?
Thanks to lower competition, cost-per-click on Microsoft Ads can be 20–50% lower than on Google Ads. With good optimisation, this leads to a better PNO or ROAS.
Which segments benefit most from Microsoft Ads?
Microsoft Ads delivers the best results in B2B, financial services, industrial products or higher-end B2C goods. Bing users tend to be older, more affluent, and search with clearer intent.
When does it make sense to try Microsoft Ads?
When Google Ads are reaching their efficiency ceiling or becoming saturated, when your target audience is in the corporate or premium segment, or when you want to test new channels with a small budget and low risk.
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