Why you Should Add Bing to Your Marketing Mix Today
Microsoft Ads may not yet match Google Ads’ market share in the Czech Republic, but it’s evolving rapidly and already delivering impressive results in certain segments. Discover why it’s worth including in your marketing mix today and what advantages it could bring to your business.
When it comes to search engines in the Czech Republic, most marketers immediately think of Google, and to a lesser extent, Seznam. At first glance, Microsoft’s Bing may seem like a “minor player.” Its market share in the Czech Republic hovers around 3–5%, according to various sources (StatCounter, Gemius, etc.), while Google holds 85–90% and Seznam about 10%.
However, this doesn’t mean Microsoft Ads (Bing) should be overlooked in your marketing strategy. On the contrary current trends and tech developments show it’s a channel worth tapping into now.
Growth and Potential
Although Bing’s market share in the Czech Republic remains modest, it is growing year over year driven by deep integration with Microsoft’s ecosystem (Windows, Edge, Office, Copilot/AI).
Moreover, growth in the U.S. and EU is much faster, largely thanks to integration with ChatGPT and other AI features. These trends are likely to influence the Czech market in the near future.
High-Quality Audience & Better Conversions
Bing offers several benefits that make it especially appealing for specific segments:
- Higher conversion rates in areas such as B2B, financial services, industrial products, or premium B2C goods.
- Attractive user demographics typically older, higher-income users working on corporate devices with default Edge browsers and Bing search.
- Corporate computers often have browsers and search engines locked down, funneling users directly to Bing.
- Higher quality traffic from long-tail, niche, or technical queries common in B2B or specialized service/product segments.
- Fewer “promo” clicks and random browsing compared to Google → Bing users tend to search with clearer intent, which often results in better conversion rates.
Another key advantage is increased visibility for smaller brands. Due to lower competition on Bing, your ads are more likely to be seen even on a modest budget.
Lower Cost Per Click (CPC)
One of the biggest draws is the lower CPC. With less competition, you can often achieve a cost per click that’s 20–50% lower than on Google Ads.
With proper optimization, this can lead to a better ACoS (Advertising Cost of Sales) or ROAS (Return on Ad Spend).
Thanks to these lower costs, Microsoft Ads is an excellent channel for extending reach with a relatively small budget and minimal risk.
Additional Technological Advantages
Microsoft continues to enhance its advertising platform with new capabilities:
- Integration with Microsoft 365 (Office), LinkedIn, and Copilot opens doors to even more precise targeting in the future.
- Campaigns can be extended to the Microsoft Audience Network, reaching platforms like Outlook, Edge, or MSN.
- Automation and AI tools on the platform are on par with Google and in some aspects, already highly competitive.
Strategic Diversification
Another reason to consider Bing is diversifying your marketing mix.
Relying 100% on Google Ads is not a future-proof strategy. With the rise of AI search and deeper Copilot integration in Windows and enterprise software, Bing’s role in the Microsoft ecosystem is set to grow. Early adopters will have the upper hand.
When Does It Make Sense to Try Microsoft Ads?
- If your Google Ads performance is plateauing or nearing saturation.
- If your target audience includes corporate users, premium buyers, or B2B decision-makers.
- If you’re looking to test new channels with a limited budget and low risk.
Conclusion
Microsoft Ads is no longer a “fringe platform” not worth the effort. On the contrary, in certain segments and strategies, it can deliver outstanding cost-efficiency and quality conversions something we’ve confirmed with our clients’ data.
If you’re exploring how to expand your campaigns beyond Google Ads, Microsoft Ads is a path worth testing.
