# Bing Ads (Microsoft Advertising) in 2026: Setup, Costs and Is It Worth It | Enrich Labs > Bing Ads is now Microsoft Advertising. See how it compares to Google Ads, how to set up and import campaigns, what it costs, and whether it is worth it (2026). _Source: https://www.enrichlabs.ai/blog/bing-ads-microsoft-advertising-guide-2026_ --- ## TLDR Bing Ads is the old name for Microsoft Advertising, the pay-per-click platform that places ads on Bing search and Microsoft's partner network. Microsoft renamed it in 2019, but people still search for both names. Most advertisers who already run Google Ads can import their campaigns in minutes and test Microsoft Advertising with a small budget. Whether it pays off depends on your audience, your cost per acquisition, and how much extra volume the platform adds on top of Google. This guide covers how it compares, how to set it up, what it costs, and when to skip it. If you manage Google Ads at scale, see our comparison of the [best AI ad management platforms](/blog/best-ai-ad-management-platform). * * * ## What Are Bing Ads? Bing Ads is the former name of Microsoft Advertising. The platform lets you bid on keywords so your ads appear on Bing search results and across Microsoft's search partner network, which includes partner properties such as Yahoo. You can also run shopping, audience, and display-style campaigns from the same account. You will see these names used interchangeably: - **Bing Ads:** the original name, still the most common search term. - **Microsoft Advertising or Microsoft Ads:** the current product name. - **Bing Ads Editor and Microsoft Advertising Editor:** the desktop tool for bulk changes. - **Bing Ads API:** the programmatic interface, now documented as the Microsoft Advertising API. Microsoft says the API is the most efficient way to manage many large campaigns or connect your marketing to other in-house systems, and you need a developer token to use it. If your goal is to find an agency rather than run the account yourself, browse our directory of [Bing Ads agencies](/agencies/specialty/bing-ads). ## Bing Ads vs Google Ads Most advertisers do not choose between the two. They run Google as the main channel and Microsoft as an add-on. The table compares how they differ in practice. Audience size and cost vary by industry and country, so treat the rows as directional and check your own account data. Factor Google Ads Microsoft Advertising (Bing Ads) Search reach Larger, the default for most searches Smaller, with audience strength among desktop and Windows users Competition and bids Usually higher Often lower for the same keyword, though not always Setup effort Build from scratch Import campaigns from Google Ads Bulk tools Google Ads Editor Microsoft Advertising Editor Audience targeting Large first-party and Google audiences Customer Match, in-market and LinkedIn-based targeting options Automation Mature smart bidding and Performance Max Smart bidding and Performance Max available, with less data to learn from Typical role Primary channel Incremental channel on top of Google One commenter on r/PPC put the common view this way: most brands that do well on Google can make Microsoft ads work, and it might add another 5 to 10% in volume. That is a single practitioner's estimate, not a benchmark, so test it with your own numbers. ## Are Bing Ads Worth It? Bing Ads are worth testing when you already have a working Google Ads account and want more volume at a similar or lower cost per acquisition. They are a weaker fit when your Google account is not yet profitable, since a second platform will not fix a weak offer or landing page. Use this checklist: 1. **Your Google Ads account is profitable.** Fix tracking, offer, and landing page first. 2. **Your buyers skew toward desktop, office, or Windows users.** B2B, finance, insurance, software, and professional services often fit. 3. **Your keywords are expensive on Google.** Lower competition can lower cost per click on the same terms. 4. **You can track conversions separately.** Without a conversion tag, you cannot judge the channel. 5. **You can spend enough to learn.** Tiny budgets produce too little data to draw conclusions. If three or more apply, run a 60 to 90 day test. If only one applies, spend the time on Google, SEO, or email first. ## How to Set Up Microsoft Advertising Setup takes most advertisers under an hour once they have a Google Ads account to import from. 1. **Create an account.** Sign up at ads.microsoft.com with a Microsoft account and add your business details and billing. 2. **Import from Google Ads.** Use the import tool to bring over campaigns, ad groups, keywords, and ads. Review budgets, bids, and locations after import, because settings do not always carry across one to one. 3. **Install the Universal Event Tracking (UET) tag.** Add the UET tag to your site and define conversion goals, so you can measure sign-ups, purchases, or calls. 4. **Set budgets and bids.** A common rule of thumb is to start with a small share of your Google budget and scale as results come in. That is a convention, not a benchmark. 5. **Build audiences.** Customer Match lets you use your own customer data to reach people. Microsoft's help center covers the requirements. 6. **Review search terms weekly.** Add negative keywords early, as you would on Google. 7. **Compare results after 60 to 90 days.** Judge cost per acquisition and incremental conversions, not clicks. Campaign types vary by account and region. Search and shopping campaigns are the usual starting point, and Microsoft also offers audience and Performance Max options. Confirm what is available in your account. ## How Much Do Bing Ads Cost? Microsoft Advertising is pay-per-click. You set the daily budget and bids, and cost per click depends on your industry, keywords, match types, and competition. Many advertisers report lower cost per click than on Google for the same keywords, but that varies, so measure it. For planning, track three numbers separately for Microsoft: - **Cost per click:** compare against Google for matching keywords. - **Conversion rate:** it can differ by audience and device mix. - **Cost per acquisition:** the number that decides whether to scale. New-account promotions and coupon codes appear from time to time. Offers change, so check Microsoft's current sign-up page instead of relying on older codes. ## Managing Bing Ads at Scale Once the account grows, manual work adds up. Your options: - **Microsoft Advertising Editor** for bulk edits and offline planning. - **The Microsoft Advertising API** for agencies and teams that need to manage many campaigns or connect other systems. It requires a developer token. - **Scripts and rules** for budget and bid automation inside the platform. - **AI agents and ad management platforms** that run monitoring, reporting, and optimization across Google and Microsoft together. Helena's [integrations page](/integrations) lists Bing Ads alongside Google Ads, so check which actions are supported on your plan. For a comparison of options, see our [best AI ad management platforms](/blog/best-ai-ad-management-platform). - **An agency** when you lack time or in-house expertise. Browse the [Bing Ads agency directory](/agencies/specialty/bing-ads). If you are choosing between tools for your wider stack, our ranking of the [best AI marketing tools](/blog/best-ai-marketing-tools-2026) compares ten platforms. ## Common Bing Ads Mistakes - **Importing and never reviewing.** Settings such as locations, devices, and bids need a second look after import. - **Skipping the UET tag.** No conversion tracking means no way to judge the channel. - **Judging by clicks.** Compare cost per acquisition and incremental conversions. - **Copying Google budgets.** Volume is lower, so budgets and bid expectations should be, too. - **Ignoring search terms.** Irrelevant queries drain budget on any platform. - **Testing too briefly.** Two weeks of data rarely shows a trend. ## Frequently Asked Questions **What are Bing Ads?** Bing Ads is the former name of Microsoft Advertising, a pay-per-click platform that shows your ads on Bing search and Microsoft's partner network. The name changed in 2019, but many people still search for Bing Ads. **Are Bing Ads the same as Microsoft Advertising?** Yes. Microsoft Advertising is the current name for the platform that was called Bing Ads. Bing Ads Editor is now Microsoft Advertising Editor, and the Bing Ads API is documented as the Microsoft Advertising API. **Are Bing Ads worth it?** Often, as an add-on to a profitable Google Ads account, especially for audiences that skew toward desktop and office users. They are a poor use of budget when your Google campaigns are not yet profitable. Run a 60 to 90 day test and judge by cost per acquisition. **How much do Bing Ads cost?** You pay per click, with budgets and bids set by you. Cost per click depends on your industry and keywords and is often lower than Google's for the same terms, though not always. **Can I import Google Ads campaigns into Bing Ads?** Yes. Microsoft Advertising includes an import tool for Google Ads campaigns. Review budgets, bids, locations, and settings after importing. **What is the Bing Ads Manager or login?** You sign in to Microsoft Advertising at ads.microsoft.com with a Microsoft account, then manage campaigns in the web interface or in Microsoft Advertising Editor. **Do I need a UET tag?** Yes, if you want conversion tracking. The UET tag records actions on your site so you can measure sign-ups, purchases, and other goals. **Should I hire an agency to run Bing Ads?** Consider one when you spend enough that optimization pays for the fee, or when you lack time and expertise. Compare options in our [Bing Ads agency directory](/agencies/specialty/bing-ads). * * * Want AI to monitor and optimize your paid campaigns? [Try Enrich Labs](https://www.enrichlabs.ai) from $39 per month with a 3-day free trial.