The 15% of Search Volume Most Agencies Ignore
Microsoft Ads (Bing) reaches approximately 15-20% of total search volume that Google doesn’t. In B2B markets — where older demographics and corporate Windows devices skew Bing usage higher — that percentage is often larger.
A NJ waste hauling and junk removal company running both platforms generated 132 total leads at $52.60 each.
120 came from Google Ads. 12 came from Microsoft Ads. Without Microsoft, those 12 leads don’t exist. At any revenue per job, 12 additional leads per period from a second channel is pure addition.
How Dual-Platform Management Works
Microsoft Ads campaigns are structured parallel to Google Ads campaigns — same keyword logic, same negative keyword lists, same conversion tracking setup.
The Microsoft auction typically has lower CPCs than Google in most verticals because competition is lower.
Management involves: importing and maintaining the account structure, reviewing Microsoft-specific search terms (which differ from Google), and adjusting bids for Microsoft’s unique audience composition.
Verticals Where Microsoft Adds Most
- B2B professional services — older decision-makers, corporate Windows environments
- Home services — homeowners on desktop, Microsoft Edge default browser
- Legal — business and professional audience segments that index heavily on Bing
- Financial services — similar demographic profile to legal
The Practical Case
Microsoft Ads management adds incremental cost to overall management fees.
The question is whether the additional lead volume justifies that cost. In most B2B and home services accounts, 12-25% additional lead volume from Microsoft at typically lower CPCs than Google makes the economics straightforward.
We run the numbers for each account before recommending dual-platform management. If it doesn’t improve the economics, we say so.
