Most advertisers pour their entire search budget into Google and ignore everything else. That is a mistake. Microsoft Ads places your brand across Bing, Yahoo, AOL, MSN, Outlook and the wider Microsoft Audience Network, reaching over one billion unique users every month.

In the UK alone, Bing holds roughly 14% of all desktop search traffic, and those desktop users tend to convert at significantly higher rates than mobile browsers, particularly in high-value sectors like property, finance and professional services.

The audience profile is what makes Microsoft Ads especially compelling. Bing users skew toward higher household incomes and stronger purchasing power. Over half sit within the top 25% of earners, and the platform's integration with the Microsoft 365 ecosystem means your ads reach professionals during the working day, on their work machines, at the exact moment they are actively researching.

With average cost per click on Microsoft Ads running up to 42% lower than Google, you get more clicks from a high-quality audience without inflating your budget. Lower competition, lower CPCs and a more affluent user base make this one of the most cost-efficient paid search channels available to UK businesses.

How We Manage Microsoft Ads at Clicky

Successful Microsoft Ads campaigns are not simply Google imports with a different logo. While the platform does allow you to bring across existing Google campaigns (and we will do that where it makes sense to accelerate launch), the real performance comes from treating Microsoft as its own channel with its own strategy.

We build and refine campaigns around the specific strengths of the Microsoft network. That means structuring bids to capitalise on desktop-heavy traffic, using LinkedIn audience segments to sharpen targeting, running Microsoft Shopping campaigns for product-led brands, and continuously optimising search terms to eliminate wasted spend. Every penny is accounted for, and every decision is driven by the data.

Whether you are a property developer looking to capture high-intent search traffic, a home interiors brand wanting to reach affluent buyers, or a B2B service provider targeting decision-makers by job title, Microsoft Ads gives you a channel that most of your competitors are not using properly, if at all.