In the high-stakes world of ecommerce and direct-to-consumer (DTC) marketing, top-performing brands no longer rely solely on Google Ads or Meta. The next wave of scalable, profitable growth comes from smarter diversification—and BingAds is quickly emerging as a strategic channel for exactly that.
With rising customer acquisition costs and tightening data privacy regulations, performance clarity is everything. BingAds, now officially Microsoft Advertising, gives marketers access to untapped, high-conversion audiences, efficient CPCs, and advanced targeting tools that complement existing search campaigns. From linking with LinkedIn data to offering better attribution streams, BingAds is not just another platform—it’s a performance driver.
What is BingAds and Why It Matters for Ecommerce Marketers
BingAds is Microsoft’s paid search platform, allowing brands to run ads across Bing, Yahoo, MSN, and other Microsoft properties. While often overshadowed by Google, BingAds offers unique advantages:
- Access to an older, more affluent demographic
- Significantly lower CPC (often 30% less than Google)
- Integration with LinkedIn targeting and audience profiles
- Native ecommerce support, including Shopify connections and Shopping Campaigns
For DTC marketers aiming to increase ROAS and extend reach without bloating spend, BingAds fills a crucial gap. Brands with optimized Google and Meta accounts often find BingAds becomes the next lever for high-intent clicks and better margins.
Thanks to seamless imports from Google Ads and strong attribution tools, BingAds brings performance and clarity within reach. Whether you manage acquisition at scale or lead omni-channel strategy, this platform is worth serious attention.
Who Should Use BingAds—and Why It's More Strategic Than You Think
If you oversee growth at a €1M+ ecommerce brand, BingAds deserves a deeper look. It’s not just another ad network—it’s a strategic channel to:
- Boost incremental conversion rates
- Reach new, purchase-ready segments
- Reduce dependency on Meta and Google
Here’s why advanced ecommerce marketers embrace BingAds:
- Demographic Edge: The Microsoft Search Network skews toward professionals, aged over 35, with higher disposable income
- Lower Competition: Fewer advertisers mean more room to test and win
- B2B Firepower: LinkedIn-powered targeting brings unmatched precision for higher-ticket or niche segments
- Data Clarity: Cleaner attribution signals that improve Multi-Touch Attribution (MTA) models
For CMOs, this means another scalable lever in the funnel. For tactical media buyers, it offers fertile ground where test-and-learn budgets go further.
Getting Started With BingAds: An Ecommerce-Ready Launch Plan
Ready to start? Use this blueprint to integrate BingAds efficiently:
- Create a Microsoft Ads Account: Link to existing data platforms and analytics tools.
- Import High-Performing Google Campaigns: Preserve ad structure, then refine using Bing’s analytics.
- Set Conversion Goals: Focus on revenue-driving actions—cart adds, purchases, subscriptions.
- Optimize Product Feeds: Use Microsoft Merchant Center to run Shopping Campaigns.
- Leverage Automated Bidding: Start with Target ROAS and layer in audience signals.
Make sure to:
- Apply UTM parameters for joined-up attribution
- Enable device targeting to align with Bing’s desktop-heavy user base
- Analyze performance per placement (Bing, Yahoo, MSN, etc.)
Early campaigns often deliver immediate savings on CPC. The real power lies in smarter scaling once benchmarks are established.
When Is the Best Time to Run BingAds?
BingAds succeeds when aligned with high-intent searches, especially bottom-of-funnel activity. Timing matters more than on other platforms.
Top performing windows include:
- Lunchtime (12–1 p.m.): Early research phase
- Evenings (7–9 p.m.): After-work decision moments
Use BingAds’ built-in dayparting tools to:
- Adjust bids during peak windows
- Focus budget where conversions are most likely
Seasonal campaigns? Shift spend earlier during major sales (Black Friday, back-to-school) to capture early searchers. Also, monitor when competitors reduce spend—this often reveals opportunities for impression share gains.
Matching campaign timing with user behavior directly improves ROAS and helps you stay efficient at scale.
Turning BingAds Into a Performance Growth Engine
BingAds isn't just a supplement. When used strategically, it becomes a core acquisition and data engine capable of:
- Lowering cost per action (CPA) while maintaining conversion quality
- Feeding clean attribution data into modeling tools
- Scaling new audience segments without raising CAC
Brands leading in omnichannel performance rely on BingAds not just for incremental results, but also for:
- Strong placement control
- Advanced device-level targeting
- Automated bidding linked to performance goals
- LinkedIn-powered B2B segmentation
Pair BingAds with platforms like Admetrics to build tests, measure incrementality, and model LTV impacts. This is where strategic experimentation meets tactical action.
How Admetrics Helps You Win on BingAds
Admetrics enhances your BingAds campaigns with:
- Granular Attribution: View every click and conversion across channels
- Experimentation Tools: Test creative and targeting at scale
- Predictive Modeling: Simulate ROAS and budget impacts before scaling
- Cross-Channel Insights: See how Bing integrates with Google, Meta, and more
BingAds gives you access. Admetrics ensures you make the most of it.
Ready to elevate your strategy? Book your free demo and discover the performance upside of BingAds with Admetrics.
FAQs: BingAds for Performance Marketers
What is BingAds and how does it differ from Google Ads?
BingAds, now Microsoft Advertising, serves ads across Bing, Yahoo, and MSN, usually with lower CPCs and less competition than Google.
Is BingAds effective for ecommerce brands?
Yes. Many ecommerce and DTC brands achieve strong ROAS thanks to high-intent, often under-targeted audiences.
What platforms do BingAds serve ads on?
Your ads appear on Bing, Yahoo, AOL, Microsoft Edge, and other properties in the Microsoft Search Network.
How does the BingAds auction work?
It uses a second-price auction that evaluates bid, relevance, and expected performance to determine ad ranking.
Can I import Google Ads campaigns into BingAds?
Yes. BingAds allows seamless imports from Google, saving your team setup time.
How does BingAds support multi-touch attribution?
It supports UTM tracking and integrates with analytics platforms to enable cross-channel MTA.
How do I track conversion data in BingAds?
Install Microsoft’s UET (Universal Event Tracking) tag to track conversions and user behavior.
Are there audience targeting options in BingAds?
Yes. Use demographic filters, custom audiences, remarketing lists, and even LinkedIn profile data.
How does BingAds budget allocation differ from Google Ads?
Budgets often go further on BingAds due to lower CPCs and reduced competition. Learn more about advertising platforms for DTCs.
What’s the average CPC on BingAds?
On average, BingAds’ CPCs are 30% lower compared to Google for similar search terms.
Can BingAds run Shopping campaigns?
Absolutely. Microsoft Merchant Center supports full Shopping Campaigns with product feeds.
