Bing captures 10% of UK searches with less competition and lower costs. Here's how to take advantage.
Microsoft Ads (formerly Bing Ads) is one of the most overlooked opportunities in UK digital marketing. Bing and its partner sites account for approximately 10% of UK search traffic. While that sounds small, it represents millions of searches per month - and the competition is significantly lower than on Google.
The demographics of Bing users tend to skew slightly older and more affluent than Google users. For service businesses targeting homeowners - particularly those offering higher-value services like kitchen fitting, bathroom renovations, or garden landscaping - this audience profile is actually more desirable than Google's broader base.
The easiest way to start with Microsoft Ads is to import your existing Google Ads campaigns directly. Microsoft offers a simple import tool that copies your campaign structure, keywords, ads, and even negative keywords in minutes. Then adjust your bids downward by 20-30%, as clicks on Bing are typically cheaper.
Monitor your Microsoft Ads campaigns separately from Google. The conversion rates and cost per lead may differ, and you'll want to optimise each platform independently. Many businesses find that their CPL on Microsoft Ads is 30-50% lower than Google for the same keywords, making it an excellent supplementary channel.