Bing’s Pay-Per-Click (PPC) platform, now officially known as Microsoft Advertising, has seen major growth and innovation in recent years. With the rise of AI tools, smarter targeting, and better reporting options, Bing PPC has become an effective way for businesses to reach high-quality audiences at lower costs.
This guide highlights the latest trends, updates, and strategies to help advertisers get the most out of Bing PPC in 2025.
Why Bing PPC Still Matters
Lower Competition and Cost-Effective Clicks
One of Bing’s biggest advantages is lower competition compared to Google Ads. Because fewer advertisers use the platform, cost-per-click (CPC) is often cheaper.
Plus, Microsoft’s ad network includes Yahoo and AOL, giving your ads a wider reach with less bidding pressure.
Better Desktop Conversions
According to Microsoft, users on desktop devices convert more frequently than those on mobile.
If your business targets industries like B2B, finance, or high-value e-commerce, Bing’s strong desktop presence can deliver more qualified leads and better ROI.
AI and Conversational Search with Copilot
Microsoft has introduced Copilot, a generative AI tool built into Bing’s search and advertising systems.
- Copilot helps users discover products faster and improves how ads are displayed.
- Microsoft reports that purchases increase by up to 53% within 30 minutes when Copilot is part of the customer journey.
- In shopping scenarios, conversions have gone up by almost 200%.
This AI integration means advertisers can now create more personalized, interactive ad experiences.
Latest Updates in Microsoft Advertising (2025)
Advanced Reporting Tools
Microsoft launched a new Reporting Dashboard in mid-2025 with a Custom Report Builder.can now choose key metrics, apply filters (like device or audience), schedule automatic reports, and save templates for ongoing use.
Smarter Performance Max Campaigns
Performance Max (PMax) campaigns now use Ad Rank to decide which campaign gets priority when overlapping with Standard Shopping campaigns.
Other PMax improvements include:
- Support for scripts and automated rules
- Easier asset duplication
- New customer acquisition goals (currently in testing)
- Built-in conversion diagnostic tools
Easier Import from Google and Meta Ads
Microsoft improved its import tools, allowing advertisers to transfer carousel and native ads directly from Google Ads or Meta campaigns.
Best Practices for Bing PPC in 2025
Use AI and Dynamic Features
Take advantage of Dynamic Search Ads and AI-generated ad copy for higher relevance.Test Performance Max campaigns while monitoring overlaps with other campaigns to maintain efficiency.
Build Custom Reports
Use Microsoft’s new Custom Report Builder to track KPIs like audience type, device, and conversion rate.Scheduling reports will help you stay updated without manual tracking.
Improve Targeting
Leverage LinkedIn profile targeting for B2B marketing.Use demographic insights to reach underrepresented or new audience segments for better personalization.
Focus on Desktop Users
Since desktop users convert more, allocate part of your ad budget specifically for desktop-heavy campaigns.Make sure your landing pages are optimized for desktop browsing — include comparison charts, product details, and clear CTAs.
Review Imported Campaigns
Always check imported settings from Google or Meta Ads for:
- Budget mismatches
- Ad copy alignment
- Correct targeting settings
Try New Ad Formats
Experiment with Showroom Ads or video assets to make your campaigns more interactive and engaging.
Monitor Click Quality
Regularly analyze where your traffic comes from.
Use negative keywords and placement exclusions to remove poor-quality sources.
Track leads through call tracking or CRM integrations to verify results.
Conclusion
In 2025, Bing PPC (Microsoft Advertising) is no longer just an alternative to Google Ads — it’s a smart, AI-powered ad platform offering competitive performance at a lower cost.
With its growing network, improved tools, and AI innovations like Copilot and Showroom Ads, businesses can reach high-intent audiences more effectively.
By staying updated on new features, tracking performance closely, and refining your targeting, you can make Bing PPC a strong and profitable part of your digital marketing strategy.