Complement your Google Shopping with Bing Shopping Ads. Reach high-income shoppers on the Microsoft network at 20-40% lower CPCs than Google, scaling profitable revenue.
Microsoft Ads typically delivers 20-40% lower cost-per-click than Google Shopping for the same products. The audience skews older and higher-income—demographics that often convert at higher AOVs and with less price sensitivity.
Microsoft's network reaches users who default to Edge browser, Windows devices, and Outlook email. These are often corporate users and older demographics not as heavily targeted on Google—incremental customers, not cannibalisation.
Microsoft Merchant Center accepts the same product feed as Google, making setup straightforward. We leverage your existing feed infrastructure while optimising for Bing's specific audience behaviours and shopping patterns.
We import your Google Merchant Center feed into Microsoft Merchant Center, then optimise titles and categories for Bing's search behaviour. Microsoft users often search differently than Google users—we adapt product data accordingly.
We import your proven Google Shopping structure as a starting point, then refine bid strategies for Microsoft's lower volume and different audience. This gets you live quickly without rebuilding from scratch.
The Microsoft Audience Network extends shopping ads to native placements. We separate this from pure search, test with lower bids, and monitor conversion quality separately—it's additional reach but at different intent levels.
The key question: is Microsoft adding new customers or just catching Google customers elsewhere? We analyse customer overlap, new vs. returning buyers, and true incremental revenue attribution.
We start conservative, prove ROI, then scale. Microsoft Ads is often 5-15% of your Google Shopping volume—but if it delivers similar ROAS at lower CPCs, that's highly profitable incremental revenue.
Many ecommerce brands focus only on Google. Microsoft reaches a valuable, under-targeted demographic at lower CPCs. Even 5-10% incremental revenue at good margins is meaningful.
Campaign import gets you started, but Microsoft's audience searches differently. We continue optimising search terms, bids, and product groups specifically for Bing's patterns.
Microsoft's lower volume means bidding needs adjustment. We typically bid more aggressively per click (since CPCs are lower) while maintaining target ROAS at the campaign level.
The Audience Network has different intent than search. We segment it separately, test carefully, and are willing to disable it if conversion quality doesn't justify cost.
Without proper measurement, you don't know if Microsoft is adding new customers or just claiming credit for existing ones. We track customer overlap and true incrementality.
Get a free audit. We'll assess if Bing Shopping can profitably complement your Google campaigns.
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