Introduction
Google Ads still leads search in the UK. But Microsoft Advertising is getting harder for B2B brands to ignore. In August 2026, Bing held 10.38% of UK desktop search share, while Google held 85.9%.
For tech firms, that smaller share can still matter. Microsoft ads for b2b can add new search reach, test lower-cost clicks, and reach business audiences in a different way. So, is it worth giving Microsoft Advertising a bigger place in a 2026 B2B PPC budget? For some UK brands, the numbers are now worth testing.
Table of Contents
What Is Microsoft Advertising And Why Is B2B Interest Growing?
Microsoft Ads for b2b another way to reach people who are already searching for products, services and solutions.
Microsoft Ads Is More Than “Bing Ads”
Microsoft Ads is Microsoft’s paid advertising platform. Bing is its best-known search engine, but Microsoft Advertising also reaches users across Microsoft properties and partner sites. “Microsoft Ads” and “Bing Ads” are common terms used to describe the platform.
Why B2B Marketers Are Looking Again
B2B marketers are looking again because Microsoft Ads can bring in extra search demand without relying only on Google Ads. It also offers LinkedIn Profile Targeting, using company, industry and job function data. In 2026, Microsoft added Job Seniority targeting, giving B2B advertisers more ways to reach professional audiences.
For B2B, the value is simple: reach business audiences through another paid search channel and see if the results support more spend.
Why Microsoft Ads For B2B Fits Search Behaviour
For UK B2B brands, Microsoft Ads can add useful search reach, test lower click costs and reach professional audiences beyond Google Ads.
The UK Desktop Opportunity
In August 2026, Bing held 10.37% of UK desktop search share, while Google held 85.89%. Bing is smaller, but that does not make it unhelpful. For B2B tech firms, extra search reach can bring new users into the funnel. Desktop also matters for products that need time, research and more than one visit before a buyer takes action.
Lower Competition Can Create A Testing Opportunity
Microsoft Ads often has less auction pressure than Google, which can lead to lower CPCs. A 2026 comparison from The Micro Agency notes that Microsoft CPCs are often lower, but says the gap can vary by keyword and market. Lower CPC alone is not enough. B2B brands should track qualified leads, sales opportunities and pipeline value, not just cheap clicks.
Microsoft Ads vs Google Ads: Why The Budget Question Is Changing
The real question is not which platform should win. It is where each one can earn a place in a B2B PPC budget.
Google Still Brings The Scale
Google remains much larger than Bing in the UK. In August 2026, Google held 85.9% of UK desktop search share, while Bing held 10.38%. That reach gives Google a clear role in broad demand capture. It can cover more searches and give B2B brands more room to scale. For many firms, Google Ads will still be a key part of paid search.
Microsoft Can Play A Different Role
Microsoft Ads does not need to replace Google Ads. It can add extra search reach, provide another route to B2B buyers and give brands a chance to test different CPCs. Microsoft also provides tools for search volume, cost and budget planning. The Micro Agency also frames the two platforms as a portfolio decision, rather than a simple choice between them.
Google Ads | Microsoft Ads |
Broad search scale | Additional search reach |
Higher available volume | Smaller but useful volume |
Broad audience reach | Professional targeting options |
Core demand capture | Diversification and testing |
LinkedIn Profile Targeting Gives Microsoft Ads A B2B Edge
For B2B brands, Microsoft Ads can combine search intent with professional audience signals.
Professional Data Meets Search Intent
Microsoft Ads lets B2B advertisers use LinkedIn profile data to target people by company, industry and job function. This is a key part of its B2B offer and is unique to Microsoft Advertising. Instead of looking only at what someone searches, brands can add signals about the type of professional they want to reach. That can help a tech firm focus its spend on audiences that match its target market.
What Changed In 2026?
Microsoft made Job Seniority targeting generally available in August 2026 for Search and Audience campaigns. It adds 10 seniority levels, including CXO, VP, Director and Manager. This gives B2B marketers another layer when building audience strategies. It does not mean advertisers can target any exact job title they choose; the available controls depend on the campaign and targeting options.
How B2B Tech Brands Should Test Microsoft Ads In 2026
For a B2B company, the safest way to test Microsoft Ads is to start small, track real sales results, compare them with Google Ads, then scale what works.
Start With A Controlled Budget Test
Do not move a set share of your budget just because Microsoft Ads has lower CPCs. Start with a controlled test that fits your search volume. Track CPC, conversion rate, cost per qualified lead, pipeline and revenue. A cheap click is not the same as a good lead. Stackmatix recommends incremental budget tests and CRM tracking, but that is an agency approach, not a fixed rule.
Import Google Campaigns, But Do Not Stop There
Microsoft Advertising lets you import campaigns from Google Ads, which can save setup time. Its current tools let you review budgets, bids, locations, keywords, match types, negative keywords and tracking after import. Treat the imported campaign as a starting point. Check search terms, test audience layers, refine ad copy and confirm that conversions are tracked before judging the results.
Is Microsoft Advertising Right For Your B2B Tech Brand?
Microsoft Advertising can suit B2B tech brands that want more search reach, new testing options and access to professional audiences.
Check The Fit Before You Spend
Microsoft Ads for b2b suits SaaS, IT services, cybersecurity, enterprise software and other high-value technology firms. But very low search volume, a highly mobile audience, a narrow market or limited conversion data can make testing harder.
The goal is not to move the budget for the sake of it. Test Microsoft Ads beside Google Ads, track the right numbers and let the results guide your next step. Microsoft Ads does not need to replace Google to earn a place in your B2B media mix.
Frequently Asked Questions
Is Microsoft Ads Good For B2B Companies?
It can be. B2B firms can use Microsoft Ads to reach people who are already looking for a product or service. LinkedIn data can add another layer, while the final result will depend on the market, keywords and landing page.
Is Microsoft Ads Cheaper Than Google Ads?
Sometimes. Microsoft Ads may cost less per click when there is less competition for a search term. But a cheap click means little on its own. The real test is whether those clicks bring good leads and sales.
Can You Use LinkedIn Targeting In Microsoft Ads?
Yes. You can use LinkedIn Profile Targeting to reach people by company, industry and job function. In 2026, Microsoft added Job Seniority targeting. This gives B2B advertisers another way to refine their audience.
Should I Use Microsoft Ads And Google Ads Together?
You can. There is no need to pick one and drop the other. Google can bring more search volume, while Microsoft Ads can open up extra reach. Running both also gives you real data to compare.
How Much Should A B2B Company Spend On Microsoft Ads?
There is no set figure. Start with your search volume, likely CPC and sales goals. Make sure the test is large enough to produce useful data. Then raise or cut spend based on lead and pipeline results.
