Microsoft Advertising (Bing Ads)

Google dominates search in India, but it is not the only search engine people use. Bing is the default search engine in Microsoft Edge and on many Windows computers, powers search features in Microsoft products, and supplies results to some other search services. Its users often skew towards desktop, office and business settings, which can make Bing valuable for B2B services, professional products, software, education and higher-value consumer purchases researched at work or on a laptop. Microsoft Advertising, formerly Bing Ads, lets businesses show ads to these searchers, as well as across the Microsoft Audience Network, which includes placements in Microsoft properties such as MSN and Outlook, and partner sites.

Because fewer advertisers compete on Bing than on Google, costs per click are sometimes lower, though this varies widely by industry and region. The overall volume of searches is much smaller, so Microsoft Advertising usually complements Google Ads rather than replacing it. For businesses already running successful search campaigns, adding Microsoft Advertising can be a relatively quick way to reach additional customers with campaigns adapted from existing work. For businesses with very small budgets, Google usually comes first.

ViV Softech Solution is a website designing and digital marketing agency based in Delhi. We set up and manage Microsoft Advertising campaigns for businesses across India and those targeting international markets where Bing has a larger share. This page explains when it makes sense, importing from Google Ads, campaign types, targeting, tracking, and how we measure incremental value.

Availability of campaign types and features differs by country and changes over time, so we check what is currently available for your target markets.

Universal Event Tracking, known as UET, is Microsoft’s website tag. It records conversions such as form submissions, purchases and calls, builds remarketing lists, and supports automated bidding. We install UET through Google Tag Manager or directly, define conversion goals that match your real business actions, pass revenue values for ecommerce, and test that goals record correctly. Microsoft also supports offline conversion imports and enhanced conversions, which can connect later sales or qualified leads back to clicks, and consent mode, which adjusts tracking based on visitor consent. Your privacy policy should disclose this tracking, and consent should be respected where required. UTM parameters help compare Microsoft traffic in Google Analytics 4. Without accurate goals, automated bidding cannot work properly and results cannot be judged fairly, so tracking is set up before any meaningful spend.