If you’re looking to diversify your paid media strategy beyond Google, a Bing Adwords account—more accurately called a Microsoft Ads account—is a smart and often overlooked opportunity. While Google Ads may dominate the landscape, Bing Ads serves a sizable portion of the market, especially in the U.S., U.K., and Canada. With lower competition, potentially lower CPCs, and high-quality traffic, it’s time advertisers gave Bing the attention it deserves.
In this guide, we’ll walk you through everything you need to know—from creating your Bing Adwords account to running your first campaign and optimizing it for results. And if you’re running Google Ads already, combining both platforms can significantly improve your ROI.
What is Bing Ads (Microsoft Ads) and Why Should You Use It?
Microsoft Ads, formerly known as Bing Ads, is a pay-per-click advertising platform that displays ads across the Bing search engine and Microsoft’s partner networks like Yahoo and AOL.
Bing Ads vs. Google Ads
| Feature | Bing Ads (Microsoft Ads) | Google Ads |
| Avg. CPC | Lower | Higher |
| Market Reach | ~30% U.S. desktop traffic | ~90% of total market share |
| Competition | Less competitive | Highly competitive |
| Device Targeting | Strong for desktop | Strong across devices |
Pros of Bing Ads
- Lower cost-per-click
- Higher ad visibility for smaller budgets
- Better performance on desktop
- Allows targeting by LinkedIn profile data
Cons of Bing Ads
- Smaller overall reach
- Fewer automation and AI features than Google
Who Should Use Bing Ads?
- Businesses targeting desktop-heavy traffic
- Advertisers with tight budgets
- Affiliate marketers, eCommerce sellers, local businesses
How to Create a Bing Adwords Account from A to Z
Before You Start
To set up your Bing Adwords account, make sure you have:
- A Microsoft email account (e.g., Outlook, Hotmail)
- A website or landing page (you can use third-party page builders if needed)
- A valid payment method (credit/debit card or PayPal)
Step-by-Step Guide to Creating Your Bing Adwords Account
- Go to https://ads.microsoft.com/
- Click Sign Up Now and log in with your Microsoft account.
- Fill out your business information and time zone settings.
- Add your payment method (make sure it matches your business country).
- Verify your account via email or phone.
Once completed, your Bing Adwords account is ready to launch campaigns.
How to Set Up Your First Bing Ads Campaign
1. Choose a Campaign Goal
Select a marketing objective that aligns with your business goals:
- Website Visits (Drive traffic)
- Conversions (Generate leads or sales)
- Phone Calls (Drive direct customer contact)
2. Define Keywords and Target Audience
Use Bing’s Keyword Planner to:
- Identify high-volume search terms
- Analyze competitor terms
- Set match types (broad, phrase, exact)
Define your audience by:
- Device (desktop, mobile, tablet)
- Location
- Schedule (days and hours)
3. Set Ads, Budget, and Conversion Tracking
- Write compelling ad copy with a strong CTA.
- Choose a reasonable daily or monthly budget.
- Set up UET (Universal Event Tracking) for conversion monitoring.
Tips to Optimize Your Bing Adwords Account
Use Dynamic Ads
Let Bing auto-generate ad headlines based on your content to improve relevance.
Optimize Scheduling & Location Targeting
Use performance reports to refine your schedule and geotargeting.
A/B Test Headlines and Descriptions
Run multiple ad versions to test which performs better.
Monitor KPIs & Adjust
Regularly review CTR, CPC, and conversion rate. Pause underperforming ads and reallocate budget to high-performing ones.
Bing Ads vs. Google Ads: Which One is Better?
| Criteria | Bing Ads | Google Ads |
| Cost per Click (CPC) | Lower | Higher |
| Conversion Quality | Moderate to high | High |
| Overall Reach | Smaller | Largest globally |
| Ease of Use | Simple | More advanced tools |
Pro Tip: Don’t choose one or the other—combine both platforms to cover a wider audience and improve ROI.
Common Issues When Setting Up Bing Adwords Account
- Verification Problems: Use business email and complete all fields properly.
- Payment Method Errors: Use a card or PayPal that matches your billing country.
- Account Suspension: Make sure your site complies with Bing’s ad policies, especially on restricted content like supplements or finance.
When Should You Hire a Bing Ads Expert?
Consider outsourcing when:
- You don’t have time to manage campaigns
- You want faster scaling
- You’re unsure about ad policy compliance
Working with an experienced agency ensures better setup, ongoing optimization, and fewer policy-related headaches.
At LLD Agency, we specialize in providing verified Google Ads and Bing Adwords accounts tailored to your needs. With flexible budgets, fast support, and reliable access, we help advertisers scale with confidence.
Frequently Asked Questions (FAQ)
1. Can I run Bing Ads without a website?
Yes. Use landing page builders like Carrd or Leadpages, or third-party platforms.
2. Does Bing Ads support Vietnamese?
The interface is partially localized, but targeting capabilities prioritize global languages like English, Spanish, etc.
3. How can I get my Bing Adwords account approved quickly?
Use a business domain email, complete all details, and ensure your website complies with ad policies.
4. Can I use Bing Ads for affiliate marketing?
Yes, but you must follow clear redirect policies and avoid misleading ad copy.
Conclusion
Setting up and managing a Bing Adwords account isn’t just a fallback option—it’s a strategic advantage in today’s competitive ad space. With lower CPCs, quality traffic, and high control, Bing Ads gives businesses a chance to tap into valuable markets often overlooked.
If you’re looking to streamline the process, scale faster, or simply need verified ad accounts to get started, reach out to LLD Agency. We provide both Bing and Google Ads invoice accounts with top-tier support and scalable options tailored for agencies, freelancers, and eCommerce sellers.
Start advertising smarter today—because Google isn’t the only game in town.
