What Bing Ads does

Microsoft Advertising, formerly branded as Bing Ads until 2021, is a digital advertising platform operated as a product division of Microsoft Corporation. The platform enables advertisers to run search, display, video, connected TV (CTV), and AI-powered Performance Max campaigns, reaching more than 1 billion users across 187 markets through Microsoft's owned-and-operated properties, including Bing, Edge, Outlook, LinkedIn, Xbox, MSN, Windows, and Copilot. Core technology comprises a self-serve campaign management platform with AI-driven features such as Copilot for ad copy generation, automated bidding strategies, and cross-property audience optimization, as well as LinkedIn profile-based B2B targeting enriched by professional identity data.

The platform operates on a pure pay-per-click (PPC) auction model with no minimum spend, no signup fee, no credit card requirement, and no long-term contracts, supporting both long-tail SMB advertisers and enterprise brand campaigns. Customer logos span retail (IKEA, Marks & Spencer, Lululemon, Prada, Magalu), consumer electronics (Samsung, Ray-Ban), travel (Priceline, Air France, LATAM Airlines), software (Grammarly), and streaming (Pandora), reflecting a horizontal segmentation approach with three primary use cases: sales/conversion, lead generation, and brand awareness. Go-to-market combines product-led self-serve onboarding (including one-click import from Google Ads and Meta Ads and Google-account sign-in), free expert consultation, and an agency/partner channel for enterprise accounts.

Name

Bing Ads

Legal name

Microsoft Corporation

Website

https://bingads.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Microsoft Advertising is Microsoft's unified pay-per-click ad platform serving SMB and enterprise advertisers with search, display, video, CTV, and AI-powered Performance Max campaigns across Bing, Edge, Outlook, LinkedIn, Xbox, MSN, and Copilot, reaching 1B+ users in 187 markets.

Ownership category

akta.pro rank

Product category

Digital Advertising Platform

NAICS

Media Buying Agencies (541830)

SIC

Services-Advertising (7310)

akta.pro primary industry

Performance Marketing Automation & Bid Management Services (MPAAACAM)

akta.pro secondary industry

In-Game Advertising & AdTech (networks, mediation, measurement) (MPAFAJAH)

Keywords

• Search advertising platform
• Pay-per-click advertising
• Display advertising network
• Digital ad management
• Cross-channel advertising

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Infrastructure, Marketing or Sales, Personnel, Operations

Revenue model

1. Pay-Per-Click Advertising: Advertisers pay only when someone clicks their ad. No minimum spend, no signup fee. Users set their own daily budget. Revenue generated through cost-per-click auction model across search, display, video, and other ad formats.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Bing Ads (now branded Microsoft Advertising) is a pay-per-click digital advertising platform that enables businesses to run search, display, video, and CTV ad campaigns across Microsoft's owned-and-operated properties — Bing, Edge, Outlook, LinkedIn, Xbox, MSN, Windows, and Copilot — reaching more than 1 billion users across 187 markets. The platform offers AI-powered optimization tools including Copilot, automated bidding, Performance Max, and conversion tracking, and provides one-click campaign import from Google Ads and Meta Ads.

Product overview

Microsoft Advertising (formerly Bing Ads) is a unified advertising platform offering a comprehensive suite of ad products including Search Ads, Display Ads, Video and CTV Ads, and Performance Max campaigns. The platform provides AI-powered tools such as Copilot for campaign assistance and automated ad copy generation, along with optimization features like Automated Bidding, Audience Targeting, and Conversion Tracking. Additional tools include Keyword Planner, Ad Preview, and Display/Search Data for planning, plus Import Tools for migrating from Google Ads and Meta Ads. The platform reaches over 1 billion people across Microsoft properties including Bing, Edge, Outlook, LinkedIn, Xbox, MSN, and Copilot, with specialized solutions for retail, gaming, and B2B advertising through LinkedIn profile targeting.

Differentiator

Problem solved

Functional benefit

Products and services

• Microsoft Advertising (Bing Ads) Platform Core digital advertising platform from Microsoft that enables businesses of all sizes to run search, display, video, and Performance Max ad campaigns across Bing, Edge, Outlook, LinkedIn, Xbox, MSN, Windows, and Copilot, reaching more than 1 billion users across 187 markets. Self-serve sign-up with no minimum spend, no signup fee, and pay-per-click pricing.
• Search Ads Text-based advertisements shown on Bing search results pages when users search for relevant keywords, reaching audiences actively searching for products or services. For advertisers seeking high-intent traffic.
• Display Ads Visual banner advertisements displayed across the Microsoft Advertising network including MSN, Outlook, and partner websites to build brand awareness and reach audiences.
• Video and CTV Ads Video advertisements displayed on Microsoft properties including Xbox, MSN, and connected TV (CTV) platforms to reach audiences during entertainment consumption.
• Performance Max AI-powered cross-channel campaign type that automatically optimizes ad delivery across all Microsoft inventory — search, display, video, and more — based on the advertiser's conversion goals.
• Retail Ad Solutions Advertising solutions tailored for retail advertisers (e.g., the IKEA case study showing 140% ROAS increase and 215% conversion increase), with retail-focused ad formats and product feeds.
• Copilot in Microsoft Advertising Standalone AI assistant that helps advertisers with campaign setup, ad copy writing and refinement, and provides instant answers to advertising questions, enabling more efficient and confident ad management.
• Microsoft Advertising Editor Desktop application for managing advertising campaigns offline, allowing bulk edits and batch uploads to manage large-scale account changes efficiently.
• Import Tools Standalone tools that enable advertisers to import campaigns directly from Google Ads or Meta Ads, with settings, keywords, and ads transferring automatically for quick migration.
• Keyword Planner Standalone planning tool for researching and planning keywords for search campaigns, providing search volume data and keyword suggestions to optimize campaign targeting.
• Ad Preview Standalone planning tool for previewing how ads appear across different placements in the Microsoft Advertising network without accruing impressions.
• Agentic Commerce Standalone AI-powered commerce solution enabling brands to engage with customers through autonomous shopping agents and conversational commerce experiences.
• Microsoft Curate Standalone deal curation technology that helps personalize shopping experiences and surface relevant product recommendations to consumers.
• Gaming Solutions Standalone advertising solutions designed for the gaming industry, reaching players across Xbox and Microsoft Casual Games experiences.
• Microsoft Monetize Standalone monetization platform for publishers to earn revenue through ads displayed on their digital properties.
• Microsoft Clarity Standalone free behavioral analytics tool to understand how users interact with websites, available to advertisers for campaign optimization.

Quantifiable outcome

• 19% lower CPCs compared to leading ad platform
• +5 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Google AdscoreTechnology or IntegrationIntegration partnership allowing advertisers to import campaigns directly from Google Ads. Settings, keywords, and ads transfer automatically to enable quick campaign migration and multi-platform advertising strategies.
• Meta AdscoreTechnology or IntegrationIntegration partnership allowing advertisers to import campaigns from Meta Ads platform. Automatic transfer of settings, keywords, and ads for seamless campaign migration.
• LinkedIncoreTechnology or IntegrationDeep integration providing professional and B2B context from LinkedIn profile data for enhanced targeting. Enables advertisers to reach decision-makers and professional audiences using LinkedIn profile targeting capabilities.
• Microsoft Partner ProgramcoreChannel Partner/ Reseller/ DistributorEcosystem of certified partners including agencies, resellers, and consultants who help manage advertising campaigns and provide expertise to advertisers.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/bingads
• Facebookfacebook.com/BingAds
• LinkedInlinkedin.com/company/bing-ads

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bing Ads