Bing is the most underrated channel in B2B. Here's the data.

The most common response when we propose Bing Ads: "Does anyone actually use Bing?"

The answer, for B2B audiences specifically, is yes - more than most marketing teams realise. And the economics are materially better.

The B2B case for Bing

Microsoft Advertising (Bing's ad platform) reaches 63 million searchers in the UK who are not reachable on Google. More relevant for B2B: Microsoft 365 and Windows dominate enterprise environments, meaning Bing is often the default browser search engine on corporate devices.

The B2B buyer at a large enterprise is more likely to be on Bing than the consumer demographic typically used to dismiss it.

The CPC data from our client accounts

Across our active client accounts, Bing Ads consistently deliver CPCs 30–50% lower than equivalent Google Ads campaigns. For one telecoms client targeting expat audiences, we achieved a £0.38 average CPC on Bing versus £2.10 on Google - same ad copy, same landing pages.

Conversion rates are near-identical or within a margin that the CPC difference more than compensates for.

A concrete example: a B2B SaaS client spending £3k/month on Google Ads was generating 64 trials per month at a £47 CPL. We ran an equivalent Bing campaign at £1.5k/month and generated 52 trials at a £29 CPL. The Bing campaign was materially more efficient, and the Google budget was reduced - not abandoned, reduced - while organic caught up.

Why Bing compounds the framework

At Tier 3 in the framework, we introduce paid search once the organic foundation is converting. Bing at this stage does two things:

1. It captures demand efficiently while Google Ads is being held back for Tier 5.

2. It provides conversion data that informs further CRO work on the organic pages - because the audiences and intent overlap.

By the time we introduce Google Ads at Tier 5, we have six to nine months of conversion data from Bing, content that's already ranking organically, and CRO-optimised landing pages. The Google Ads campaign launches into a system that's already working.

The honest caveat

Bing has a smaller search volume. For very niche B2B audiences, the absolute number of conversions will be lower than Google. This is a real limitation.

But "lower volume at better economics" is usually the right answer at Tier 3. You're not trying to scale yet - you're trying to build conversion evidence efficiently while the organic and authority work matures.

If your product has a genuinely small target audience, Bing may not generate enough data to be meaningful. That's a real conversation we have with clients. But for most B2B SaaS and services businesses with addressable audiences in the UK and US, Bing Ads are a straightforward win.