M.Ads is experiencing twice as fast growth as Google

If you still believe that Google is the irreplaceable king of online advertising, prepare to be surprised.

While Google Ads increased its advertising revenue by 10.4% year-over-year, Microsoft Ads achieved double that – 21% – and its growth trajectory continues to rise. But it’s not just about the numbers. It’s a clear signal that Microsoft is building a fully fledged advertising ecosystem capable of delivering real results for e-shops and doing so twice as fast as the long-standing giant.

The growth of Microsoft Ads is not just a marketing claim – the numbers speak for themselves.

While exact ROI statistics for smaller e-shops vary, available benchmarks show significant savings in CPC. According to Databox data, the median cost per click for Microsoft Ads is just USD 0.97, compared to USD 1.33 for Google Ads. Another independent report lists the average CPC on Microsoft Ads at USD 1.54, which the authors consider more cost-effective compared to Google.

Moreover, according to TDMP, the average conversion rate on Microsoft Ads is around 2.94%. Although this is slightly lower than Google Ads (~ 3.75%), the lower CPC often makes campaigns more cost-efficient overall.

In terms of audience, Microsoft Ads attracts a substantial segment of users aged 35-54, many of whom have higher income and fall within professional demographics (managers, B2B audiences).

Source: TDMP

The integration of AI into Microsoft Ads is changing the way campaigns are optimized. Bing Copilot analyzes search queries, recommends more relevant keywords, and dynamically adjusts budgets to maximize click value. According to Microsoft Advertising, this approach delivers up to a 73% higher click-through rate (CTR) and a 16% higher conversion rate compared to traditional search.

In addition, AI helps improve click quality: Copilot-powered campaigns are designed to reach audiences with stronger purchase intent. Microsoft reports that customer journeys involving Copilot are, on average, 33% shorter – meaning fewer steps between discovering a product and completing a purchase.

Source: Microsoft Ads blog

Another benefit is improved ad relevance: according to Microsoft, generative AI delivers 25% higher relevance compared to traditional search, leading to better targeting and more efficient budget utilization.

There are still fewer advertisers on Microsoft Ads, which means e-shops have a better chance of reaching top positions with a smaller budget. At the same time, the platform is highly effective for remarketing and its integration with LinkedIn allows you to target professionals and B2B customers. For smaller stores that don’t have hundreds of thousands to invest in PPC campaigns, this represents an ideal opportunity.

Although Bing has a smaller market share than Google, it still generates around 10–15% of all searches, which can translate into thousands of additional monthly visits for e-shops. Optimization for Bing is often less competitive, making it easier to achieve higher rankings with less effort.

Source: Skillmea

Bing uses a different algorithm. It places greater emphasis on social signals, exact-match keywords, and content quality, which can help smaller websites stand out more easily. In addition, Bing Webmaster Tools provide insights into your site’s indexing and offer practical recommendations for improving visibility.

Source: Microsoft Bing | Webmaster Tools

Microsoft Ads is no longer just an add-on to Google – it is a fully fledged platform capable of delivering concrete results. For e-shops, this is a rare opportunity to tap into a rapidly growing advertising ecosystem and reach highly relevant audiences before competitors do.

If you want to take full advantage of this opportunity, consider our Microsoft Ads for Free program, which enables e-shops to harness the full power of Microsoft Ads without any upfront costs. The program combines automated product campaigns, advanced optimization and performance-tracking tools, and up to €600 in advertising credit from Microsoft. And now, you can try it for free for up to 90 days.

The goal of Microsoft Ads for Free is to help e-shops easily and effectively expand their visibility across Microsoft platforms and reach new customers. With our team, clients don’t need to worry about complex account setup, verification, campaign optimization, or implementing UET tracking or pixels. We handle everything for them – from the initial setup to ongoing optimization and reporting.

Microsoft Ads for Free is therefore an ideal solution for e-shops that want to test new channels, increase sales, and minimize risk at the same time. The program is built on automation through BlueWinston tools, which enable effortless campaign launches, intelligent bidding, product remarketing, and advanced product segmentation.