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What is Bing Ads?

Bing Ads helps you reach customers with search engine marketing (SEM), also known as pay-per-click advertising (PPC). Here’s how it works:
  1. People search online for a product or service
    They enter search terms (called keywords) into search engines like Bing.
  2. They find your ad
    If the keywords in your ad match a search, your ad appears next to or above search results on Bing.
  3. Customers reach out to you 
    You can configure your ad so people can call you, visit your website, or go right to your door.

How Bing Ads benefits your business

The power of Bing

You can reach millions of searchers using Bing — some of them right in your area. Use Bing Ads to gain a distinct, valuable audience to help you get more clicks and more sales.

Find customers anywhere – or right next door

You can advertise globally or locally, creating ads that reach customers in a single country or city – even within a specific distance from your business.

Reach the fast-growing mobile market

Search is exploding on mobile devices such as phones and tablets. Bing Ads gives you the tools to specifically reach customers on the go – customers who may be walking right through your neighborhood.

You control your budget

We provide the tools that help you manage your campaigns against your advertising goals. Whether that is working with a fixed budget or trying to hit a cost per acquisition or action, Bing Ads offers you the control to make that happen.

We make search advertising easy

If you’re already using another product like Google AdWords, it’s easy to import your current campaigns directly into Bing Ads. If you’re new to search advertising, we’re here to show you the way to creating great ads.

You control your costs

You control your budget with Bing Ads

Free sign-up

Join Bing Ads for free and control your account at every step.

Only pay for clicks

Pay just when customers click your ad. No click, no charge.


No minimum fee

Start advertising with a budget that works best for your business.

Customer stories

Motoroso revs up more targeted, more refined and better traffic with Bing Ads

Startup helps customers find everything that powers an automotive and powersports lifestyle. It needed to maximize its search advertising to reach a broader audience of powersports enthusiasts and increase its website traffic.


The Bing Ads audience — which tends to earn and spend more than the wider online audience — proved ideal. used Bing Ads Editor to monitor and boost campaign performance, and target the Bing Network’s 22 million automotive searchers.1




Bing Ads gave Motoroso more cost-effective, quality traffic than what its other search engine marketing channels could deliver. “Better results for less cost,” says Alex Littlewood, CEO of Motoroso. “That’s as simple as I can make it.” 

1comScore qSearch (custom), U.S., June 2015. Industry categories based on comScore classifications
Travel operator exceeds its
cost per acquisition goals with Bing Ads
Opportunity, a destinations operator, needed to reboot itself to go toe-to-toe with the Goliaths of the industry and build a trusted reputation with predictable results. It sought to use its paid search strategies to meet those goals. 

Solution used a combination of Bing Ads tools and features to understand visitor behavior and gather insights. Targeting features helped it target optimal devices, geographies and high-impact times for running its ads and engaging customers.


The results were a huge improvement in’s overall reach and engagement, driving up conversion rates with site visitors. And it didn’t just hit its goal; with Bing Ads, it exceeded its target substantially — with an average CPA of $40. boosts web visits and ROI with Bing Ads
Opportunity, an online pet insurance agency in the U.S., educates pet owners about insurance options and helps them choose the best policy for their furry friend. It needed a way to jumpstart business and reach new pet-friendly customers.

Solution began using Bing Ads with near-instant success. Bing Ads features and reporting tools led the agency to make its site mobile-responsive, and adding negative keywords to its campaigns helped it reach the right audience.


Bing Ads has provided a channel that’s grown traffic from 60 visitors a month to more than 5,000 and delivered a 40 percent conversion rate. “Our return on investment grew 25 percent in one month with Bing Ads,” says Founder Nick Braun.

Get started today

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Preview your ad

Customized tips
See what Bing Ads can do for you, from how your ad could look to click volume based on your budget.


Answers to common Bing Ads questions
  • Is Bing Ads right for my business?
    All types of businesses find value and success with Bing Ads. Whether you’re focused on local calls and foot traffic, or want to drive traffic to your website from across the country or around the world, Bing Ads has solutions for you.
  • I already appear in search results for free. Why should I pay for advertising?
    Your current customers may search for your business by name, making it easy to find you in search results. But customers you’ve yet to reach are more likely searching for general terms that wouldn’t necessarily bring up your business in search results. Advertising next to relevant Bing search results puts your business front and center with interested customers you otherwise might not reach.
  • What is the difference between SEO and SEM? Which one is right for me?
    Search engine optimization (SEO) is adjusting your website to improve your natural ranking in search results. You cannot pay to improve your website ranking on Bing or Yahoo, thus we often refer to these results as unpaid or “organic” search results.

    Clicks from SEO are free. But SEO also requires technical expertise and involves some factors over which you have only limited control.

    Search engine marketing (SEM) is paid advertising that appears next to or above unpaid (or “organic”) search results. These paid ads are purchased through Bing Ads.

    You pay for SEM clicks. But SEM gives you more control over when your website appears on results pages and you decide how much you want to pay. And you can measure which ads are working and quickly improve your results.

    You don’t have to choose between SEO and SEM. You can do both!
  • If my time is limited, should I still try Bing Ads?
    Yes! Call a Bing Ads specialist at 877-635-3561* and we’ll set up your first campaign for you for free. We’ll give you tips on getting the most out of your ads and set you up for success. We’re here to help.
  • Where does my ad appear?
    Your ads could appear on the top or to the right of Bing, Yahoo, and MSN search results. And you can choose to target your ads to different geographic regions, times or days of the week, and even demographics.
  • What determines my ad position?
    Bing Ads is a pay-per-click (PPC) advertising system. You bid based on how much you are willing to pay per each click on your ad. Because webpages have a limited number of places to show ads, we auction those spaces. You are bidding against other advertisers to get your ads into the space you want. So if you bid on the keyword "shoe", you will have to beat the bids of the other advertisers who are also bidding on "shoe." You determine how much you are willing to bid.

    Your ad position is based on several things, including:
    1. How closely your ad and website fit with the terms that are searched (relevance)
    2. How your bid compares to other bids in the Bing Ads auction
    3. How strongly your ad has performed in the past and how often it has been clicked (click-through rate)
    The stronger you are in these areas, the better your chances of winning the top ad position.
  • How can I use Bing Ads to drive more people to my website?
    Here are some tips to get better results:
    • Review your budget and bid strategy. If your ads keep pausing, your budget limit may be set too low. Competitive bids help your ad stay in a strong position to catch eyes and get more clicks to your website.
    • Expand your targeting, both for location and for devices (computer, mobile and tablet).
    • Make sure your ads and website are relevant to the keywords you bid on. Would someone searching your terms expect to see an ad for your business?
  • How can I keep my costs down?
    While your first instinct may be to lower your budget, first try lowering your maximum bids. Yes, this could mean fewer customers visit your site. But if you increase your quality score and build ads with a strong performance history, you may be able to win a good ad position with a lower bid. That would lower your cost-per-click and help stretch your budget.
  • How do I know if Bing Ads is working?
    View a wide range of performance trends in your account to quickly see key stats: ad clicks, the number of times your ad appeared (impressions), spend, average cost-per-click, click-through rate, average ad position, cost per acquisition, and conversions. You can also run performance reports to get insights into how well your campaigns are doing.
  • Can I run more than one ad?
    Yes! In fact, we encourage it. Only one ad will show at a time but running multiple ads lets you test different approaches to see what’s working best with your target customers. Frequently, businesses try out different ads for specific products or pages.
  • How do I get started?
  • Which keywords should I choose?
    You have a few options to help choose your keywords. First you’ll want to think of the terms one of your customers might use to search for your products and offerings. Those search terms are a great starting point. Then you can use tools right in your account to find more keywords.
    Within Bing Ads, click Campaigns on the top of the page, click the Keywords tab, and then click Add Keywords. This will let you:
    • Search for new keywords based on one you enter.
    • Search a website for keywords.
    • Search your destination URLs for keywords.
  • How can I write a good ad?
    Here are a few tips that can help make your ad stand out.
    • Keep your ads relevant. One way to improve relevance is to use your customers' most popular search terms in your ad titles and text.
    • Describe what sets your product apart.
    • Use your customers' language. Use words and a writing tone that are likely to attract your typical customer.
    • Be specific. The clearer and more specific the offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50 percent off."
    • Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.