BBing

Bing is Microsoft's search engine, available through Bing.com, Microsoft Edge, Cortana and Yahoo Search. While Google commands the majority of global search traffic, Bing captures a meaningful share of the market—particularly among older demographics, Windows users, and business professionals. This makes it a worthwhile channel for many B2B and enterprise organisations.

For paid search advertising, Bing operates Microsoft Advertising (formerly Bing Ads), a platform that typically delivers lower cost-per-click (CPC) rates than Google Ads. This happens because competition for keywords is less intense. If your audience includes Windows professionals or corporate decision-makers, Bing can offer genuinely strong return on ad spend, especially for B2B campaigns. The platform uses the same quality score mechanics as Google, so well-structured campaigns perform well.

Bing's traffic quality is comparable to Google's—users searching on Bing are serious about their queries. For many business sectors, the lower CPCs mean your marketing budget stretches further. You'll often see better conversion metrics per pound spent, which matters when you're running tight campaigns or targeting niche professional audiences.

From an SEO perspective, Bing also crawls and indexes web content, though Google remains the priority for most organisations. However, Bing Webmaster Tools provides useful insights into how your site performs in their index, and optimising for Bing can capture additional organic traffic without extra effort.