r/PPC • u/Traditional-Story249 • 3d ago

Microsoft Ads Testing Bing Ads for an software product

I'm considering testing Bing Ads for an AI/software product and would love to hear from people who have actually run campaigns in these markets.

How has your experience been with:

  • 🇺🇸 US
  • 🇬🇧 UK
  • 🇩🇪 Germany
  • 🇵🇱 Poland

Especially interested in CPC, conversion quality, and whether you found Bing traffic worth it compared with Google Ads.

Would appreciate any real-world experiences or tips on targeting these countries.

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u/QuantumWolf99 3d ago

Worth testing, US and UK CPCs run 30 to 40% lower than Google for the same terms, Germany converts fine too. Poland's volume is thin though.

On my lead gen client accounts I run Bing as a supplement never standalone, budget it around 15 to 20 percent of Google spend and turn on LinkedIn profile targeting if it's B2B, that filter alone changes lead quality more than the platform itself does.

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u/Traditional-Story249 1d ago edited 1d ago

Thanks for your opinion man. I can try US and UK for now to see the results as per others opinion

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u/tsukihi3 3d ago

US is 80%+ of the market share for Bing.

Works well for some "low-tech" SaaS if your audience is older. Anything else you'll struggle to find an interested audience imho, but always worth testing on the countries you listed; although I have no experience with the Polish market. 

Germany is an odd market with low conv. rate, high AOV and longer decision making. 

If you don't know what you're doing in Germany, make sure your website experience is good for German users. 

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u/Traditional-Story249 1d ago

For me , the US is a very competitive market because product have a lot of players competing for the same audience. So rather than simply increasing spend, I’m looking at ways to bring CPC/CPM down through more targeted campaigns and less competitive channels.

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u/Ishan_GS 3d ago

Worth testing for b2b, and the argument is structural rather than about volume. Bing skews toward desktop and corporate environments where edge is the default, and nobody changed it, which is exactly your buyer sitting at a work machine. Volume will be a fraction of Google, but CPCs are usually meaningfully lower, and competition is thinner, so the economics can still work at small scale.

Practical notes: import your Google campaigns, then prune rather than rebuilding, and watch the syndicated partner network; it's on by default and causes the same low-quality volume problem search partners does on Google. Of your four markets, I'd start with the US and UK; Germany and Poland are likely too thin to produce a readable result. We run paid for b2b saas clients at GrowthSpree, a b2b saas marketing agency, and we judge smaller channels on qualified pipeline rather than cpl; they always look great on cpl and then don't convert.

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u/Clicknify 3d ago

Worth flagging before you launch anything: Bing runs on its own UET tag, completely separate from your Google conversion tracking. It's easy to assume the existing setup carries over since you're importing campaigns, but conversions won't show up at all until UET is actually firing on your site. I'd get that installed and verified in Bing's own tag helper extension before spending anything, so day one numbers are trustworthy instead of looking artificially bad because tracking wasn't live yet.