Microsoft Ads for B2B
The only ad platform with LinkedIn Profile Targeting built in. Reach B2B decision-makers on Bing, Edge, and Outlook. At a fraction of Google's cost.
Why Microsoft Ads for B2B?
+64%
conversion rate with LinkedIn Profile Targeting vs standard ads (Microsoft official)
+16%
click-through rate with LinkedIn Profile Targeting (Microsoft official)
52%
higher conversion rates on desktop vs mobile. Where B2B decisions happen
29%
of Microsoft's desktop audience are final business decision-makers
What are the key B2B metrics?
CTR with LinkedIn targeting
+16%
vs identical ads without LinkedIn Profile Targeting (Microsoft official)
CVR with LinkedIn targeting
+64%
vs identical ads without LinkedIn Profile Targeting (Microsoft official)
Desktop conversion lift
+52%
vs mobile. Desktop is where B2B evaluation happens
Overall CVR with audiences
+50%
when any audience targeting tool is activated (Microsoft official)
What are the best B2B ad formats?
Search + LinkedIn Profile Targeting
Combine high-intent keywords with bid modifiers by job function, industry, and company.
+16% CTR, +64% CVR (Microsoft official)
Performance Max (Microsoft)
AI-optimized campaigns across Search, MSAN, Shopping. LinkedIn Profile Targeting as signal.
LinkedIn targeting available as audience signal
MSAN Native Ads
Contextual display on MSN, Outlook.com, Edge. Professional environment.
Desktop-heavy audience, less ad blindness
Dynamic Search Ads
Auto-generated ads from your site content. Good for broad B2B coverage.
Complements keyword-based campaigns
Copilot Ads
Ads integrated into Bing Copilot AI conversations. New high-intent touchpoint.
25% higher perceived relevance (Microsoft data)
Who should use this platform?
Top industries
- SaaS / Software (LinkedIn targeting + high-intent search)
- Financial Services (higher-income Bing audience)
- Healthcare (strong advertiser growth on Microsoft)
- Consulting / Professional Services
- Enterprise IT
Audience profiles
- 750M+ LinkedIn profiles targetable
- 80,000 companies, 148 industries, 26 job functions
- Up to 1,000 target companies per campaign (20 ad groups = 20K companies)
- Minimum audience: 300 users (ideally >1,000)
Use case
Import your Google Ads campaigns in one click, then overlay LinkedIn Profile Targeting. Target only 'Finance Directors' in 'Banking' at companies with 200+ employees in the UK. Same keywords, higher conversion rate, lower cost.
What mistakes do B2B advertisers make on Microsoft Ads?
Importing from Google without activating LinkedIn targeting
→ Always enable LinkedIn Profile Targeting. It's the entire point of Microsoft Ads for B2B.
Hard-targeting from day one
→ Use 'Bid Only' (bid modifier) for the first 30 days to collect data before restricting.
Audience under 300 users
→ LinkedIn targeting minimum is 300. Below 1,000, delivery is very slow.
Ignoring MSAN (Audience Network)
→ Add native display on MSN, Outlook, Edge. professional desktop environment.
No UET (Universal Event Tracking)
→ Without UET, Smart Bidding can't optimize and remarketing is impossible.
What are the Microsoft Ads trends for 2025-2026?
Microsoft Ads FAQ
Is LinkedIn Profile Targeting included for free?
Yes, it's built into Microsoft Ads at no extra cost. It's the biggest B2B advantage over Google.
How much of my Google budget should I move?
Start with 10-20% of your Google budget. Import campaigns in one click and overlay LinkedIn targeting.
Does Bing have enough B2B traffic?
Yes, Bing is default on most enterprise Windows setups. 29% of desktop users are business decision-makers.
How does Microsoft Ads compare to Google?
Lower CPCs, higher desktop conversion rates (+52%), and exclusive LinkedIn Profile Targeting. +16% CTR, +64% CVR.
Can I target multiple markets?
Yes, language targeting + geography for each market. LinkedIn Profile Targeting works the same across regions.
All metrics cited on this page come from official platform sources: LinkedIn Marketing Solutions, Google/Think with Google, Microsoft Advertising, Meta for Business, Reddit for Business. No third-party data.
Ready to unlock LinkedIn targeting at lower costs?
Book a free 30-minute strategy call. I'll show you how to import your Google campaigns and activate LinkedIn Profile Targeting for B2B.