LinkedIn targeting on Bing searchB2B Microsoft Ads agency
Microsoft Advertising is the only search platform with LinkedIn Profile Targeting built in. Extend a working Google Ads account to Bing, then adjust bids by company, industry and job function.
Why Microsoft Ads for B2B?
10.12%
Bing’s share of worldwide desktop search from January to September 2026 (Statcounter); its all-device share was 4.83%
1,000
target companies at most per ad group or campaign with LinkedIn Profile Targeting (Microsoft Learn, July 2026)
30
conversions in the previous 30 days, the level Microsoft recommends before you switch on Maximize conversions or Target CPA (Microsoft Learn, June 2026)
Default
Bing is the default search engine on many company Windows computers, so it reaches searches made from the work machine
Which Microsoft Ads numbers matter for B2B?
Worldwide desktop share
10.12%
Bing’s share from January to September 2026, measured by Statcounter
Worldwide all-device share
4.83%
Bing’s share from January to September 2026, measured by Statcounter
Company targeting limit
1,000
companies per ad group or campaign, with no bulk list import (Microsoft Learn)
Automated bidding threshold
30
conversions in the previous 30 days before Maximize conversions or Target CPA (Microsoft Learn)
Which Microsoft Ads formats work for B2B?
Search + LinkedIn Profile Targeting
High-intent keywords, with bids raised or lowered by job function, industry and company.
No other search platform offers it; Microsoft publishes no current reach or uplift figure
Performance Max (Microsoft)
Microsoft’s automated campaign type, spending one budget across Search, MSAN and Shopping.
LinkedIn profile data can serve as an audience signal
MSAN Native Ads
Contextual native ads on MSN, Outlook.com and Edge, often seen in a work setting.
Measure network performance separately from search
Dynamic Search Ads
Microsoft generates the headline from your site content and matches the ad to searches you didn’t bid on. Useful for catching long-tail B2B queries.
Runs alongside keyword campaigns, not instead of them
Copilot Ads
Ads that appear inside Copilot’s answers on Bing. The placement is new, and it reaches people while they describe what they need.
Microsoft documents eligibility and controls; performance still has to be proven account by account
Who is Microsoft Ads for?
Top industries
- SaaS and software (LinkedIn targeting plus high-intent search)
- Financial services
- Healthcare and medtech
- Consulting and professional services
- Enterprise IT
Audience profiles
- LinkedIn profile attributes applied to Bing search targeting
- Targeting by company, industry and job function
- Up to 1,000 target companies per ad group or campaign; no bulk list import
- A bid modifier only: it raises or lowers bids and never narrows delivery
Use case
Import a Google Ads campaign that works, check what the import changed in bids, budgets and locations, then add LinkedIn Profile Targeting with small bid adjustments. It never narrows delivery, so let the account’s own conversion data decide how far to raise those adjustments and which segments to exclude.
What mistakes do B2B advertisers make on Microsoft Ads?
Importing from Google without testing LinkedIn targeting
→ Add LinkedIn Profile Targeting with small bid adjustments. For B2B, it’s the clearest difference from Google.
Raising LinkedIn bid adjustments before the data supports it
→ Start with small adjustments on segments your search terms already show are valuable, and raise them only once your own conversions confirm the signal.
Expecting LinkedIn targeting to narrow the audience
→ Microsoft treats it as “bid only”: targeting a company changes your bid for the people who work there, but the ad can still reach everyone else. To keep a segment out, exclude it.
Ignoring MSAN (Audience Network)
→ Test native placements on MSN, Outlook and Edge to reach professionals on desktop, and measure them apart from search.
No UET (Universal Event Tracking)
→ Without UET, automated bidding has no conversions to learn from and remarketing can’t run.
Which Microsoft Ads trends matter in 2025-2026?
The full 2026 benchmark data behind this page, every figure sourced: Microsoft Ads B2B: 2026 reach and costs
The practices behind this page, cross-referenced across published sources: Microsoft Ads B2B: best practices 2026
Microsoft Ads FAQ
Is LinkedIn Profile Targeting included for free?
Yes, it’s part of Microsoft Advertising at no extra cost. For B2B advertisers, it’s one of the main differences from Google.
How much of my Google budget should I move?
Start with 10-20% of the Google budget. Import the campaigns, check every setting the import changed, then add LinkedIn targeting in observation mode.
Does Bing have enough B2B traffic?
Its share is much smaller than Google’s, but it adds coverage on work computers. Check the volume and the lead quality in your own account before you scale.
How does Microsoft Ads compare with Google?
Less search volume, but it adds LinkedIn Profile Targeting, and you can extend a working Google account to it with relatively little setup. No current public data shows a CPC or conversion advantage that holds everywhere, so compare the two in your own account.
Can I target several markets?
Yes: set language and location targeting for each market. LinkedIn Profile Targeting works the same way in every country where Microsoft offers it.
Most figures on this page name their source where they appear, whether that’s platform documentation, a vendor claim or a third-party study. Budget levels with no source are my own recommendations.
Explore other platforms
Test LinkedIn targeting on Microsoft Ads with the campaigns you already run
The free audit checks whether your Google account is ready to import and which LinkedIn attributes are worth a test. You can also book a 30-minute call to go through it together.