Unlock new reach with Microsoft Ads: expand beyond Google for better ROI

Tap into a new audience with Bing & Microsoft Ads

Why expanding beyond Google could deliver you surprising results 

If you’re already running Google Ads, you’re likely getting the lion’s share of New Zealand search traffic.  

But did you know there’s a growing slice of the market you might be missing – one that could not only deliver high-value, lower-cost clicks with far less competitionbut aso ads show right beneath Microsoft CoPilot AI overviews? 

Microsoft is already integrating ads into AI conversational interfaces like Copilot far more extensively than Google has done with its AI Overviews feature 

We’re talking about Microsoft Ads (formerly Bing Ads). 

What’s the actual reach in New Zealand?

• Google dominates NZ search with ~91-92% share. 
• Microsoft Ads reaches 5-6% of total search traffic. 
• On desktop alone, Microsoft jumps to 12.7% market share. That’s a meaningful audience – especially if you’re in B2B, target older demographics, or sell higher-consideration products. 

Source: StatCounter NZ Search Engine Share 

Where do Microsoft ads show?

1. Below Copilot’s (organic) answers in a feature Microsoft is calling “ad voice.”  

This will include text referencing the conversation within Copilot and acts as a transitionary message from the advertiser. Fewer ad annotations and extensions will appear. 

Microsoft, citing internal data, said Copilot ads have “click through rates that are 69% stronger, and conversion rates are 76% higher when comparing lower funnel ad types to traditional search.” 

2. Microsoft shows on search results on 

• Bing Search Engine, Bing.com (desktop and mobile) 
• Yahoo Search, on Yahoo.com (via search partnership)  
• AOL Search, on AOL.com (search results powered by Bing) 
• Extended Search Partners 

3. Microsoft Audience Network

Your ads may also appear as native display ads (text, image, or video) on sites like: MSN.com, Microsoft Edge Start Page, Outlook.com (in free email accounts), Microsoft News apps (on iOS, Android, and Windows devices)

4. Native Placements – similar to Google Display/ Native ads, but within Microsoft-owned properties.

 

Who uses Microsoft Search?

It’s not just a handful of outliers. Think beyond Bing. Microsoft Ads taps into: 

• Professionals aged 35+ using Windows PCs at work 
• Affluent users browsing via Edge, Outlook, or MSN 
• Users on MSN.com, Yahoo or AOL 
• People who never change their default browser or search engine 

This makes it ideal for B2B, legal, financial, tech, retirement and healthcare advertisers. 

In New Zealand – as in most countries – any new Windows-based computer is shipped with Microsoft Edge as the default browser, and Bing as the default search engine.  

Devices that come with Microsoft Edge & Bing by default:

1.  Windows PCs & Laptops 

All new computers running Windows 10 or Windows 11. Brands include: HP, Lenovo, Dell, Asus, Acer, Microsoft Surface, Samsung (on Windows devices). These devices: 

• Launch with Microsoft Edge + Bing as default 
• Often include Microsoft News/Start feed, Outlook, and MSN.com home screens & in task bar

2. Even on Chrome or other browsers, users can still interact with Microsoft/Bing via:

• Outlook.com (email ads and search bar) 
• MSN.com (news, weather, finance) 
• Windows 11 taskbar/news widgets 
• Start menu/web search which uses Bing for results

Why this matters for advertisers:

• Many business and school-issued devices lock down default browsers/search engines, meaning users may be forced to use Edge/Bing. 
• Older demographics and B2B users are less likely to change default settings, making them more reachable via Microsoft Ads. 

 

Why add Microsoft Ads to your mix?

1. Be present in the Microsoft AI search ecosystem 

Bing Ads won’t directly guarantee higher ranking in AI results, but they help you gain share via Copilot. For businesses aiming to hedge against over-reliance on Google, or wanting early-mover AI exposure, it’s worth testing.

2.  Lower CPCs
Less competition = better value per click.

3. Extended Reach

You’re already winning on Google. This adds incremental reach without reinventing your strategy.

4. Seamless export

We can export your existing Google Ads campaigns into Microsoft Ads with minor adjustments – no need to start from scratch.

5. Ideal for desktop-heavy audiences
If your target market still works from a computer, this is where they’re

Types of Microsoft Ads 

Microsoft Advertising offers several types of ad formats – similar to Google Ads – but with a few unique placements across its ecosystem. Here’s a breakdown: 

1. 
   

   Search Ads

   
   

• Text-based ads that appear on Bing, Yahoo, AOL, and Microsoft’s search partners. 
• Triggered by user keywords. 
• Appear at the top/bottom of search results. 

Great for: Direct-response, intent-driven campaigns
Equivalent to: Google Search Ads 

2. 
   

   Shopping Ads (Product Ads)

   
   

• Show an image, title, price, and store name directly in search results. 
• Pulled from your product feed via Microsoft Merchant Center. 

Great for: E-commerce product visibility
Equivalent to: Google Shopping Ads 

3. 
   

   Microsoft Audience Ads (Display/Native)

   
   

• Native ads appear in placements like MSN.com, Outlook.com, Edge browser, and Microsoft Start. 
• Use images and headlines, and target users based on demographics, interests, and browsing behaviour. 

Great for: Brand awareness and retargeting
Similar to: Google Display Network (GDN) 

4. 
   

   Dynamic Search Ads 

   
   

• Auto-generate ad headlines based on your website’s content. 
• Useful for large websites or those with constantly changing inventory. 

Great for: Broad keyword coverage, content-rich sites
Equivalent to: Google Dynamic Search Ads 

5. 
   

   Remarketing Ads

   
   

• Serve display or search ads to users who previously visited your website. 
• Uses Microsoft’s Universal Event Tracking (UET) tag. 

Great for: Re-engagement, abandoned cart recovery
Equivalent to: Google Remarketing Ads 

6. 
   

   LinkedIn Profile Targeting

   
   

• Unique to Microsoft: Target ads by LinkedIn job title, company, or industry within Microsoft Search and Audience Ads (Rach says this is powerful). 

Great for: B2B and professional targeting
No true equivalent in Google Ads 

Bonus: Multimedia Ads (Beta) 

• Visual-rich ads combining images, headlines, and CTAs. 
• Appear on Bing SERPs in a prominent sidebar or top position. 

 Great for: Higher CTRs, brand differentiation 

 

How our Bing Services make it easy

We offer a Microsoft Ads Setup + Management Add-On exclusively for current clients and contacts: 

• Campaign structure cloned from your Google Ads 
• Meta & Pinterest Campaigns can be imported as audience ads 
• Keyword & audience refinements for Bing’s algorithm 
• Budget flexibility – you can start small (as little as $3–10/day) 
• Performance reporting alongside your Google Ads results 
• Microsoft UET Tags  installed via Google Tag Manager  

Ready to test a smarter second channel?

Think of Microsoft Ads not as an alternative, but a complement to your existing campaigns. If you’re already seeing success on Google, this is your chance to stretch your ROI further by tapping into a quieter, but highly qualified corner of the web.  We are a Microsoft & Bing ads agency in Christchurch. 

Email us or book a 10-minute call us 03 3488 477 to get started with Microsoft Ads. 

Let’s extend your reach – without doubling your workload.