Microsoft Ads

Usually, once Google is performing. The volume is lower, so it will not replace Google, but clicks typically cost less and the competition is thinner. For B2B and considered purchases it often converts better than expected, because Bing is the default on Windows devices and in Microsoft 365, which means a lot of people searching at their work desk.

You can, and the import tool is a reasonable starting point, but treating it as the finished job is why plenty of people conclude Microsoft does not work. Bidding behaves differently, the auction is less crowded, and search volumes and behaviour are not the same, so the keywords and structure worth having often differ from your Google account.

It varies by industry, but a meaningful discount against the same keyword on Google is common. That matters less than it sounds on its own: cheaper clicks that do not convert are still wasted. The reason to run it is the combination of lower competition and an audience that suits certain businesses, not the cost per click in isolation.

It is targeting by company, industry or job function using LinkedIn data, and it is unique to Microsoft Ads. For B2B it is genuinely useful, because you can focus spend on the people who actually make the decision rather than everyone who typed the search. It works as a bid adjustment or a hard restriction depending on how confident you are.

The principle is the same: a product feed in Microsoft Merchant Center drives what you appear for, so feed quality decides performance. The audience and competition differ, so results are rarely identical. If you sell online it is worth testing properly alongside your ecommerce PPC rather than as an afterthought.