Most UK ecommerce businesses start with Google Ads. It’s the obvious choice — 93% of UK search traffic, familiar interface, and every PPC agency defaults to it. So when Microsoft Advertising (formerly Bing Ads) comes up, the usual response is a shrug.
That’s leaving money on the table.
The real question isn’t “which platform is better?” The better question is: which platform suits your situation — and could both? This guide breaks down the differences that actually matter for UK ecommerce businesses, with real cost benchmarks so you can make an informed decision rather than a default one.
Search Volume: Google Dominates, But Bing Isn’t Irrelevant
Google handles around 93% of UK search queries. Microsoft/Bing handles roughly 6–7% (StatCounter, 2025). On those numbers alone, the case for Google Ads is obvious.
But volume isn’t the whole story. Bing’s UK audience skews older — predominantly 35–65+, with higher household incomes and a higher proportion of business decision-makers. For B2B services like ecommerce consultancy, that demographic profile is genuinely valuable. A 7% audience share that’s 40% more likely to be the person holding the budget is worth taking seriously.
There’s also a competitive angle: fewer UK advertisers run Microsoft Ads, which means less auction pressure and — as you’ll see below — significantly lower CPCs.
CPC Comparison: Microsoft Ads Is Substantially Cheaper
This is where the numbers get interesting. Based on UK ecommerce campaign benchmarks for 2025/2026:
| Search Term | Google Ads CPC | Microsoft Ads CPC | Saving |
|---|---|---|---|
| ecommerce consultant | £3.20–£5.80 | £1.80–£3.20 | ~38% cheaper |
| magento development | £4.50–£8.00 | £2.50–£4.50 | ~40% cheaper |
| shopify developer uk | £3.00–£6.00 | £1.60–£3.00 | ~45% cheaper |
| google ads management | £5.00–£9.00 | £2.80–£4.80 | ~42% cheaper |
| ecommerce seo uk | £2.50–£4.50 | £1.20–£2.50 | ~43% cheaper |
Microsoft Ads CPCs run 35–50% lower than Google equivalents for UK ecommerce terms. That’s not a marginal difference — on a £500/month budget, you’re getting 60–80% more clicks from Microsoft for the same spend.
The reason is straightforward: lower advertiser competition. Google Ads has saturated auction competition on most commercial terms. Microsoft Ads hasn’t — yet.
Conversion Quality: Does Cheaper Traffic Convert?
Lower CPCs only matter if the traffic converts. Here’s the good news: Microsoft Ads generally holds up on conversion quality for B2B services.
UK B2B services benchmarks (2025/2026 data):
- Google Ads average CVR: 3.5–5.5%
- Microsoft Ads average CVR: 3.8–6.2%
Microsoft Ads shows a slight CVR edge for B2B — attributed to its older, more deliberate audience. These users click less frequently, but when they do click, they’re typically further into the decision process.
This means the cost-per-lead comparison is even more favourable than the raw CPC gap suggests. With CPCs 35–50% cheaper and conversion rates at least comparable, your cost-per-lead from Microsoft Ads will typically be significantly lower on equivalent terms.
Practical framing: On a £500/month total PPC budget, allocating £125 (25%) to Microsoft Ads after optimising Google is often the highest-ROI experiment a small UK ecommerce business can run.
LinkedIn Profile Targeting — Microsoft’s B2B Advantage
One capability Microsoft Ads offers that Google simply doesn’t: LinkedIn profile targeting.
You can layer job title, industry, and company size onto your Microsoft Ads campaigns. For a B2B service — targeting ecommerce managers, operations directors, or MDs of SMBs — this changes the platform comparison entirely. You’re not just targeting keywords; you’re targeting the specific role of the person behind the search.
For ecommerce consultancy services where the decision-maker matters as much as the search term, this is a genuine differentiator. If you’re currently bidding on “ecommerce consultant uk” on Google and hitting procurement assistants researching on behalf of a business, Microsoft Ads lets you tighten that audience significantly.
Shopping Campaigns for Ecommerce
Both platforms support Shopping campaigns, and if you’re running a product-based ecommerce business, the case for running both is even stronger.
Microsoft Merchant Centre: Import directly from Google Merchant Centre — the process takes around 20 minutes. The feed is already built; you’re just pointing it at a second platform.
Bing Shopping CPCs: Typically 30–50% lower than Google Shopping equivalents.
For any client already running Google Shopping, adding Microsoft Shopping is a no-brainer. The feed infrastructure is done. The setup time is minimal. The CPC savings are significant. There’s no reason not to.
A note on feed management: If you’re using Linnworks to manage your product data, be aware that the integration behaviour differs between platforms. Linnworks’ native Google Merchant Centre feed export is the primary integration — it’s automated and near-real-time. The Microsoft Shopping feed is typically set up as a secondary export, which can mean daily batch updates or, in some configurations, a manual process.
In practice, this means Shopping disapproval rates on Microsoft Ads can be higher than on Google — not because of targeting or bid strategy, but because the feed is staler. Out-of-stock products, price discrepancies, and data gaps are more likely to surface on Microsoft Shopping first. Setting up both feeds correctly from day one avoids this entirely — which is something we handle as part of our ecommerce consultancy and PPC management service.
When to Run Google Only, When to Add Microsoft
Not every budget justifies running both platforms. Here’s a practical framework:
| Situation | Recommendation |
|---|---|
| Budget under £300/mo | Google only — concentration beats spread at this level |
| Budget £300–£800/mo | Add Microsoft at ~25% allocation after Google is optimised |
| Budget over £800/mo | Run both, with Shopping on both if you sell products |
| B2B targeting decision-makers | Consider Microsoft earlier — LinkedIn targeting + older audience |
| Already on Google Shopping | Always add Microsoft Shopping — zero extra feed work |
The key principle: don’t spread budget before you’ve optimised the primary channel. Google Ads with a well-structured account, proper negative keywords, and tracked conversions should come first. Microsoft Ads is the multiplier — it extends reach and reduces cost-per-lead, but it won’t rescue a poorly structured Google Ads account.
For more on getting Google Ads right first, see our guide on Google Ads for ecommerce: what actually works in 2026.
The Real Cost of Google Ads Mistakes
Before adding a second platform, make sure your primary spend is working. UK ecommerce businesses routinely waste 30–60% of Google Ads budget on the wrong keywords, wrong audiences, or campaigns that are technically running but structurally broken.
If you’re seeing high spend but thin results on Google, fix that first. We cover the most common issues — and how to identify them — in our Google Ads wasted spend audit guide.
The Verdict
Google Ads is the foundation. Higher volume, broader reach, more sophisticated automation. Start here, optimise it, and don’t add complexity until the core is working.
Microsoft Ads is the multiplier. 35–50% cheaper CPCs, a more deliberate B2B audience, LinkedIn targeting, and a Shopping import that takes 20 minutes to set up. Once your Google Ads account is solid, Microsoft Ads is often the best next pound you can spend.
Run both when the budget allows. The platforms aren’t competitors — they’re complements. A joined-up strategy that covers both search audiences, retargets across both platforms, and feeds accurate product data to both Shopping networks will consistently outperform a Google-only approach.
Need Someone to Manage Both?
PalMultimedia manages Google Ads and Microsoft Ads for UK ecommerce businesses — from campaign structure and Shopping feed setup through to ongoing optimisation and reporting.
If you’re spending money on PPC and not sure it’s working, or you’ve never tested Microsoft Ads, get in touch to discuss your campaigns.
Frequently Asked Questions
Is Microsoft Ads worth it for UK businesses?
For most UK businesses spending £300+/month on PPC, yes. Microsoft Ads CPCs run 35–50% lower than Google equivalents, and the audience — older, higher income, more likely to be a business decision-maker — converts at a comparable rate. The caveat: optimise Google Ads first, then add Microsoft as a second channel.
What’s the difference between Bing Ads and Microsoft Ads?
They’re the same platform. Microsoft rebranded Bing Ads to Microsoft Advertising in 2019. The platform now covers search ads on Bing, Yahoo, and AOL in addition to Microsoft’s own properties. Most practitioners still use both terms interchangeably.
Are Microsoft Ads cheaper than Google Ads in the UK?
Yes, consistently. UK benchmark data for 2025/2026 shows Microsoft Ads CPCs running 35–50% lower than Google for equivalent ecommerce and B2B service terms. This is primarily due to lower advertiser competition on the platform.
Should I use Microsoft Ads for ecommerce?
If you’re already running Google Shopping, adding Microsoft Shopping takes around 20 minutes (feed import from Google Merchant Centre) and gives you access to a second audience at 30–50% lower CPCs. For product-based ecommerce, it’s the easiest spend extension available.
What is the average ROAS for Microsoft Ads vs Google Ads?
ROAS comparisons are unreliable at small volumes — there isn’t enough Microsoft Ads data for most SMBs to reach statistical significance. A more useful metric is cost-per-lead: with CPCs 35–50% lower and comparable conversion rates, cost-per-lead from Microsoft Ads is typically significantly lower than Google on equivalent terms.