Bing B2B ads:
search ads where buyers work.

Google is the larger search engine, but Bing takes a meaningfully bigger share on desktop than on mobile: about one in seven desktop searches worldwide, according to Statcounter's 2026 figures. Desktop is where most B2B research and vendor evaluation happens.

Bing is also the default search in Windows and Microsoft Edge, and the search behind Copilot. In companies that run Microsoft 365 and managed Windows devices, that default often stays. Competition for B2B keywords is usually lower than on Google, which tends to mean lower cost per click for the same terms. Check this against your own account: IntentBid shows cost per click and cost per identified account side by side for both platforms.

• Problem and category terms: "contract management software", "SOC 2 automation". The core of the account.
• Comparison and alternative terms: "[category] vs", "[competitor] alternative". High intent, small volume.
• Use-case terms with a role: "procurement approval workflow for finance teams".
• Brand terms: cheap, and they protect you from competitors bidding on your name.
• Negatives from day one: "free", "jobs", "salary", "course", "template" and anything consumer.

Import your Google Ads keywords if you already run them, then trim. Bing volumes are smaller, so phrase and exact match usually work better than broad match on a B2B budget.

On Bing search, Microsoft's professional targeting (company, industry, job function) adjusts your bid; it does not restrict who sees the ad. The keyword still decides when the ad shows. The adjustment decides how hard you compete when the searcher matches your profile.

IntentBid sets these adjustments from your TAL tiers and your chosen roles, then reports clicks and visits per account so you can see whether the extra bid paid off.

Microsoft serves ads in Copilot through standard Microsoft Advertising search campaigns, so the same keywords and bid adjustments apply. There is no separate Copilot targeting. Separately, IntentBid tracks whether ChatGPT, Perplexity, Gemini and Google AI answers name your brand when buyers ask for a shortlist, so you know where paid search needs to cover a gap.