What is Bing ads?

No difference at all! Microsoft Ads is simply the new name of the platform as of 2019, although the name Bing Ads is still commonly used (like Google Adwords which became Google Ads in 2018).

Microsoft allows you to choose between two types of ads: search ads and audience ads. Search ads are displayed at the top of search results, while audience ads are displayed in non-search locations (in articles, for example) on sites such as Microsoft Edge, MSN, Outlook and other partner sites. Most advertisers new to Bing Ads prefer to start with search ads, which are easier to set up and manage than audience ads.

If you already have a Google Ads account, you can import your existing campaigns into Bing Ads. This is done very quickly, directly from the Bing Ads platform. You will therefore have the same campaign structure in Google Ads and in Bing Ads.

We strongly recommend that you test Bing Ads if you are having difficulty being profitable on Google Ads and if you are in a market where the volume is sufficient (national market with numerous searches).
Bing Ads is also particularly interesting for B2B advertisers.