Benchmarks
Microsoft Ads Benchmarks 2026: CPC, CTR & Bing vs Google
Last updated: November 2026 · Data period: April 2025–March 2026 (US search medians), Q3 2025–Q2 2026 (US trends) and October 2026 (search share)
Microsoft Ads (formerly Bing Ads) is the search channel most teams switch on, import from Google, and then forget about. That is a missed opportunity. Microsoft's network reaches a large desktop and work-hours audience, clicks tend to cost less than on Google, and ads in Copilot are giving the platform a genuinely new placement in AI-driven search.
There is a catch for anyone looking for benchmarks: no large, disclosed Microsoft-only benchmark by industry was published for 2025–2026. Many of the Microsoft-specific CTR and conversion-rate numbers you'll find online trace back to unsourced roundups. We'd rather be honest about that than fill a table with guesses.
So for this guide we compiled the most reliable 2025–2026 sources we could find: a like-for-like CPC comparison with Google, US spend and CPC trends, the closest thing to an industry table (a blended Google + Microsoft dataset), reach data for Europe and the Netherlands, and Microsoft's own claims about Copilot ads, clearly labeled as such.
Key takeaways
Microsoft Ads clicks cost 47% less than Google Ads clicks for the same advertisers ($1.54 vs $2.93 CPC) over 12 months, in a SmartSites panel of 73 advertisers (region not stated, likely US).
The CPC gap may be narrowing: US Microsoft Ads CPCs rose 19% year over year in Q2 2026, after a 2% decline in Q3 2025, according to Tinuiti data (Tinuiti; Q2 2026 via Digital Applied).
Across Google Ads and Microsoft Ads combined, US search campaigns had a median CPC of $5.42, CTR of 6.64%, conversion rate of 8.18% and CPL of $66.69 from April 2025 to March 2026, according to WordStream by LocaliQ.
Bing held 15.13% of desktop search in the Netherlands and 5.58% of all-device search in Europe in October 2026, according to Searchlab based on Statcounter.
Microsoft reports that ads in Copilot delivered a 73% higher CTR and a 16% higher conversion rate than traditional search (November 2024–May 2025), but these are first-party figures with no disclosed sample sizes (Microsoft Advertising).
Data caveat: no reliable Microsoft-only industry benchmark exists for 2025–2026, and the closest industry table blends Google and Microsoft data, so your own Google account is the best benchmark.
Why do Microsoft Ads benchmarks matter in 2026?
Most advertisers run Microsoft Ads alongside Google, often with the same campaigns. Benchmarks help you decide whether Microsoft deserves its own strategy or stays a copy-paste channel:
Am I getting the CPC discount that Microsoft usually offers compared with Google?
Is my imported campaign actually relevant to Microsoft's audience (CTR, search terms)?
Does the traffic convert as well as Google traffic, or is my landing page built for a different device mix?
Should I shift budget from Google to Microsoft where my cost per lead is lower?
What are the key Microsoft Ads metrics (and how do they connect)?
CTR (Click-through rate): clicks ÷ impressions
CPC (Cost per click): spend ÷ clicks
CVR (Conversion rate): conversions ÷ clicks
CPL / CPA (Cost per lead or acquisition): spend ÷ conversions (roughly CPC ÷ CVR)
Impression share: how much of the available volume you capture, which matters on a smaller network where you can run out of auctions
Because Microsoft volume is smaller, the most useful benchmark is often your own Google account: compare CPC, CVR and CPL on the same keywords side by side.
Microsoft Ads CPC vs Google Ads: what does the data say?
Microsoft Ads clicks cost 47% less than Google Ads clicks ($1.54 vs $2.93 CPC) for the same advertisers over 12 months, according to the one traceable like-for-like comparison, from the agency SmartSites.
Table 1 - Microsoft Ads vs Google Ads CPC (same advertisers)
Panel | Microsoft CPC | Google CPC | Difference |
|---|---|---|---|
73 advertisers (mixed industries) | $1.54 | $2.93 | −47% |
11 car dealers | $2.07 | $3.85 | −46% |
Sources: SmartSites (73 advertisers) and SmartSites (11 car dealers). Agency client panel, 12 months, region not stated (likely US). A small panel, so treat it as a strong signal rather than a market average.
Spend and CPC trends (US)
The gap may be narrowing. Tinuiti's US data shows Microsoft CPCs moving from slightly down to sharply up within a year:
Table 2 - Microsoft Ads year-over-year trends, US (Tinuiti)
Period | Spend YoY | Clicks YoY | CPC YoY |
|---|---|---|---|
Q3 2025 | +12% | Just under +15% | −2% |
Q2 2026 | +7% | Not reported | +19% |
Sources: Tinuiti Q3 2025; Tinuiti Q2 2026 via Digital Applied. US, Tinuiti-managed spend.
Microsoft Ads benchmarks by industry (2026)
Here is the honest answer: there is no reliable Microsoft-only industry table for 2025–2026. The closest dataset is the 2026 search benchmark from WordStream by LocaliQ, which covers 13,474 US search campaigns across 23 industries from April 2025 to March 2026 (medians). It combines Google Ads and Microsoft Ads data and does not split them out, so you can't tell how much of each figure comes from Microsoft.
Across all industries, the blended medians are CPC $5.42, CTR 6.64%, CVR 8.18% and CPL $66.69 (US). Use the table below as a search-wide reference point, not as a Microsoft target.
Table 3 - 2026 Search Benchmarks by Industry, Google + Microsoft combined (US medians)
Industry | CPC | CTR | CVR | CPL |
|---|---|---|---|---|
Animals & Pets | $4.06 | 7.49% | 16.22% | $31.50 |
Apparel / Fashion & Jewelry | $4.44 | 6.64% | 4.50% | $97.51 |
Arts & Entertainment | $1.63 | 12.75% | 5.91% | $26.84 |
Attorneys & Legal Services | $9.87 | 5.87% | 5.55% | $131.63 |
Automotive – For Sale | $2.27 | 8.28% | 6.01% | $44.26 |
Automotive – Repair, Service & Parts | $4.35 | 5.56% | 15.51% | $29.96 |
Beauty & Personal Care | $4.62 | 6.75% | 10.35% | $39.25 |
Business Services (B2B) | $5.87 | 6.10% | 4.85% | $93.69 |
Dentists & Dental Services | $8.00 | 5.66% | 10.67% | $72.97 |
Education & Instruction | $4.81 | 7.56% | 13.14% | $77.48 |
Finance & Insurance | $3.39 | 9.83% | 2.64% | $74.44 |
Furniture | $3.97 | 6.57% | 2.99% | $106.70 |
Health & Fitness | $6.17 | 5.81% | 6.94% | $67.36 |
Home & Home Improvement | $8.33 | 6.47% | 8.05% | $90.92 |
Personal Services | $7.17 | 7.16% | 12.34% | $54.60 |
Physicians & Surgeons (healthcare) | $4.76 | 6.61% | 12.43% | $40.04 |
Real Estate | $3.22 | 7.61% | 3.70% | $102.51 |
Restaurants & Food | $2.05 | 6.83% | 8.05% | $30.57 |
Shopping, Collectibles & Gifts (ecommerce) | $4.14 | 8.28% | 4.01% | $49.40 |
Travel | $2.14 | 9.32% | 5.83% | $44.70 |
Source: WordStream by LocaliQ, 2026 search advertising benchmarks (methodology per PPC Land). US only, Google Ads + Microsoft Ads combined, April 2025–March 2026, medians. Not Microsoft-only. We left out three of the 23 industries (Career & Employment, Industrial & Commercial, and Sports & Recreation) because their values duplicate other rows on the source page.
For a deeper read of this dataset, including year-over-year changes, see our Google Ads benchmarks per industry (2026).
What this data is really telling you
Microsoft is usually the cheaper click. In the SmartSites panel, the same advertisers paid 47% less per click on Microsoft than on Google. If your Microsoft CPC is close to your Google CPC, check your bids and match types.
Don't count on the discount lasting. Tinuiti's US data shows Microsoft CPC up 19% year over year in Q2 2026, after a 2% decline in Q3 2025.
Blended benchmarks are a ceiling check, not a target. Table 3 mixes both networks. If the CPC gap holds in your account, your Microsoft CPC should sit below it, but that is something to verify in your own data, not assume.
The real test is CPL. A cheaper click only matters if it converts. Compare cost per lead per keyword across both networks before shifting budget.
Microsoft Ads in Europe and the Netherlands: how big is the reach?
Bing held 5.58% of all-device search in Europe and 15.13% of desktop search in the Netherlands in October 2026: modest overall, but much larger on desktop, where a lot of B2B and high-consideration research happens. Figures from Searchlab based on Statcounter (October 2026):
Table 4 - Bing search share by region and device (October 2026)
Region | All devices | Desktop |
|---|---|---|
Worldwide | 4.8% | 15.03% |
United States | 9.78% | Not reported |
Europe | 5.58% | Not reported |
Netherlands | Not reported | 15.13% |
United Kingdom | Not reported | 20.78% |
Germany | Not reported | 19.74% |
France | Not reported | 16.32% |
Source: Searchlab, Statcounter data, October 2026.
European advertisers are noticing. In a Billy Grace study of a matched cohort of European advertisers, Bing investment grew 34% in H1 2026 versus H1 2025, and Bing had the highest adoption ratio of all channels: 4.6 advertisers adding it for every one dropping it (PPC Land).
Microsoft Ads trends and new features for 2025–2026
Ads in Copilot (Microsoft's own data)
According to Microsoft Advertising's own first-party data (November 2024–May 2025), ads in Copilot delivered:
73% higher CTR and 16% higher conversion rate than traditional search
33% shorter customer journeys
Fewer "quick backs" (users bouncing straight back): down 59% for multimedia ads, 53% for DSA, 52% for RSA and 19% for shopping ads
These are self-reported figures with no disclosed sample sizes (see also PPC Land's coverage). Treat them as a reason to test, not a forecast.
Copilot reach is growing
The Copilot family passed 150M+ monthly active users in October 2025, and Copilot daily users grew more than 5x year over year in the quarter to September 2026 (Searchlab).
The business behind it
Microsoft's search and news advertising revenue was $13,878M in FY2025 (+13%; +20% excluding traffic acquisition costs), with ex-TAC growth of +10–12% year over year through the 2026 quarters, per Microsoft filings summarized by Searchlab.
Industry playbooks: where does Microsoft Ads fit best?
B2B and professional services: how do you reach desktop decision-makers?
Schedule budget around working hours and weekdays, when desktop search is strongest.
Automotive: how do you capitalize on cheaper clicks?
The SmartSites dealer panel shows the same discount as the broader panel, so mirror your best Google inventory and model campaigns.
Push traffic to inventory and build-and-price pages rather than the homepage.
Ecommerce: how do you make Shopping work on a smaller network?
Import your Merchant Center feed, but review product titles for Microsoft's audience and search terms.
Watch impression share: smaller volume means you can hit budget-limited or rank-limited caps quickly.
Finance, insurance and legal: how do you protect lead quality?
Lower CPCs can make high-cost verticals more affordable, but monitor lead quality closely and import offline conversions.
Review search partner traffic separately and exclude placements that send low-quality leads.
Actionable recommendations
1) Stop treating Microsoft as a Google copy
Import from Google to start, then disable auto-sync for bids and budgets so Microsoft can be optimized on its own data.
Run a separate search terms review; query patterns differ between networks.
2) Diagnose with the CPC → CTR → CVR → CPL ladder
CPC close to Google: bids are imported too high → lower bids or move to target CPA
Low CTR: ad copy written for Google searchers → test more descriptive, desktop-friendly copy
Weak CVR: landing page friction → check desktop experience, forms and tracking
High CPL: compare against your own Google CPL for the same keywords before cutting
3) Run a 30-day Microsoft Ads test plan
Week 1: import your top Google campaigns; verify conversion tracking (UET)
Week 2: bid and ad-schedule adjustments for desktop and working hours
Week 3: audience tests (in-market and remarketing audiences)
Week 4: compare CPC, CVR and CPL side by side with Google and decide where to shift budget
Frequently asked questions
Are Microsoft Ads cheaper than Google Ads?
Usually, yes: the same 73 advertisers paid $1.54 per click on Microsoft versus $2.93 on Google over 12 months, 47% less, according to SmartSites (region not stated, likely US). The gap may be shrinking, though, with US Microsoft CPCs up 19% year over year in Q2 2026 (Tinuiti via Digital Applied).
What is the average CPC for Microsoft Ads in 2026?
No large Microsoft-only CPC benchmark was published for 2025–2026. The best traceable figure is $1.54 across 73 advertisers in mixed industries, and $2.07 for 11 car dealers, over 12 months (SmartSites; SmartSites for car dealers; region not stated).
What is a good CTR or conversion rate for Microsoft Ads?
No reliable Microsoft-only CTR or conversion-rate benchmark exists for 2025–2026. The blended Google + Microsoft US medians from WordStream by LocaliQ are a 6.64% CTR and 8.18% conversion rate (April 2025–March 2026), but the best comparison is your own Google account on the same keywords.
Is Microsoft Ads worth it for B2B?
It's often a good fit, because Microsoft's search share is much larger on desktop, where a lot of B2B research happens: 15.03% of desktop search worldwide and 20.78% in the UK in October 2026, according to Searchlab. Schedule budget around working hours and compare cost per lead with Google before shifting spend.
How big is Microsoft Ads in Europe and the Netherlands?
Bing had 5.58% of all-device search in Europe and 15.13% of desktop search in the Netherlands in October 2026, according to Searchlab based on Statcounter. In a Billy Grace study of European advertisers, Bing investment grew 34% in H1 2026 versus H1 2025 (PPC Land).
Conclusion: what "good" Microsoft Ads performance looks like in 2026
There is no Microsoft-only industry benchmark worth trusting this year, and that's fine. The best benchmark for Microsoft Ads is your own Google account. The available data points in one direction: Microsoft clicks have tended to cost substantially less, desktop reach is meaningful in the US and Europe, and Copilot is opening a new ad surface. Good performance means capturing that CPC advantage without giving it back in conversion rate.
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More 2026 ad benchmarks
Comparing channels? See all headline numbers side by side on our Ad Benchmarks 2026 hub, or jump to another guide in the series:
