Microsoft Ads in practice: nearly €40,000 in extra revenue alongside Google campaigns

Microsoft Ads (formerly Bing Ads) is an underrated channel for online stores. Many see it as a small add-on to Google that isn't worth the effort. Real data from online stores that advertise on Bing through Tanganica shows something different: it's a fully fledged, efficient source of additional revenue, and it doesn't compete with Google for the same audience.

About the data:

• Period: 1 June to 22 September 2026 (for store D, the first month of running, 28 July to 27 August 2026)

• 5 online stores from different industries: three run Google and Bing campaigns side by side, two run Bing only

• Metric: COS (cost of sales, ad spend as a share of revenue). The lower it is, the more efficient the campaign.

A direct comparison in one store: Google vs. Bing

We took an online store in the hobby and leisure category that has been advertising on Google for a long time and on Bing at the same time, and compared the two channels format by format.

COS by campaign format. A lower bar means a more efficient campaign.

Key finding: Shopping ads on Bing had a lower COS than on Google (1.8% vs. 1.9%). Bing wasn't a weaker or cheaper fallback channel here; in the same discipline, it was more efficient. On top of that, it added roughly €39,000 in extra revenue at a COS of around 3%, alongside Google campaigns that kept running.

No coincidence: similar results in two more stores

To make sure this wasn't specific to one industry, we ran the same comparison in two completely different online stores. Again, Google and Bing ran side by side over the same period.

Store B: B2B seller of technical materials

Same pattern again: Performance Max on Bing had a lower COS than Performance Max on Google (3.5% vs. 3.6%). And once again it added extra revenue, this time about 10% on top of what the store was earning from Google.

Store C: a large general merchandise store

A wide range, from tools and household goods to electronics, where Google has long dominated in volume.

The biggest difference of all three comparisons: Shopping ads on Bing had a COS of 9.2%, less than half that of Shopping ads on Google (23.7%). Bing volume is still only a fraction of Google's, which shows how much room there is left to grow.

Bing works on its own too

Not every store runs both platforms side by side. Two more stores run only Bing through Tanganica, and the numbers are still good.

Store D: garden and growing supplies (Czech Republic)

This store doesn't run Google at all, and these are the numbers for the first month after launch, not for a mature account.

A COS of 8.5% in the very first month shows that getting started on Bing doesn't have to take long.

Store E: car and motorbike accessories (Slovakia)

Performance Max is clearly the strongest format here, with the lowest COS and the most orders. It's a good first step when starting out on Bing.

Why it works

• You already have the feed. If you have a working product feed for Google, you can use the same data for Bing. Nothing needs to be built from scratch.

• A different audience. The Microsoft Advertising network (Bing, MSN, Outlook, Edge) reaches users who only partly overlap with your Google audience. They are often older and more likely to shop on desktop.

• Campaigns run alongside Google. Bing campaigns don't replace your existing ones. They run in parallel and bring in additional revenue.

Want to try it in your store?

In Tanganica, you can launch Bing campaigns from the same product feed you already use for Google, and the campaigns then optimize themselves. Turning them on takes just a few clicks in the Tanganica app, and it takes a few days to get up to speed. If you're not sure whether Bing makes sense for your store, get in touch and we'll look at it together.

All figures are rounded and based on data from online stores using Tanganica. Revenue converted at €1 = CZK 25.