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Microsoft Ads CPC
By Oliver Wakefield-Smith, Digital Signet. Updated July 2026.
The honest version of this page is shorter than most: Microsoft publishes no rates, and we found no current-vintage public CPC benchmark we trust for the platform. Here is what is documented, and how to price it for yourself in a fortnight.
What Microsoft publishes
No published rate, no minimum spend, no deposit: you pay only when someone clicks, and Microsoft's own onboarding advice is to start with a small daily budget and scale Microsoft Advertising, FAQs. Like every auction platform on this site, the per-click price is set per auction, not by a card.
The cheaper-than-Google claim
Folklore says Bing clicks cost less. The mechanism is plausible: fewer advertisers compete in Microsoft's auctions, and less competition usually means lower clearing prices. But we could not locate a current-year public dataset measuring Microsoft CPC by industry the way LocaliQ measures Google's LocaliQ, 2026 data, so this site prints no Microsoft number and no percentage delta. If someone quotes you one, ask for the dataset and the year.
How to price it yourself
Microsoft Ads can import Google campaigns, keywords, and bids nearly wholesale, which makes the test cheap to run: import your tightest campaign, cap the budget, run two weeks, and read your own Bing CPC from the dashboard with the find-your-CPC calculator. Your account's measured delta beats any blog's claimed one.
When it is worth adding
After Google works, not instead of it. Bing's search volume is a fraction of Google's, skewing older and more desktop-bound, which suits some local trades and professional services well. The full decision framework is on Google Ads vs Microsoft Ads; benchmarks for the Google side are on the benchmark board.