Capture the B2B Security Buyers Google Misses

Bing Ads — Microsoft Advertising — puts your security business in front of the search and Microsoft-network audience Google Ads doesn’t reach, including a significant share of B2B decision-makers who use Bing, Microsoft Edge and Outlook for work searches.

Security businesses selling to commercial clients need this channel because roughly 41% of B2B decision-makers use Bing or Microsoft properties for work-related searches, and far fewer advertisers compete for those clicks than on Google — which often means a lower cost-per-click for exactly the same security keywords, and less noise to compete against for the same buyer.

Our approach starts by importing and re-tuning your proven Google Ads structure rather than building from scratch, so campaigns launch on keywords and messaging already known to convert. From there, we layer in LinkedIn-grade targeting — job title, industry and company size — a targeting option Google Ads simply doesn’t offer, letting you reach facilities managers, property managers and procurement decision-makers specifically, rather than a general audience.

Every campaign launches with full conversion tracking and Microsoft Clarity, giving you the same visibility into what’s converting that you’d expect from Google Ads, plus session recordings that show exactly how visitors behave on your site after clicking through. As cost-per-lead drops and data builds up, we scale into the Microsoft Audience Network and Edge placements to extend reach further.

Bing’s audience skews older and higher-budget on average, which suits commercial and enterprise security buyers well, and the lower advertiser competition often means a genuinely cheaper cost-per-lead than Google for the same keywords — making it a strong complement to an existing Google Ads campaign, capturing buyers your Google campaigns are structurally unable to reach.