SecurityBlogs
MICROSOFT ADVERTISING · B2B SECURITY

Capture the B2B Security Buyers Google Misses

Microsoft Advertising puts your security brand in front of 41% of B2B decision-makers — at roughly half the cost-per-click of Google, with LinkedIn profile targeting built in.

2.1×
Lower CPC than Google
41%
Of B2B buyers use Bing/Microsoft
+180%
Average conversion rate
$8.40
Average CPC
Live performance

A Microsoft Ads account tuned for B2B.

Lower CPCs, higher conversion rates and LinkedIn-grade targeting — measured against your Google baseline.

🔷Microsoft Advertising · B2B Security
● Live
Avg CPC
$8.40
2.1× lower
Conv. Rate
6.4%
+180%
B2B Share
41%
of buyers
Conversions
142
+38 MoM
B2B conversions · last 12 weeksSearch + Audience
Cost-per-click vs Google
Google$17.60
Microsoft$8.40

Same buyer intent, ~52% cheaper

Ad placements

Every Microsoft surface your buyers use.

From Bing Search to LinkedIn targeting, the Audience Network and Edge new-tab placements.

Adsecurityblogs.com.au
Commercial Security Sydney | 24/7 Monitoring From $49/mo
B2B CCTV & Access Control | Free Site Survey

Trusted by 500+ Australian businesses. AS2201 certified installers, enterprise-grade systems and ongoing support. Request your quote.

CCTV • Access Control • Alarms • 24/7 Monitoring. Built for facility & operations managers.

24/7 SupportAS2201 CertifiedFree Site SurveyNo Lock-in Contracts
What's included

The B2B advantages only Microsoft offers.

LINKEDIN FILTERS · LIVE
Job titleCSO / Facilities Mgr
IndustrySecurity · Logistics
Company size50+ employees
SeniorityDirector +
~ 28,400 matched buyers

LinkedIn Audience Targeting

Target security buyers by job title, industry, company size and seniority — profile data only Microsoft can offer.

AVG CPC · SAME KEYWORDS
Google Ads$12.40
Microsoft Ads$5.80
↓ 53% lower per click

Lower CPCs Than Google

Less competition on Microsoft means the same high-intent security clicks at roughly half the cost-per-click.

BUYER MIX · MICROSOFT
41%
of B2B buyers use Bing + Microsoft properties — older, higher-budget commercial buyers.

B2B Decision Makers

41% of B2B buyers use Bing and Microsoft properties — often older, higher-budget commercial decision-makers.

● CLARITY HEATMAP

Microsoft Clarity Analytics

Free session recordings and heatmaps reveal exactly how security buyers interact with your landing pages.

SEQUENTIAL JOURNEY
1Awareness · Display ad
2Proof · Case study
3Offer · Free quote

Sequential Remarketing

Show buyers a story across the Audience Network — awareness, proof, then offer — until they convert.

AUCTION INSIGHTS · MS
★ securityblogs.com.au96% IS
security-co.au42% IS
rival-firm.au31% IS

Competitor Intelligence

Conquest rival security brands and use auction insights to find gaps Google advertisers are ignoring.

How it works

From Google import to B2B scale.

STEP 01

Import & Audit

We import your proven Google structure, then re-tune it for Microsoft’s lower-competition B2B audience.

STEP 02

Layer LinkedIn Targeting

Add job-title, industry and company-size targeting to put your ads in front of the right decision-makers.

STEP 03

Launch & Track

Conversion tracking and Microsoft Clarity go live so every B2B lead is measured and attributed.

STEP 04

Optimise & Expand

Scale into the Audience Network and Edge placements as cost-per-lead drops and quality improves.

FAQ

Bing Ads questions, answered honestly.

Why advertise on Bing if Google is bigger?

Bing and Microsoft properties reach roughly 41% of B2B buyers — often older, higher-budget facility and operations managers — with far less advertiser competition. That means lower CPCs and frequently a cheaper cost-per-lead than Google for the exact same security keywords.

How much cheaper are the clicks really?+
Can you really target by LinkedIn profile?+
Do I need to start from scratch?+
What does management cost?+
What is the Microsoft Audience Network?+
Get started

Request your free Microsoft Ads audit.

Tell us about your security business and we'll find the B2B buyers Google is missing.

Capture the buyers your competitors ignore →

Get a free Microsoft Advertising audit and see how much cheaper your B2B security leads could be.