B2B Bing Ads Benchmarks 2024

B2B Bing Ads budget

Despite its growth and potential, Bing takes up less than 2% of B2B ad budgets. Compared to the Google Network’s combined traffic dominance of 51.9%, it’s clear that Bing still struggles to command attention. For many companies, the scale and familiarity of Google simply make it the safer bet.

However, it’s exactly this disparity that creates a potential goldmine for those willing to explore new territory.

Branded vs. Non-Branded Bing Ads

When you break down where advertisers are spending their budgets on Bing, branded Bing ads receive a minuscule 0.1% of the total B2B ad spend. Non-branded ads fare slightly better, with 0.7%. 

But, for those who are spending on Bing, the results tell a compelling story. Non-branded Bing ads account for 0.8% of total web traffic, while branded Bing ads drive 0.1%. While these numbers are still a fraction of what Google Search delivers, they suggest that Bing is starting to make inroads, especially in non-branded searches where users are less likely to be loyal to specific companies or products.

B2B Bing Ads cost per influenced company and contact

One of the most attractive features of Bing for B2B advertisers is its cost efficiency — no doubt a result of less competition on keyword bids. The cost per influenced company on Bing sits at €100, significantly lower than many other ad networks. 

Compared to the inflated prices of Google Search, it’s clear why businesses looking to reach companies more affordably may turn to Bing.

Similarly, the cost per influenced contact is €150. This means Bing offers a balanced opportunity for marketers aiming to get the best bang for their buck, particularly. 

Whether you’re reaching out to individual leads or trying to make inroads with larger companies, Bing is emerging as an affordable option. With the obvious caveat of a small, albeit growing, audience.

B2B Bing Ads cost per click 

With a cost per click (CPC) of €1.72, Bing sits comfortably within the range of budget-friendly ad platforms. While it’s not drastically cheaper than Facebook’s CPC of €1.80, it still offers a competitive alternative to Google, especially when factoring in its growing audience and improved search functionality. 

For companies looking to spread their budget across multiple platforms, Bing provides a viable, cost-efficient complement to other networks.

B2B Bing Ads return on ad spend (ROAS) 

Perhaps the most intriguing aspect of Bing’s B2B advertising potential is the positive return on ad spend (ROAS) it generates. 

While Google often steals the show with its scale and reach, the relatively low costs and positive ROAS that Bing delivers make it a unique option for companies seeking to optimize their ad spend. This also proves that despite a 10.5% share of the browser market, there are prospects there, waiting to be reached.

A final word

In 2024, Bing’s growing market share makes it an intriguing option for B2B advertisers. While it still only commands a small portion of ad budgets, its cost efficiencies, positive ROAS, and affordable CPC make it a hidden gem.

For those looking to diversify their marketing spend and stretch their ad dollars further, give B2B Bing Ads a try. The question for B2B advertisers isn’t whether they can afford to advertise on Bing—but whether they can afford not to in the coming years.

Bing may just be the underdog worth rooting for in 2024.