Microsoft Advertising

Bing Ads Australia: Microsoft Advertising Management

Microsoft Advertising and Google Ads reach Australians in different places. Bing is the default in Microsoft Edge and sits inside Windows search, so it reaches many people at a desk, often on a work computer. Google reaches them on phones as well as desktops. The comparison below shows how that changes planning for east coast and Perth business hours, and why the Gold Coast and regional towns are handled differently on Bing. After that, you can size a test budget in Australian dollars with our free calculator, then read answers to the questions that come up once an account is live.

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Comparison

Microsoft Ads vs Google Ads for Australian searchers

Same keywords, different audiences. This is how we plan each platform for Australia.

  • Where ads show

    Microsoft Ads

    Bing results, the default search in Edge and Windows, plus Microsoft's search partner network in Australia.

    Google Ads

    Google results on every device, plus Google's search partners in Australia.

  • Typical searcher

    Microsoft Ads

    More often on a desktop or laptop, including work PCs during office hours in Australia.

    Google Ads

    Phones and desktops alike, with many local searches on mobile in Australia.

  • Time zones

    Microsoft Ads

    Separate campaigns for Perth (AWST) and the east coast (AEST) when you serve both, so ads follow local business hours in Australia.

    Google Ads

    Mirrored on Google, so both channels start and stop at the same local times in Australia.

  • Daylight saving

    Microsoft Ads

    Schedules reviewed in October and April, because Queensland and Western Australia stay on standard time while NSW, Victoria, SA, Tasmania and the ACT change their clocks.

    Google Ads

    Same review, because an account set to Sydney time runs an hour ahead of Brisbane in summer in Australia.

  • Gold Coast and regional towns

    Microsoft Ads

    Lower search volume per town, so we group the Gold Coast and regional areas and adjust bids by location instead of splitting campaigns in Australia.

    Google Ads

    Busier areas can carry their own campaigns and ad copy in Australia.

  • Budget share

    Microsoft Ads

    A smaller test budget, because Bing search volume is smaller in Australia.

    Google Ads

    Usually carries most of the search budget.

  • Cost per click

    Microsoft Ads

    Sometimes lower than Google, sometimes not. We measure it in your account in Australia.

    Google Ads

    The benchmark we compare Bing against.

Pricing

Microsoft Ads management pricing in AUD

Fees are a fixed one-time setup plus monthly management, with no lock-in contract. Your test ad budget is agreed separately in Australia.

  • One-time setup

    Google Ads import and clean-up, location and asset fixes, UET tag and conversion goals, and ad schedules by state in Australia.

  • Monthly management

    Weekly negative keywords, bid changes by state and region, and a monthly AUD report comparing Bing with Google.

Plan your Bing budget in AUD

Bing search volume in Australia is smaller than Google's, so copying your Google budget across usually spreads it too thin. Our free calculator works from your own numbers to suggest a starting monthly budget in Australian dollars. Bring that figure to your audit and we will check it against your account data and the areas you serve.

Open the budget calculator

Questions

Microsoft Ads questions

Do Bing ads reach people in regional Australia?
Yes. Location targeting covers regional towns as well as capital cities. Because volume per town is lower, we usually group regional areas and raise or lower bids by location as results come in Australia.
Can I target just the Gold Coast?
Yes, as a city or with a radius around your location. We check search volume first, because a tight area on Bing can be too small to learn from quickly in Australia.
Will my ads show on Microsoft's search partner sites?
They can. We review partner traffic on its own and switch it off for a campaign if the leads are poor in Australia.
What access do you need from us?
For the audit, view access to Google Ads and any Microsoft Advertising account. To manage the account, user access to Microsoft Advertising and a way to add the UET tag, usually through Google Tag Manager in Australia.
Can Microsoft Ads keep running if we pause Google Ads?
Yes. The accounts are separate. Bing can run on its own, though you lose the side-by-side comparison with Google in Australia.
What happens if Bing does not beat Google in the test?
We say so plainly and recommend cutting or pausing the Bing budget. With no lock-in contract, you are free to stop in Australia.

Industries

Paid search by industry in Australia

Sectors with desk-based research, office-hours enquiries or regional customers, where a Bing test can make sense in Australia.

Free audit

Book a free Microsoft Ads audit for your Australian account.

Get a free audit
Martin Marinov, Founder, HeyLead in Australia

Reviewed by

Martin Marinov

Founder, HeyLead

Martin founded HeyLead and has worked in SEO and paid search for more than 20 years, across Google Ads, Microsoft Ads and organic search in Australia.