Microsoft/Bing Ads: import from Google and get 10% more cheap volume

Samuel Freitas · 2026-10-07

Importing and adjustments

Importing campaigns from Google Ads to Bing Ads is a process the platform makes easy. Just follow these steps:

1. Go to your Google Ads account and download your campaigns in .csv format.
2. In Bing Ads, use the import option to upload the .csv file.
3. Review any necessary adjustments, since some settings may not be directly compatible. Check:

• Keywords: adjust match types and negatives.
• Ads: rewrite them to fit Bing's language.
• Extensions: add the extensions available on the platform.

After importing, monitor campaign performance and adjust targeting and bids.

45+ audience on bing

Bing has a different demographic from Google, with a significant concentration of users over 45. This audience generally has greater purchasing power and tends to make more purchases. To target this audience:

• Use the demographic targeting available in Bing Ads.
• Create ads that speak directly to this audience, focusing on their needs and interests.

Lower CPC

One of the biggest advantages of Bing Ads is its significantly lower cost per click (CPC) compared to Google Ads. CPCs can vary, but you can expect:

• Average CPC on Google: R$2,00 to R$5,00.
• Average CPC on Bing: R$1,00 to R$3,00.

That means when you migrate campaigns, you can get a considerable volume of impressions and clicks at a lower cost.

Country restrictions

Before migrating your campaigns, check country restrictions on Bing Ads. Some product or service categories may be restricted. For example:

• Gambling-related products: restricted in many countries.
• Health and wellness products: may have specific rules depending on the region.

It's crucial to be aware of these restrictions to avoid surprises.

When it makes sense

Migrating campaigns from Google to Bing Ads is worth it when:

• You already have a positive track record with your Google campaigns.
• Your target audience fits Bing's demographic (45+ years old).
• The cost per click on Bing is significantly lower than on Google.
• You want to diversify your traffic sources and make your business more resilient.

Taking advantage of Bing Ads can be an effective strategy for bringing in additional customer volume at a more affordable cost.

What's your experience importing campaigns between platforms? What CPC do you usually see on Bing?