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Microsoft Advertising search ads on Bing

Watch your brand searches on Bing too.

Advertisers who stay away from your brand on Google sometimes appear on Bing. Ads Lighthouse checks Bing results for your keywords and saves each paid text ad beside your Google observations.

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7-day free trial. Cancel anytime before it ends.

What we capture on Bing

Each check reads the first page of Bing results for one keyword, location and device, and saves every paid text ad on it. Bing observations use the same reports and filters as Google.

Ad formats

  • Paid text ads (Microsoft Advertising search ads) on the first page of Bing results
  • Ads anywhere on that page, each with its position
  • Microsoft Shopping campaigns and other ad formats on Bing are not monitored
An illustrative Bing results page for a brand search, with two fictional paid text ads. A brand mention in another advertiser's copy is highlighted.

Saved for each ad

Position
Where the ad appeared among the paid results on the page.
Advertiser domain
The domain behind the ad, used to group ads by advertiser.
Headline
The ad title as it was shown.
Description
The ad text as it was shown.
Display URL
The visible URL or breadcrumb line of the ad.
Destination URL
The link behind the ad, with its tracking parameters, when it is present.
Search context
Search term, country, location, device, operating system when set, and time.

Coverage

Countries
180 countries you can monitor on Bing.
Locations
A whole country or specific cities and regions from a searchable catalog. 2 to 100 locations per project, depending on the plan.
Devices
Desktop and mobile. An on-demand check can pin Windows or macOS on desktop, or Android or iOS on mobile; scheduled checks use the default for the device.
Schedules
Once a day, Twice a day, Every 6 hours, Every 4 hours, Every 2 hours, up to the most frequent schedule your plan allows, plus on-demand checks.
Depth
The first page of results for each search.
Plans
Included on every plan.

What you can do with it

Plan availability

Read from the live plan configuration.

  • StarterIncluded
  • GrowthIncluded
  • ScaleIncluded
  • BusinessIncluded
  • EnterpriseIncluded

Platform notes

  • Microsoft says its search ads can appear on Bing and on search partner sites such as Yahoo, AOL, DuckDuckGo and Ecosia. Ads Lighthouse observes Bing results pages only.

    Microsoft Advertising: Microsoft Search ads

  • Microsoft's intellectual property policies prohibit trademark infringement by advertisers, and a trademark owner or an authorized representative can report an ad through Microsoft's complaint form. The form does not cover organic results.

    Microsoft Advertising: Intellectual property complaint form

  • Microsoft responsive search ads take 3 to 15 headlines and 2 to 4 descriptions, and Bing selects a combination for each search. One ad can appear as several variations across your checks.

    Microsoft Learn: Responsive search ads

Official sources checked on .

What it does not show

  • An observed ad shows that it appeared for one search at one time, place and device. It is not proof of the keyword bought, of spend, of continuous activity or of an infringement.
  • Only paid text ads on Bing results pages are monitored. Search partner sites, Microsoft Shopping campaigns and other Bing ad formats are not.
  • Checks read the first page of results only.
  • Some Bing ads do not expose their destination in the capture. The advertiser domain then comes from the visible URL, and no destination URL is stored.
  • The Affiliate IDs report, policy screening and landing page captures work on Google ads only.
  • Bing is available in fewer countries than Google, and can only be selected where it is supported.

Common questions

Is Bing monitoring included in every plan?

Yes. Google and Bing search ads are available on every plan. Each engine you select counts as its own check for every keyword, location and device.

Do you monitor Yahoo or other Microsoft partner sites?

No. Ads Lighthouse observes Bing results pages. Microsoft ads can also appear on partner sites, and those pages are not checked.

Can I compare Bing and Google in one report?

Yes. Paid results, Keywords and advertiser drilldowns include both engines, and the engine filter narrows any report to one of them.

Why is a destination URL missing on some Bing ads?

Some Bing results show an advertising link instead of the destination in the capture. We keep the visible advertiser domain and never invent a landing URL.

Start with the searches that matter to your brand.

Create a free account, then start a 7-day trial with a reminder email before the first charge. Cancel anytime before the trial ends from Settings > Billing.

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