Bing Ads (Microsoft Advertising) cost calculator
Work out the Bing Ads budget you need from the customers you want, your cost per click and conversion rates. Free, and it runs in your browser.
Monthly ad budget
–
in your currency
- Clicks needed
- –
- Leads needed
- –
- Cost per lead
- –
- Cost per customer
- –
- Return on ad spend
- –
Pre-filled with example figures, not benchmarks. Use the numbers from your own account and CRM.
How the calculator works
It works backwards from the customers you want. Leads needed = customers ÷ lead-to-customer rate. Clicks needed = leads ÷ click-to-lead rate. Budget = clicks × cost per click. Cost per customer = budget ÷ customers.
The most important input is the lead-to-customer rate, and it only comes from your CRM. Microsoft Advertising can tell you cost per click and cost per lead, but not how many of those leads became customers.
Bing Ads costs compared with Google
Microsoft Advertising runs a similar auction to Google on less search volume, often with fewer competing advertisers. Many accounts start by importing Google campaigns, which carries Google's bids across even when Bing's auction would accept less.
Treat it as its own channel and judge it on closed revenue. More on our Bing Ads agency page.
Questions people ask
How much should I spend on Bing Ads?
Work back from the customers you want through your lead-to-customer and click-to-lead rates, then multiply the clicks needed by your Bing cost per click.
Is Bing Ads cheaper than Google Ads?
Often per click, because there are fewer advertisers, but it varies by market. Compare cost per customer, not cost per click.
Is Bing Ads the same as Microsoft Advertising?
Yes. Microsoft renamed Bing Ads to Microsoft Advertising; the ads run on Bing and Microsoft's partner sites.
More free tools: all drop-b tools.
See what your Bing leads turned into.
The audit checks Bing Ads conversions against your CRM before anything changes.
Get the free audit