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By Benchmarketing Research Team Reviewed by Performance Marketing Editorial Reviewed March 2026 · observations Q1 2023 – Q4 2024Microsoft Ads ecommerce averages · all categories · 2026
1.84%
Avg CTR, all ecommerce formats
Office Supplies and B2B categories achieve the highest ROAS on Microsoft Ads because Bing's professional and enterprise user base over-indexes on business purchasing behavior. Health & Wellness benefits from the 35–65 demographic's above-average health spending. All categories benefit from lower CPC competition vs. Google, improving ROAS at equivalent traffic intent quality.
| Category | P25 | Median | P75 | Elite |
|---|---|---|---|---|
| Electronics & Computers | 2.0x | 3.2x | 5.0x | 7x+ |
| Home & Garden | 2.2x | 3.4x | 5.4x | 8x+ |
| Clothing & Apparel | 2.0x | 3.2x | 5.0x | 7x+ |
| Health & Wellness | 2.4x | 3.6x | 5.6x | 8x+ |
| Office Supplies / B2B Supplies | 2.6x | 4.0x | 6.2x | 9x+ |
| Auto Parts | 2.2x | 3.4x | 5.2x | 7.5x+ |
Branded Search achieves the highest CTR across all Microsoft Ads campaign types — brand-intent queries convert at very high rates. Microsoft Shopping (Product Ads) deliver the best CTR for product-level queries. Dynamic Search Ads efficiently capture long-tail product queries without manual keyword expansion.
| Campaign Type | P25 | Median | P75 |
|---|---|---|---|
| Microsoft Shopping (Product Ads) | 1.44% | 2.44% | 4.24% |
| Branded Search | 4.40% | 7.20% | 12.40% |
| Non-Branded Search | 1.08% | 1.84% | 3.20% |
| Dynamic Search Ads | 1.20% | 2.04% | 3.56% |
Microsoft Shopping connects directly to Google Merchant Center — setup is near-instant
Microsoft Shopping Ads use the same product feed as Google Shopping — you can connect your Google Merchant Center feed directly to Microsoft Merchant Center in minutes, with no separate data feed required. This eliminates the primary setup barrier. Microsoft Shopping Ads then run across Bing, Yahoo, and AOL search networks simultaneously. For ecommerce brands already running Google Shopping, adding Microsoft Shopping typically takes under 2 hours from decision to first live campaign, making it the lowest-effort incremental channel available.
Microsoft's audience skews older and higher-income — a strong match for premium and considered-purchase categories
Bing's user base disproportionately indexes toward 35–65 year olds with household income $75,000+, higher education, and Windows device ownership. For ecommerce categories where this demographic is the buyer — home improvement, health supplements, B2B office supplies, auto parts, gardening — Microsoft's audience alignment is a genuine advantage. Office Supplies and B2B Supplies achieve the highest ROAS (4.0x median) on Microsoft precisely because the Bing audience over-indexes on professional and business buyers.
Lower CPCs allow profitable bidding on broader, higher-funnel terms that are unprofitable on Google
At $0.92 CPC median vs. Google's $4.22, Microsoft Ads allows ecommerce advertisers to profitably bid on broader, higher-funnel keywords that would be too expensive on Google (e.g., 'home office chair' vs. 'ergonomic office chair under $500'). This expanded keyword coverage at lower CPC captures discovery-stage buyers who haven't refined their search yet — a valuable prospecting layer not economically viable on Google. Use broad match + Microsoft's audience intelligence to find high-intent buyers at the top of the funnel.
Product audiences enable precise ecommerce retargeting on Bing search
Microsoft Ads' product audiences let ecommerce advertisers target Bing searchers who previously viewed specific product pages on your website. A user who browsed your office chairs on Tuesday and searches 'ergonomic chair' on Bing Thursday can be served a product-specific ad with a bid modifier. This intent + behavioral targeting combination is particularly powerful for considered-purchase categories (electronics, furniture, auto parts) where the research phase spans multiple search sessions across multiple days.
Microsoft Ads offers a fast path to profitable ecommerce incrementality — especially for brands with existing Google campaigns.
Import Google Shopping campaigns directly — Microsoft has 1-click import
Use Microsoft Advertising's Google Import tool to copy your Google Shopping campaigns including campaign structure, bid strategies, product groups, and negative keywords. Connect your Google Merchant Center account to Microsoft Merchant Center for automatic product feed sync. The entire setup typically takes under 2 hours. After import, reduce all bids by 30–50% relative to your Google Shopping bids — Microsoft's auction is less competitive and Google-level bids will cause you to overpay significantly in the early weeks. Evaluate after 3–4 weeks and adjust to CPA/ROAS targets.
Microsoft's audience skews older and higher-income — test premium positioning
Bing users over-index on 35–65 year olds with household income above $75,000. If your product line has a premium tier, Microsoft Ads is an ideal testing ground for value-based messaging (quality, durability, service, warranty) that your Google Shopping campaigns may not support due to tight ROAS targets. Run product ad copy experiments on Microsoft with premium positioning signals — 'lifetime warranty', 'handcrafted', 'professional grade' — to see if the Bing audience responds with higher CVR or AOV vs. your Google Shopping baseline.
Lower CPCs mean you can afford to bid on broad terms profitably
At $0.92 median CPC vs. Google's $4.22, Microsoft lets ecommerce advertisers profitably cover broad, discovery-phase search terms that would be too expensive on Google. Add a Non-Branded Search campaign alongside Shopping campaigns targeting broader product category terms (e.g., 'standing desks' rather than 'motorized standing desk adjustable height'). Set bids conservatively at 60–70% of what you'd pay on Google for equivalent terms. The lower competition means you can capture early-funnel searchers at a positive ROAS that wouldn't be achievable on Google Ads.
Use product audiences to retarget Microsoft product page viewers
Set up UET (Universal Event Tracking) tag on your ecommerce site to enable Microsoft Ads remarketing. Build product audience lists segmented by: all product page viewers (last 30 days), category page viewers (last 14 days), cart abandoners (last 7 days), and past purchasers (last 90 days, for cross-sell). Apply product audience bid modifiers (+25–50%) on your Shopping and Search campaigns to increase bids when Bing searchers have already shown purchase intent on your site. Cart abandoner segments regularly achieve 2–3x ROAS premium vs. cold traffic.
Test Microsoft's LinkedIn profile targeting for B2B ecommerce (office supplies, equipment)
If you sell office supplies, equipment, or B2B products on your ecommerce site, Microsoft's LinkedIn profile targeting is a unique advantage unavailable on Google. Layer LinkedIn Job Function (Procurement, Operations) and Industry (Finance, Healthcare, Manufacturing) as bid modifiers (+20–30%) on your office supply or equipment Shopping campaigns. This combination of product search intent + professional demographic targeting is the most precise B2B ecommerce targeting available in paid search. Run a 30-day test against a control campaign without LinkedIn targeting and measure both CTR and order value differences.
Yes — particularly for ecommerce brands already running Google Shopping. Microsoft Shopping Ads connect to your existing Google Merchant Center feed, making setup near-instant. You get incremental revenue from Bing's ~6% US search market share at CPCs 60–70% lower than Google. The economics are especially strong for Office Supplies and B2B ecommerce (4.0x median ROAS), Health & Wellness (3.6x), and Home & Garden (3.4x). Electronics and apparel also perform well. The right budget allocation: 10–20% of your Google Shopping spend as a Microsoft Shopping test — the downside risk is minimal and the incremental ROAS is usually positive from the first month.
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These benchmarks are drawn from a multi-source benchmark cohort aggregated across industries and regions, covering the period Q1 2023 – Q4 2024. Figures on this page come from the Benchmarketing benchmark dataset: thousands of curated benchmark observations spanning channels, industries, and US metro areas, refreshed on a published schedule. Every statistic traces to a named source — no anonymous “studies show.” Data is sourced from:
The Benchmarketing 4-Band Method reads every marketing metric against four percentile bands — P25 (bottom quartile), median, P75 (top quartile), and elite (top ~10%) — for a specific industry and channel, instead of a single cross-industry average. Averages blend brand and non-brand campaigns, $500/month and $500,000/month accounts, and unrelated industries into a number almost nobody actually has.
Benchmarks reflect median values across large sample sets. Your industry, business model, and account maturity will cause variation. Use P25/P75 ranges to understand realistic distribution.
Read full methodologyWritten by
Benchmarketing Research Team
Data & Analytics
Reviewed by
Performance Marketing Editorial
Senior Review
Last updated
Reviewed March 2026
Observation period: Q1 2023 – Q4 2024
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