Is Microsoft Advertising worth it for a B2B SaaS company?

How much cheaper is a click, and who measured it?

Somewhere between 20% and 40% on the pages we read, but each figure comes from a company selling this work or software for it, and we found no independent study.

You have probably met a line like that on several pages already, and you may wonder who keeps writing it. That suspicion is fair. TripleDart and GrowthSpree are agencies that sell this service, Dotidot sells PPC automation software, and our team at Corvan runs ad budgets by hand as a paid ads service, so read us the same way. The 20% to 40% is TripleDart's own range.

TripleDart's comparison from its client accounts, updated October 27, 2026, covers 250+ companies over six quarters with no date range. Its click costs (CPC) work out to about 35% lower on Microsoft, by our arithmetic. GrowthSpree states 30% lower on identical keywords with no sample or method, and Dotidot's review of Bing says 20% to 35% lower, sometimes 40% to 50% for B2B service keywords, with no data source named.

Cheap clicks still have to reach sales. Pair the ends of TripleDart's ranges and a sales-qualified lead, one your sales team agrees to work, costs about $1,000 to $1,410 on Google and $780 to $1,000 on Microsoft, so the gap narrows from about a third to about a quarter by our rough arithmetic. Our post on B2B click prices compares other benchmarks.

What does LinkedIn profile targeting add, and in which markets?

It lets a Microsoft search campaign aim by LinkedIn company, industry, job function and seniority. GrowthSpree lists it in the US, Canada, UK, Australia, France, Germany and additional markets.

GrowthSpree's guide to the targeting, dated May 16, 2026, counts 147 industry categories and 80,000+ companies.

The same page reports a 16% lift in click-through rate and a 64% lift in conversions, citing Ignite Visibility and Microsoft case study data. GrowthSpree calls these "pilot data" and gives no sample or method, and we could not open Microsoft's own post to check them. Neither number is an average, and we would not plan on either.

We still think this is a better reason to test than the click price, because you can pay more for the job function you sell to on searches you would buy anyway.

How much volume can you expect compared with Google?

Expect far less than Google brings. TripleDart says Google carries 5x to 10x the non-brand query volume Microsoft can serve for most B2B SaaS categories.

Geography moves it further. TripleDart describes a customer-experience software company that found Microsoft capped at 6% of paid-search volume across India and Southeast Asia, against 22% in North America. Dotidot, in a passage on desktop search, puts Bing at 10% to 12% worldwide and around 15% in the United States, again naming no source.

So keep the test small. We would write the cap in dollars before anything runs and score the result by cost per qualified lead in your CRM. Dotidot's start plan, in its own numbers, is a reasonable place to begin.

1. Import your two or three best Google campaigns.
2. Cut the imported bids by 20%.
3. Set a test budget of 10% to 15% of Google spend on those campaigns.
4. Add the Microsoft UET tag so conversions get tracked.
5. Run it for four to six weeks before making big changes.

When is it not worth the setup time?

When Google search is not yet bringing qualified leads, in our judgment, or when paid spend is under $30K a month, by TripleDart's rule.

Above that line, TripleDart would put Microsoft at 20% to 30% of paid budget for desktop-heavy buyers in finance, corporate IT, legal, HR, compliance or government, and a 15% test pocket on the top 5 to 10 commercial-intent themes for product-led and developer tools. Those shares are TripleDart's, and we would not name a correct one. Our guide to paid ads covers the wider choice of channel.

Below that line, our advice and TripleDart's pull apart. It says to run Google only, because two audits, two budget reviews and two creative rotations eat the cost advantage. We think a few imported campaigns ask for less work than a full second account and tell you something about your own buyers that none of these pages can. We have no data that settles it, so if nobody on your team has time to check the test each week, take TripleDart's side.