If you run B2B campaigns, you probably know how hard it is to reach the right people—especially decision-makers. Most marketers use Google or LinkedIn Ads, but there’s another option that not many talk about: Bing Ads.
What makes Bing Ads unique for B2B?
It’s the only paid search platform that allows you to target users based on their LinkedIn profile data. That means you can serve search ads directly to professionals based on their job function, industry, or company name—without the high costs typically associated with LinkedIn Ads.
If your business sells to other businesses, especially in industries like tech, finance, logistics, or professional services, this feature is a must.
In this guide, we’ll show you exactly how to set up LinkedIn targeting in Bing Ads, why it works so well for B2B, and how to make the most of it in your marketing strategy.
Why Bing Ads still matter in B2B marketing?
Let’s be honest—when was the last time you clicked on Bing instead of Google?
Exactly.
But here’s the thing: for B2B, Bing Ads are seriously underrated.
Here’s why:
Your B2B audience is actually there
- Bing users are often professionals using work computers.
- Think Outlook, Microsoft Teams, Excel—the full corporate starter pack.
- Most of them don’t bother changing the default search engine. Lucky you.
Clicks are cheaper
- Less competition = lower cost per click (CPC).
- Great if you’re in expensive industries like SaaS, finance or legal.
- You still get qualified traffic—just without paying Google’s premium.
LinkedIn targeting (this is the big one)
- Only Bing lets you target LinkedIn users directly.
- Filter your audience by:
- Job title
- Industry
- Company name
- It’s like running LinkedIn ads…but on a search engine, and usually cheaper.
Intent + precision = gold
- People are searching for solutions.
- You’re showing up with offers tailored to their actual job.
- That’s high buying intent + smart targeting = better leads.
So, if you’re in B2B and want to reach real decision-makers without burning your budget, you may need a Bing Ads specialist.
The LinkedIn advantage inside Bing Ads
This is where Bing Ads becomes more than just “the other search engine”.
Because Microsoft owns LinkedIn, you get access to LinkedIn profile data right inside your Bing Ads dashboard.
No need to run a separate LinkedIn campaign. No need to spend $20+ per click.
Just add LinkedIn targeting directly to your search ads.
What can you target?
You can narrow down your audience based on:
- Job function
- Marketing, HR, IT, Sales, Operations…
- Industry
- Healthcare, Education, Construction, Finance, you tell me.
- Company
- Want to target people working at Qantas, Atlassian or NAB? Go for it.
This makes your campaigns way more focused—and saves you from wasting money on irrelevant clicks.
Why it works for B2B?
- You can talk directly to the people who matter (no more crossing fingers hoping your ad reaches a decision-maker).
- It works beautifully with lead gen offers like:
- Free consultation
- Whitepapers
- Product demos
- Event sign-ups
Example
Selling project management software?
Target Operation Managers in the Construction industry at mid-sized companies.
Boom. Your ad shows up when they search for “task tracking software” or “tools for site planning“.
And the best part?
You don’t need a massive budget like you do on LinkedIn.
You get LinkedIn-level targeting + Google-style intent—without the premium price tag.
How to set up LinkedIn audience targeting in Bing Ads
Let’s get practical. Setting up LinkedIn targeting in Bing Ads is surprisingly easy—and takes less than 10 minutes.
Here’s how to do it:
Step 1: Create a new campaign
- Go to your Microsoft Advertising dashboard
- Click “Create Campaign”
- Choose a goal like Visits to my website or Conversions
Step 2: Choose your campaign type
- Select Search Ads, Audience or Shopping. I highly recommend Search.
- Set your daily budget and bidding strategy
- Hit Next
Step 3: Set your targeting basics
- Choose your locations
- Select your main language
- Set up ad groups and enter relevant keywords (e.g. “fleet management software” or “B2B payroll platform”)
Step 4: Add LinkedIn profile targeting
Here’s the clever bit:
- Scroll down to the “Demographics” section
- You will see these three tabs:
- Industry (e.g. Healthcare, Retail)
- Company (specific company names)
- Job Function (e.g. HR, Sales, Finance)
You can combine these for better targeting. For example: HR managers in the healthcare industry.
Step 5: Set bid adjustments (optional)
- You can increase your bid for certain LinkedIn segments
- Example: Bid +20% for C-level execs, or -10% for industries less relevant
Step 6: Write your ads
- Focus your message on the audience you’re targeting
- Include a clear CTA like
- Book a demo
- Download the whitepaper
- Start your free trial
Tip: Mention the industry or role in your ad copy if you can (“Built for Finance Teams” or “Perfect for HR Managers“)
Step 7: Launch and monitor
- Once your campaign is live, keep an eye on performance
- Check metrics like CTR, conversion rate, and cost per lead
- Tweak bids, keywords, and targeting as needed
Best practices for B2B campaigns using LinkedIn targeting
Now that your campaign is live, how do you make sure it actually works?
Here are a few tips to help you get better clicks, stronger leads, and lower costs.
Use lead magnets
People in B2B aren’t always ready to buy—but they are looking for useful resources.
Give them something valuable in exchange for their email:
- eBooks or guides
- Whitepapers
- Free tools or templates
- Webinars
- Case studies
Example: If you sell HR software, offer a free HR Compliance Checklist
Test different job functions and industries
Start broad, then narrow it down.
- Set up multiple ad groups with different LinkedIn segments
- See which ones convert better (i.e. Marketing vs. Operations)
- Pause what doesn’t work, double down on what does.
Tip: Use different ad copy for each segment. A”Free Demo” might work for IT Managers, while a “Cost Saving Case Study” might attract CFOs.
Match your landing page to your audience
Your targeting is smart—don’t send people to a generic homepage.
- Create tailored landing pages by job function or industry
- Include relevant testimonials or case studies
- Keep the form short: Name + Email + Company is enough
Combine it with remarketing
Not everyone will convert on the first click—and that’s okay.
- Add a Microsoft Ads UET tag to your site
- Build a remarketing list
- Show ads to users who visited your landing page but didn’t convert
It’s a great way to stay top of mind without paying for cold traffic again.
Start small, then scale
You don’t need a huge budget to start seeing results.
- Begin with $20–$50/day
- Run for 1–2 weeks
- Optimise based on performance before increasing spend
Bonus: Track everything
Use conversion tracking and link Bing Ads to Google Analytics if needed.
Knowing which ad + audience combo is driving leads is how you go from “testing” to “scaling”.
Case example: How a B2B business could use LinkedIn targeting in Bing Ads?
Let’s say you run a Melbourne-based software company that helps HR teams manage employee onboarding and compliance.
Your goal?
Get more demo bookings from HR professionals in mid-sized Australian companies.
Here’s how you could set this up using Bing Ads + LinkedIn targeting:
Campaign goal
Drive demo sign-ups for HR onboarding software
Keywords
- employee onboarding software
- HR compliance tools
- HR software Australia
- staff training platform
- onboarding checklist software
LinkedIn targeting
- Job Function: Human Resources
- Industry: Healthcare, Education, Construction
- Company Size (optional): 50–500 employees
Ad copy example
- Headline:
- “HR Compliance Made Easy – Book Your Free Demo”
- Description:
- Simplify onboarding with our all-in-one HR software.
- Perfect for growing teams. Designed for Aussie HR leaders.
- CTA:
- Book a Demo
Landing page
- Focused headline: “The HR Tool Built for Mid-Sized Teams”
- Demo video or screenshots
- Benefits specific to HR roles
- Social proof: testimonials from other HR managers
- Simple form: Name, Email, Company, Job Title
Result
You’re not just getting random clicks.
You’re showing up when someone is searching for a solution—And they see an ad tailored to their role, industry, and pain point.
That’s the beauty of combining LinkedIn precision with search intent.
Final thoughts: Why you should try it right now?
B2B marketing doesn’t need to be expensive, complicated or hit-or-miss.
With Bing Ads, you get a rare combo:
Search Intent (people actively looking) + LinkedIn targeting (job title, industry, company)
Better targeting, better leads, better ROI.
And here’s the kicker—most of your competitors aren’t even using it.
If you’re running B2B campaigns and want to reach the right people without wasting your budget, this is 100% worth testing.
Need help setting it up?
I help businesses like yours build smart campaigns that actually convert.
Book a free consultation and I’ll walk you through it—no pressure, just practical advice.
