When agencies think about paid search for hotels, most immediately focus on Google. While Google Ads remains a core part of any strategy, relying on a single search engine limits reach, visibility, and incremental revenue across your client portfolio.

Adding Microsoft Advertising to your channel mix can unlock high-intent traffic, lower cost-per-click, and incremental direct bookings—often with less competition than Google.

For agencies managing hotel clients, this is not just an optimisation opportunity. It’s a way to drive incremental performance and differentiate your offering.

What Is Microsoft Advertising (Bing Ads) and Why It Matters 

Microsoft Advertising allows you to run paid search campaigns across the Microsoft Search Network, including Bing, Yahoo, and partner sites.

Because Bing is the default search engine on Windows devices and Microsoft Edge, it captures a significant share of desktop-based searches—particularly in corporate environments.

For your hotel clients, this means visibility in front of users actively searching for:

• “Boutique hotel in Barcelona”
• “Luxury hotel near Hyde Park”
• “Family-friendly resort in Algarve”

These are high-intent users close to booking. Capturing that demand directly allows agencies to increase ROAS and demonstrate incremental value beyond Google.

Lower Competition, Lower CPCs, Higher Efficiency

One of the biggest advantages of Microsoft Advertising is lower competition. Many advertisers—both hotels and agencies—still concentrate budgets on Google, leaving Bing underutilised.

Because fewer advertisers compete aggressively:

• Cost-per-click (CPC) is often lower
• Brand terms are cheaper to protect
• Impression share is easier to win
• Return on ad spend can outperform expectations

What this means for agencies:

• You can unlock incremental performance without increasing total budget
• You can improve blended ROAS across accounts
• You create quick wins that strengthen client retention

For agencies managing multiple hotel clients, these efficiencies compound at scale.

Access to a High-Value Audience

The Microsoft Search audience is particularly attractive for many hotel segments.

It tends to:

• Skew slightly older
• Have higher average household income
• Be heavily represented in corporate and desktop environments

This aligns well with:

• 4- and 5-star hotels
• Urban and business-focused properties
• Higher-value stays and longer bookings

For agencies, this means better conversion potential and higher average booking values, especially when campaigns are aligned with the right client profiles.

Desktop Search Still Converts

While mobile dominates traffic, desktop remains a critical conversion channel in hospitality.

Many users:

• Discover on mobile
• Compare across platforms
• Finalise bookings on desktop

Because Bing has stronger desktop penetration, it often captures users at the decision-making stage.

For agencies, this is key:
Running campaigns on Microsoft Advertising ensures your clients are visible when it matters most – when users are ready to book.

Bing Delivers Incremental Demand (Not Just Overlap)

A common misconception is that Bing simply duplicates Google traffic.

In reality, many users:

• Use Bing by default (Windows ecosystem)
• Are restricted to it in corporate environments
• Prefer it within Microsoft tools

This means Microsoft Advertising delivers incremental demand that Google alone cannot capture.

For agencies, this is critical:

• It strengthens your multi-channel strategy
• It reduces reliance on a single platform
• It gives you a clearer performance narrative to clients

OTA Brand Defence on Bing

OTAs don’t just bid on Google—they also bid on Bing.

If your clients are only protecting their brand on Google, they are leaving gaps elsewhere.

Running branded campaigns on Microsoft Advertising allows agencies to:

• Control messaging
• Highlight direct booking benefits
• Protect rate positioning
• Capture high-intent users before OTAs do

Even small budgets can protect meaningful revenue, making this one of the highest-impact, lowest-effort additions to your strategy.

When Should Agencies Activate Bing for Clients?

Microsoft Advertising is particularly effective for:

• 4- and 5-star hotels
• City and corporate-focused properties
• Competitive destinations
• Clients with strong desktop conversion rates
• Hotels already investing in Google Ads

The good news:
Campaigns can be easily imported from Google Ads, meaning agencies can launch quickly without rebuilding from scratch.

Turning Incremental Opportunity Into Scalable Performance

While adding Bing is straightforward, managing and optimising it across multiple hotel clients is where complexity grows.

Agency+ is built specifically for agencies working with hotels, enabling you to manage, optimise, and scale multi-channel campaigns—including Google and Microsoft Advertising—from a single platform.

With Agency+, you can:

• Launch and manage campaigns across multiple search engines efficiently
• Maintain consistent tracking and performance measurement across clients
• Leverage AI-driven optimisation to improve ROAS
• Scale successful strategies across your entire portfolio

Instead of treating Bing as a side channel, Agency+ helps you turn it into a reliable, incremental revenue driver across all your hotel clients.

If you’re looking to expand beyond Google and unlock new demand sources, adding Microsoft Advertising is a logical next step, and Agency+ ensures you can do it efficiently, at scale.