Microsoft Advertising Growth Playbook
Reach a unique audience.
Cost
Low
Strategy
PC
The Spark
Microsoft realized that while Google won the 'Browser War,' they still owned the 'OS' (Windows), giving them a captive audience that stayed within the default Microsoft ecosystem.
The Growth Engine
The 'Desktop-Default' Inertia & The 'High-Net-Worth' Demographic Moat: Microsoft Advertising tacticaly won by being 'Google, but Cheaper'. Their growth engine is 'Edge & Windows Integration'—capturing the search traffic of corporate workers and older demographics who don't change their defaults. By offering 30-40% lower CPCs (Cost-per-click) than Google, they became the 'High-ROI' second choice for every major brand. Their growth relies on 'The LinkedIn-Data Synergy'—allowing B2B advertisers to target people based on their job title and company (from LinkedIn) inside the Bing search results, a feat Google cannot match.