Rethinking Paid Search: Diversification as the Future of Fair Advertising

From Google reliance to Microsoft Ads innovation, advertisers must embrace multi-platform strategies.

Advertising, at its core, is about connecting people with valuable products and services. It’s the act of calling attention to something to attract interest, engagement, and sales. In practice, however, the industry has evolved into a highly complex auction where billions of dollars hinge on visibility.

In this auction, one question should matter most:
👉 Are people being served the best possible product or service that matches their intent, or simply those with the biggest budgets?

Why Quality Score was a Game-Changer

When I first spoke on “Is Quality Score Dead?”, I reminded the industry of the revolution it brought. Quality Score rewarded advertisers who delivered relevance, not just those who could outspend competitors. For a time, it made the system feel fairer, encouraging brands to craft ads that truly matched user intent.

But in a landscape dominated by one player, fairness only goes so far. Since 2000, cost-per-click (CPC) rates have consistently risen across industries. For many smaller advertisers, these costs have created a near-invisible entry barrier.

The risk? A search ecosystem where presence is dictated less by relevance and more by budget. And that’s not just bad for business – it’s a disservice to the public.

Why Diversification is Essential

This is why I argued in my second major talk, “Smarter Search Strategies: Diversification in the Age of AI,” that relying on a single platform is no longer sustainable.

It’s not about abandoning Google. Google Ads shaped my expertise and remains an indispensable tool. But no single channel can or should monopolise advertisers’ budgets. Healthy competition brings transparency, innovation, and most importantly, better results for everyone – advertisers and the public alike.

The responsibility is shared:

• The public: Choosing alternative search engines stimulates competition and broadens the digital landscape.
  
• Marketers: We must give clients the evidence and confidence to test beyond Google. (After my talk, countless peers told me they finally had the ammunition to push Microsoft Ads with their clients.)
  
• Advertisers: Ask yourself – are you holding onto underperforming Google campaigns out of habit? What might happen if you reallocated that spend elsewhere?

The real risk isn’t failure. The real risk is discovering incremental results you’ve been leaving on the table.

Why Microsoft Ads Deserves Your Attention

While Google dominates, Microsoft Ads presents a compelling counter-balance with unique advantages that drive incremental value:

• For B2B: Layer LinkedIn profile targeting – job title, company, industry – directly on top of search intent. That’s gold. 🏆
  
• For E-commerce: Lower CPCs mean more clicks for the same budget – especially powerful heading into peak season. 🎄🛒

And the advantages don’t stop there:
🌐 Vast Search Network – Bing, Yahoo, AOL, DuckDuckGo, Xbox, and syndication partners provide a massive, often untapped audience.
📺 Connected TV (CTV) Ads – Access premium streaming inventory for targeted brand impact.
🤖 AI-powered innovation – From Bing Chat Ads to automation, Microsoft is rapidly integrating tools that reshape search.
🔒 Privacy-first tools – Transparent, GDPR-conscious tracking in a post-cookie world.

Here’s the kicker: testing Microsoft Ads doesn’t require new money. By reallocating budget from underperforming Google campaigns, you can diversify, reduce inefficiencies, and open a new growth channel with the same spend.

Practical Action Plan: How to Unlock Incrementality

If you’re not yet running Microsoft Ads, here’s how to structure your first steps:

Step 1: Start with Search

Import your top Google campaigns into Microsoft Ads. Adjust bids and match types to capture lower CPCs and layer audience targeting for precision.

💡 Pro Tip: Treat Microsoft Ads on its own terms, not as a Google clone. Campaigns and metrics behave differently (e.g. lower conversion rate but stronger lead-to-sale ratio). Use import as a starting point – but turn off auto-imports and manage natively inside Microsoft Ads.

Step 2: Layer Audience Ads

Run Microsoft Audience Ads alongside Search and PMAX for added optimisation levers. Unlock halo effects, drive remarketing synergy, and keep the funnel warm.

💡 Pro Tip: Audience Ads on Microsoft are underpriced compared to Google Display. Test aggressively here to stretch budgets and gather incremental reach.

Run alongside PMAX for added optimisation levers. Unlock the halo effect on Search. Drive remarketing synergy across the funnel.

Step 3: Activate LinkedIn Profile Targeting

For B2B brands, leverage Microsoft’s unique integration with LinkedIn to filter by job title, company, and industry to reach decision-makers.

💡 Pro Tip: This targeting works best when layered over existing campaigns rather than as a standalone. Think of it as an “x-ray lens” to refine who sees your ads.

Step 4: Expand Reach

Tap into Microsoft’s full network – Bing, Yahoo, AOL, DuckDuckGo, and even Xbox. Scale where Google doesn’t reach.

💡 Pro Tip: Don’t assume performance will mirror Bing alone. Test each placement, especially DuckDuckGo and Xbox, which often deliver hidden gems.

Step 5: Test Connected TV (CTV)

Place your brand in premium streaming environments to build awareness and stay top of mind.

💡 Pro Tip: Use CTV not just for branding but as a retargeting layer for mid-funnel audiences. It makes your message feel everywhere – without blowing the budget.

Step 6: Optimise with Privacy-First Tools

Stay compliant with Microsoft’s privacy-led features while sharpening campaign performance.

💡 Pro Tip: With cookies disappearing, lean on Microsoft’s consented first-party data and audience solutions. This gives you resilience where Google may become restrictive.

Why Now?

Through Premier Partners like Diginius, advertisers can even access generous vouchers to remove the risk of testing. For some, that’s thousands in free ad credit – effectively getting paid to diversify.

The Bigger Picture

The future of paid search won’t be defined by one platform. It will be defined by how well advertisers, marketers, and platforms together serve the public interest, ensuring budgets drive genuine value, not just higher bids.

Diversification isn’t a luxury anymore. It’s the only way to bring fairness back to the auction, empower smaller advertisers, and ultimately give the public the best outcomes possible.

And if you’re ready to explore whether diversification – and Microsoft Ads in particular – is a fit for your business, Your PPC Doctor is here to help. We don’t just manage budgets. We care about making every pound work harder for you, and fairer for the industry.

Serge Nguélé is the founder of Your PPC Doctor, a boutique media planning and buying agency rooted in PPC expertise.

Watch a recording of Serge’s latest talk at Hero Conf UK in April 2025.