Microsoft Ads Budgets Continue To Increase Amid AI Changes

A Surge in Paid Search Platforms

Like Google, Microsoft Advertising has recently shown notable increases in ad revenue, highlighting a shared trend among search platforms. In TSEG’s recent blog post, we covered Google’s rising advertiser interest, and now Bing’s growth tells a similar story, confirming that paid search remains a core part of digital marketing strategies.

For law firms, this mutual growth between Google and Bing serves as a reminder of paid search’s ongoing value. With Bing’s expanding user base and Microsoft’s unique advertising options, attorneys have new opportunities to capture potential clients across platforms. Rather than relying on a single provider, law firms can now consider Microsoft Advertising to improve their reach and make paid search more effective in acquiring new cases.

First Google, Now Bing

Bing’s expansion demonstrates that attorneys can benefit by broadening their approach across multiple advertising platforms. With Microsoft’s platform capturing a growing audience, law firms have new opportunities to attract clients who are actively searching for legal support.

According to a forecast from EMarketer, Google’s share of the U.S. search advertising market is projected to fall below 50% next year for the first time since 2008.

As more potential clients turn to alternatives like Bing for information, Microsoft Advertising is gaining ground as a valuable tool for reaching those seeking legal help. This shift makes it clear: search efforts can’t rely on one platform alone. By adding Microsoft Ads to their search marketing strategy, legal marketers open the door to qualified leads that may otherwise be missed. As Bing continues to gain traction, Microsoft Advertising offers law firms a powerful way to build a steady pipeline of potential clients, making paid search a key driver of sustainable growth.

Reaching Broader Audiences with Microsoft Ads

For law firms aiming to expand their client base, Microsoft Advertising provides unique ways to connect with audiences that may not be as active on other platforms. Bing’s growth offers access to distinct user segments, giving firms the chance to connect with potential clients they might not otherwise reach. Microsoft’s LinkedIn integration, for example, allows for precise targeting by profession and industry—an advantage for firms with niche practice areas or specialized services.

By adding Microsoft Ads to their marketing mix, law firms save themselves from relying solely on a single platform. To get started, firms might consider running a pilot campaign on Bing to test its effectiveness with specific demographics or practice areas. Over time as Google’s antitrust legal issues unfold, law firms that have been running search campaigns in Bing will already have completed some feedback loops that give their ads a head start on optimizations compared to firms who are getting into Microsoft Ads reactively instead of proactively. We encourage law firms to double-check if they are already advertising in search engines alternative to Google before 2025, when the big change in market share is expected to happen.

How TSEG Can Help Law Firms Succeed with Microsoft Ads

Microsoft Advertising’s growth provides law firms with new screens to reach clients through in the face of search engine uncertainty. By adding Microsoft Ads to their strategies, firms can access Bing’s unique audience segments and diversify their client acquisition channels. TSEG offers expertise to help law firms effectively combine Microsoft and Google Ads campaigns, ensuring they connect with clients where they’re actively searching.

With TSEG’s guidance, firms can adopt a multi-platform strategy that enhances visibility and brings in new cases. As Bing’s user base continues to grow, TSEG supports firms in making the most of these expanded advertising options, helping law practices build strong, adaptable paid search campaigns that deliver results. Partner with us today.