Reach UK car buyers on Bing with lower CPCs than Google
Microsoft Automotive Ads on Bing give UK dealers a cost-effective alternative to Google Vehicle Ads — reaching a demographic of higher-income, professional buyers at typically lower CPCs. Trajekt generates Microsoft-compatible vehicle feeds from your existing inventory source.
✓ 40% higher-income Bing audience✓ Lower CPCs than Google✓ Google format import compatible✓ Same inventory as Google feed
40%
of Bing UK audience has household income over £75K
15-30%
lower CPCs on Bing vs Google for automotive searches
1
inventory source powers both Google and Microsoft vehicle ad feeds
Free
organic vehicle listings available in Microsoft Shopping without ad spend
Features
Microsoft Vehicle Ads
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Google format compatible
Microsoft Advertising can import Google-compatible vehicle feeds. Trajekt's Google Vehicle Ads XML often works directly for Microsoft's automotive campaigns.
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Lower CPCs
Bing automotive CPCs are typically 15-30% lower than Google for equivalent positions — delivering comparable quality clicks at lower cost.
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Premium demographic
Microsoft's UK audience skews toward professionals and business users aged 35+ with higher household income — valuable for premium and prestige vehicle dealers.
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Free listings
Like Google's free Shopping listings, Microsoft offers organic vehicle listings in Bing search without ad spend — a free additional traffic source from your feed.
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Vehicle targeting
Microsoft Automotive Ads target users based on vehicle research behaviour on Bing and MSN properties — similar to Google Vehicle Ads intent signals.
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VIN handling
VIN is optional in UK for Microsoft as well. Trajekt uses your internal stock ID for both Google and Microsoft vehicle feed submissions.
FAQ
Frequently asked questions
Microsoft Automotive Ads (also called Microsoft Vehicle Ads or Bing Automotive Ads) are a Google Vehicle Ads equivalent on Microsoft's Bing search engine. They display vehicle inventory in search results when users search for specific vehicles. They use a vehicle-specific feed format and appear in Bing Shopping results for automotive queries.
Very similar. Microsoft Automotive Ads use a product feed format that closely mirrors Google Shopping feed format. Microsoft Advertising's direct import tool can often import your Google Merchant Center data directly, including vehicle feeds. Trajekt generates a single feed format compatible with both platforms.
Microsoft's UK Bing audience demographic is particularly attractive for automotive: higher household income (40%+ earn over £75K), professional employment, and age 35+ skew. CPCs are typically 15-30% lower than Google for equivalent automotive searches. Additionally, Microsoft offers free organic vehicle listings — a cost-free traffic source from your vehicle feed.
Register at ads.microsoft.com. Set up Microsoft Merchant Center (Tools > Merchant Center). Upload your vehicle feed (import from Google or submit fresh). Create a Shopping campaign in Microsoft Advertising and enable Automotive Ad Extensions. Configure targeting by location (radius around dealership).
Microsoft Advertising's Google Import tool can import your Google Merchant Center vehicle feed directly. This is the quickest way to get started — if you're already running Google Vehicle Ads via Trajekt, import the same feed URL into Microsoft and you're live. Some Microsoft-specific configuration may still be needed.
Microsoft Automotive Audiences are remarketing lists built from users who have visited vehicle-related pages on MSN Autos, Cars.com partner sites, and other automotive content on Microsoft's network. These audiences can be used to retarget automotive researchers with your vehicle inventory ads.
Yes — especially for dealers in competitive markets where Google Vehicle Ads CPCs are high. The incremental traffic from Microsoft at lower CPCs adds volume without significant additional cost. The premium demographic also tends to result in higher quality enquiries for premium and luxury vehicles.
Yes. Microsoft offers free organic vehicle listings in Bing Shopping similar to Google's free product listings. These appear without any ad spend when you have a valid vehicle feed in Microsoft Merchant Center. This makes Microsoft a cost-free additional traffic source on top of paid campaigns.
Microsoft vehicle ads image requirements are similar to Google: clear vehicle images, minimum 200x200px (though larger is better), no promotional text overlays, showing the actual vehicle being advertised. Multiple images are supported and recommended.
Automotive CPCs vary significantly by vehicle type and market competition. As a general guideline: Google Vehicle Ads £1.00-£3.00+ per click for cars; Microsoft Vehicle Ads typically £0.70-£2.00 for equivalent searches. The difference is smaller for niche categories (caravans, motorhomes) where overall search volumes are lower.
Yes. Trajekt connects to your inventory source once and generates Google Vehicle Ads XML and Microsoft-compatible vehicle feed format simultaneously. Run both platforms from one Trajekt configuration.
Get your vehicle inventory live on Microsoft Bing today
Trajekt generates your Microsoft vehicle feed from the same source as your Google Vehicle Ads — lower CPCs, higher-income demographic, free organic listings included.