For years in Poland, one assumption dominated: search advertising = Google. While convenient, this approach was incomplete. As user behavior shifts and Microsoft’s ecosystem grows in influence, more and more companies are asking whether bing.pl can truly drive sales. This case study delivers a clear answer: yes – and very effectively, provided campaigns are managed correctly.
A mid-sized e-commerce store operating in the sports watch segment. The business serves the Polish market with a clear objective: driving sales through efficient performance marketing without overspending the budget.
The client aimed to scale sales, but on Google Ads, costs were rising much faster than reach. The natural next step was to open a new channel – the bing.pl search engine.
We launched Microsoft Ads campaigns in August 2024, gradually expanding reach while maintaining cost control. The budget was set at PLN 4,000, significantly lower than what was allocated on Google Ads.
A key factor was not simply copying campaigns 1:1, but adapting the structure, bids, and ad formats to Bing’s environment.
The best results, aligned with the seasonality of the Polish market, were achieved in
November, during the pre-holiday period and Black Friday.
On Black Friday itself (November 28, 2025):
This was neither a coincidence nor a “lucky hit.” It demonstrates that bing.pl can generate high-level sales while maintaining reasonable costs.
Bing Ads panel
The start was not easy. Although initially smaller in number, competition on Bing was very demanding in terms of quality – large electronics retailers, well-known brands, and high budgets. This was particularly noticeable in product ads.
At the beginning, we focused on text campaigns, which quickly started generating solid ROI. Only in the next stage did we launch product campaigns, knowing they would require time and extensive testing to reach satisfactory performance.
We tested:
Performance improved through optimization. In November, the highest return came from the Performance Max campaign, achieving a ROAS of 8,690.02% for the month. For comparison, search campaigns reached 4,306.71%.
Bing is not just an “add-on.” It can be a fully-fledged revenue source.
In 2025, the campaigns described generated over PLN 1.3 million in revenue on a spend of just under PLN 31,000, resulting in a ROAS of 4,234%.
These are numbers that are hard to ignore.
Search advertising on bing.pl works-not because it’s “cheaper,” but because it:
E-commerce businesses looking to scale sales must include Microsoft Ads as a channel.
