Most remodelers think of Microsoft Ads as a “nice to have” or a backup plan when Google gets too expensive. The truth is more interesting. Microsoft’s ad platform is smaller, quieter, and far less crowded than Google. Yet in 2026, it is quietly becoming one of the most cost-efficient places to reach a high-value homeowner audience.
We have seen it inside real accounts. When a remodeler is struggling with high CPCs on Google or needs a pressure-release valve in a competitive metro, Microsoft Ads can become a profitable secondary engine. Not a replacement for Google. Not a magic shortcut. A smart, data-backed addition that expands your reach into an older, higher-income, more established homeowner market.
This is the guide remodelers need before they consider investing time or budget into Microsoft Ads. What it costs. Who it reaches. How it performs. Where it beats Google. And where it absolutely does not.
The biggest advantage Microsoft brings is the demographic behind its search engines. Across Bing, Yahoo, and AOL search partner properties, Microsoft Ads reaches a segment that remodelers should not ignore:
• More than half of Microsoft’s search users are over 45
• Nearly one third have household incomes above $100,000
• Microsoft’s audience skews heavily toward homeowners, not renters
For remodelers, builders, and design-build firms selling kitchens, bathrooms, additions, or full-home transformations, this is the exact buyer profile that converts.
Google captures the broad market. Microsoft captures the mature homeowner with discretionary income. That alone makes it strategically relevant.
The biggest question remodelers ask is obvious. Does Microsoft Ads cost less?
Based on 2025–2026 industry benchmarks and our own campaign data, the answer is usually yes.
• Average CPC on Microsoft Ads: $1.50–$3.00
• Average CPC for remodeling terms on Google: $8–$18 and higher
• Average Microsoft CPA reported across industries: About $41 (roughly 30 percent lower than Google in some categories)
Why the lower cost?
Less competition. Fewer advertisers. Many remodelers and home-service companies simply never touch Microsoft Ads. The reduced pressure gives you more room to bid efficiently.
But lower cost does not automatically mean better ROI. Microsoft volume is lower. Impression share is lower. Lead volume is lower. It is a supplement, not the main engine. Remodelers still need Google to capture the full demand. Microsoft helps smooth the cost curve.
When used correctly, it becomes a profitable second channel that reduces total blended CPL.
The surprise for many remodelers is that Microsoft leads often feel cleaner and more serious.
Why?
• Older users searching on desktop during the day
• Homeowners actively researching, not casually browsing
• Higher net worth audiences evaluating long-term home improvement projects
Microsoft users generally treat search as a research tool, not an impulse channel. That means the leads tend to be slower in volume but stronger in quality.
We have seen Microsoft Ads produce:
• More addition leads per click
• Higher kitchen and bath project values
• Higher close rates for firms selling premium work
• More weekday consultation bookings
If your business model depends on selling high-end, design-driven, or full-scope remodels, this audience behaves differently in a good way.
Now the honest part.
Microsoft Ads is not Google. It will not scale your pipeline alone. Remodelers must know the limitations.
If your remodeler marketing strategy depends on high daily search volume, Microsoft is a complement, not a driver.
It is valuable in the right context. It is weak as a standalone.
Microsoft Ads has a few unique targeting features that remodelers can leverage.
LinkedIn Profile Targeting
This is exclusive to Microsoft. You can target by:
• Job title
• Industry
• Company size
Why this matters: homeowners with corporate roles, management positions, or high-income professions statistically spend more on remodeling projects. This is an advantage Google does not offer.
Demographic Targeting
Microsoft allows age, income, and device segmentation similar to Google, but with clearer household income tiers.
Device-weighted bidding
Microsoft search is still heavily desktop-driven. Homeowners doing larger research-heavy remodels often plan from a desktop. You can lean into this behavior with bidding strategies that prioritize desktop.
Audience intent segments
Microsoft offers homeowner and remodel-related in-market segments similar to Google, though the scale is smaller. They still help refine traffic quality.
The audience may differ, but the rules stay the same. Success on Microsoft still depends on:
• Clear, specific remodeling keywords
• A landing page dedicated to each core service
• Strong visual proof of craftsmanship
• Fast load times on desktop and mobile
• A clean, consistent brand name across ads, website, and GBP
• Immediate follow-up on calls and form fills
The remodelers who treat Microsoft as a “lite” version of Google fail quickly. The ones who apply the same discipline often see lower-cost conversions.
Microsoft Ads plays best when remodelers use it in one of these scenarios:
1. Your Google CPCs are rising fast and squeezing your margins
Microsoft gives you cheaper supplemental traffic and smooths cost per lead.
2. You are in a competitive metro with aggressive remodeler PPC bidding
Microsoft gives you access to the same homeowner pool at lower pressure.
3. You sell premium projects to older homeowners
Microsoft’s demographic aligns closely with this buyer.
4. You want predictable lead volume without relying solely on Google
Microsoft distributes risk and diversifies your funnel.
5. You want to run bottom-of-funnel search campaigns at lower cost
Microsoft Search Ads work extremely well for intent-driven queries.
Microsoft is not a magic bullet. But used strategically, it becomes a profitable piece of the larger engine.
Some remodelers will not benefit from Microsoft Ads at all. It is not the right platform when:
• Your market is rural with low search volume
• You rely heavily on mobile traffic
• You want a large number of leads fast
• Your brand relies on visual-first ads (Microsoft is primarily text search)
• You are spreading your budget thin across too many platforms
This is a precision channel. Not a broad one.
Yes, if:
• You are already winning on Google and want to expand
• You want cheaper CPCs and lower wasted spend
• You want access to an older, higher-income homeowner audience
• You want more predictable cost-per-lead trends
• You want a quieter, less competitive environment
No, if:
• Google is not stable for you yet
• Your market has extremely low Bing/Yahoo search usage
• You are not ready to create landing pages and structured campaigns
• Your budget is too limited to test multiple channels
Microsoft Ads is not a replacement for Google. It is a strategic add-on. A smart lever. A margin booster. A way to reclaim efficiency when Google’s competition pushes costs too high.
And when managed correctly, it becomes a reliable, profitable secondary source of remodeling leads.
B&G helps remodelers build, launch, and optimize Microsoft Ads campaigns that align with your markets and service lines. If you want to add this channel to your lead engine, we can help you evaluate fit, structure campaigns, and measure ROI before you scale.
Yes, in most markets. CPCs on Microsoft are often 50 to 70 percent lower than Google for similar remodeling keywords. Lead volume is smaller, but cost efficiency is strong.
Often yes. The platform reaches older, higher-income homeowners who tend to research projects carefully and convert at higher rates.
If Google is performing reliably, Microsoft is an excellent secondary channel for cost reduction, diversification, and additional lead volume.
No. Microsoft should be used as a supplement. Google remains the primary engine for remodeling demand capture.
Yes. We build and manage Microsoft Ads campaigns for remodelers who want to expand beyond Google and reach additional high-value audiences.
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