Side by side
| Microsoft Advertising (incl. Copilot) | ChatGPT ads | |
|---|---|---|
| Inventory | Bing search, partner sites, Copilot | ChatGPT answers |
| Targeting | Keywords plus audiences, including LinkedIn profile targeting | Context hints, location, device, customer lists |
| How Copilot ads are bought | Through Microsoft Advertising campaigns | – |
| Separate AI placement controls | Limited | Built for AI from the start |
Copilot ads
Copilot ads run in English, French and German markets, and Microsoft has piloted richer formats such as Showroom ads. Microsoft's own research claims ad relevance in Copilot is 25% better than traditional search; that figure isn't independently verified.
Where Microsoft fits B2B
- LinkedIn profile targeting lets you narrow search and Copilot ads by company, industry or job function.
- Work audiences: Bing is the default search engine on many corporate Windows machines.
How to test
Import your best Google search campaigns into Microsoft Advertising, add LinkedIn profile targeting for your industries, and run a separate ChatGPT test on buyer questions. Compare both on in-profile companies.
A simple test design
- Import your top Google search campaigns into Microsoft Advertising.
- Add LinkedIn profile targeting for your core industries and job functions.
- Run ChatGPT ads on the same buyer questions in parallel.
- Compare in-profile companies and meetings after 90 days.
Questions
Will our Microsoft ads show in Copilot automatically?
Copilot placements come through Microsoft Advertising, so eligible campaigns may appear there. You won't get a separate Copilot report.
Is Microsoft's audience more B2B?
Bing is the default on many corporate Windows machines, which gives it a work-heavy audience. Test it rather than assume it.
Can we target job titles in Copilot?
LinkedIn profile targeting is a Microsoft Advertising feature; whether and how it applies to Copilot placements isn't documented separately.
Why the two complement each other
Microsoft Advertising lets you narrow by who someone is, using LinkedIn profile data, across search and Copilot. ChatGPT ads let you choose what someone is asking about. Run together, one catches the right roles when they search; the other catches the right problems when they ask.
Reporting both fairly
Use the same funnel steps for both: identified companies, in-profile share, meetings and pipeline. Avoid comparing click-through rates across platforms; formats and placements differ too much for that to mean much.
Start here: Display advertising vs AI ads. More articles in AI ads vs other channels.