Bing Ads Updates – Third Headlines

Updated March 4, 2025

Pay Per Click

Bing Ads is Microsoft’s Pay Per Click platform. While Bing may not have the market share that Google does, it’s still a big player in the search engine world, with around 20% of the market. So, when Bing Ads makes a change, it’s worth paying attention. Recently they’ve announced they’re going to be adding a third headline, and a second ad text to their ads.

Experimental PPC

In many ways, although they probably wouldn’t publicly admit it, Bing often follows the lead of Google Ads. With Google Ads having such a large market share, Microsoft find themselves in a tough position. If their PPC platform is drastically different from Google’s offering it may put users off, who might baulk at having to use two totally different interfaces, or ad structures. So, they find themselves in a position where, to some extent at least, they follow what Google does. However, that doesn’t mean they don’t innovate sometimes.

Seconds and Thirds

One new idea that has recently appeared on Bing Ads is the ability to add a third heading and a second ad text. This increases the number of available characters you have to sell your products considerably, giving you at least 15 more characters in total. The changes have also already been added to the Bing Ads editor, so if you prefer to edit your ads offline, you can already take advantage of the new features.

So, if you’re using Bing Ads, you should get onto the platform and make sure all of your ads are using the extra space. Because, with the holiday season afoot, you need to take any advantage you can get.

Expanded Ads

These changes in some ways mirror changes that Google have made to their responsive ads, but they do have a slightly different layout. Do you prefer Google Ads to Bing Ads? Or do you think that they should both forge their own paths? We’d love to hear what you think.