6%
1% YoY
#7
Summary
- Microsoft Ads ranks #7 within the Paid Ads category, maintaining its position month-over-month.
- As of October 2026, 6% of organizations who have a vendor in the Paid Ads category use Microsoft Ads: up < 1 percentage points from last year.
- Microsoft Ads has the highest adoption among enterprise companies (17%), compared to mid-market (11%), small-to-medium businesses (4%), and micro-SMB (3%).
- Microsoft Ads key capabilities include search advertising, audience network display ads, shopping campaigns, and import tools for cross-platform campaign management.
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Key stats
6%
1% YoY
Mid-Market, 47%
2%
5%
#7
#6
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 4% |
| Mid-market | 11% |
| Enterprise | 17% |
About Microsoft Ads
Microsoft Ads is a search and display advertising platform that enables businesses to run campaigns across Bing Yahoo and partner networks with audience targeting and AI-powered bidding.
About this data
These insights come from Ramp’s procurement and renewal data, built on real-world transactions observed across our platform. Figures represent aggregated observations from Ramp Procurement and Renewals activity.
| Date | New adopter share | Competitor switch rate | Dominant FTE segment | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|---|---|
| Sep 2026 | 2% | 5% | Mid-Market, 47% | 17% | 11% | 4% |
| Aug 2026 | 3% | 5% | Mid-Market, 48% | 16% | 11% | 4% |
| Jul 2026 | 2% | 6% | Mid-Market, 48% | 15% | 11% | 4% |
| Jun 2026 | 2% | 6% | Mid-Market, 49% | 16% | 11% | 4% |
| May 2026 | 1% | 6% | Mid-Market, 49% | 14% | 10% | 4% |
| Apr 2026 | 2% | 6% | Mid-Market, 50% | 14% | 10% | 4% |
| Mar 2026 | 2% | 6% | Mid-Market, 54% | 13% | 10% | 4% |
| Feb 2026 | 1% | 6% | Mid-Market, 54% | 12% | 10% | 4% |
| Jan 2026 | 3% | 6% | Mid-Market, 58% | 12% | 10% | 4% |
| Dec 2025 | 1% | 6% | Mid-Market, 58% | 10% | 10% | 4% |
| Nov 2025 | 2% | 6% | Mid-Market, 58% | 9% | 10% | 4% |
| Oct 2025 | 2% | 6% | Mid-Market, 57% | 9% | 10% | 4% |
| Sep 2025 | 2% | 6% | Mid-Market, 58% | 9% | 9% | 4% |
| Aug 2025 | 3% | 7% | Mid-Market, 58% | 8% | 10% | 4% |
| Jul 2025 | 3% | 7% | Mid-Market, 59% | 9% | 10% | 4% |
| Jun 2025 | 1% | 7% | Mid-Market, 61% | 9% | 10% | 4% |
| May 2025 | 1% | 7% | Mid-Market, 61% | 8% | 10% | 4% |
| Apr 2025 | 3% | 7% | Mid-Market, 61% | 8% | 10% | 4% |
| Mar 2025 | 2% | 8% | Mid-Market, 59% | 8% | 10% | 4% |
| Feb 2025 | 1% | 8% | Mid-Market, 59% | 9% | 10% | 4% |
| Jan 2025 | 3% | 8% | Mid-Market, 62% | 9% | 10% | 4% |
| Dec 2024 | 2% | 8% | Mid-Market, 62% | 8% | 10% | 4% |
| Nov 2024 | 2% | 9% | Mid-Market, 61% | 8% | 10% | 4% |
| Oct 2024 | 1% | 9% | Mid-Market, 58% | 8% | 9% | 4% |
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