Bing is testing an even more ad-heavy search results page, and it’s not great news for organic traffic. Some users are seeing seven or more sponsored results before even one organic listing, making it nearly impossible for non-paid results to get visibility.

For businesses that rely on SEO, this could mean a serious traffic drop. And for advertisers? Expect more competition and rising CPCs. Microsoft is turning up the dial on monetization, which means if you want visibility, you’ll probably have to pay for it.

Via Red Leaf Web Design on X

What’s Happening?

Microsoft is packing Bing’s search results with more ads than ever, pushing organic listings even further down (or off) the page. Here’s what’s changing:

• Search results are dominated by paid ads: Some users report seeing seven or more sponsored listings before a single organic result.
• Organic rankings are losing value: With only one or two organic spots on page one, SEO-driven brands are getting squeezed out.
• Paid competition is about to get fierce: More businesses will be forced to bid aggressively to maintain visibility, driving up CPCs and ad costs.

Microsoft isn’t saying much about this test, but if it sticks, the days of getting free visibility on Bing could be numbered.

How It Affects You 

If this ad-heavy format becomes permanent, businesses will need to rethink their search strategies.

• SEO will take a hit: If Bing pushes organic results further down (or off) page one, organic traffic will suffer.
• CPCs could climb fast: More businesses competing for fewer ad slots means higher ad costs across the board.
• Ad creative and targeting need to be on point: With more ads in the mix, standing out is harder. Brands need top-tier copy, visuals, and landing pages to compete.
• Diversification is key: If you’re relying too much on Bing Search, now’s the time to invest in alternative channels like paid social, email, or even YouTube ads.

Bottom line? More ads = less free traffic = higher costs for advertisers.

What You Should Do Next

If you want to stay ahead of this, here’s what needs to happen:

1. Analyze Your Bing Traffic: If Bing is a big traffic driver for you, watch for any dips in organic clicks and be ready to pivot.
2. Optimize Your Paid Search Strategy: With CPCs likely to rise, focus on ad quality, relevance, and targeting to maximize efficiency.
3. Test Other Traffic Sources: If Bing keeps moving in this direction, start investing in other channels so you’re not over-reliant on paid search.
4. Monitor Microsoft’s Next Moves: This is still a test, but if it sticks, expect more aggressive ad placements across Bing’s ecosystem.

Bing is following Google’s playbook: more ads, less organic reach. If this update rolls out across the board, brands that don’t adapt fast will struggle to keep up.

Want to make sure you’re not getting priced out of the game? Let’s talk. We’ll help you build a smarter search strategy and keep your campaigns profitable—even as Bing moves the goalposts.