Does Microsoft Ads (Bing) slow down a store?
In 7IT’s test of 367 US online stores, Microsoft Ads (Bing) ran on 151 of them (41.1%). At first load it is light: a median of 17 KB and 0.02 s of phone time. Google’s test measures the first load only, so anything it loads after a visitor interacts is not in these numbers.
Stores with it and without it.
| Stores | Median score | Main content | Blocking time | Apps on the page | |
|---|---|---|---|---|---|
| With Microsoft Ads (Bing) | 151 | 30 | 13.2 s | 2019 ms | 28 |
| Without | 216 | 39 | 10.6 s | 865 ms | 13 |
Stores that run Microsoft Ads (Bing) had a median score of 30, against 39 for stores without it. They also run more apps overall (a median of 28 against 13), so that gap is not all Microsoft Ads (Bing)’s doing. The size and phone time above are Microsoft Ads (Bing)’s own. On this sample there is no score penalty that can be pinned on it.
One in four stores that load it download more than 20 KB of it, and spend more than 0.03 s running it. Median Google phone-lab results, home pages only, September 2026. Method and limits in the study.
If you run Microsoft Ads (Bing).
- Ad pixels count visits; they do not need to block the visit. Load them after the first interaction, or move them server-side (Conversions API, server-side tagging) so the phone does less.
- Check every pixel still feeds a campaign that is running. Pixels outlive campaigns.
- One container for all pixels, loaded late, beats many tags each loading early.