In-market audiences and company size segments
In-market audiences capture users actively researching and comparing products across Microsoft properties. Here is how to deploy intent segments and company size tiers.
How Microsoft identifies in-market purchase intent#
Microsoft's AI evaluates billions of real-time search queries on Bing, commercial clicks across MSN, and browsing signals across Microsoft Edge to identify users actively evaluating products in specific categories.
As explained in Microsoft Audience Solutions, 2026, these intent segments are updated continuously as consumers enter and exit purchase evaluation windows.
Catalog of B2B and consumer in-market categories#
Microsoft Advertising provides hundreds of granular in-market categories covering B2B Software, Financial Services, Automotive, Real Estate, Consumer Electronics, and Travel.
B2B advertisers can combine in-market software evaluation segments with LinkedIn Company Size tiers (e.g., 1-10, 11-50, 51-200, 201-500, 500+ employees) to target mid-market and enterprise buyers as detailed in Microsoft Audience Category Docs, 2026.
Layering in-market segments on broad search keywords filters traffic to users with active buying intent.
Bid Only versus Target and Bid mechanics#
Choose 'Bid Only' to show ads to all searchers while boosting bids (+20% to +100%) for in-market users. Choose 'Target and Bid' (Audience Network only) to restrict ad delivery exclusively to verified in-market prospects.
Synergy between audience layers and Smart Bidding#
When Smart Bidding is active, attached in-market segments serve as high-priority audience signals, helping algorithms calculate precise conversion probabilities at auction time.
Visit our Microsoft Ads Hub for audience layering templates.
Key in-market audience segments by sector#
The table below outlines high-performing in-market segments across key commercial verticals.
| Industry Sector | Example In-Market Segment | Typical Intent Signals |
|---|---|---|
| B2B SaaS / Tech | Enterprise Resource Planning Software | Comparing vendor pricing, reading feature specs |
| Financial Services | Commercial Lending & Mortgages | Loan calculator usage, rate comparisons |
| Automotive | Luxury SUV & Electric Vehicles | Dealership inventory searches, build & price tools |
| Legal Services | Corporate & Employment Law | Legal guide downloads, attorney directory views |
Frequently asked questions#
How does Microsoft determine if someone is in-market?
Microsoft analyses recent Bing search queries, click patterns on shopping results, commercial content browsing on MSN, and Edge browser interactions to infer purchase readiness.
What is the difference between In-Market and Remarketing audiences?
Remarketing targets people who have previously visited your website, while In-Market audiences target prospects researching your product category who may never have visited your site.
Can I target specific company sizes in Microsoft Ads?
Yes, Microsoft Advertising supports targeting by company employee size brackets through its native LinkedIn profile graph integration.
What bid adjustment is recommended for In-Market audiences on Search?
A starting bid modifier of +15% to +35% is standard practice on 'Bid Only' search campaigns to test performance lift.
Are there extra costs to use In-Market audiences on Microsoft Ads?
No, Microsoft Advertising does not charge additional data fees for targeting native In-Market audience segments.
Read more on this topic#
The Microsoft Ads Hub
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