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Yeah, Microsoft has significantly limited pure Search inventory lately, so Audience traffic often ends up eating most of the spend. Fully excluding Audience/Content isn’t as clean as it used to be.
A few things that usually help:
* Separate Search-only campaigns where possible and keep Audience in a different campaign with tight budgets.
* Lower bids aggressively on Audience signals (or set bid adjustments to -100% / -90% where and whatever allowed in your account).
* Check search term quality closely — volume is thinner, but intent matters more now.
* Use strict conversion-based bidding only after you’ve proven intent; otherwise manual or eCPC gives more control.Honestly, Bing Search works best now for high-intent, branded, or very tight keyword sets. Broad + Audience is where budgets disappear fast.
