In Bing Ads, you can find an interesting audience for affiliate marketing, but your choice of country directly affects the cost per click, conversion rate, and final ROI. We, along with the media agency AffCommunity, recommend not looking for a one-size-fits-all “most profitable geo,” but rather selecting a market based on a specific offer and testing several options.
Tier 1: the U.S., Canada, the U.K., and Australia
If your offer is aimed at a high-spending audience, you can start your research with English-speaking markets:
- The U.S. — a large market for e-commerce, SaaS, financial products, and subscriptions. However, competition for commercial search terms can be high.
- Canada—a good option for testing offers that are already showing potential in the U.S.
- United Kingdom—a promising market for services, online shopping, and financial products.
- Australia—an additional GEO for English-speaking offers, provided the economy allows for scaling.
These countries do not guarantee profit, but they are suitable for testing hypotheses with high potential average order values. Before launching, you should compare payouts, search demand, and projected customer acquisition costs.
For advice on running traffic to Bing Ads, we recommend reading our joint article on the AffCommunity website at this link.
Tier-2: Poland, Romania, and other European markets
If the acquisition cost in Tier-1 doesn’t allow you to achieve acceptable economics, you can test individual Tier-2 countries.
Poland, Romania, the Czech Republic, and Hungary may be of interest for e-commerce and localized services. However, the results depend on the language of the ads, competition, and the availability of a suitable offer.
You shouldn’t launch a single English-language campaign across all of Europe at once. It’s better to segment the countries, adapt the ads and landing pages, and then compare the CPA and conversion quality.
You can read more about the differences between markets in the article on the characteristics of Tier-1, Tier-2, and Tier-3 in affiliate marketing.
Is it worth testing Latin America and Asia?
Brazil, Mexico, the Philippines, Thailand, and other emerging markets may also be of interest. However, we wouldn’t automatically apply the results of English-language campaigns to them.
Before launching, you need to check:
- the availability of the target audience on the search network;
- demand for the product and the level of competition;
- the language of the ads and landing page;
- payment methods and offer restrictions;
- the acceptable customer acquisition cost.
A cheap click alone does not make a GEO profitable. If users rarely take the desired action, the total cost per conversion may end up being higher than in a more expensive country.
How to Properly Test GEO in Bing Ads
We recommend starting with a small number of countries and breaking down the statistics by each market.
First and foremost, track CPC, CTR, CR, CPA, confirmed conversions, payout, and ROI. If a campaign generates clicks but no target actions, you need to check the search queries, ad relevance, landing page, and whether the offer aligns with the audience.
For a more precise selection, it’s helpful to analyze GEO targeting based on the CPM-to-payout ratio: this helps evaluate not only the cost of traffic but also the actual profitability of the campaign.
It’s also worth checking the geotargeting settings in Microsoft Advertising. The platform supports targeting by country and region, and also allows you to specify whether ads should be shown to people physically located in the selected area or to those who are simply interested in it. This affects audience quality and requires careful configuration. <Cite refs={[“turn564483search1”,“turn564483search2”]}/>
Which GEO to Choose for the First Test
We would use the following starting plan:
- United States — if the offer is aimed at the English-speaking market and can withstand more expensive traffic.
- The UK or Canada—to test for additional English-speaking demand.
- Poland or Romania—if the product can be localized effectively and you want to test an alternative market.
These are initial hypotheses, not a ranking of guaranteed-to-be-profitable countries. The final choice should be based on test results and statistics from affiliate networks.
Conclusion
In Bing Ads, we would first explore the U.S., the UK, Canada, and Australia for English-language offers, and then test specific European GEOs depending on the product and budget.
The key is not to choose a country based solely on a low CPC or high payout. A viable GEO is one where the cost per acquisition, audience quality, and verified conversions allow you to consistently generate profit.
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