Microsoft’s search engine is borrowing a page from Google’s playbook. Search Engine Roundtable reported on October 15 that Bing is testing a module labeled “Related searches based on your browsing,” placed beneath Microsoft Ads in the results.
Khushal Bherwani posted a screenshot on X showing the box appearing within sponsored results, and Sachin Patel also spotted it, as covered on Search Engine Watch. Barry Schwartz expects the module could show for paid and organic listings but has not seen it yet, so the scope is unconfirmed. Google ran a similar related searches box tied to browsing history in July.
Because the module is personalized and sits next to ads, it ties query suggestions to what a person has already viewed. Microsoft has not announced the test. Advertisers should watch for shifts in impressions on Bing campaigns, since suggestions pulled from history could send some users down different paths than the query they typed.
Search Engine Roundtable, Barry Schwartz, October 15, 2026.
