Bing is testing a "Related searches based on your browsing" module placed below the Microsoft Ads block in its results, replicating a personalized feature Google itself tested months earlier.

The sighting comes from Khushal Bherwani, who posted a screenshot on X and wrote: "Bing is showing 'Related Searches Based on Your Browsing' within sponsored results." Sachin Patel independently spotted the same test and Search Engine Watch covered it.

What did the test show?

The screenshot shows Bing surfacing related search queries it inferred from a user's prior browsing behavior, not just from the current query string, and it places those suggestions directly beneath the sponsored results section of the page. That placement matters. Google ran a near-identical experiment months ago, and Bing now appears to be borrowing the pattern.

Barry Schwartz, who reported the test at Search Engine Roundtable, added a caveat about scope. "I assume this shows up for paid and organic results but I am not seeing this being tested myself," he wrote. That is the correct read: this is an unconfirmed test, not a rollout.

Confirmed versus speculated

Confirmed: Two independent observers — Bherwani on X and Patel via Search Engine Watch — captured the module live in Bing results.

Speculation: Everything else. Microsoft has issued no statement, published no documentation, and confirmed no rollout timeline. Schwartz could not reproduce the test in his own searches, which suggests a limited bucket. Whether the module draws on browsing history alone or on signed-in activity, and whether advertisers can influence it, remain open questions Microsoft has not answered.

Who does this affect?

Paid-search advertisers should watch the placement first. If related searches sit inside or directly beneath the sponsored block, they may capture clicks that previously flowed to ad listings, effectively adding a free "query expansion" layer paid media cannot buy.

Organic publishers face a different question. Personalized related searches built on browsing history could widen or narrow discovery depending on how Microsoft weights prior behavior against query intent, and smaller sites that lack repeat visitors may see less referral traffic if suggestions skew toward domains the user already visits.

No data exists yet on either effect. That absence is the story's real limitation.

What to monitor next

Watch for three signals: broader reproduction of the test across regions and account types, any Microsoft Advertising documentation describing the module, and a matching revival of Google's own version of the feature. Until Microsoft confirms the test or publishes guidance, treat every screenshot as a single data point from a limited experiment, not evidence of a shipping product.