Leading classified site Gumtree has announced a partnership with Bing Ads, marking the Microsoft units first syndication deal with a UK-based business and expanding the networks reach in the UK considerably.

The deal supports Bing Ads ongoing growth strategy and will further increase search reach and volume for Bing across mobile and desktop, which already accounts for 11.6 per cent of all search queries in the United Kingdom.

Brands will be able to use Bing Ads-served advertisements to reach Gumtrees audience of over 14.9m monthly users, over half of whom access the site through mobile and tablet, ensuring brands are able to serve the most relevant content on the right device at the right time.

“We are thrilled to be collaborating with such a trusted household name as Gumtree.com, who are leading the way in engaging consumers on mobile and tablet devices in the classifieds space,” said Tor Thompson, regional director for EMEA at Bing Ads. “Weve already seen extremely promising results through our trial period, and most importantly, the partnership will bring a new stream of high-quality clicks to Bing Ads advertisers within the UK.”

“Gumtree.com prides itself on being the UKs go-to marketplace for everything from cars to careers, and Bing Ads performance has been very promising in further enriching our results with relevant, targeted ads,” said Matt Barham, commercial director for Gumtree. “This partnership supports our initiative to diversify our revenue lines, and we look forward to exploring further opportunities to collaborate with the Bing Ads team.”