Bing Ads vs Google Ads: Which One Should You Choose?

Pay-per-click (PPC) advertising is one of the most powerful ways to drive immediate traffic, leads, and sales for a business. But with multiple advertising platforms available, choosing the right one can make the difference between a profitable campaign and wasted budget. Two of the biggest players in the search advertising world are Google Ads and Bing Ads (now called Microsoft Advertising).

Google Ads dominates the global search market, while Bing Ads caters to a smaller but often more cost-effective audience. The goal of this article is to help you understand the strengths, weaknesses, and key differences between the two platforms so you can make an informed decision for your business.

Overview of Google Ads

What is Google Ads?

Google Ads is Google’s online advertising platform, enabling businesses to display ads across Google Search, Google Display Network, YouTube, Gmail, and partner websites. It uses an auction-based system where advertisers bid on keywords, and ads are shown when users search for those terms.
With over 90% global search engine market share, Google Ads offers unparalleled reach — whether you want to target global audiences or local customers in your city.

Key Features

• Targeting Options: Keyword targeting, demographics, location-based targeting, device targeting, and even remarketing for previous visitors.
  
• Ad Formats: Text ads, responsive search ads, shopping ads, display banner ads, and video ads on YouTube.
  
• Integration: Seamless integration with Google Analytics for tracking performance and optimizing campaigns based on data.
  

Pros of Google Ads

• Largest search engine reach — billions of searches daily.
  
• Extensive ad formats for different marketing goals.
  
• Advanced AI and machine learning for smart bidding and campaign optimization.
  

Cons of Google Ads

• Extremely competitive in many industries.
  
• Higher average cost-per-click (CPC) compared to Bing.
  
• Small advertisers may find it challenging to compete without strategic targeting.
  

Overview of Bing Ads (Microsoft Advertising)

What is Bing Ads?

Bing Ads is Microsoft’s search advertising platform, delivering ads on Bing, Yahoo, and AOL search engines, along with a network of partner sites. While Bing only has around 3–9% of the global search market, it holds a much larger share of desktop searches in certain regions — making it a valuable channel for specific audiences.

Key Features

• LinkedIn Profile Targeting: Exclusive feature allowing ads to target users by job title, industry, or company.
  
• Google Ads Import: You can import existing Google Ads campaigns directly into Bing Ads, saving setup time.
  
• Lower CPC Rates: Less competition often means cheaper clicks.
  

Pros of Bing Ads

• Lower CPC compared to Google Ads in most industries.
  
• Strong desktop search presence, especially among older demographics.
  
• Higher income audience segments in certain markets.
  

Cons of Bing Ads

• Smaller overall audience size.
  
• Limited variety of ad formats compared to Google.
  
• Less sophisticated AI optimization tools.
  

Bing Ads vs Google Ads: Side-by-Side Comparison

Audience Size

Google Ads commands over 90% of search market share, while Bing hovers between 3–9% globally but captures a higher percentage in the US desktop market. Google’s massive audience means more impressions and reach, while Bing focuses on a niche but often more engaged group.

Cost-Per-Click (CPC)

Average CPC on Google Ads is higher due to heavy competition, with industries like legal or finance seeing CPCs above $50. On Bing, CPC can be 20–40% cheaper for similar keywords, making it a better fit for smaller budgets.

Click-Through Rate (CTR)

CTR varies by industry, but Bing often achieves higher CTRs in niche markets due to less ad clutter. Google typically wins in competitive industries because of its larger audience and sophisticated ad placement algorithms.

Conversion Rates

Bing Ads sometimes has higher conversion rates for older and higher-income audiences. Google Ads generally performs better for mobile conversions and industries targeting younger demographics.

Demographics

• Google Ads: Younger, mobile-first, global users.
  
• Bing Ads: Older, desktop users, often with higher income and decision-making authority.
  

Ad Placement Opportunities

• Google Ads: Google Search, Display Network, YouTube, Gmail, Google Shopping.
  
• Bing Ads: Bing, Yahoo, AOL, and Microsoft’s search partner network.
  

Cost Analysis & Budget Planning

Let’s compare a $500/month campaign on each platform.

• Google Ads: With an average CPC of $2.50, you might get around 200 clicks, assuming a 2% conversion rate → about 4 conversions.
  
• Bing Ads: With an average CPC of $1.80, you might get around 278 clicks, assuming a 2.5% conversion rate → about 7 conversions.
  

This simple example shows that while Google gives you more exposure, Bing can potentially deliver more conversions per dollar in certain markets. The best approach is often to test both platforms and compare ROI before committing all budget to one.

Which One is Best for You?

Choose Google Ads If…

• You want maximum reach and visibility.
  
• Your niche is mobile-heavy or highly competitive.
  
• You’re targeting global audiences.
  

Choose Bing Ads If…

• Your target audience is older, desktop-based, or high-income.
  
• You have a smaller budget but still want quality leads.
  
• Your industry has strong LinkedIn targeting opportunities.
  

Why Not Both?

Running campaigns on both platforms can diversify your lead sources and improve ROI. Insights from Google Ads can help refine Bing campaigns and vice versa.

Expert Tips for Running Successful Campaigns

• Start small with test budgets before scaling.
  
• Track conversions, not just clicks.
  
• Tailor ad copy to each platform’s audience.
  
• Use platform-specific strengths (e.g., LinkedIn targeting on Bing, YouTube ads on Google).
  
• Regularly review performance data and adjust bids, targeting, and keywords.
  

Final Verdict

Google Ads dominates in reach, versatility, and ad formats, while Bing Ads offers lower CPC, higher desktop visibility, and strong LinkedIn integration. Instead of picking one blindly, test both for 1–2 months, analyze the data, and scale where you see the best ROI.

Google Ads and Bing Ads FAQs