Written by Explore Digital 
While Google Ads remains the go-to, many businesses are recognizing the benefits of Bing. In comparing Microsoft (Bing) Ads vs. Google Ads, Microsoft (Bing) Ads generally have a lower CPC (cost-per-click) and less competition. However, Google’s massive reach makes it essential for any business wanting to advertise to the largest possible audience.
Google Ads and Microsoft (Bing) Ads might seem like competitors, but they’re built on the same principle: helping businesses connect with customers through targeted pay-per-click (PPC) advertising. The fundamental goal of both platforms is to drive traffic and generate revenue.
But there are a few key differences. Take a look at what our PPC team has to say about determining the right advertising platform for your business.
Should You Advertise on Google or Microsoft? A Quick Analysis
Our PPC experts weigh in about Microsoft (Bing) Ads vs. Google Ads:
1. Market Share and Reach
Google Ads dominates the market share, operating through two distinct networks (Search and Display). Microsoft (Bing) Ads leverages Microsoft’s ownership to deliver search ads across Bing, Yahoo, and AOL properties. But it isn’t just about size–it’s about where your audience spends their time.
Google Ads:
- Commands over 90% of the global search engine market share
- Reaches more than 1 billion daily active users* across all demographics and regions
- Particularly strong in mobile search and younger audiences
Microsoft (Bing) Ads:
- Reaches around 100 million daily active users worldwide*
- Strong presence in desktop searches, especially in corporate environments
- Higher concentration of users aged 45+ and higher-income households
2. Cost Comparison
While Microsoft (Bing) often offers more competitive cost-per-click rates than Google, it’s important to look beyond the price tag. These lower costs typically reflect Microsoft’s smaller audience size; the real value comes from ensuring your ads are reaching the right people.
Google Ads:
- Generally higher CPC due to increased competition
- More competitive bidding in popular consumer sectors
- Requires a higher budget for meaningful reach and impact
Microsoft (Bing) Ads:
- Generally lower CPC across most industries
- Less competitive auction environment
- Better potential ROI for B2B and professional services
3. Targeting Capabilities
Each platform has robust targeting, with Google Ads offering more granular options. But the biggest differences lie in the user base. Microsoft is preferred by older professionals, corporate users, and higher-income demographics. This often results from Microsoft’s dominance in business settings and older users’ tendency to stick with default browsers.
Google Ads:
- Extensive demographic and behavioral targeting options
- Superior location and mobile targeting features
- Rich audience data from Google’s ecosystem
- Provides robust remarketing options
Microsoft (Bing) Ads:
- Strong professional and industry-targeting
- Integration with LinkedIn profile targeting (useful for ABM)
- Detailed targeting for Microsoft product users
- Offers LinkedIn profile integration, which allows targeting by job title, industry, and company size
4. Platform Features
Google Ads is known for its advanced automation and AI-driven features, while Microsoft (Bing) Ads offers unique B2B targeting and more control over campaign settings. But what matters more than features is understanding your audience’s habits. For example, B2B decision-makers often use Bing at work because they’re on company devices with default Microsoft browsers.
Google Ads:
- More frequent platform updates and new features
- Advanced automation and smart bidding options
- Extensive integration with other Google products
Microsoft (Bing) Ads:
- Easy Google Ads campaign import feature
- Strong Microsoft product ecosystem integration
- Less frequent but more stable platform updates
5. Performance Metrics
When evaluating platform performance, raw numbers only scratch the surface. Each platform’s metrics must be viewed through the lens of your audience and objectives. While Google leads in sheer volume, Microsoft Advertising often delivers stronger results in B2B sectors and among professional audiences, especially during business hours.
Google Ads:
- Higher overall click-through rates in consumer sectors
- More competitive conversion rates
- Larger data sets for optimization
Microsoft (Bing) Ads:
- Typically higher conversion rates in B2B sectors
- Better engagement from older demographics
- Lower bounce rates from corporate users
6. Best Use Cases
Choosing between Google Ads and Microsoft (Bing) Ads isn’t about picking a winner. It’s about matching the platform to your business’s needs. If you’re targeting general consumers or younger demographics, Google’s unmatched reach makes it the clear choice. But if you’re focused on B2B or older/professional audiences, Bing’s corporate presence offers advantages.
Google Ads:
- Consumer products and services
- Local business marketing
- Mobile-first campaigns
- Broad market reach needs
Microsoft (Bing) Ads:
- B2B products and services
- Professional services
- Enterprise solutions
- Targeting corporate decision-makers
Crafting a Winning PPC Advertising Strategy for Your Business
Remember: Just because Microsoft offers lower costs doesn’t mean it’s the right choice if your audience primarily uses Google. The most effective strategy involves understanding your audience’s browsing habits and meeting them where they already are.
Consider factors like device usage, time of day, and professional context when making your decision. Many successful advertisers find value in both platforms—using Google Ads for broad reach and consumer campaigns while leveraging Microsoft Advertising’s strengths for professional audiences and B2B.
Need help choosing the right ad platform for your business? Let Explore Digital direct your strategy. We’ll analyze your target audience, budget, and goals to create a customized PPC plan that maximizes your ROI across both Google and Microsoft. Schedule your discovery call.
