Did you know? According to Statista, digital transformation spending is projected to reach $3.6 trillion by 2027. The figure is a clear indication that businesses are rapidly adopting online methods to communicate and collaborate with consumers. One of the most effective advertising methods is PPC (pay-per-click).
However, while focusing on PPC, companies are faced with a complicated choice: Bing Ads vs Google Ads. Which platform is more fruitful for the business, as in, better results at a lower price?
While Google Ads remains dominant in the industry, Bing Ads (Microsoft Advertising) comes across as a budget-friendly option. In this blog, we break down both advertisement platforms to help you decide. By the end of it, you’ll understand the difference and which ads can make your campaign a success.
An Overview of Bing Ads
Bing, or Microsoft Advertising, operates on Bing, Yahoo, and AOL. This implies that if you advertise on any of the three platforms, the same will be visible on the other two as well. This allows businesses to reach customers through three engines simultaneously.
Although Bing accounts for a marginally low percentage of online searches, it is quickly catching up. How? OpenAI has integrated this platform into ChatGPT, enabling users to explore the Bing web through search queries.
Key Features of Bing Ads
Microsoft Advertising offers a plethora of features for online businesses, including:
- Automatic Bidding: Bing provides automated bidding, enabling you to optimise your PPC campaign and increase ROI. This feature gives you the freedom to set your budget once, and it handles the rest itself according to the performance.
- Extensive Audience Network: Bing Ads gives access to a vast network of customers, targeting them according to location, demographics, and device.
- Performance Tracking and Analytics: The ad format provides performance tracking and analysis tools. They help monitor conversions, CTRs, and impressions. The data measures the campaign’s success and improves the current strategies.
- Budget Control: You can either set a daily or a monthly budget to suit the marketing goals.
- Sole Focus on Search Advertising: Bing Ads focuses on search ads primarily, enabling you to target product- and service-related keywords. So, when a visitor searches for that keyword on Bing, your related ads pop up.
Benefits of Bing Ads
Microsoft Advertising provides benefits that give it a competitive edge over Google:
- Less Competition: Since Bing is just catching up, there are still fewer brands present on the platform. This allows you to place your ads at competitive rates and get recognised.
- Granular Control: Bing offers device-based targeting. So, you can fine-tune your campaigns depending on every device’s performance.
- Visual Extensions: With Bing, you will get visual ad extensions, useful for improving your brand visibility and engagement rate.
- Traffic: Bing doesn’t attract untargeted customers, meaning only your target audience will come across the ads. This results in a better conversion rate.
- Microsoft Product Integration: You get the benefit of built-in Microsoft products along with Bing ads. This provides better audience targeting opportunities.
An Overview of Google Ads
Google Ads leads the PPC world with 89.66% market share till April 2025. According to this report, it’s evident that to connect with the right audience, a Google presence is inarguable.
Currently, Google comprises Search and Display Network advertisements. It aims to target users who are actively browsing for products/services and those who are passively searching. Its robust targeting options focus individually on device-, geographic-, and demographic-specific campaigns.
Key Features of Google Ads
Google Ads is an efficient solution for businesses to increase their visibility. Its key features include:
- Wide Ad Format Support: These ads support an extensive range of formats, including search, video, discovery, shopping, and display.
- Cross-Platform Visibility: A single Google ad will showcase on all platforms, i.e., beyond Google search. This includes YouTube, Google Display Network, and third-party sites.
- AI-powered Solutions: Gemini looks through billions of websites and showcases unique answers to different search queries. This helps people click on the source link and fetch more information.
Benefits of Google Ads
Google is the most reputable and trusted choice for PPC advertising. Here’s how it benefits your brand:
- Quick Visibility: If optimized properly, Google will place your ads at the top of the search results page. It improves your brand visibility within a short span.
- Flexible Budget Allocation: Advertisers have the flexibility to set everyday bid limits. This provides more control and flexibility over ads.
- Precise Targeting: You can easily reach users through keyword placement, location setting, and audience selection. This results in improved qualified leads.
- Measurable ROI: With Google, every click, interaction, and conversion is accounted for. This offers you clarity on ad spend and provides scope for improvement.
- Access to a Vast Audience: Google has an extensive network, allowing you to maximise brand exposure on ad spend. You can reach billions of users every day through the search engine, YouTube, and partner websites.
Bing Ads Vs Google Ads: A Quick Comparison Table
Once you have a basic understanding, this table helps in determining the unique offerings of both advertising platforms.
| Feature | Bing Ads | Google Ads |
| Reach | 500+ M unique visitors every month | 89.66% market share |
| Demographics | Draws B2B audience | Draws a broader audience from every sector |
| Cost | Budget-friendly | Competitive prices |
| Targeting Option | Geographic, demographic, device-based | Geographic, demographic, device-based |
Bing Ads Vs Google Ads: Key Differences
In case you are also stuck amid the debate of Bing ads vs Google ads, it is time to decide. Below are the major differences that give a clear idea of each platform.
1. Reach
The market share is evidence enough to know that Google is a powerful platform for PPC ads. This search engine enables you to reach the target audience quickly. If you want to increase your RoAS (Return on Ad Spend) quickly, Google is the right option for you.
However, it is not right to say that Bing Ads isn’t worth it. The Microsoft Advertising platform helps you reach an audience that isn’t present on Google. So, if you aren’t investing in Bing, you are losing opportunities.
According to reports, Microsoft Ads reach 63 million searches that aren’t available on Google. Since the age group of 35 to 54 years old searches on Bing, the platform is your ticket to reaching a more educated and experienced audience.
2. Cost
Bing Ads might not have user volume, but it is more cost-effective compared to Google. Yes, the budget might vary depending on the industry, but it is still always comparatively lower than what the latter charges. The CPC (Cost per Click) is lower for Bing Ads, making it a suitable option for companies that are just starting out.
While comparing the cost of both, remember that both platforms do not get the same level of traffic. Google might cause you a higher CPC, but the traffic quality is better. So you might end up paying more for Bing Ads than Google to drive a targeted audience.
3. AI Integration
AI capabilities are transforming the way ads are launched on Google and Bing. Google’s Gemini helps optimise the way ads are showcased across platforms. It ensures that every ad appears in the desired format for every user.
Bing Ads follows a different approach. It also benefits from generative AI as the campaigns are designed to resonate with the target audience. However, the platform doesn’t change how each ad appears on different devices.
Bing Ads Vs Google Ads: How to Decide?
While Bing Ads provides economical advertising options, Google focuses on quality leads. Ultimately, deciding between the two advertising platforms depends on your objectives and expected ROI.
Here is how you can decide:
1. Target Audience
Your demographic audience says a lot about your advertising methods and platforms.
- Bing Ads: Focuses on older and high-income category audiences.
- Google Ads: Reaches a broader audience, regardless of age and income bracket.
2. Budget
Your budget plays a pivotal role in deciding which platform you will select.
- Bing Ads: This is an economical option and suitable for businesses with a restricted budget.
- Google Ads: This platform is suitable for those who are willing to spend a higher amount for better quality leads and higher conversion rates.
3. Keywords
Keyword research is important to optimize your content.
- Bing Ads: Search for Bing-specific keywords that have a low saturation rate on Google.
- Google Ads: Search for Google-specific keywords that have a low saturation rate on Bing.
4. Tools and Integration
It is important to take into account which tools and technologies you require for advertising.
- Bing Ads: Bing is integrated with LinkedIn and Microsoft products, benefiting your advertisement strategies.
- Google Ads: Google has a suite of tools that are beneficial for deep analysis.
5. Monitor Results
Consider taking on a pilot project before going all in with the campaign. Monitor the results and understand whether the conversion rate is in your favour. Once you assess the quality of traffic on both platforms, you can decide which one is a better choice for your business.
6. Diversification
Why indulge in the fight of Bing Ads vs Google Ads? In this scenario, when the digital market is booming, it is best to leverage both platforms. This will help reach your target audience more easily and quickly.
Actionable Tips to Decide Between Bing Ads Vs Google Ads
Whether you want to use both platforms or invest in just one, these tips will help make the decision easier:
1. Bing Ads for B2B Campaigns
Bing Ads integrates LinkedIn, making it a sought-after choice for professionals and decision-makers. Since most of the business owners are present on LinkedIn, Bing is the perfect platform to target the B2B audience. A Bing Ads agency can help you optimize your PPC strategy for the best results.
2. Google Ads for High-Impact Visuals
Google offers multiple ad formats, including shopping ads. These are suitable for high-volume eCommerce sales. They can boast conversion rates through visuals on the first search. Users can take a glimpse of the products instantly and decide. A Google Ads management service helps create advertisements that drive results.
3. Test and Fine-Tune the Strategy
Perform A/B testing to check which advertisement method is working and which isn’t. Based on the results, you can figure out whether Bing Ads or Google Ads are driving better results. This will help adjust your approach and plan ahead.
Conclusion
Both Bing and Google Ads provide unique advantages to a business. While Bing is economical and reaches a B2B audience, Google is more focused on targeting an extensive audience. That’s why, rather than focusing on the debate between Bing Ads vs Google Ads, it is profitable to combine the strengths of both platforms. This will help reach quality leads easily and improve your ROI. You can consult a trusted PPC agency to streamline your advertising strategy.
FAQs on Bing Ads Vs Google Ads
1. What are the Benefits of Bing Ads?
Bing Ads improves visibility, reaches a B2B audience, and brings higher-quality traffic.
2. What are the Benefits of Google Ads?
Google uses a diverse formatting structure for advertisements and uses mobile-first indexing.
3. Bing Ads vs Google Ads: Which is Worth Investing in?
Both Bing and Google come with their unique set of features. Which one is better depends on your target audience and budget allocation.
4. What are the Advantages of Bing Over Google?
Bing is a cost-effective choice and targets a more experienced and high-income group.
5. Should I Use Google Instead of Bing?
The decision between Google and Bing depends on your requirements. It is important to understand the benefits and features of both platforms to decide.
