Google Ads vs Microsoft (Bing) Ads
Short answer: Google Ads has by far the biggest reach, so it’s where most advertisers start. Microsoft Ads (formerly Bing Ads) has smaller volume but usually cheaper clicks and an older, higher-income, more desktop and B2B-leaning audience. They’re not either/or — the smart play is usually Google for scale plus Microsoft for cheaper, incremental conversions.
Reach: Google wins on volume
Google handles the large majority of global search, so it offers the most impressions, keywords, and audience scale. If you need volume, Google Ads is unavoidable. Microsoft Ads covers Bing, Yahoo, DuckDuckGo, and partner networks — a meaningful but much smaller slice of search. For most advertisers, Microsoft’s volume is a fraction of Google’s.
Cost: Microsoft is often cheaper
Less competition on Microsoft typically means lower average CPC for the same keywords. For advertisers watching CPA closely, those cheaper clicks can translate into a lower cost per acquisition — provided conversion rates hold up. The catch is scale: cheaper clicks are great, but there are fewer of them.
Audience: who you reach differs
- Microsoft skews older, higher household income, more desktop, and more workplace/B2B usage (Bing is the default on many work devices).
- Google skews broader and more mobile, covering essentially every demographic at scale.
If you sell B2B software, professional services, or higher-ticket products, Microsoft’s audience can convert surprisingly well relative to its cost.
Features and automation
The platforms are broadly similar — keywords, Shopping, audience targeting, and automated bidding all exist on both. Google leads on the breadth and maturity of AI features like Performance Max and AI Max for Search. Microsoft has its own automation and AI assistant tooling, plus the practical advantage that you can import campaigns directly from Google Ads, making it fast to launch a parallel presence.
When to use each
- Start with Google if you need maximum reach and volume, or your audience is broad and mobile-first.
- Add Microsoft once Google is working, to capture cheaper incremental conversions — especially for B2B, desktop, or higher-income audiences.
- Run both and judge each on its own ROAS and CPA; don’t shut off a cheaper channel just because its volume is smaller.
How to compare them fairly
Always compare on profit-based metrics, not raw clicks or impressions. A channel with lower volume but lower CPA and healthy ROAS is still worth running. Use a blended view like MER to see total efficiency, and make sure conversion tracking is set up identically on both so the comparison is apples-to-apples.
Common mistakes
- Dismissing Microsoft for low volume. Cheaper, profitable conversions are worth having even at smaller scale.
- Copying Google bids exactly. Lower competition means you can often bid less on Microsoft.
- Inconsistent tracking. Different conversion setups make the two platforms impossible to compare.
- Ignoring audience fit. B2B and desktop-heavy offers often punch above their weight on Microsoft.
FAQ
Is Microsoft Ads the same as Bing Ads?
Yes. Bing Ads was rebranded to Microsoft Advertising; it’s the same platform, now spanning Bing, Yahoo, and partner search.
Can I reuse my Google campaigns on Microsoft?
Yes. Microsoft Ads lets you import campaigns from Google Ads, so you can launch quickly and then optimize for Microsoft’s lower competition and audience.
Which has better ROI?
It varies by business. Microsoft often delivers lower CPCs and strong ROI for B2B and desktop audiences; Google wins on reach. Measure each on CPA and ROAS rather than assuming.