Google vs Microsoft (Bing) ads

Bing Ads vs Google Ads: Which One Delivers Better Value for Your Business?

You’ve heard of Google Ads. And you’ve heard how expensive Google Ads can get for a lot of industries. Savvy marketers (and soon you!) know that Microsoft’s Bing Ads (now Microsoft Advertising) deserve serious consideration—especially when you're looking to stretch your ad dollars and reach untapped audiences. So how do the two platforms stack up regarding user experience, cost, audience reach, and lead quality?

Let’s break it down.

1. User Experience: Familiar, but with Surprises

Both Google Ads and Bing Ads offer a similar interface and campaign structure, so if you’ve run ads on one platform, jumping into the other is relatively easy. In fact, Bing Ads allows you to import campaigns directly from Google, saving time and reducing setup errors.

Google Ads offers more automation and tools for larger accounts. But Bing Ads is catching up fast, with its AI-based recommendations, audience targeting, and analytics integrations with platforms like LinkedIn.

Pro Tip: Bing Ads often feels less crowded, making campaign management smoother and less competitive.

2. Cost: More Bang for Your Buck on Bing

This is where Bing Ads shines. Because competition is lower on the Microsoft Advertising network, you can get lower CPCs (cost per click). Some reports show up to 33% cheaper clicks than Google Ads—meaning better ROI, especially if you’re on a tight budget.

In many industries (like finance, education, and B2B), lower competition = lower costs + higher ad placement on Bing.

Pro Tip: If you're testing a new product or running a campaign with a limited budget, Bing Ads might deliver more qualified traffic per dollar.

3. Audience: Older, Wealthier, More Professional

Here’s where things get interesting.

While Google has a broader reach, Microsoft Ads taps into a different demographic—one that’s often overlooked.

• Bing’s audience skews older (35+ years)

• Higher household income and purchasing power

• Often white-collar professionals, especially in the US, UK, and Australia

• Includes LinkedIn profile targeting (exclusive to Microsoft Ads)

This makes Bing a hidden goldmine for B2B, real estate, education, and high-end e-commerce.

Pro Tip: Use Microsoft’s LinkedIn targeting feature to reach decision-makers by job title, company, or industry—something Google can’t do.

4. Lead Potential: Quality Over Quantity

Google Ads typically drive higher volume. But higher volume doesn’t always mean higher quality.

Bing users are often more deliberate in their searches, possibly because many are using the default browser (Microsoft Edge) at work or on their home PC. This can lead to higher intent traffic and better lead-to-close ratios.

Many advertisers report higher conversion rates from Bing, especially in niches like legal services, SaaS, and healthcare.

Pro Tip: Run identical campaigns on both platforms and compare your cost-per-lead and lead quality—you might be surprised by the results from Bing.

Final Verdict: Why Not Both?

If you're only running Google Ads, you're potentially missing out on high-quality, cost-effective leads from Bing.

Conclusion

Don’t put all your digital advertising eggs in one basket. Running both Bing and Google Ads can give your brand a competitive edge, reaching different audiences across multiple platforms. Use Bing Ads to supplement your Google strategy, optimize your cost per lead, and uncover high-intent users your competitors might be ignoring.

Want help setting up a dual-platform ad strategy? Let’s chat—I’ll help you get the most out of both worlds.