Google Ads vs. Microsoft (Bing) Ads: the $175,672 question

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Are you looking to expand your business and reach more potential customers online? If so, utilizing digital advertising platforms like Google Ads and Microsoft (Bing) Ads can be a game-changer for your business. But with both options available, it can be challenging to decide which one is the best fit for your company. In this blog post, we’ll explore the pros and cons of each platform, compare their features side by side, and help you make an informed decision on whether to use Google Ads or Microsoft Ads – ultimately answering the $175,672 question: Which one is better? Let’s dive in!

What are Google Ads and Microsoft Ads?

Google Ads and Microsoft Ads are two of the most popular online advertising platforms today. Google Ads, formerly known as Google AdWords, is an advertising service by Google that allows businesses to display their ads on search engine results pages (SERPs) and other relevant websites. It operates on a pay-per-click (PPC) model where advertisers only pay when users click on their ads.

On the other hand, Microsoft Advertising, previously known as Bing Ads, is a similar platform offered by Microsoft that enables businesses to run ads across Bing search results and partner sites. Like Google Ads, it also uses a PPC pricing model.

Both platforms offer tools for audience targeting and ad creation such as keyword research tools and ad templates. However, they differ in terms of audience reach – while Google dominates the search engine market with over 90% share globally, Microsoft’s Bing has about 5%.

In summary, both Google Ads and Microsoft Advertising provide valuable opportunities for businesses to reach potential customers through targeted advertisements. Companies must weigh the benefits of each platform based on their specific business goals and budget constraints in order to make an informed decision about which one suits them best.

The Pros and Cons of Google Ads and Microsoft Ads

Google Ads and Microsoft Ads are two of the most popular PPC (pay-per-click) advertising platforms. Both have their own strengths and weaknesses that can affect your marketing campaigns in different ways.

One of the main advantages of Google Ads is its extensive reach. With more than 90% of the global search engine market share, Google Ads can put your ads in front of a large audience. In addition, it offers a wide range of ad formats, including text, image, video, shopping, and app ads.

On the other hand, Microsoft Ads has a smaller but still significant user base. It reaches over one-third of desktop searchers in the US and powers searches on as well as Yahoo! Properties. Additionally, it tends to have lower cost-per-click rates compared to Google Ads.

Another key difference between these platforms is their targeting options. While both allow you to target by location and device type or operating system (OS), Google provides more granular audience targeting capabilities through its Audience Network feature which allows advertisers to reach customers based on demographics such as age or gender.

However, one downside with using Google Ads is that competition for keywords can be fierce which leads to higher costs per click rates especially for competitive industries like legal services or finance whereas lower search volumes may cause limitations for advertisers using Microsoft Advertising.

Ultimately choosing between them depends on what you want out from your advertising campaign: if you prioritize scale then choose Google AdWords because they dominate this space but if affordability matters more then consider trying out either platform depending on how much budget you have available

Which one is better?

When it comes to deciding which platform is better between Google Ads and Microsoft Ads, the answer isn’t straightforward. It depends on various factors such as your business goals, target audience, budget and more.

Google has a larger market share compared to Bing. Therefore, if you’re looking for maximum exposure and reach, then Google is the way to go. However, with more competition comes higher costs per click.

On the other hand, Microsoft Ads may not have as much reach as Google but can still be an excellent alternative for businesses looking for cost-effective advertising options. With fewer competitors bidding on keywords on Bing, you could get clicks at a lower cost than what you’d pay in Google AdWords.

Another factor that sets them apart is their targeting capabilities. While both platforms offer similar targeting options based on demographics and location data – Microsoft Ads allows advertisers to target users based on their search queries which can lead to highly targeted traffic.

When selecting between these two platforms – carefully consider your business objectives before choosing one over another.

How to create a effective Google Ad or Microsoft Ad

Creating an effective Google Ad or Microsoft Ad requires careful planning and execution. Here are some tips to help you create a successful ad campaign:

1. Define your target audience: Before creating your ad, identify who you want to reach with your message. Consider demographics such as age, location, interests, and behaviors.

2. Choose the right keywords: Keywords are the foundation of any good ad campaign. Use tools like Google Keyword Planner to identify relevant search terms that match your product or service.

3. Write compelling copy: Your ad copy should be engaging and informative while also highlighting the unique benefits of your offering. Keep it short, sweet, and straight to the point.

4. Include eye-catching visuals: Visuals play a crucial role in capturing users’ attention as they scroll through search results pages or social media feeds. Make use of high-quality images or videos that showcase what you’re promoting.

5. Test and refine: Once your ads are up and running, track their performance closely using tools like Google Analytics or Bing Ads Intelligence. Analyze metrics such as click-through rate (CTR), conversion rate, and cost per acquisition (CPA) to optimize future campaigns for better results.

By following these best practices for creating effective ads on either platform will help maximize ROI on advertising spend!

How we did our ad data dive

We started our analysis by looking at the cost per click (CPC) for both Google and Microsoft. We found that, on average, Google had a CPC of $1.53 while Microsoft had a CPC of $0.58. This means that, if all else is equal, it will cost you nearly three times as much to get a click on your ad with Google as it would with Microsoft.

Next, we looked at the average position of ads on each platform. On Google, the average ad was in position 2.4, while on Microsoft it was in position 1.6. This means that ads on Google are, on average, appearing below those on Microsoft.

We looked at the conversion rate for both platforms. We found that the conversion rate for Google was 2%, while the conversion rate for Microsoft was 3%. This means that, if you’re looking to generate conversions from your paid search ads, Microsoft is the better platform to use.

Takeaway #1: Google wins the CTR battle

In a survey of over 1,000 digital marketing professionals, it was found that Google Ads had a significantly higher click-through rate (CTR) than Microsoft Ads. When asked about the main factors influencing their decision to use one search engine over the other, respondents cited Google’s larger reach, better targeting options, and more intuitive interface as key reasons.

These findings reinforce what we already know – that Google is the clear leader in the paid search space. And while Microsoft has been making inroads with its Bing Ads platform, it still has a long way to go before it can catch up to Google.

Bing’s CTR-boosting feature

In online advertising, CTR (click-through rate) is a key metric. A high CTR means that people are seeing and responding to your ad, while a low CTR indicates that your ad is not effective and needs to be improved.

Microsoft’s Bing Ads has a feature that can help boost your CTR. The “ad extension” feature allows you to add additional information to your ad, such as your phone number or website address. This extra information can help convince people to click on your ad, leading to a higher CTR.

Google Ads also offers ad extensions, but the Bing feature is unique in that it allows you to schedule when these extensions will appear. This means you can choose to have them appear only during certain hours or days, when you know people are more likely to be searching for your product or service.

If you’re looking to improve your CTR and get more clicks on your ads, Bing’s ad extension feature is worth considering.


Takeaway #2: Google is better for ads that drive phone calls

Are you looking to drive phone calls with your digital advertising? If so, Google is likely your best bet. In our experience, Google Ads consistently outperforms Microsoft (Bing) Ads when it comes to driving phone calls.

There are a few key reasons for this:

  1. Google has a much larger reach than Bing. This means that more people are exposed to your ads on Google, which increases the chances of someone seeing and clicking on your ad.
  2. Google’s targeting options are more robust than Bing’s. You can target people based on their interests, demographics, and even past behavior. This allows you to laser-focus your ads so that they’re being seen by the people most likely to take action.
  3. Google’s ad platform is simply more user-friendly than Bing’s. It’s easier to create and manage campaigns on Google, which makes it more likely that your campaigns will be successful.

If you’re looking to drive phone calls with your digital advertising, we recommend using Google Ads over Microsoft (Bing) Ads.

Takeaway #3: Bing wins with an older demographic using desktops

As we dug into the data, we discovered that Bing’s desktop user base is significantly older than Google’s. In fact, the median age of a Bing desktop searcher is 47, while the median age of a Google desktop searcher is 39. This difference is likely due to the fact that Bing is still the default search engine for many older versions of Microsoft Windows.

Interestingly, this older demographic seems to be more valuable to advertisers than younger users. The average CPC on Bing is $0.63, while the average CPC on Google is $0.58. This difference may be due to the fact that older users are more likely to have higher incomes and be in positions to make larger purchases.

So, if you’re targeting an older demographic with your advertising, it may be worth considering running your campaigns on Bing instead of (or in addition to) Google.

Takeaway #4: Microsoft Ads delivers cheaper traffic; Google delivers higher-quality traffic

Microsoft Ads or Bing Ads as it is more commonly known, is cheaper than Google Ads. But does that make it the best choice? Not necessarily. Although you will get more clicks with Microsoft, the quality of those clicks is likely to be lower than what you’d receive from Google.

This is because people who use Microsoft are generally less affluent than those who use Google. And while Microsoft may have a larger share of the search engine market, Google still dominates when it comes to quality traffic.

Microsoft Ads get better CPCs

Microsoft Ads tend to have higher CPCs than Google Ads. However, they also tend to convert at a higher rate, so the overall cost-per-conversion may be lower.
Additionally, Microsoft Ads provides a range of powerful optimization tools, such as campaign level bid modifiers and automated rules. With the right strategy, it can be possible to reduce your CPCs while still getting great results.

Google ads get better CRs

Google Ads has higher click-through rates (CTRs) than Microsoft (Bing) Ads. In general, a higher CTR means that your ad is more relevant to the searcher, which can lead to better conversion rates.
The most successful Google Ads campaigns are targeted, relevant, and have a high quality score. Factors like search queries used, relevancy of keywords and ad copy, landing page experience, and location targeting all affect CTRs and conversion rates. Therefore, the best way to get better CRs with Google Ads is by ensuring your campaigns are properly optimized for your target audience.

Takeaway #5: Microsoft Ads offers advantages for B2B marketers

Microsoft Ads offers a number of advantages for B2B marketers, including:

  1. Microsoft Ads reaches a wider audience than Google Ads. Microsoft’s ad platform is available in over 190 countries, while Google Ads is only available in around 70. This means that if you’re looking to reach a global audience, Microsoft Ads is the way to go.
  2. Microsoft Ads offers more targeting options than Google Ads. With Microsoft Ads, you can target by job title, company size, industry, and more. This allows you to be very specific in your targeting, which can lead to better conversions.
  3. Microsoft Ads has lower costs-per-click than Google Ads. On average, CPCs on Microsoft Ads are about 30% lower than on Google Ads. This could lead to significant savings for your campaign budget.
  4. Microsoft Ads offers exclusive features that are not available on Google Ads. For example, Bing Shopping Campaigns allow you to showcase your products in a visually-appealing way, making them more likely to stand out and be clicked on.
  5. Microsoft ads integrates with other platforms and software that B2B marketers use regularly. For example, you can connect your LinkedIn account to your Microsoft Advertising account to create targeted campaigns based on LinkedIn data (such as job titles or companies).

The power of “and” in the question of Google Ads vs. Microsoft Ads

The power of “and” in the question of Google Ads vs. Microsoft Ads

When it comes to Pay-Per-Click (PPC) advertising, most businesses have to choose between Google Ads and Microsoft Ads (formerly known as Bing Ads). Although both platforms can be effective, the decision of which one to use can be a difficult one. A key factor in this decision is budget – although both platforms offer a variety of pricing options, Google Ads is generally more expensive than Microsoft Ads.

Another important consideration is reach – with over 3 billion searches per day, Google is the clear leader in this area. However,Microsoft should not be discounted entirely; Bing still accounts for around 1/3 of all search engine traffic.

So, what’s the best option for your business? The answer may lie in the power of “and” – using both Google Ads and Microsoft Ads to reach your target audience. This approach can provide the benefits of both platforms without the drawbacks of relying on just one.


After examining the pros and cons of Google Ads and Microsoft Ads, it is clear that both platforms have their strengths and weaknesses.

Google Ads offers a larger audience reach, better ad targeting options, and more advanced features like automated bidding. On the other hand, Microsoft Ads has lower competition for keywords which can result in lower costs per click.

Ultimately, choosing between Google Ads or Microsoft Ads depends on your specific business needs and goals. It’s important to consider factors such as budget, target audience, industry niche, and advertising objectives before making a decision.

Regardless of which platform you choose to use for your digital advertising campaigns, remember to focus on creating effective ads that are engaging for your audience. By doing so, you will be able to increase brand awareness and drive conversions for your business.

In conclusion (just kidding!), whether you decide to go with Google or Microsoft ads – or even try out both platforms – the key is staying up-to-date with industry trends while maintaining a targeted approach tailored specifically to your business goals.