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Bing Ads vs Google Ads: The Comparative Guide

While Google is certainly the current leading contender for online marketing campaigns, lesser-known Bing Ads has a lot to give too.

If you’re looking to delve into PPC (pay-per-click) advertising and aren’t sure which platform to go with, this article looks into the pros and cons of both Google and Bing, as well as which one is ultimately the right marketing choice for your brand.

1 – Introducing Bing Ads

While Bing may not be king of the search engines, it still has much to bring to the table – particularly for advertisers. 

Bing attracts around 1 billion users each month, which may seem like a lot, but in comparison with search engine heavy-weight, Google (who rakes in over 10 bil each month), that’s a noticeably smaller amount. 

For those unfamiliar with Bing, it is owned by software giants, Microsoft, who also run two other search engines for advertisers to take advantage of (AOL and Yahoo). Bing is now better known as Microsoft Advertising, and here’s what it has to offer you – the advertiser….

With Bing, you are able to create pay-per-click (PPC) ad campaigns – much like you can with Google – and the styles of ads you can create include Dynamic Search Ads, Product Ads, Multimedia Ads, and Responsive Search Ads. And, like Google, all you need is a budget to get started. Our Bing Ads agency can also help you set everything up correctly.

1.1 – Bing Ads – Pros & Cons

We look at the pros and cons of advertising through Bing and its sister search engines, and what’s in store for you if you choose to build an ad campaign through Microsoft Advertising.


  • Access to not one but three search engines, as well as any partnering sites, to reach your audience.
  • Less competition for keywords and visibility, meaning chances of success (and a handsome ROI) are higher.
  • It’s cheaper than using Google. Up to 70% cheaper, in fact. 


  • Naturally, Google’s audience potential is much wider than that of Bing’s, so your ad will potentially receive less exposure.
  • Google is always one step ahead of the advertising game, and Bing has some catching up to do in terms of features, benefits, bonuses, and so on.
  • You have less autonomy with regards to your copy length on Bing. For example, with headlines, you only have a 1 – 2 limit, whereas with Google, it’s 2 – 3.

1.2 – Bing’s Notable Features

So, while it may seem that Google is the superior option of the two, don’t rule out Bing just yet – it has its own charm that Google doesn’t, including:

  • Other traffic/audience potential. This could be particularly beneficial if your audience is in the age groups of 45+. Statistics say that as much as 54% of Bing users are of the more senior generations. 
  • Google import feature. If you’re already using Google for your ad campaigns and are looking to branch out and use Bing, you can save much time by importing pre-existing campaigns over from Google to your Microsoft Advertising account.
  • Targeting via ad group. While both platforms give you the freedom to target specific audiences via audience specifications, Bing has one up on Google insofar as it allows you to target via individual ad groups – including time zone – which Google doesn’t offer.
  • Device targeting. Bing reigns superior over Google in terms of targeting devices because it allows you to build an audience group based on the type of device they predominantly use (laptop, iPad, desktop, smartphone, et al). Please be aware that this feature isn’t exclusive to every campaign type on Bing.

2 – Introducing Google Ads

Google is currently the most popular search engine in the world and is an extremely lucrative source of digital marketing because of the volume of users it attracts. 

When advertising on Google, you have two campaign options: “Display” and “Search”. The latter of which are text-based ads designed to garner an audience seeking products or services within your particular industry. Search Ads predominantly revolve around keyword bidding in order to display ads in front of target audiences. Google Search Ads are the advertisements you see at the top of your web page when you’re browsing online. 

The purpose of Display Ads is to build brand awareness, as well as boost lead generation. As opposed to the text-based content and reliance on bidding, Display Ads are image-oriented and will be featured on sites and apps where your target audience frequents (this is compiled of user data).

Each ad type has its purpose for different periods of the Buyer’s Journey. For example, Search Ads are ideal for audiences who are ready to convert, whereas Display Ads are geared towards brand exposure.

2.1 – Google Ads – Pros & Cons

Google is pretty dynamic when it comes to advertising – but it’s not perfect. Let’s look at the pros and cons of this resource.


  • Audience size. At present, Google is used by as much as 90% of internet-users, so the viewing capacity of your campaign is vast and expansive. 
  • Google regularly adds to their demographic targeting features, meaning chances of you building a near-perfect audience are high.
  • While Google Ads typically cost more than Bing Ads, you have a fruitful ROI opportunity owing to its viewing capabilities as well as its higher conversion rate.


  • Competition & demand. Naturally, owing to the high traffic, competition is significantly higher than Bing’s. This is because more advertisers are bidding for the keywords you want to use, which can stretch your budget and bids more than you’d like to.
  • Regulations are stricter. Google is more stern in regards to the content you use for your campaigns and there are certain themes/products that are a no-no (ads for alcohol, tobacco, and gambling brands, etc.).
  • While your outreach may possibly be wide, Google Ads only caters to that one search engine (unlike Bing), so this means there is a chance you are missing out on profitable audiences elsewhere.

2.2 – Google’s Notable Features

Google may still be lightyears ahead of Bing in terms of its potential reach, market share, and conversion success. However, it’s most strongest feature may well be:

  • Separate networks for both ad types. Your ads will appear on reputable websites, meaning leads can be converted quickly and easily. Its display network also allows you to generate leads based on the sites, apps, and videos they spend the most time on. 

Which One is Right for You? Bing or Google?

Both platforms can elevate your marketing strategy, and as we’ve pointed out, both have an equal amount of pros and cons. But really, the answer comes down to your budget. If you’re willing to pay for higher, more competitive keyword bids, Google Ads can help you garner an impressive response.

However, if budget is a factor, Bing is lower cost, ergo, lower risk – but this also means lower exposure. 

So really – the answer does lie in your budget.

If you’d like to learn more about how we help B2B SaaS and Tech companies grow their MRR through Bing ads, contact us online or send us an email today at to speak with someone on our team.

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