Not sure which ad platform gives better results for your business? Here’s a clear comparison of Bing Ads vs Google Ads to help you choose the right one for smarter pay-per-click (PPC) advertising.
When it comes to online advertising, every click matters. Businesses today rely on pay-per-click (PPC) advertising to reach the right audience, drive sales, and increase brand visibility. But the question many marketers ask is: which platform performs better —Bing Ads or Google Ads?
Both platforms are powerful, but they serve slightly different audiences and offer unique advantages. Understanding their strengths and differences can help you allocate your advertising budget more wisely.
Understanding Both Platforms
Before comparing, let’s understand what each platform offers.
Google Ads (previously known as AdWords) dominates global search, managing over 90% of search traffic. It’s known for scale, advanced targeting, and integration with YouTube, Gmail, and the Display Network.
Bing Ads, now officially called Microsoft Advertising, powers ads on Bing, Yahoo, and AOL. While it covers a smaller audience, it often delivers better cost efficiency and access to high-value users — particularly professionals and decision-makers.
In short, Bing Ads vs Google AdWords isn’t just about size. It’s about finding the right audience for your business goals.
Audience Reach and Demographics
Both platforms reach different types of users.
- Google Ads: Wider global reach, covering mobile and voice searches. The user base is diverse, spanning nearly every demographic.
- Bing Ads: Stronger in desktop searches and attracts an older, higher-income audience — many of whom hold senior business roles.
If your target market is professionals, homeowners, or older age groups, Bing advertising can deliver excellent conversion rates at a lower cost. For brands seeking mass awareness, Google Ads offer unmatched reach.
Cost and Competition
When comparing Bing Ads vs Google Ads, cost often becomes the deciding factor.
On average, Bing Ads have a lower cost-per-click (CPC) than Google Ads — sometimes up to 30% cheaper, depending on the industry. This makes it an excellent choice for small and medium businesses or brands working with affordable PPC packages.
Google Ads, on the other hand, tends to be more competitive, especially for high-demand keywords. However, its audience size and advanced automation often justify the higher cost.
In simple terms, if you want value for money, start with Bing. If you want maximum exposure, Google remains unmatched.
Ad Placement and Network Coverage
Another big difference between Bing ads vs Google adwords lies in ad placements.
- Google Ads offers campaigns across Search, Display, YouTube, Discovery, and Shopping.
- Bing Ads extends across Bing Search, Yahoo, and the Microsoft Audience Network — plus exclusive integration with LinkedIn for audience targeting.
That LinkedIn connection gives Bing advertising a unique advantage, especially for B2B campaigns. You can target users based on job titles, industries, and companies — something Google doesn’t provide directly.
Performance and ROI Comparison
Every advertiser wants results, and here’s where both platforms can shine differently.
Google Ads offers higher search volumes, which means more impressions and traffic. However, this also means more competition and higher bid prices.
Bing Ads, although smaller in audience, often delivers higher click-through rates (CTR) and lower CPCs, especially in industries such as finance, travel, and technology. Many PPC agencies report that conversion costs on Bing can be 20–35% lower than on Google for specific clients.
For best results, experienced PPC agencies usually recommend running campaigns on both platforms. This approach reaches a wider audience while balancing budget efficiency and reach.
Ease of Use and Management
If you’ve used Google Ads before, Bing will feel familiar. Its interface mirrors Google’s structure, making it easy for marketers to adapt quickly.
Bing also allows you to import campaigns directly from Google Ads, saving hours of setup time. This means you can run both simultaneously with minimal effort — a feature many PPC agencies use to streamline cross-platform advertising.
In addition, Bing provides detailed performance data and flexible bid adjustments by device, location, and schedule. This allows for deeper control, helping increase campaign ROI without increasing costs.
Features and Targeting Options
Both Google and Bing have advanced targeting tools, but each platform has its strengths.
Google Ads leads in automation—offering smart bidding, AI-driven audience segments, and detailed analytics. It’s perfect for advertisers focused on scale and real-time optimisation.
Bing Ads, however, offers more flexibility with manual control and custom settings. Its integration with LinkedIn data gives advertisers an edge in professional targeting, especially useful for B2B services.
For many brands, combining both networks helps create a complete funnel — Google for volume and Bing for precision.
When to Choose Bing Ads vs Google Ads
The right choice depends on your budget, goals, and audience.
- Choose Google Ads if you want broad visibility, advanced tools, and multi-channel reach.
- Choose Bing Ads for targeted reach, lower competition, and better value with affordable PPC packages.
If you’re an Australian business targeting professionals or mature audiences, Bing advertising can help you achieve stronger returns without overspending. But for brands aiming for high traffic and brand visibility, Google is the go-to choice.
In many cases, the most effective approach is not to choose one over the other — but to use both strategically.
Both platforms have proven to be powerful tools for pay-per-click (PPC) advertising, and choosing between Bing Ads vs Google Ads depends on your goals and audience. Google leads with scale and automation, while Bing offers affordability and targeting precision. Businesses that experiment with both often see the best results — a wider reach, better conversions, and smarter budget use.
At Savit Interactive, we help businesses make the most of their PPC investments through data-backed strategies that blend Bing advertising and Google Ads campaigns. As one of the leading PPC agencies offering affordable PPC packages, we focus on maximising ROI, reducing ad spend wastage, and turning every click into a valuable conversion. Whether you’re just starting or scaling, our experts craft customised pay-per-click (PPC) advertising solutions designed to grow your business faster and smarter.
