Google Ads or Bing Ads? Which is Better?


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Digital advertising is an expensive business. Companies spend more than $250 billion annually on digital advertising. There are two main options: Google Ads or Bing Ads. Many factors need to be considered when deciding between the two major platforms for advertising. We have put together this guide and video to help you. Google Ads and Bing.

This guide will allow you to understand the performance and benefits of Google Ads (previously known as Google AdWords) and make informed decisions about where your advertising budget should go. 

Bonus Reading: SEO or Google Ads

Google Ads, (AdWords), and vs. Bing Ads. What’s the difference?

Google Ads, formerly Google AdWords, and Bing Ads, are both pay-per-click (PPC) advertising platforms. Both platforms share the same goal: increase business reach, traffic, and revenue.

These platforms differ in their reach, targeting options, and cost. 

1. Google Ads

Google Ads consists of two ad networks.

  1. Search Network – When someone searches for specific keywords and phrases on Google, ads show up in search engine results.
  2. Display Network – Users will see ads when they visit more sites than 2,000,000 in the Google Display Network.

2. Bing Ads

Microsoft owns three search engines. 

  • Bing
  • Yahoo
  • AOL

Advertise on Bing Ads for your ads to appear in search results from all three search engines and partner sites. 

7 major differences between Google Ads & Bing Ads

There are seven key differences between Google Adwords & Bing Ads.

  • Reach
  • Demographics
  • Targeting
  • Cost
  • Cost per click
  • Click through rate
  • Conversion rate
  • Display URL
  • Average position

Continue reading for more information about these differences.                            

1. Reach

Online advertising is all about reach. They won’t buy your products or services.

This could mean that your company and your team will not achieve your return on advertising spend (ROAS). This can negatively impact your company’s profitability and lead to lower return-on-adspend (ROAS) goals.

Display Network, for example, allows you to reach 90% of all online users.

The audience you target may impact the amount of your advertising budget. You can reach more people with Ads.

2. Demographics

Advertising online can also be influenced by the characteristics and interests of your audience. Make use of the targeting options in Google Ads or Bing Ads.

But, it all depends on how these targeting options work. The majority of Bing users are.

  • Married (43%)
  • Between 35 and 54 (40%)
  • An income of more than $100,000 is usually considered to be a higher level (33%).

Google users are typically younger than Bing users. This can help you reach more people within your niche.

If your audience is married with a minimum of $100,000 in income, Bing can be a great option for your campaign. For companies that have audiences outside these demographics, Google Ads might be a better choice.

3. Targeting

Ad targeting can be as simple as demographics. Audience target has the following options:

  • Demographics
  • Affinity
  • In-market
  • Custom intent
  • Similar audiences
  •  Remarketing 

Content targeted has these options:

  • Topic
  • Placement
  • Keywords
  • Search for Display Extension

Bing ads, on the other side, offer the following targeting options:

  • In-market
  • LinkedIn profile
  • Custom audiences
  • Keywords
  • Localization
  • Day of the Week
  • Time of Day
  • Gender
  • Age
  • Device
  • Remarketing

Bing Ads has more targeting options than Google Ads. Google Ads has an advantage. However, you can target individuals and companies with the LinkedIn Profile Targeting option. This is great for account-based marketing.

Google Ads are more effective than Microsoft Ads when it is targeting Google Ads.

4. Keyword targeting

No matter how you advertise on Google Ads or Bing Ads, you will most likely launch a campaign with keyword targeting. View the following keyword match types in Google Ads.

  • Broad match
  • Match Phrase
  • Match exact
  •  Broad-Match Modifier
  •  Negative keywords 

Target keywords with Bing ads.

  • Broad match
  • Match Phrase
  • Match exact
  • Negative keywords

Keyword targeting in Google Ads vs. Bing Ads is very well-known. Bing Ads has almost identical keyword match options. This is the only difference between the two platforms.

It is important to consider the search volume of your keywords. Bing ranks in the top five search engines but its search market share is below 5%. This is a stark contrast with Google’s 76%.

While you may have many keyword targeting options, you won’t have the same search volume if your keywords are not searched on Bing. Google has a large search market which gives you more chances to reach your target audience 

5. Copy the advertisement

Many businesses begin their ad campaigns with a text ad. It is common to use the same characters in headlines, descriptions, and display URLs for landing pages. 

These guidelines apply to text ads when they come from Google Ads.

  • 1-3 headlines (upto 30 characters)
  • 1-2 Descriptions (upto 90 characters).
  • 1 display URL (upto 15 characters)

Text ads for Bing Ads must meet these requirements.

  • 1-2 headlines (upto 30 characters)
  • 1 description (maximum 80 characters)
  • 1 display URL (upto 15 characters)

Google Ads allows you to have more control over your advertising copy.

6. Cost

Bing Ads are more expensive than Google Ads. If you create identical campaigns on Google Ads, or Bing Ads, for your company’s business, your Bing Ads may cost between 20 and 35%.

It doesn’t mean that your ads campaigns will yield the same results. Insufficient qualified leads clicking on your ads could hinder your ability to get new clients or increase online sales.

Cost is an important factor when deciding between Google Ads or Bing Ads. However, price should not be the deciding factor. Instead, consider the return and performance of your ads campaigns.

7. Cost per Click (CPC).

When comparing rates, you should also look into the average cost per click (CPC), for Google Ads and Bing Ads. It is the cost you pay for each click on your ad.

Bing Ads cost an average of $1.54 per click. Google Ads costs $1.54 to $2.

You should track the performance of your business and test out other advertising platforms such as Google and Bing.

8. Click through rate

Your Click Through Rate (CTR is a percentage how many people click on your ads) is an important factor when evaluating the performance of your ads. 

Average Bing Ads CTR for Bing Ads is 2.83%.

9. Conversion rate

Online advertising cannot be complete without considering the conversion rate. How does Google Ads compare to Bing Ads?

Google Ads boasts a remarkable conversion rate. This is especially true considering how many advertisers use the network.

Although Bing Ads converts at a lower rate than Google Ads it is still an average.

What should you choose? Google Ads or Bing Ads

There is no right or wrong way to answer the question of Google Ads vs Bing Ads. Each platform offers its own benefits that could help your company.

Google Ads shouldn’t be a hindrance in your search traffic. This is something to consider. 

You can start with Google Ads, and as your skills improve and your budget increases, you can allocate more to Bing Ads or Microsoft Advertising. You can adjust the amount to suit your needs.

It doesn’t matter if you decide

Get insider advice and tips for digital advertising campaigns

Advertise on Google Ads and Bing Ads. It is crucial to make educated decisions about your ad spend.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.