Bing vs Google Ads: Which Is Best for Your Business?

Dive into our detailed comparison of Bing vs Google Ads to know the pros, cons and key differences of these powerful ad platforms!
Bing vs Google Ads - Which is best for your business?
Bing vs Google Ads - Which is best for your business?
Bing vs Google Ads: Which Is Best for Your Business?
Dive into our detailed comparison of Bing vs Google Ads to know the pros, cons and key differences of these powerful ad platforms!
Table of Contents
Table of Contents
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Bing vs Google Ads is a common debate in online advertising. Each platform has its own benefits. However, which one actually works best for your business? 

Selecting the right platform is crucial to chase cost-effective clicks or maximum reach.

Bing vs Google Ads, which ad giant deserves your budget? Let’s dive in !

What are Bing Ads and Google Ads?

Two of the most widely used platforms for online advertising are Bing Ads and Google Ads. When people search for specific terms or browse the web, these ads help businesses get in front of potential customers by showing ads.

Bing vs Google Ads

Google Ads

Google’s advertising platform is called Google Ads. It is the dominant force in the field of digital advertisements.

Google is the most used search engine in the world. So, when you use Google ads, your ads will show up on YouTube, Gmail, Google’s search results and across websites in the Google Display Network.

For instance, if you own a coffee shop and someone searches for “best coffee shop near me,” your advertisement will appear at the top of the search results. 

When someone clicks on your ad, you will be charged. This is referred to as “pay-per-click”.

Bing Ads

Microsoft’s version of the same idea is called Bing Ads. It’s still significant even though its reach isn’t as great as Google Ads. Yahoo, AOL and the Bing search engine all use Bing to generate their search results. 

If someone searches for “best coffee shop near me” on Bing, your ad will also appear there. The best aspect is that, compared to Google Ads, Bing Ads is less expensive per click and less competitive.

Plus, Bing users often fall into specific demographics like older professionals with higher incomes. So, depending on your target market, it will be the best option.

Bing Ads vs Google Ads: A Comparison

The key aspects of Bing Ads vs Google Ads to see how they differ is as follows,

1.Audience Reach

With more than 90% of worldwide search engine traffic, Google Ads dominates. It’s the go-to platform for businesses that want to reach a massive, diverse audience across the world.

Conversely, Bing Ads only accounts for 7–10% of the market. Even if its reach isn’t as broad as Google’s, it’s still a good option for focusing on smaller niche markets, particularly in the US.

2.Cost-Per-Click (CPC)

Google Ads tends to be more competitive, which means you may face higher  the cost per click, especially in highly competitive industries.

Bing Ads offers a lower CPC because there’s less competition on the platform. It will  be more economical without compromising visibility if you’re on a tighter budget.

3.Targeting Options

Google Ads offers sophisticated targeting capabilities. It will allow  you to target according to a variety of factors, including user behaviors, location, device, time of day and more. To make sure the right people see your adverts, you should precisely target your audience.

Bing Ads offers solid targeting options too but doesn’t quite match Google’s depth. It’s still excellent for regional targeting in areas where Bing has a strong user base and for targeting specific groups, like desktop users or older demographics.

4.Ad Placements and Formats

With its extensive network, Google Ads will be found on millions of websites, including YouTube, Gmail, Google Maps and Google search results. This provides you with several chances to display your advertisements on various platforms.

Bing Ads primarily shows on Bing, Yahoo, and AOL. So, your ad placements are more constrained. It still works, though, if you’re concentrating on a particular area or niche market.

5.User Demographics

Google Ads has a broad user base, appealing to people of all ages, interests and locations. For companies who require exposure to a large market, it is ideal. 

The target demographic for Bing Ads is typically an older and more professional audience. Your offerings like luxury items or financial services can be aimed at this demographic. Bing will be an excellent platform for reaching them.

6.Ease of Use

Despite its immense potential, Google Ads‘ intricacy and sheer volume of options might be daunting for beginners.

Conversely, Bing Ads is thought to be simpler to use and configure. It makes it a suitable choice for new marketers or those seeking a more straightforward experience.

Bing Ads vs Google Ads: Pros and Cons

Let’s get into the specifics of Bing Ads vs Google Ads –  although they both assist you in running online advertisements, each has advantages and disadvantages of its own.

Google Ads - The Pros

  • With more than 90% of worldwide queries handled by Google.  As it is dominating the search engine world, your ads will get in front of way more eyeballs.
  • You are not confined to search results alone. YouTube, Gmail, Google Maps and partner websites will all display your ads. 
  • Robust targeting is provided by Google Ads  which includes audience behavior, location, device and even specific times of the day.
  • You get deep insights into your campaigns with tools like Google Analytics. It will help you optimize and make adjustments like an expert.
  • Google provides detailed metrics, including the Google Ads Quality Score, to help advertisers refine their strategies effectively.

Google Ads - The Cons

  • High Competition = Higher Costs. The cost per click (CPC) will increase as a result of more companies bidding on keywords due to Google Ads’ popularity.
  • Despite its strength, Google Ads’ extensive feature set and configuration options will be too much for beginners to handle.
  • It can be difficult to compete for high-value keywords if you have a limited budget.

Bing Ads - The Pros

  • Less Competition = Lower Costs. Because fewer marketers use Bing Ads, CPC is frequently less expensive than on Google Ads, making it an affordable option.
  • Certain industries benefit greatly from Bing’s audience, which is primarily composed of older professionals with more disposable incomes.
  • By separating desktop and mobile campaigns, Bing enables more accurate device targeting.
  • Do you have Google Ads active already? Bing saves you time by making it very easy to import those campaigns straight.

Bing Ads - The Cons

  • Your reach is more constrained since Bing handles a far smaller percentage of searches—roughly 7–10% worldwide.
  • Compared to Google’s vast network, Bing Ads have fewer placement possibilities because they mostly show up on Bing, Yahoo, and AOL.
  • Although Bing Ads is getting better, Google’s tools and targeting choices are still superior.

Who should use Bing Ads?

Bing Ads is an excellent choice for companies wishing to reach a wider audience, cut expenses associated with advertising or target a particular demographic without facing fierce competition. It has its own unique strengths that make it perfect for certain types of businesses and goals.

Here’s the  breakdown of who can benefit most from using Bing Ads:

  • Businesses Targeting an Older, Professional Audience
  • Companies with a Limited Budget
  • Brands Focusing on U.S. and Specific Regions
  • Businesses in Niche Industries
  • Advertisers Seeking to Diversify Channels
  • E-commerce Stores Focused on Desktop Users

Who should use Google Ads?

For companies looking to grow, take control of cutthroat marketplaces, and use sophisticated targeting technologies to reach the widest possible online audience, Google Ads is the best option.

Here’s the  breakdown of who can benefit most from using Google Ads:

  • Businesses Looking for Maximum Reach
  • Brands Targeting a Diverse Audience
  • Companies in Competitive Industries
  • Businesses Looking for Advanced Targeting Options
  • E-commerce Stores Needing Wide Ad Placements
  • Brands Focused on Mobile Users
  • Advertisers with Larger Budgets
  • Businesses That Rely on Data and Analytics

Can Bing Ads and Google Ads be used together?

Of course! You will reach a variety of audiences and increase the impact of your ad campaign by combining Bing Ads with Google Ads. 

While Bing Ads targets a distinct and less competitive population, Google Ads offers a vast reach. Additionally, you can save time by simply importing Google Ads campaigns into Bing.

Combining the two will increase your total performance, balance your budget, and broaden your approach! 

Final Verdict: Bing vs Google Ads

There is no one-size-fits-all solution when it comes to Bing vs. Google Ads. While Bing Ads offers a niche audience and lower charges, Google Ads offers you a wider audience and more sophisticated features. 

The wise choice? Utilize both to develop a comprehensive advertising approach that maximizes your results!

Frequently Asked Questions (FAQs)

Are Bing Ads cheaper than Google Ads?

Yes. Bing Ads are generally cheaper than Google Ads. This is because of its lower competition and cost-per-click. However, Google Ads offers broader reach.

Which platform offers better ROI: Bing Ads or Google Ads?

It depends on your audience and goals. Due to lower costs, Bing ads offer better ROI for niche markets. On the other hand, Google Ads excel with broader reach and higher traffic.

What types of ad formats are available on Bing Ads and Google Ads?

Both Bing Ads and Google Ads offer similar ad formats. It includes search ads, display ads, shopping ads, video ads and audience-targeted ads.

Founder of 7 Eagles, Growth Marketer & SEO Expert

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.
Discover How 7 Eagles Help Your Business

Founder of 7Eagles, Growth Marketer & SEO Expert

Ashkar Gomez is the Founder of 7 Eagles (a Growth Marketing & SEO Company). Ashkar started his career as a Sales Rep in 2013 and later shifted his career to SEO in 2014. He is one of the leading SEO experts in the industry with 8+ years of experience. He has worked on 200+ projects across 20+ industries in the United States, Canada, the United Kingdom, UAE, Australia, South Africa, and India. Besides SEO and Digital Marketing, he is passionate about Data Analytics, Personal Financial Planning, and Content Writing.
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