Google Ads vs Microsoft Ads: Where Should You Advertise?
Google Ads dominates search advertising with roughly 90% market share, but Microsoft Ads (formerly Bing Ads) serves a valuable and often overlooked audience. Microsoft Ads reaches users across Bing, Yahoo, AOL, and the Microsoft ecosystem including Edge, Outlook, and LinkedIn. Here is how the two platforms compare.
Side-by-Side Comparison
| Category | Google Ads | Microsoft Ads |
|---|---|---|
| Search Market Share | ~90% globally | ~6-8% globally |
| Average CPC | Higher (more competitive) | 20-40% lower on average |
| Audience Demographics | Broad — all demographics | Skews older, higher income |
| B2B Targeting | Audience-based targeting | LinkedIn profile targeting available |
| Automation | Industry-leading AI and automation | Improving but still behind Google |
Google Ads
Pros
- +Massive reach — over 90% of global search volume
- +Most advanced machine learning and automated bidding capabilities
- +Extensive ad formats including Shopping, Performance Max, and YouTube
- +Largest keyword inventory and audience targeting options
Cons
- -Higher CPCs due to intense advertiser competition
- -More competitive auction dynamics that favor large budgets
- -Complex platform that requires dedicated expertise to manage well
- -Rising costs across most industries year over year
Microsoft Ads
Pros
- +Lower CPCs — often 20-40% less than Google for the same keywords
- +Older, higher-income demographic skew that benefits many B2B and premium brands
- +LinkedIn profile targeting integration for B2B campaigns
- +Easy campaign import from Google Ads for fast setup
- +Less competition means better ad positions at lower cost
Cons
- -Significantly smaller search volume — roughly 6-8% of global search
- -Fewer ad formats and automation features compared to Google
- -Smaller audience limits scaling potential
- -Platform updates and features lag behind Google by months or years
Our Recommendation
Run both. Google Ads should be your primary search advertising platform given its reach and capabilities, but Microsoft Ads offers incremental conversions at lower CPCs that improve your blended efficiency. We typically recommend allocating 10-20% of search budget to Microsoft Ads once Google campaigns are optimized, using campaign import to minimize additional management overhead.
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