Bing Ads Vs Google Ads - Which is Best in 2022?

Which of the two platforms has a better reach? Which one is cheaper? How do you decide which one works better for you? Do you need both, or is any one of the platforms sufficient?

Many advertisers and marketers often face this dilemma while advertising. Unpopular opinion: There’s no battling between Bing Ads vs Google Ads. They work better together, as a team. And in this blog, I’ll help you understand why.

Bing Ads and Google Ads (previously Google AdWords) are both pay-per-click (PPC) advertising services. In the end, the purpose of both platforms is the same: to assist businesses in increasing their reach, website traffic, and revenue. The media, however, differ in terms of reach, targeting possibilities, cost, and other factors.

Bing Ads:

Bing Ads are a culmination of three search engines: Bing, Yahoo, and AOL. So, when you run ads on Bing, they’ll run on all these three platforms. Bing Ads offer four different types of ad styles for you to choose from:

  • Dynamic Search Ads: Dynamic search advertising is a quick and easy approach to ensure that customers looking on the Microsoft Advertising Network find your items or services.
  • Multimedia Ads: To improve traffic and sales on your website, use multimedia advertising to attract potential customers’ attention with large visual graphics that promote your brand and products.
  • Product Ads: A Microsoft Shopping campaign’s product advertising comprise product information, an image, and optional promotional text.
  • Responsive Search Ads: Within a single ad, responsive search advertising on the Search network allow you to create between 3-15 unique ad headlines/ titles and 2-4 ad descriptions. Bing will then choose the best relevant headline and description combo for each given query and search user.

Just as with Google, the assets you’ll need for your campaign may vary depending on the ad style you select. However, once you’ve decided on an ad style and gathered your materials, all you need to launch your campaign is a budget and a Bing Ads account.

Google Ads:

If you’re familiar with paid advertising, you’ve probably heard of Google Ads. Google, the most popular search engine globally, controls 92 per cent of the global search engine market.

There are two types of Google Ads:

  • Search Network: Ads display in search engine results when individuals use Google to search for specific keywords or phrases.
  • Display Network: Ads show to users while they surf over 2 million sites in the Google Display Network.

Bing Ads vs Google Ads:

Before choosing between Bing Ads vs Google Ads, let’s analyse the difference between them based on multiple factors.

#1 Reach:

To decide the winner between Bing Ads vs Google Ads, we need to analyse their reach. Google provides a broader audience through both its advertisement styles – Search Network and Display Network. Here are some statistics that can back up my claim:

  • You can reach 90% of online consumers with the Display Network.
  • The Search Network gains traction due to Google’s 76 per cent market share in search engines.

On the other hand, the Bing Network has relatively lower traction. However, it would be a shame to not reach the 63 million searchers present on Bing. Here are some statistics to give you a better insight into Bing’s growing network.

  • Bing now controls 34% of the global desktop search engine market.
  • The Bing Network receives 5.4 billion monthly queries.
  • The Bing Network is used by 136 million unique searchers.

#2 Demographics:

If you don’t drive your traffic to the right people, you’re doing it all wrong. So, reaching the right demographics through the options provided by Bing Ads vs Google Ads is my next factor of comparison.

So, let’s see what kind of people hang out on Bing ads vs Google ads. Have a look at Bing’s demographics:

  • Married (43 per cent)
  • Between 35 and 54 years old (40 per cent)
  • Earning a more significant income, usually over $100,000 (33 per cent)

Google users, on the other hand, tend to be younger than Bing users. Additional demographic information is difficult to define because Google has such a large audience. On the other hand, that audience size can boost your chances of reaching people of your target audience, even if it’s a niche one.

#3 Cost:

According to recent research, firms (from all industries) spend 20-35 per cent of what they do on Google Ads on Bing Ads. That indicates that if your organisation produced two identical ads on Google Ads and Bing Ads, Bing Ads would likely cost 20-35 per cent less than Google Ads.

However, while you may choose the cheaper alternative, you can find yourself with lesser revenue. If your clickers don’t lead to conversions, you may find yourself in a rut. So, while choosing Bing ads vs Google ads, remember where your audience is and the better investment.

#4 Targeting:

Ad targeting, like demographics, can assist your organisation in successfully reaching your target audience. You can utilise audience and content targeting with Google Ads. While Google Ads offers more targeting choices than Bing Ads, Bing offers many advantages.

There are two targeting options offered by Google.

Audience targeting: You can target people based on who they are, their interests and habits, what they’re currently studying, or how they’ve interacted with your company by adding audience segment targeting to ad groups.

Audience targeting options include the following:

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

Content targeting options include:

  • Display expansion for search
  • Keywords
  • Placement
  • Topic

These are the targeting options provided by Bing:

  • Age
  • Custom audiences
  • Day of the week
  • Device
  • Gender
  • In-market
  • Keywords
  • LinkedIn profile
  • Location
  • Remarketing
  • Time of day

#5 Keyword targeting

You will almost certainly launch a campaign that employs keyword targeting whether you advertise on Bing Ads vs Google Ads. That is why it is critical to grasp the various keyword match kinds provided by each platform.

The following keyword matches are available by Google:

  • Broad match
  • Broad match modifier
  • Exact match
  • Negative keywords
  • Match phrase

The following keyword matches are available by Bing:

  • Broad match
  • Exact match
  • Negative keywords
  • Match phrase

The Google vs Bing debate regarding keyword targeting is in the middle. They offer more or less identical keyword matches. However, Google has a more extensive search volume. While Bing is in the top five, its search market share is less than 5%, in sharp contrast to Google’s 76 per cent. (Source)

#6 Cost per click

It’s always wise to check the average cost per click before choosing Bing Ads vs Google Ads. If you’re wondering what Cost per click means, you can take up an online digital marketing course and broaden your skill set.

Cost per click is a term used in internet advertising to represent the amount you pay when someone clicks on your ad instead of when they see your ad or act on it, such as purchasing an item.

The average cost-per-click (CPC) for Bing Ads is $1.54. The average cost-per-click (CPC) for Google Ads is $1 to $2.

So, Bing Ads offers it for a lower cost. However, keep in mind that you must consider your ad performance. If you’re not getting good outcomes, you’re not saving money; you’re wasting it.

#7 Conversion rate

Another must-consider metric for choosing between Bing Ads vs Google Ads is your conversion rate. A conversion rate, as you must have learnt in your digital marketing training, compares the percentage of users who finished your ad’s goal, such as calling your business or purchasing your goods, to the percentage of users who clicked on your ad but did not accomplish your goal.

The conversion rate for Google Ads is 3.75 per cent on average, and Bing Ads has a conversion rate of 2.94 per cent on average.

#8 Click-through rate

Because Yahoo and MSN also provide financial data, Bing ads often have greater CTRs in the commerce and financial services search verticals. This is because they provide numerous shopping and financial resources. Advertising in those search verticals on those platforms reaches highly engaged prospects, receives greater interaction, and has a better CTR.

Summary – Bing Ads vs Google Ads

Factors Bing Ads Google Ads
Reach Less than 5% of the search market 76 percent of the search market
Demographics Married, between 35 and 54 years, earning more than $100,000 Large, diverse, and relatively younger audience
Cost Less More
Targeting More account-based marketing possibilities and audience targeting There are numerous options for audience and content targeting
Keyword matches Broad match, Broad match modifier, Exact match

Negative keywords, Phrase match

Broad match, Exact match

Negative keywords, Phrase match



Cost per click The average cost-per-click (CPC) for Bing Ads is $1.54 The average CPC for Google Ads is between $1 and $2
Conversion rate Bing Ads has a conversion rate of 2.94 percent on average. The conversion rate for Google Ads is 3.75 percent on average.
Click through rate Bing Ads’ average CTR is 2.83 percent The average CTR for Google Ads is 1.91 percent (for the Search Network) and 0.35 percent (for Display Network)


What’s better for your company – Bing Ads or Google Ads?

It depends, as is the case with many marketing methods. Choosing between Bing Ads vs Google Ads for your business should depend on your objectives, creative assets, target audience, and budget.


Here are some of my suggestions:

Bing Ads would be an excellent choice for:

  • If you have limited advertising budgets.
  • If you do not have photographs, videos, or creative assets to highlight.
  • If you cater to elderly demographics or offer more expensive services/products.
  • If you want to personalise both their campaigns and ad groupings.

Google Ads might be an excellent alternative for:

  • If you want to generate a large number of leads quickly.
  • If you are seeking audience members in the Buyer’s Journey’s Decision stage.
  • If you want to highlight photographs, videos, or creative materials.
  • Companies who want to increase brand exposure and grow their audience.
  • If you are willing to invest more money in paid advertising.


Conclusion :-

That’s it! I hope I cleared your confusion and gave you a clear answer for Bing Ads vs Google Ads. Whether you opt to advertise on Bing Ads, Google Ads, or both, you want to make informed decisions about your ad spend and approach. In my opinion, you can run ads on both platforms, and it gets you the maximum benefits!

Happy advertising!


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