Which platform delivers more ROI in 2025—Google or Microsoft (Bing) Ads? The short answer: You’ll get the best results by combining both. Here’s how each performs, what sets them apart, and why a hybrid strategy is outperforming single-platform campaigns this year.
Table of Contents
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What You’ll Learn
- Google Ads vs Bing Ads: Key Differences
- Which platform works better for B2B or mobile users?
- How to lower ad spend while keeping conversions high
- Real-world case study: Dual-platform strategy in action
What Are Google Ads in 2025?
Google Ads remains the dominant force in search advertising with:
- Immersive formats like AR-based product ads
- Smart automation for bidding and audience targeting
- Privacy Sandbox–compliant data targeting
⚡ Google’s advantage? Massive reach and mobile dominance.
What Is Microsoft Ads (Formerly Bing Ads)?
Microsoft Advertising has gained serious traction, thanks to:
- Integration with ChatGPT and AI-powered search
- Deep B2B targeting via LinkedIn data
- A growing user base of professionals and decision-makers
🔍 Bing’s edge? Lower CPCs and precise B2B targeting.
How Do Google and Bing Ads Work?
Both platforms use a pay-per-click (PPC) model:
- You bid on keywords.
- Ads appear on search results or display networks.
- You pay only when someone clicks.
But here’s where they differ 👇
Key Differences: Google Ads vs Microsoft Ads in 2025
| Feature | Google Ads | Microsoft (Bing) Ads |
|---|---|---|
| Market Share | 82% | 12% (and growing) |
| Avg. CPC | $2.85 | $1.45 |
| Audience | Broad, mobile | Older, professional |
| Formats | AR/VR, video, app ads | Streamlined search + LinkedIn |
| Privacy | Privacy Sandbox | 1st-party Microsoft data |
💡 Bing attracts a high-intent, professional audience. Google captures mass visibility.
What Do Both Platforms Share?
- PPC keyword bidding
- Audience targeting by age, interest, and intent
- Text, image, and video ads
- Conversion tracking and reporting
✅ Both offer powerful tools—you just need to know where to aim.
Ad Performance in 2025: Which One Converts Better?
| Metric | Google Ads | Bing Ads |
|---|---|---|
| Click-Through Rate (CTR) | 3.25% | 3.10% |
| Conversion Rate | 4.10% | 3.50% |
| Cost-Per-Click (CPC) | $2.85 | $1.45 |
| Cost-Per-Acquisition (CPA) | $48.00 | $38.50 |
📉 Bing Ads offer 20% lower CPAs—perfect for budget-sensitive campaigns.
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Should You Use Both Google and Bing Ads?
Yes—here’s why:
- Google builds brand awareness at scale.
- Bing drives high-conversion B2B leads at lower costs.
“We used Google for mobile traffic and Bing’s LinkedIn integration for C-level targeting. Qualified leads increased by 20%, and CPA dropped by 15%.”
— B2B SaaS company, 2025 case study
🎯 The winning move: Combine platforms to hit both breadth and precision.
How to Optimize Bing Ads with Competitor Insights
Bing Ads offers:
- Auction Insights to monitor competitor keyword performance
- Tools for ad placement and bid strategy refinement
🔥 Pro Tip: Use these to identify low-competition gaps that Google misses.
Final Take: Why the Dual-Platform Strategy Wins in 2025
You don’t need to choose between Google Ads and Microsoft Ads—you need to use them together.
- Google offers volume, innovation, and advanced automation.
- Microsoft delivers value, niche precision, and a growing B2B audience.
By combining them, you gain:
- Broader reach
- Lower average CPCs
- Smarter audience segmentation
- Higher ROI
Ready to Launch a Smarter PPC Strategy?
At BrightBid, we use AI to optimize Google and Microsoft Ads together—so you get the best of both worlds.
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Additional Resources
- Google Ads Official Documentation
- Microsoft Advertising Official Documentation
- BrightBid AI Optimization Tools
FAQ: Google Ads vs Bing Ads
Which is better in 2025: Google Ads or Bing Ads?
Each platform has strengths. Google Ads offers wide reach and mobile dominance, while Bing Ads excels in lower CPCs and precise B2B targeting. The best results come from combining both
Is Bing Ads cheaper than Google Ads?
Yes, in 2025 Bing Ads have a lower average CPC of $1.45 compared to Google Ads’ $2.85. Bing also shows a 20% lower cost-per-acquisition.
Should I use both Google Ads and Bing Ads?
Yes. A dual-platform strategy helps you reach broader audiences on Google and high-intent B2B audiences on Bing, improving ROI and reducing CPA.
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