What is the difference between Google Ads and Bing Ads?

Google Ads

Both Bing Ads and Google Ads are digital advertising platforms that allow advertisers to buy ads to appear on the search engines, but there are some differences between them:

  • Google is the most used search engine in the world with over 85% of the market share, while Bing has about 9% of the market share. This means that Google Ads reaches a larger audience than Bing Ads which may change with Bing integrating ChatGPT into the product.
  • The cost per click (CPC) on Google Ads is usually higher than on Bing Ads. There are more advertisers on Google Ads, which means that the competition is greater, thus the auction prices are higher. This means that Bing often returns a higher Return on Ad Spend (ROAS) vs Google.
  • Bing Ads has great targeting features, especially for B2B marketing teams as it is pre installed as the default search engine on many office desktops. This means it reaches B2B buyers when they are researching products and services at work and reaches a more affluent, educated and older audience. Since 2020, Microsoft has enabled LinkedIn targeting on Bing in certain markets as it owns both platforms.


Which platform is best suited ultimately depends on the specific advertiser’s needs and goals. If you want to reach a larger audience, Google Ads may be the best choice, while Bing Ads may be a better choice for smaller advertising budgets and if you want to reach a more niche audience. For many advertisers, it is a good strategy to combine both platforms.


What do Bing ads and Google ads have in common?

What the two search engines have in common:

  • PPC advertising: Both Bing Ads and Google Ads use PPC advertising, which means that the advertiser only pays when a user clicks on the ad.
  • Keyword Advertising: Both Bing Ads and Google Ads allow advertisers to target specific keywords that users search for on search engines.
  • Audience targeting: Both Bing Ads and Google Ads allow advertisers to target specific audiences based on factors such as geographic location, gender, age, and interests.
  • Ad texts and formats: Both Bing Ads and Google Ads allow different ad formats, e.g. text ads, image ads and video ads.

Should you advertise on both Google and Bing?

Yes, it can be a good strategy to advertise on both Google and Bing as it can increase the visibility of your ads and you can reach a larger audience.
Advertising on both platforms can also help you compare performance between the two platforms and optimize your ad strategy. By testing and comparing the results, you can find out which platform gives you the best results and adjust your strategy accordingly. By advertising on both search engines, you ensure that your competitors do not take potential customers away from you.

In conclusion, there are several search engines to be visible on with ads, where to advertise depends on what type of business you run and what your goals are. If you want guidance, you can book an appointment with us to get advice on a strategy that would suit you.

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