Bing Ads vs Google Ads: which advertising platform is right for you?
Google Ads has the reach; Microsoft Advertising (Bing) often has the cheaper clicks and a higher-income audience. Here's how the two platforms compare on cost, audience and ROI — and how we'd decide where your ad budget works hardest.
Google Ads and Bing Ads — now Microsoft Advertising — are the two biggest paid search platforms, and the right choice depends on your audience, budget and goals. In short: Google Ads offers far greater reach and more advanced features, while Microsoft Advertising typically delivers lower-cost clicks and a more affluent audience in certain sectors. Many businesses get the best return from running both.
This is the plain-English comparison our Google Ads team gives Australian businesses weighing the two up, so you can decide where your budget works hardest.
Google Ads buys scale; Microsoft Advertising often buys efficiency. The smart move is usually testing both, then weighting budget to whichever converts for your audience.
The basics: two platforms, two strengths
Google Ads (formerly Google AdWords) is the dominant platform, thanks to Google's command of the search market — so the potential reach is enormous. Microsoft Advertising (formerly Bing Ads) has a smaller share, but it runs across Bing, Yahoo and partner sites and brings advantages that suit specific businesses. Neither is universally "better"; they're suited to different goals.
Audience reach and demographics
Google Ads gives you breadth — a vast, diverse audience and the highest potential exposure. Microsoft Advertising gives you a particular slice: its audience often skews older, higher-income and more established, and it performs notably well in sectors like finance and healthcare. If those are your buyers, the smaller platform can punch above its weight.
Cost and competition
Cost is where Microsoft Advertising frequently wins. With less competition, cost-per-click is generally lower, which can stretch a limited budget meaningfully further. Google Ads typically costs more per click, but the broader exposure can justify the premium when reach is the priority. For budget-conscious advertisers, the cheaper clicks on the smaller platform are often the deciding factor.
Ad formats and features
Both platforms support text, shopping and display ads. Google Ads tends to lead on innovation, regularly rolling out new formats and AI-driven campaign types. Microsoft Advertising offers some genuinely distinctive options — including LinkedIn profile targeting (by company, industry and job function), which is a real edge for B2B advertisers trying to reach decision-makers.
Performance and ROI
- Keyword targeting and relevance. Google's algorithms are more sophisticated, making precise targeting easier. Microsoft is improving and the lower competition can still win you better ad positions for your keywords.
- Conversion rates and ROI. Google often drives more traffic, but Microsoft frequently posts higher conversion rates in certain industries — a function of its more decision-ready, affluent audience.
- Local vs global reach. Google is unmatched for global reach. Microsoft can be highly effective for specific regions and demographics where it has a strong presence.
We'll tell you where your ad budget works hardest in a free audit.
A senior strategist reviews your goals and audience, then recommends the platform mix most likely to convert — yours to keep, no obligation.
How to choose between them
Let three factors decide:
- ✓ Know your audience. Analyse your customers' demographics and online behaviour. If they skew older, affluent or sit in finance, healthcare or B2B, Microsoft deserves a serious look.
- ✓ Match budget to goal. Tight budget chasing efficient clicks? Lean Microsoft. Need maximum reach and the newest features? Lean Google.
- ✓ Test before you commit. Run a split test across both, measure the real numbers, then weight spend toward the platform that actually performs for you.
Why not run both?
For many businesses the answer isn't either/or. Balancing budget across Google Ads and Microsoft Advertising maximises reach while optimising cost — Google for scale, Microsoft for efficient incremental conversions. Start with a split test, then continually monitor and optimise, keeping up with each platform's features and best practice.
Whichever you choose, the ultimate goal isn't picking a winner — it's leveraging each platform's strengths within your wider search strategy. If you'd like an expert team to set it up and run it, that's exactly what we do.
Frequently asked questions
Is Bing Ads or Google Ads better?
Neither is universally better — it depends on your audience, budget and goals. Google Ads offers far greater reach and more advanced features, while Microsoft Advertising (formerly Bing Ads) typically has lower-cost clicks and a more affluent, older audience that performs well in finance, healthcare and B2B. Many businesses run both.
Why are Bing Ads cheaper than Google Ads?
Microsoft Advertising (Bing) generally has lower cost-per-click because it has less advertiser competition than Google. With fewer advertisers bidding on the same keywords, prices stay lower, which can stretch a limited budget further and sometimes win better ad positions for the same spend.
What is Microsoft Advertising?
Microsoft Advertising is the rebranded name for Bing Ads. It runs across Bing, Yahoo and partner search sites, supports text, shopping and display ads, and offers distinctive options like LinkedIn profile targeting by company, industry and job function — a useful edge for B2B advertisers reaching decision-makers.
Can I run Google Ads and Bing Ads together?
Yes, and many businesses get the best return doing exactly that — Google for scale and Microsoft for efficient incremental conversions. Start with a split test across both, measure the real conversion data, then weight your budget toward whichever platform performs best for your specific audience.