Google vs. Bing: Why Ads On Both Platforms Matter
June 18, 2026 - 11 minutes read
If you’re only advertising on Google and ignoring Bing, you’re leaving customers on the table. Both platforms are valuable and host real people who are actively searching for products and services.
Once you understand how to leverage the strengths of each platform, your budget works harder.
What’s The Difference Between Google Ads and Microsoft (Bing) Ads?
Google Ads Has the Largest Reach in Search
Google is the leader for the global search market — that’s no secret. In 2024, Google took almost 91% of the search engine market, processing nearly 100,000 searches per second (that’s about 8.5 billion per day!). For your business, Google Ads gives you access to more potential customers than any other platform can.
But what comes with that insane amount of reach is an insane amount of competition. In 2024, the average cost-per-click for search ads in the United States was $4.66 (up from $4.22 in 2023), and in high-demand categories like healthcare and legal services, it can skyrocket even further. The good news is that, on average, you can expect a high ROI — about 800% — from Google Ads, with $8 returned for every $1 spent.
With Google Ads, you also have access to a tremendous ecosystem: Search, Display, YouTube, and Shopping, which are all connected by powerful targeting tools and audience data.
“Google is usually where businesses start, and that’s with good reason,” says Lori Friedrich, a campaign specialist at Federated Digital Solutions. “The volume is there. But volume alone doesn’t mean you’re reaching the right people. That’s where strategy comes in, and why we look at both platforms together, not one in isolation from the other.”
Microsoft Advertising (Bing Ads) Has Smaller Audiences and Different Advantages
Bing holds a much smaller slice of the global search market pie compared to Google, but that’s no reason to dismiss it. As of April 2025, Bing’s market share sits 7.4%, and its desktop market share is at 12.21%. Considering how many desktop searches take place during a typical workday, that’s not a number to ignore.
Microsoft Advertising also powers other partner sites, including Yahoo Search, which extends its reach beyond the Bing search engine page. With the implementation of Microsoft Copilot AI across Windows Edge and Microsoft 365, Bing is only becoming more relevant.
At $1.55, Bing’s cost-per-click is roughly 30% lower than Google Ads. The average click-through rate on Bing Ads is 3.1%, compared to Google’s industry average of about 2%. This is a compelling financial advantage for advertisers.
Who Is Searching on Bing?
A Desktop-Forward Audience with Higher Income
Bing’s audience profile is one of the most powerful advantages it has.
About 70% of Bing’s audience is 35 or older, with 38% of them earning $100,000 or more annually. That type of person is a homeowner who’s searching for a contractor, an executive comparing software solutions, or a retiree looking for financial services.
A third of all Bing users are older than 55, making them a good fit for industries that cater to established, financially stable consumers. For example, industries like home improvement, healthcare, financial planning, insurance, and other professional services use Bing to advertise because that’s where they’ll find their audience.
Bing also skews heavily to desktop users who typically search during work hours. These people are in deliberate research mode, and they’re more likely to dive deep, read carefully, and take action.
“The Bing audience tends to surprise people when they see the data for the first time,” Friedrich says. “This audience isn’t a consolation prize for advertisers who couldn’t afford Google. They’re a specific, high-value group of people and, in a lot of cases, they’re exactly who a business is trying to reach.”
Why These Demographics Matter
Google should be your starting point and your foundation if you’re targeting a broad audience and prioritizing volume.
If your ideal customer is a professional, a homeowner, or someone 45 or older with a disposable income, then Bing can give you access to them at a lower cost-per-click.
How Do Google and Bing Compare for Advertisers?
Reach, Cost, and Competition
Google Ads:
- Global market share: ~90%
- Average cost-per-click: ~$4.51 to $4.66
- Average click-through rate: ~2%
- Audience skew: broad and all ages
- AI integration: Google AI Overviews and Gemini
Microsoft/Bing Ads:
- Global market share: ~4% globally, ~7 to 8% in the United States
- Average cost-per-click: ~$1.55
- Average click-through rate: ~3.1%
- Audience skew: 35+, higher income, desktop
- AI integration: Microsoft Copilot
In reality, these two sets of numbers are complementing one another. Google gives you the broadest reach, while Bing gives you a targeted audience at a lower entry cost. When you use both platforms together, they cover more of the search landscape than either can cover alone.
But the numbers only tell part of the story. Bing’s integration with LinkedIn creates opportunities Google can’t match.
LinkedIn Targeting: Bing’s Advantage
LinkedIn Profile targeting is a Bing feature, but many advertisers often overlook it.
Microsoft owns LinkedIn, so advertisers who are running Microsoft Ads can layer in LinkedIn data like job title, company, industry, and seniority to reach professional audiences with precise targeting. Google doesn’t offer this, and this little perk makes Bing Ads a strong choice for B2B marketers looking to reach decision-makers and professionals.
“For clients in B2B or professional services, the LinkedIn integration in Microsoft Ads is something we bring up right away,” Friedrich says. “You can target by job title directly in the search ad platform. That’s a capability that Google just can’t match, and it changes the conversation for a lot of people.”
How Should You Allocate Your Budget Across Both Platforms?
Start with Google, Extend with Bing
Google is the primary investment for most companies. That’s where the volume is, and intent signals are strong there.
But the good news is that it doesn’t have to be an either/or decision. Bing’s lower cost-per-click means that your dollar can stretch further, and its audience can fill gaps that Google’s targeting might miss.
Our recommendation: run your core campaigns on Google, then mirror and adapt them in Microsoft Advertising.
Of course, budget allocation isn’t one-size-fits-all. The real question is: what is your customer searching for?
Don’t Ignore Where Your Customers Search
Understanding your customer should always be the number-one priority. If your customers are 45 or older and work in a professional industry where they spend their days on a desktop, Bing deserves a spot in your media plan. If your audience skews younger or tends to be mobile-first, Google should carry more of your strategy’s weight.
Remember, let the data lead instead of making assumptions about which platform is better. Once you decide how to allocate your budget, you’ll need to consider how to optimize on each platform.
What Should You Optimize Differently on Each Platform?
Google Ads: Compete Smarter
Since Google is more competitive, its Quality Score really matters. Ads that match search intent, lead to relevant landing pages, and earn strong click-through rates cost less per click.
Depth beats breadth on Google, so avoid spreading your budget too thin across too many campaigns.
Microsoft Ads: Tailor, Don’t Copy
Importing your Google campaign into Microsoft Advertising is a good place to start, but not a good place to end. Review your keyword match types, adjust bids for Bing’s lower cost atmosphere, and take advantage of demographic targeting that lets you layer in age, gender, and household income (a level of built-in demographic control Bing allows that Google handles differently through audience segments).
Using Both Platforms Is the Answer
These two platforms serve different audiences in different contexts, and both of those audiences have problems that businesses like yours can solve.
Google gives you scale, and Bing gives you precision and cost efficiency. Together, they give you the type of coverage that a single-platform campaign can’t achieve.
If your business only lives on one platform right now, it’s worth having a conversation about what you might be missing. Reach out to our team at FDS and let’s chat!