Which One Wins for Your Business?
Short answer: both can work—your ROI depends on your audience, budget, and goals. Below, we break down costs, targeting, and day-to-day usability so you can choose confidently (or run both without wasting spend).
Why This Matters
Paid search is one of the fastest ways to get sales conversations started. The real question isn’t “Should we advertise?” but “Google Ads vs. Bing Ads—which platform will pay off for us?” Use this guide to decide in minutes, not months.
Quick Verdict (TL;DR)
- Choose Google Ads if you need the widest reach, run multiple formats (Search, YouTube, Shopping, Display), and can handle more competition for top keywords.
- Choose Bing Ads (Microsoft Advertising) if your buyers skew older, desktop, B2B, or higher-income, or you want lower CPCs with leaner competition.
- Choose both if you want full market coverage: import your Google campaigns into Bing, then fine-tune bids and audiences.
What’s the Difference?
Audience & Reach
- Google Ads: Enormous search volume and broad demographics; great for scale and discovery.
- Bing Ads: Smaller overall volume, stronger desktop footprint, and often more affluent/professional users (thanks to Windows/Edge defaults and LinkedIn targeting).
Cost & Competition
- Google Ads: Typically higher CPCs/CPAs due to competition; rewards tight structure and conversion-focused UX.
- Bing Ads: Often cheaper clicks and roomier auctions; great for long-tail and niche keywords.
Targeting & Formats
- Google Ads: Search, Display, YouTube, Shopping, App, and Performance Max (cross-network automation).
- Bing Ads: Search, Shopping, Audience Network (MSN, Outlook, Edge), LinkedIn Profile Targeting (job title, industry, company size).
Workflow & Tools
- Google Ads: Deep features and reports; steeper learning curve; constant updates.
- Bing Ads: Cleaner UI, Google import to get started fast, powerful enough for most SMB/B2B campaigns.
Feature Comparison at a Glance
| Area | Google Ads | Bing Ads (Microsoft Advertising) |
|---|---|---|
| Reach | Largest | Smaller, stronger on desktop |
| Typical CPC | Higher (more competition) | Often lower (less crowded) |
| Best For | Scale, multi-format, robust automation | B2B, older/affluent audiences, budget efficiency |
| Standout | Performance Max, YouTube | LinkedIn Profile Targeting, easy Google import |
| Ramp-Up | More setup/learning | Faster if importing from Google |
(Note: Actual CPC/CPA varies by industry, location, and account quality.)
Ad Types You’ll Actually Use
In Google Ads
- Search Ads: High-intent clicks on keywords.
- Performance Max: AI allocates across Search/YouTube/Display/Maps/Gmail.
- YouTube Video Ads: Brand awareness, retargeting, and demand creation.
- Shopping Ads: Product images, prices, and reviews in results.
In Bing Ads
- Search Ads: Strong for desktop and business queries.
- Shopping Campaigns: Great for ecommerce with lower competition.
- Audience Network & Multimedia Ads: Native/visual placements.
- LinkedIn Profile Targeting: Sharpen B2B reach by role/industry.
Ad Copy & Setup Notes
- Google Ads RSA (Responsive Search Ads): Up to 15 headlines / 4 descriptions; machine learning assembles combos.
- Bing Ads Responsive/Search Ads: Similar principle; plus an Import from Google button to clone your structure, extensions, negatives, and budgets. Start here if you want speed.
Pro tip: Keep ad messaging aligned across platforms, then adjust bids, negatives, and audiences per network behavior.
Costs, CTRs, and Conversion Reality
- Expect higher CPCs on competitive Google queries; you pay for scale and intent density.
- Expect friendlier CPCs on Bing, with surprisingly strong conversion rates in B2B and high-consideration niches.
- Your landing page quality (speed, clarity, trust) will swing CPA more than platform choice. Fix the funnel first.
When to Pick One (or Both)
Go Google-first if you:
- Need maximum volume and market coverage
- Want to leverage YouTube/Performance Max
- Can afford competitive auctions while you optimize
Go Bing-first if you:
- Sell to professionals or older, higher-income buyers
- Care most about efficient CPC/CPA over raw volume
- Want a simpler UI and fast results via import
Run both if you:
- Are ecommerce or B2B at national scale
- Already have a dialed-in Google account—import to Bing, then scale what works
- Want redundancy and lower risk across channels
Our Playbook at Glenn Website Design
- Discovery & Forecasts: Audience, keywords, budget, and CAC targets.
- Funnel Fix: Lightning-fast pages, clear offers, proof, and frictionless forms.
- Google Build: Tight structure, negatives, SKAG-style intent grouping (or PMax + guardrails).
- Bing Import: Mirror winners, tune bids and LinkedIn layers.
- 30-Day Proving Sprint: Aggressive testing on copy, extensions, and landing page variants.
- Scale or Shift: Push the channel with better CPA; keep both if blended ROAS improves.
👉 Result: fewer wasted clicks, more qualified calls, lower blended CPA.
FAQs: Google Ads Vs. Bing Ads
Is Bing Ads worth it if I already run Google Ads?
Yes. Import your best campaigns and test. Many accounts find cheaper CPCs and solid conversion rates on Bing—especially B2B/desktop.
Can I copy my Google setup to Bing?
Absolutely. Use Bing’s Import from Google tool to bring in campaigns, ad groups, ads, extensions, and negatives—then tune bids/audiences.
Which platform is cheaper?
Bing clicks are often cheaper, but your CPA depends on your landing page and conversion process. It’s not just the click—it’s the funnel.
Do both platforms support Shopping?
Yes. Both have Shopping ads; eligibility and feed quality determine performance.
What about YouTube?
That’s Google-only. If video is central to your strategy, you’ll need Google Ads for YouTube.
Ready to Decide—Or Want Us to Run the Test?
At Glenn Website Design, we build conversion-ready landing pages and run side-by-side “Google Ads vs. Bing Ads” pilots to see which platform wins for your audience—then scale the winner.
Get a Free PPC Game Plan
We’ll map keywords, budget, targets, and projected CPA, then propose a 30-day proving sprint.
Our PPC Packages: Built to Prove What Works—Fast
Context: We use a side-by-side Google Ads vs. Bing Ads approach to find your winner quickly, then scale the channel (or blend) with the best CPA/ROAS.
1) Sprint Starter — “Test the Waters”
Best for: new advertisers or businesses returning to paid search
What you get
- Keyword plan & negative list
- 1x Google Ads Search campaign (RSAs + extensions)
- Bing Ads import + bid/audience tuning
- 1 landing page (or optimization checklist if you bring your own)
- Conversion tracking (Forms/Calls) + weekly report
Outcome: a clear read on which platform wins for your audience
Investment: $X,XXX setup + $X,XXX/mo management (ad spend separate)
2) Growth Split-Test — “Pick the Winner, Scale Smart”
Best for: active advertisers who want lower CPA and better quality leads
What you get
- Everything in Starter, plus:
- Dual-channel testing framework (ad copy/keyword/LP variants)
- LinkedIn Profile Targeting on Bing (B2B boost)
- Performance Max or Shopping (if relevant)
- Heatmap/session recordings + CRO quick wins
Outcome: lower blended CPA with a confident Google Ads vs. Bing Ads decision
Investment: $X,XXX setup + $X,XXX/mo management
3) Market Dominator — “Own Your Niche”
Best for: ecommerce and B2B brands needing scale and reliability
What you get
- Multi-campaign build (Search/Shopping/YouTube or Audience Network)
- Bid strategy testing + shared budgets by intent
- Audience layering (remarketing, customer lists, LinkedIn attributes)
- Landing page A/B testing (copy, form, proof)
- Executive dashboard + monthly strategy review
Outcome: consistent pipeline growth and channel redundancy
Investment: custom proposal
30-Day PPC Proving Sprint (Our Signature Process)
Goal: Decide “Google Ads vs. Bing Ads” for your buyers, then scale the winner.
Week 1 – Strategy & Setup
- Discovery: goals, CAC/CPA targets, geo, offers
- Build: exact/phrase intent clusters, negatives, RSAs
- Tracking: conversions for forms, calls, key events
- Launch Google; import to Bing; tune bids/audiences
Week 2 – Early Wins
- Add sitelinks/callouts/structured snippets
- Tighten search terms & negatives
- Landing page fixes (speed, clarity, proof, form friction)
Week 3 – Optimization
- Shift more budget to the better CPA channel
- Introduce ad/LP variant against the control
- Begin audience layering (remarketing; LinkedIn on Bing)
Week 4 – Verdict & Scale Plan
- Present CPA/ROAS winner (Google, Bing, or blended)
- Roadmap for next 60–90 days (budgets, tests, scale)
- Optional: roll in Performance Max, Shopping, or YouTube
Deliverable: a concise “Winner & Why” report with exact next steps.
Book Your Free PPC Game Plan → We’ll map keywords, budget, and a sprint you can approve within 24 hours.
Smart Intake (What We Ask Up Front)
So we can move fast and avoid wasted spend.
- Primary goal (Leads? Sales? Calls?) & acceptable CPA/CAC
- Geography & service/product focus
- Your best offers (free consult, audit, price estimator, demo)
- Must-have keywords + “do not show” terms
- Competitors to avoid (and to target)
- Existing analytics access (GA4, Tag Manager)
- Landing page status (need one or optimize yours?)
- Compliance notes (industry rules, claims)
- Seasonality & hours you can take calls
- CRM/lead handling (so we can optimize for quality, not just volume)
Ready to Run the Test?
Let’s settle Google Ads vs. Bing Ads with data—not debate.
Glenn Website Design → Custom build, conversion-first pages, and a sprint designed to pick your best channel fast.