If you’re thinking about running online ads, chances are you’ve heard of both Google Ads and Microsoft Ads. Google Ads is the big player in the game, but Microsoft Ads (formerly Bing Ads) has its own benefits that are worth considering. In this post, I’ll walk you through how they compare in a way that’s simple and easy to follow.
1. Reach and Audience
The biggest difference is reach. Google Ads shows your ads across Google Search, YouTube, Gmail, and a large number of partner websites. It covers over 90% of internet users, which is massive.
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Microsoft Ads, on the other hand, shows ads on Bing, Yahoo, and DuckDuckGo, as well as on partner sites like MSN. While its reach is smaller, it’s still significant, especially in the U.S., where Bing has a loyal user base. If your target audience is a bit older or more business-focused, Microsoft Ads might be a good option.
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One major advantage of Microsoft Ads is cost. Since there’s less competition compared to Google Ads, the cost per click is usually lower. That means you can often get more clicks for the same budget.
Of course, this depends on your industry. But in general, Microsoft Ads tends to be more affordable, especially for small to medium-sized businesses.
3. Performance and ROI
This is where things get interesting. Even though Google has more reach, Microsoft Ads often delivers better ROI for some businesses. Users on Bing tend to spend more money and convert better, especially for B2B or higher-end products.
So while Google Ads brings in more traffic, Microsoft Ads might bring in higher-quality traffic, depending on what you’re selling.
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4. Interface and Tools
If you’ve used Google Ads before, Microsoft Ads will feel pretty familiar. The platforms are similar in layout and features. In fact, Microsoft Ads even lets you import your campaigns directly from Google Ads, which saves a lot of time.
Google Ads still has more advanced tools and automation features, but Microsoft is catching up quickly.
5. Keyword Targeting and Match Types
Both platforms let you target keywords using broad match, phrase match, and exact match. They also offer negative keywords to help filter out unwanted traffic.
Google has more search volume, but sometimes that means your ads show up for less relevant searches. Microsoft Ads has a slightly lower volume, but it can be easier to control and manage.
6. Support and Customer Service
Here’s where Microsoft often gets the edge. Their support team is known for being more accessible and helpful, especially for smaller advertisers. With Google, it can be harder to get personalised help unless you’re spending a large amount.
Final Thoughts
Google Ads is the go-to platform for most advertisers, and for good reason. It has a vast reach, powerful tools, and extensive data. But Microsoft Ads offers a solid alternative, especially if you’re looking to lower your ad costs or reach a different type of audience.
The best approach? Try both. Start with a small budget on each platform and see which one works best for your goals. Sometimes, the results might surprise you.
Written by Uzair Kharawala
Partner at SF Digital Studios, a Google Premier Partner agency. Uzair has been helping businesses grow with Google Ads since 2002 and teaches it every week on YouTube.
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