Google Ads is the default for most advertisers, but Microsoft Advertising, which shows ads on Bing and partner networks, can be a useful second channel. This guide helps you decide whether adding it is worth the effort.
Audience sizes, costs and features change. Verify current details on each platform’s official website.
The Basic Difference
Google has a much larger search audience, so more people see your ads there. Microsoft Advertising reaches a smaller audience, but advertisers often find less competition and sometimes lower costs per click. Results depend on your industry and location, so test rather than assume.
Side-by-Side Comparison
| Google Ads | Microsoft Advertising | |
|---|---|---|
| Search reach | Larger | Smaller |
| Competition | Higher in many industries | Often lower |
| Cost per click | Varies widely | Often lower, but not always |
| Setup effort | Full setup | Can import Google Ads campaigns |
| Best as | Primary channel | Extra channel after Google works |
When Bing Is Worth Testing
- Your Google Ads account already produces profitable results
- Your audience may skew toward desktop users or particular workplaces
- You want extra volume without rebuilding campaigns from scratch
- Competition on Google is expensive in your industry
When to Wait
- Your Google account still has tracking or structure problems
- Your budget is small and split would leave each channel too thin
How to Start Simply
- Make sure Google Ads conversion tracking works.
- Import your best-performing Search campaigns into Microsoft Advertising.
- Check keywords, locations, budgets and ad text after import.
- Set up Microsoft conversion tracking.
- Run a test for several weeks and compare cost per lead with Google.
What to Compare
- Cost per lead or sale
- Lead quality
- Share of total results
Frequently Asked Questions
Is Bing traffic lower quality?
Not necessarily. Test it with your own data.
Should I split my budget 50/50?
Usually not. Start Bing with a smaller share and increase it if results justify it.
The Bottom Line
Treat Microsoft Advertising as an extension of a healthy Google program. Learn more about our Microsoft Ads management or book a free strategy call.
Disclaimer: This article is for general information only and is not legal, medical or compliance advice. Prices, features, policies, laws and results can change or may not apply to your situation, and we do not guarantee accuracy, outcomes or future performance. Please verify important details, including pricing, regulations and commitments, with the official source or website, or a qualified professional, before acting on them.