Bing Ads vs. Google AdWords: A Detailed Look at the Ongoing Battle


You’ve probably heard a lot about pay-per-click advertising and how it can help you improve your online visibility while driving tons of traffic to your website.

So it only makes sense that when your business is about to grow, it’s a good time to get involved in paid search advertising and take your customer targeting to the next level.

The first thing that comes to mind when you consider PPC is Google AdWords. Being the largest player in the paid advertising market, it’s no surprise that Google AdWords is the largest and most popular PPC advertising channel in the world.

However, we advise you not to be too quick to invest in AdWords without any anticipation. Just because it’s the most popular advertising platform in the world doesn’t mean it’s also the best choice for your business. You might want to try other platforms, especially Bing Ads, which certainly has a smaller market share but can serve the same purpose as AdWords at a lower cost, especially if you’re on a budget.

This brings us directly to the comparison between Google AdWords and Bing Ads as advertising platforms.

The Prelude: The Two Biggest Search Advertising Giants

As a business owner or consumer, you’re probably more familiar with Google AdWords than Bing Ads. There is no denying that AdWords remains the preferred choice for Internet advertisers and businesses to provide access to a wider audience of potential consumers and deliver an excellent return on investment.

But, before disparaging Bing Ads as a viable advertising channel, it pays to know the key differences between the two platforms that make one better than the other. Let’s distinguish the two platforms using key performance metrics, which will help you make an informed decision for your advertising project.

Cost per click and ad position

It turns out that the lack of competition and low popularity of Bing Ads gives advertisers a competitive advantage over AdWords. Bing Ads’ smaller advertiser base produces a better chance of your ad appearing in better positions, making the platform a lucrative option for budget-conscious advertisers.

However, remember that AdWords still has a higher search volume and more potential customers click on ads.

Conversion and click-through rate (CTR)

CTR is a metric that determines ad rank and cost per click. The higher your CTR, the better your ranking and the less you pay. Studies have found that advertisers are more likely to get lower costs per conversion or per lead on Bing than AdWords.

Interface and management

Another important factor that is especially important for PPC beginners is the interface. When it comes to ad campaign setup and management, Google AdWords still outperforms Bing with a wide range of ad extensions and features that make targeting, setup, and optimization easy.

Traffic quality

When it comes to search volume and audience size, Google simply dominates Bing ads. Google is more powerful and has a wider reach and therefore attracts more traffic.

However, it is important to note that not all markets are created equal. Google may have a larger market share, but there are certain markets where Bing can provide advertisers with better opportunities to increase traffic, conversions, and sales. So, it depends on the advertiser’s target audience whether AdWords or Bing would be a better channel to drive traffic to your website.

So who wins the battle?

While there’s no doubt that Bing Ads is still a Google AdWords underdog, we can’t ignore the fact that Bing’s market share is constantly growing and the platform is advancing in areas where AdWords struggles.

Both ad platforms focus on effective customer targeting, but depending on your industry, budget, competition, demographics, and specific goals, one platform may work better for your business than the other.

We advise you to allocate some of your advertising budget to Bing Ads marketing or vice versa and see which platform works best for you.

Moreover, you can invest in professional PPC advertising services to ensure the success of your internet advertising business. A professional service provider can help you generate maximum ROI by running custom PPC ad campaigns to meet your specific advertising goals. You work with a dedicated team who work closely with you to understand your industry, your needs and your market, also advise you on which advertising platform will benefit your business the most and how you can get started with the PPC advertising from scratch.