Advertising online is a crucial strategy for businesses looking to increase visibility, attract customers, and boost sales. When it comes to pay-per-click (PPC) advertising, two major platforms dominate the market: Google Ads and Microsoft (Bing) Ads.
Many advertisers default to Google Ads due to its large audience, but Bing Ads offers unique advantages that can make it a valuable alternative or complement to Google Ads.
In this article, we’ll compare Bing Ads traffic vs. Google Ads traffic, analyzing audience size, quality, costs, conversions, and overall effectiveness to help you decide which platform suits your business needs.
1. Overview: What Are Bing Ads and Google Ads?
Google Ads
Google Ads is the largest PPC advertising platform, allowing businesses to display ads on Google Search, YouTube, Gmail, and millions of partner websites. It uses a bidding system where advertisers pay when users click on an ad (CPC model).
✅ Reach: 90% of global internet users 🌍
✅ Ad types: Search, Display, Video, Shopping, App Ads
✅ Ideal for: Businesses targeting a broad audience
Microsoft (Bing) Ads
Bing Ads (Microsoft Advertising) allows businesses to display ads on Bing, Yahoo, and AOL. Although it has a smaller market share, Bing’s audience can be highly valuable, with users spending more on average per transaction than Google users.
✅ Reach: ~6% of global search traffic, but 30%+ in the U.S.
✅ Ad types: Search, Shopping, Display, Native Ads
✅ Ideal for: Businesses targeting a niche audience
2. Traffic Comparison: Bing Ads vs. Google Ads
A. Audience Size & Market Share 🌍
Google dominates the search market, but Bing Ads still captures a significant portion of search traffic in certain regions.
| Platform | Market Share (Global) | Market Share (U.S.) |
|---|---|---|
| 86% | 65% | |
| Bing (Microsoft) | 6% | 30% |
| Yahoo & Others | 8% | 5% |
🚀 Key Takeaway:
Google Ads has a much larger audience, making it ideal for reaching a global customer base. However, Bing Ads has a strong presence in the U.S., where 30% of searches happen on Bing-powered platforms.
B. Bing Ads Audience vs. Google Ads Audience 🏆
- Bing Ads users tend to be older (35+ years), wealthier, and spend more per transaction.
- Google Ads reaches a younger, diverse audience with varied spending habits.
💡 Best for:
- If you sell high-ticket items or B2B services, Bing Ads might provide better results.
- If you need high volume and brand awareness, Google Ads is the better option.
C. Cost-Per-Click (CPC) Comparison 💰
One of Bing Ads’ biggest advantages is lower competition, which translates to cheaper cost-per-click (CPC).
| Industry | Google Ads CPC | Bing Ads CPC |
|---|---|---|
| Finance & Insurance | $3.44 | $1.72 |
| Retail & E-commerce | $1.16 | $0.78 |
| Technology | $3.80 | $1.85 |
| Travel & Hospitality | $1.53 | $1.07 |
🔍 Key Takeaway:
- Bing Ads often costs 30–50% less per click than Google Ads.
- If you have a limited budget, Bing Ads allows you to reach a valuable audience at a lower cost.
3. Conversion Rates & ROI: Which Platform Performs Better?
Conversion rates depend on audience targeting, industry, and ad quality, but in general:
✅ Google Ads gets more traffic but is more competitive & expensive.
✅ Bing Ads traffic converts well, often with higher purchase intent.
| Platform | Average Conversion Rate |
|---|---|
| Google Ads | 3.75% |
| Bing Ads | 4.40% |
🚀 Key Takeaway:
- Bing Ads often delivers higher conversion rates because its users are older, wealthier, and more likely to buy.
- Google Ads is great for brand awareness, but Bing Ads can give a higher ROI due to lower CPC and higher conversions.
4. Advertising Features & Tools: Bing Ads vs. Google Ads
A. Unique Features of Google Ads
✅ Access to the largest search audience
✅ Advanced AI-driven Smart Bidding options
✅ YouTube & Display Network reach
B. Unique Features of Bing Ads
✅ LinkedIn Audience Targeting (B2B advantage!)
✅ Lower CPC due to less competition
✅ Better device & demographic targeting
🎯 Who Wins?
- For general consumer ads → Google Ads is better.
- For B2B & high-ticket items → Bing Ads may be more effective.
5. Which One Should You Use?
💡 Choose Google Ads if:
- You need large-scale traffic & brand awareness
- You’re targeting a global audience
- You have a flexible budget
💡 Choose Bing Ads if:
- You want lower CPC and higher conversion rates
- You’re targeting wealthier, older, or U.S.-based users
- You have a niche or B2B business
👉 Best Strategy: Use both platforms to maximize reach and optimize for the best-performing audience.
FAQs: Bing Ads vs. Google Ads
1. Is Bing Ads cheaper than Google Ads?
Yes! Bing Ads often costs 30–50% less per click than Google Ads because there is less competition. This means you can reach a valuable audience for a lower budget.
2. Can I run Google Ads and Bing Ads at the same time?
Absolutely! Many businesses use both platforms to test performance and maximize conversions. Running both campaigns helps identify which platform works best for your business.
3. Do Bing Ads convert better than Google Ads?
In some industries, Bing Ads have higher conversion rates because the audience is older, wealthier, and more likely to make purchases. However, Google Ads have higher traffic volume, so total conversions may be higher.
4. Is Bing Ads good for small businesses?
Yes! Lower CPC and better targeting options make Bing Ads a great choice for small businesses with limited budgets. If you’re targeting a U.S.-based audience, Bing Ads can be highly effective.
5. Which platform gives a better ROI?
It depends on your industry. Google Ads provides massive reach, while Bing Ads offers lower costs and high-intent users. If budget efficiency is a priority, Bing Ads may provide a better ROI.
Final Verdict: Which One Should You Choose?
Both Google Ads and Bing Ads have unique benefits.
🔥 Google Ads is best for large-scale advertising & global audiences.
🚀 Bing Ads is great for cost-effective, high-intent traffic & B2B markets.
If possible, test both platforms to find the best balance of cost, conversions, and audience engagement.
👉 Have you tried Bing Ads or Google Ads? Which worked better for you? Let me know! 💬 🚀