4 min read

Which platform is right for your business?

You know what’s better than one advertising platform? Two.

That’s why we’re here to compare the costs and effectiveness of advertising on Microsoft Ads versus Google Ads. We’ll take an in depth look at how much each platform will cost you, how much traffic they can drive, and how that traffic converts into sales.

But before we get into all that, let’s define what we mean by “cost” and “effective.”

“Cost” is how much you pay out-of-pocket for your advertising campaigns—and, of course,  this includes more than just the money you spend on the ads themselves. It also includes any other expenses that are needed to generate and maintain your campaign (like hiring an agency to do your ad design).

“Effectiveness” is a measure of how well your ads perform when directly compared to your competitors’ ads. In this case, it means comparing the number of people who click on your ad with the number of people who actually make a purchase after seeing it.

When it comes to PPC advertising, Google is the name that seems to be on the tip of everyone’s tongue. But if you’re looking for a more cost-effective option, Microsoft Ads may be the way to go. In case you haven’t heard, Microsoft Ads (formerly Bing ads) claims to have a 30% lower cost per click than Google ads.

But is this really true? Are Microsoft Ads more cost-effective than Google Ads?

That’s a bold claim that, if true, can have a significant impact on your business’s return on ad spend (ROAS). Unfortunately, this simply isn’t true across every keyword in all cases and depends on many different factors. Depending on your target audience and keywords, there are scenarios where this may be true. However, there are a lot of factors that must be considered before you can confidently believe you’re putting your money towards more cost-effective advertising.

In this article, we’ll go over the benefits and drawbacks of Microsoft Ads when compared to Google Ads and see if it is actually worth your time and effort to run campaigns on the Microsoft Ads platform.

Google Ads vs Microsoft Ads

Google Ads (formerly known as Google AdWords) is a pay per click (PPC) advertising platform built into search engines such as Google Search and Gmail Advertising. Google helps advertisers promote their businesses through ads appearing on the search engine results pages (SERPs) when a user types in relevant keywords or phrases into the search bar.

In 2019 alone, Google generated over $100 billion in revenue from its advertising business while running more than 3 million searches per SECOND worldwide. As one of the largest digital marketing platforms in the world, it serves as a primary source of revenue for Google itself by allowing businesses to pay directly for each click on their ads.

However, not all advertisers can take advantage of AdWords, due to the high costs that are often associated; therefore many choose Bing Ads as an alternative option which offers similar features at lower cost but still provides access to their target audience through search engines like Yahoo!, Bing & others.

Bing can reach 63 million searchers that aren’t reached with Google.

Microsoft Ads (formerly Bing Ads) is an ad platform that allows companies to advertise on the Bing search engine. It allows you to create ads, monitor their performance, and optimize them for conversions.

Microsoft Ads have better clickthrough rates than Google Ads (CTR). This means that people who come across your ad are more likely to actually click on it. That’s great news for business owners who want their ads to be seen!

Microsoft Ads is more cost-effective than Google Ads in several key areas. Microsoft Ads has lower minimum bids, which means you can get more clicks for less money. Plus, if you’re worried about wasting your money on clicks from bots or bad leads, Microsoft Ads has a much better fraud detection system than Google Ads does.

But there are also a couple of areas where Google Ads has the edge. For example, Google has targeting options that are a lot better than those available on Microsoft Ads. With more targeting options, you’ll be able to reach more targeted audiences with your ads and make a bigger impact. And because of this, there’s a chance that Google will give you better results than Microsoft Ads.

Reach: Google vs Microsoft

Although Google has more reach, Microsoft Ads may be a better choice for your business. The Microsoft network is growing quickly. Bing now has 34% of the desktop search engine market share worldwide. This means that 5.4 billion monthly searches are conducted on the Bing Network by 136 million unique searchers.

Bing’s increased visibility not only allows advertisers to reach a wider audience, but also an older and more educated one. Bing’s network has a diverse age range with almost 40% being 35-54 years old and nearly three-quarters being over 35 years old. Additionally, about one-third of the network has a household income over $100,000. This allows you to reach a specific demographic of customers that may not be reached through AdWords alone.

Most importantly, Bing Ads reach 63 million searchers that aren’t reached with Google AdWords. Which means your business may be missing out on a lot of opportunities if you’re not using Bing.


In conclusion, the answer to the question is yes. Microsoft’s ads can be much more cost effective than Google Ads.

Whether you’re advertising on Microsoft Ads or Google Ads, it’s important to be sure that your ads are running as efficiently as possible.

The most obvious way to do this is by making sure that your ads are relevant to the audience you’re trying to target. If your ad copy isn’t relevant, then people aren’t going to click on it—and they certainly won’t be converted into customers. But, this is true whether you’re using Microsoft Ads or Google Ads.