Most businesses that run search ads start with Google, and for good reason: it handles the majority of searches. But many stop there, and that leaves buyers on the table. Microsoft Advertising, the platform behind Bing Ads, can be one of the simplest extra channels to add. Here is how the two compare.
Google Ads: the biggest audience
- The largest share of search volume, so the most potential customers.
- More competition in many industries, which can push costs per click up.
- Strong campaign types for online stores, such as Shopping and Performance Max.
Microsoft (Bing) Ads: extra reach, often less competition
- Ads show on Bing and Microsoft’s partner sites, reaching searchers you will not find on Google.
- Many industries have fewer advertisers bidding, so costs per click are often lower. Always test this for your own market.
- The audience can skew differently from Google, which suits some B2B and higher-value offers.
You do not have to start from scratch
Microsoft Advertising lets you import your campaigns from Google Ads, so you can launch with keywords and ads that already work. After the import, treat it as its own platform: review search terms, adjust bids and check that conversion tracking is set up properly with Microsoft’s UET tag.
When running both makes sense
- Your Google campaigns are profitable and you want more volume at a similar cost.
- You are in a competitive niche where Google costs keep rising.
- You sell in restricted categories, such as peptides or supplements, and want more than one platform so a single policy decision cannot stop your sales.
The bottom line
Start with Google, prove what works, then import your best campaigns into Microsoft (Bing) Ads and test. Many businesses find extra conversions there for less effort than any other new channel.
