Bing Ads vs. Google Adwords

Bing, Microsoft’s web search engine, is the UK’s second-largest search engine and yet it remains underused and has struggled to appeal to the digital masses. The dominance of the Google search engine has seen ‘Google it’ become a verb used to describe searching the web regardless of which search engine is used.

However, things move on very quickly in the digital world, and in March, the search engine giants (Google, Microsoft and Yahoo!) released their annual revenue reports – a quick glance has Microsoft’s Bing showing the biggest growth (23% year on year) in paid search advertising and holds 19.7% of the US market share of paid advertising. So although still behind Google’s Adwords, they are making great strides in areas where Google has been struggling.

So here’s some reasons why to use Bing Ads in your digital marketing campaign.

Market Share

The biggest reason to not investing resource and time in Bing has always been that the search engine does not generate enough traffic. However, Bing is growing, and growing fast – now 23% of online searches happen on Bing. So if you can’t reach your customers with Adwords, then reach them with Bing Ads.


Whilst Google’s audience is dominated by people under 35s, Bing’s users are more likely to be a more mature audience – and this group of adults typically have big spending power and a high disposable income. This also presents a valuable opportunity in business areas such as hospitality, travel, health and home services, where although the Bing audience may be smaller, offer a better audience match.

Indeed, when looking at audience quality, Bing Ads offers two key options that Adwords doesn’t:

Transparency – Bing Ads will show you the websites where your ads are running. They’ll even let you exclude poorly performing ones.

Segmentation – You may be able to opt out of search partners on both platforms, but on Bing Ads, you can run a campaign exclusively on search partners.

Less competition and cheaper CPCs

Many small and medium sized businesses see Bing Ads as an afterthought, however because there is less paid competition on Bing, it means your cost-per-clicks are lower – on average a whopping 33.5% cheaper on Bing ( Not only are these clicks cheaper, but you will see your ads in better positions and your click-through rate will be higher, at a fraction of the cost.

Conversion tracking is more tricky with Bing Ads – set up isn’t as easy as Google who make it easy to integrate their Google products – but you will see better conversation rates in time.

Voice Search

Due to the introduction and growth in popularity of voice search, Bing is making even more headway in their competition for search market share. Bing has an association with Amazon’s voice software Echo, Microsoft’s Cortana and Apple’s Siri – 3 of the 4 significant players in the innovative voice market (the other being Google Home being the 4th). Stats from 2017 (Edison Research) show that Amazon Echo controlled a massive 69% of the smart speaker market and with a forecasted 50% of searches to be done by voice by 2020, all routes point to using Bing to get a slice of this market.


Bing advertising is a great way to expand the reach of your paid search ads, and at a fraction of the cost of Adwords. So, if your target audience is active on Bing, Yahoo or AOL, adding Bing Ads to your your comprehensive digital marketing plan may be a good move.

But remember, Bing Ads is a lot like AdWords – it takes time and effort to get good results.