Choosing between Microsoft Ads and Google Ads is one of the most critical decisions for your paid search strategy. While Google dominates with roughly 89% of global search market share, Microsoft Advertising offers compelling advantages that make it worth serious consideration—especially if you're targeting B2B audiences or looking to reduce your cost-per-click.
This comprehensive comparison breaks down everything you need to know about Bing Ads vs Google Ads in 2026, from cost benchmarks to exclusive features like LinkedIn profile targeting.
Both platforms operate on similar pay-per-click (PPC) auction models, but they serve distinctly different audiences and offer unique capabilities.
Microsoft Advertising (formerly Bing Ads) displays ads across the Microsoft Search Network, which includes Bing, Yahoo, DuckDuckGo, AOL, and partner sites. The platform reaches over 100 million daily searchers and powers search for Windows devices, Xbox consoles, and Microsoft Edge browsers.
Google Ads remains the industry leader, reaching users across Google Search, YouTube, Gmail, Google Display Network, and millions of partner websites. With its vast reach and sophisticated AI tools like Performance Max and AI Max for Search campaigns, Google continues to dominate the paid search landscape.
| Feature | Microsoft Ads | Google Ads |
|---|---|---|
| Market Share | ~4% global, 12.21% desktop | ~89% global |
| Daily Users | 100+ million | Billions |
| Ad Networks | Bing, Yahoo, DuckDuckGo, AOL | Google Search, YouTube, Display, Gmail |
| Unique Feature | LinkedIn profile targeting | AI Overviews, Performance Max |
Understanding who uses each platform helps determine where your advertising dollars will work hardest.
Microsoft's user base skews toward:
The platform also dominates in specific regions—50.99% of desktop search market share in China belongs to Bing.
Google's audience represents:
For B2B companies, Microsoft's audience composition often delivers higher-quality leads because many businesses run Windows environments where Bing is the default search engine.
This is where Microsoft Ads consistently outperforms Google Ads for most advertisers.
According to industry analysis, Microsoft Advertising offers:
Recent data shows Google Ads costs have increased significantly:
| Metric | Microsoft Ads | Google Ads |
|---|---|---|
| Average CPC | 30-40% lower | $5.34 (2025) |
| Competition | Lower | High |
| Minimum Budget | Lower entry point | Higher minimums recommended |
| Cost Trend | Stable | Rising (+29% YoY) |
For advertisers with tight budgets, Microsoft Ads provides a cost-effective way to test paid search campaigns before scaling to Google.
Both platforms offer similar core ad formats, but with platform-specific variations.
Google's 2025 introduction of ads within AI Overviews represents a significant shift, though CTR tends to be lower when AI pushes ads down the page on mobile.
Both platforms offer robust targeting, but Microsoft has one major exclusive advantage.
This is the standout differentiator for B2B advertisers. LinkedIn profile targeting is fully available in Microsoft Advertising search campaigns and lets you layer professional attributes on top of keyword targeting.
You can target based on:
According to Search Engine Land, LinkedIn Professional Demographics can be used in:
This feature is impossible to replicate on any other search platform—Google simply doesn't have access to LinkedIn's professional data since Microsoft owns LinkedIn.
When it comes to return on ad spend (ROAS), the data tells an interesting story.
Case studies from Microsoft Advertising show strong performance:
B2B marketers consistently report that Microsoft Ads delivers higher-quality leads due to the platform's professional user base.
Google's AI-driven campaigns show measurable improvements:
While Google offers more volume, Microsoft often delivers better efficiency:
| Metric | Microsoft Ads | Google Ads |
|---|---|---|
| Volume | Lower | Higher |
| CPC | Lower | Higher |
| Lead Quality (B2B) | Often higher | Variable |
| Competition | Less saturated | Highly competitive |
The right platform depends on your specific business situation.
Most sophisticated advertisers run campaigns on both platforms. Here's when that makes sense:
For maximum effectiveness, consider these strategies for managing both platforms simultaneously.
Microsoft Advertising makes it easy to import Google Ads campaigns directly. Improved Google Ads import features streamline multi-platform management with:
A common approach allocates budgets based on market share and performance:
Track these metrics separately for each platform:
Yes. Microsoft rebranded "Bing Ads" to "Microsoft Advertising" in 2019, but the platform still powers ads on Bing, Yahoo, AOL, and DuckDuckGo. The terms are often used interchangeably.
Yes. Microsoft Advertising offers a direct import feature that transfers your Google Ads campaign structure, keywords, ads, and settings. You'll want to review bids and targeting after import since the platforms have different competitive dynamics.
Microsoft Ads typically performs better for B2B due to LinkedIn profile targeting and a user base with higher household incomes. However, Google Ads offers greater reach. Many B2B advertisers run both platforms for optimal results.
Most advertisers report 30-40% lower cost-per-click on Microsoft Ads compared to Google Ads. Actual savings vary by industry and competition level.
Ready to maximize your paid search ROI? Contact our team for a free audit of your current campaigns, or schedule a consultation to discuss which platform mix is right for your business.
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