When it comes to PPC marketing, two platforms dominate the conversation: Google Ads and Bing Ads (now known as Microsoft Advertising). Both offer businesses powerful opportunities to reach customers online, but deciding which platform to use—and how to allocate your budget—can feel overwhelming. While Google is the more widely known option, Bing continues to hold its ground with unique advantages that many businesses overlook.

Audience Reach and Market Share

One of the most obvious differences between the two platforms is their reach. Google Ads taps into Google’s massive search network, which accounts for roughly 90% of global search traffic. That means if you want sheer volume and visibility, Google is the clear leader.

However, Bing Ads shouldn’t be dismissed. Microsoft’s search network, which includes Bing, Yahoo, and AOL, still makes up a meaningful share of the market—especially in the United States. In fact, Bing Ads often capture audiences who tend to skew slightly older, more educated, and with higher household incomes. For businesses that target these demographics, Bing Ads can be a hidden gem in their PPC marketing strategy.

Cost-Per-Click (CPC) and Competition

Another important factor to consider is cost. Google Ads, given its popularity, is a highly competitive platform. That often translates into higher cost-per-click (CPC) prices, especially in industries like legal, healthcare, and home services where advertisers are aggressively bidding for visibility.

Bing Ads, on the other hand, tends to have lower competition. This often results in more affordable CPCs. While the search volume may be smaller, the cost savings can help businesses stretch their PPC budgets further, particularly for niche industries or localized campaigns.

Targeting Options and Features

Both platforms offer robust targeting options, including keyword targeting, device targeting, location targeting, and audience segmentation. Google Ads is generally seen as the more advanced platform, offering innovative features and tools thanks to Google’s continuous updates.

That said, Bing Ads offers unique capabilities, such as LinkedIn profile targeting—thanks to Microsoft’s ownership of LinkedIn. This allows advertisers to target audiences based on company, industry, or job function, which can be a huge advantage for B2B companies.

Conversion Rates and Performance

Performance ultimately depends on your audience and industry. Some advertisers find that their Google Ads campaigns produce higher click-through rates due to the platform’s dominance and reach. Others discover that Bing Ads delivers higher conversion rates, as users on Bing may face less ad fatigue or be closer to making a purchase decision.

The takeaway here is that neither platform universally outperforms the other—it’s about understanding where your customers are searching and tailoring your PPC marketing strategy accordingly.

So, Which Is Better?

The truth is, it’s not a matter of “Google Ads vs. Bing Ads.” Instead, it’s about determining the right balance for your business. Google Ads is nearly impossible to ignore if you want broad reach and exposure, but Bing Ads offers valuable opportunities for businesses seeking affordable clicks, targeted demographics, and potentially higher returns on smaller budgets.

For many businesses, the best approach is to test both platforms, analyze performance data, and optimize campaigns based on results. By taking advantage of both, you can diversify your PPC marketing strategy and avoid putting all your budget into a single platform.