Microsoft Ads (Bing Ads) vs Google Ads for Education: Which Is Better in 2026?

TL;DR: For most education brands, Google Ads makes the most sense as the main search platform and Microsoft Ads (formerly Bing Ads) as a strong second, though that isn't a rule for every program. Google handles about 85% of US searches across devices, but Bing's share rises to 18.8% on US desktops, according to StatCounter, and desktop is where many working adults research degrees and courses. Microsoft Ads also offers LinkedIn profile targeting by company, industry and job function, which suits graduate and professional programs. In this guide I compare reach, audiences, costs, targeting and setup for education campaigns, explain how to import Google campaigns into Microsoft Ads, and share results from my team's work, including UAV Coach, where Bing's return on ad spend rose from 1.38 to 1.80.

Key Takeaways

If you only have a minute, these are the points that matter most. Each one is covered in detail below.

• Google had 85.45% of US search share across all devices in October 2026; Bing had 9.78% (StatCounter).
• On US desktops, Bing's share was 18.8% in October 2026, so it matters more for desktop researchers.
• Microsoft Ads can target by LinkedIn company, industry and job function, useful for career-focused programs.
• You can import Google Ads campaigns into Microsoft Ads and keep them in sync on a schedule.
• Compare the platforms on cost per application or sale, not cost per click.
• Start with Google, then test Microsoft Ads with your best-performing campaigns.

What Is the Difference Between Microsoft Ads and Google Ads?

Both platforms let you show text ads on search results when people search for your programs, and both run on auctions where you pay per click. The main differences are reach, audience, targeting options and competition.

Microsoft Ads was called Bing Ads until 2019, so you'll see both names. When I compare them for education, the question isn't which one is better overall. It's which one reaches your students at a cost per application you can afford.

How Much Search Reach Does Each Platform Have?

Reach is where Google leads most clearly, but the gap depends on the device. These figures come from StatCounter's search share data, based on billions of page views each month.

Search share shows reach potential, not the exact number of searches available to advertisers, because ad inventory depends on keywords, auctions and partner sites.

For education, the desktop figure matters. My working hypothesis, which I test in every account, is that adults researching a master's degree, a certificate or a career change often compare programs on a work or home computer, where Bing's share is much higher than on phones. Bing comes as the default search engine in Microsoft Edge and Windows, which helps explain its desktop share.

Which Platform Reaches the Students You Want?

The right platform depends on who you're recruiting. Different student groups search in different places and on different devices, so I start with the audience rather than the platform.

Which Platform Is Better for Undergraduate Recruitment?

For school leavers, Google is usually the clear priority. Younger students search mostly on phones, where Google's share is highest. Microsoft Ads can still add some reach, especially for parents researching on desktops, but I'd treat it as a secondary test for undergraduate campaigns.

Which Platform Is Better for Adult Learners and Graduate Programs?

This is where Microsoft Ads often earns its place. In my experience, working professionals considering an MBA, a nursing degree or a professional certificate tend to research on desktop computers, though it's worth confirming in your own data, and Microsoft Ads lets you add LinkedIn profile targeting on top of keywords. For these programs, I usually test Microsoft Ads early.

Which Platform Is Better for International Recruitment?

Google dominates search in most countries, with about 91% of worldwide share. In some markets, other search engines matter, such as Yandex in parts of Central Asia or Baidu in China. Before planning, check search share, whether each platform is available to advertisers in that country, local advertising rules and actual search demand for your programs. Microsoft Ads is worth testing in English-speaking markets where desktop research is common.

Which Platform Is Better for Online Courses?

Course creators and training providers should usually start with Google, because it has the most search volume for course and certification terms. Once a campaign is profitable on Google, importing it into Microsoft Ads is a low-effort way to find extra sales at a similar or better cost.

Which Platform Is Better for Exam Prep and Certification Providers?

Exam prep and certification buyers often search with very specific intent, such as a named exam or certification plus "course" or "prep". Google captures most of that volume, so it's the natural starting point. Microsoft Ads works well as a second channel, particularly for professional certifications where buyers research at work and LinkedIn profile targeting can raise bids for people in the right industry or job function. If you also want to reach these professionals outside search, my LinkedIn ad examples show formats that work for education.

How Do Costs Compare Between Microsoft Ads and Google Ads?

Both platforms charge through auctions, so cost depends on how many advertisers compete for each search. That's why the same keyword can cost very different amounts on each platform.

How Expensive Are Education Keywords on Google?

Education keywords can be very expensive on Google. In my November 2026 sample of US keyword data from Ubersuggest, which gives third-party estimates rather than actual paid costs, degree keywords such as "online msw program" and "online psychology degree" had estimated costs per click between about $40 and $110, while certificate and bootcamp terms in the published sample ranged from about $12 to $23. My list of expensive education keywords has the full data.

Are Microsoft Ads Costs Lower for Education?

Often, but not always. Fewer advertisers compete in many Microsoft Ads auctions, which can mean lower costs per click. I treat that as something to test for each program rather than an assumption, because competition varies by keyword, region and season. Check estimates for your own keywords in each platform's planning tools; for Google, use Keyword Planner.

How Should You Compare the Two Platforms' Costs?

Compare cost per application or sale, not cost per click. A cheaper click is only better if it leads to applications at a similar rate. Run both platforms for the same programs over the same period, track conversions to applications in your CRM, and compare the full cost per enrolled student or customer. Include lead quality in the comparison too: if one platform's leads apply less often, its lower cost per lead may not be a saving at all.

Is Microsoft Ads Really Cheaper Than Google Ads for Universities?

Lower costs per click don't always mean lower student acquisition costs. Here's how I compare both platforms using applications and enrollments rather than traffic alone.

How Does Cost per Application Compare?

Here's a hypothetical example, not a benchmark. A university spends $2,000 on each platform. On Google Ads, clicks cost $10 on average, producing 200 visits and 20 applications. On Microsoft Ads, clicks cost $5, producing 400 visits but only 16 applications.

Even though Microsoft delivers cheaper clicks in this example, Google produces applications more efficiently. In another account, the numbers could easily be the other way round.

When Is Microsoft Ads a Better Investment?

Microsoft Ads is worth more budget when it reaches additional suitable applicants at a competitive cost per application. For graduate, executive and professional programs, I test relevant program keywords alongside LinkedIn profile targeting, then compare application quality with Google Search.

Which Metrics Should Universities Compare?

Compare cost per click, completed applications, cost per application, application quality and cost per enrolled student. The final budget decision should depend on which platform attracts suitable applicants at a sustainable cost, not which reports the cheapest traffic.

How Does Targeting Compare on Microsoft Ads and Google Ads?

Both platforms target by keyword, location, device, time and audience lists. The most useful difference for education is Microsoft's LinkedIn data.

What Is LinkedIn Profile Targeting in Microsoft Ads?

Microsoft Ads lets you target people based on their LinkedIn profile: their company, industry and job function. According to Microsoft's help documentation, it's available for Search, Dynamic Search ads, Shopping, Audience and Performance Max campaigns. It's "bid only", which means it raises or lowers your bids for those people rather than limiting your ads to them. Your ads can still show to everyone who matches your keywords; the LinkedIn data just tells Microsoft to compete harder for the professionals you care about most.

For education, that means you can bid more when, for example, people in healthcare or finance search for a relevant program. It's especially useful for executive education, MBAs, nursing leadership and professional certifications.

What Targeting Does Google Ads Offer That Microsoft Doesn't?

Google's biggest advantage is reach beyond search. The same account can run YouTube and Display campaigns, which help create demand before people search. Google's audience signals and conversion data also benefit from much larger volumes.

What Should You Know About Targeting Younger Students?

Both platforms have rules for advertising to people under 18, and these can limit targeting options. For school leaver campaigns, rely on keywords, locations and the message itself rather than detailed audience targeting.

Which Ad Formats Can Education Brands Use on Each Platform?

Both platforms offer more than text ads on search results, but their reach beyond search differs a lot. Knowing what each can do helps you plan where search fits in your wider campaign.

What Do Both Platforms Offer?

On both Google and Microsoft, the core format for education is the responsive search ad, which mixes several headlines and descriptions to match each search. Both also offer dynamic search ads, which use your website content to match searches you haven't listed as keywords, and Performance Max campaigns, which use automation to place ads across each company's inventory. Ad extensions, called assets, such as sitelinks to individual program pages, callouts like "part-time options" and lead forms, work on both.

What Can Google Ads Do That Microsoft Ads Can't?

Google's biggest extra is YouTube, where you can run video ads to reach prospective students before they search, plus Demand Gen and Display campaigns across Google's network. For education brands that rely on video storytelling, this is a major advantage.

What Can Microsoft Ads Do That Google Ads Can't?

Microsoft's distinctive feature is LinkedIn profile targeting, covered above. It also places ads across Microsoft's own properties, which can help reach professionals during the working day.

How Easy Is It to Run Both Platforms?

Running both used to mean building everything twice. Microsoft Ads now makes it much easier to start from your Google campaigns.

How Does Google Import Work in Microsoft Ads?

Microsoft Ads can import Google Ads campaigns, including campaigns, ad groups, bids and budgets. You can set imports to run automatically, so changes in Google Ads are synced to Microsoft Ads on a schedule, and you can import up to 10 Google Ads accounts at once.

What Should You Check After Importing?

• Broad match negative keywords are imported as phrase match negatives, so review your negatives.
• Video files from Google video campaigns aren't imported and need uploading separately.
• Bids and budgets below Microsoft's minimums are raised by default, so check your spend.
• Conversion tracking needs Microsoft's own tag (UET), so set it up before judging results.
• Check location and language settings match the original campaigns.
• Review the search terms report after the first week, because matching can differ from Google.
• Confirm daily budgets reflect your test plan rather than the copied Google budgets.

Should You Manage Each Platform Separately?

Importing is a good start, but it doesn't guarantee the same performance. The best results usually come from adjusting each platform afterward. Search terms, bids and audiences can differ between Google and Microsoft, so review each platform's search terms report and adjust bids by device and audience.

What Results Have I Seen on Microsoft Ads and Google Ads?

My team often runs both platforms side by side for education brands. One clear example is UAV Coach, an online drone training provider.

Source: my team's UAV Coach case, comparing January to July 2024 (before) with August 2024 to January 2025 (after my team took over). In this account, Bing delivered a higher return on ad spend than Google Search both before and after optimization. That won't be true for every program, but it shows why Microsoft Ads deserves a proper test rather than an afterthought.

How Should Education Brands Split Their Search Budget?

There's no fixed split that works for every program. I let results decide, using a simple process that starts where the volume is and expands where the economics work.

1. Start with Google. Build and optimize your campaigns there first, because it has the most search volume.
2. Import your best campaigns into Microsoft Ads. Use the campaigns that already produce applications or sales.
3. Set up conversion tracking properly. Install Microsoft's UET tag and connect conversions to your CRM.
4. Run a fair test. Give Microsoft Ads enough budget and time, often several weeks, to produce meaningful conversion data.
5. Compare cost per application or sale. Move budget toward whichever platform delivers suitable applicants at the lower cost.

How Much Budget Should You Give Microsoft Ads for a Test?

Enough to produce a meaningful number of conversions, not just clicks. If your Google campaign needs a certain number of clicks to produce one application, give Microsoft Ads a budget that can buy several times that over the test period. Too small a test can make a good platform look bad, or a weak one look good, purely by chance. I usually start with a modest share of the Google budget for the same programs and adjust once the first applications come through.

For the full Google Ads setup, read my guide to PPC for higher education or our page on Google Ads for universities.

What Mistakes Do Education Brands Make With Microsoft Ads and Google Ads?

Most search campaigns that disappoint have the same few problems, whichever platform they run on. These are the ones I see most often in education accounts.

Fixing these usually improves results more than switching platforms does. Before deciding a platform doesn't work for your programs, check that tracking is correct, that search terms match your programs and that the landing page continues the ad's message. In my experience, one of those three is usually the real problem.

Why Isn't Search Advertising Enough on Its Own?

Search captures people who already know what they want. But most of the thinking that leads to a search happens earlier, when a prospective student is frustrated with their job, unsure what to study or thinking about a career change. I call that time Mind Minutes: the time a prospective student spends thinking about their situation and your program.

"Mind Minutes are made long before they know our brand. Our content enters thinking that already exists."

Manno Notermans, Co-founder and CSO, Think Orion

That's why I pair search with social and video ads that reach people before they search. When those ads work, more people search for your program by name, and branded searches are usually cheaper and convert better on both Google and Microsoft. My guide to video ads for universities explains how.

"Our content turns the admissions call into an onboarding call. By the time someone speaks to admissions, the explaining and convincing is done."

Manno Notermans, Co-founder and CSO, Think Orion

FAQs About Bing Ads and Google Ads

These are questions people often search for or ask AI assistants about Bing Ads and Google Ads. They go beyond what the sections above cover.

Is Microsoft Advertising the Same as Bing Ads?

Yes. Microsoft renamed Bing Ads to Microsoft Advertising in 2019. The platform still shows ads on Bing search results, along with other Microsoft properties and partner sites, so many people still call it Bing Ads.

What Is the Difference Between Google AdSense and Bing Ads?

They do opposite jobs. Google AdSense is for website owners who want to earn money by showing ads on their sites. Bing Ads, now Microsoft Advertising, is for advertisers who want to buy ads on search results. If you want to promote your programs, compare Microsoft Ads with Google Ads, not AdSense.

Is Google Ads Better Than Facebook Ads for Education?

They do different jobs. Google Ads captures people already searching for a program, so it often converts well but can be expensive. Facebook and Instagram ads reach people before they search and are better for creating demand and testing messages. Most education brands get the best results by using both. My guide to Facebook ads for students covers the social side.

Are Bing Ads Worth It for Small Colleges and Course Creators?

Often, yes, as long as your Google campaigns already work. Importing proven campaigns takes little effort, and lower competition can make it efficient. Give it a fair test with proper conversion tracking before deciding, because low volume can make results swing.

Where Can Education Brands Get Help With Microsoft Ads and Google Ads?

Look for a partner that specializes in education, runs both platforms in your own accounts and reports cost per application or sale. At Think Orion, my team runs Google and Microsoft Ads as part of our paid advertising service, with a Growth Partnership starting at $3,500 per month plus ad spend from $5,000 per month.

Bottom Line

Google Ads should usually be your main search platform because of its reach, but Microsoft Ads is a valuable second channel for education, especially for adult learners, graduate programs and desktop researchers. Start with Google, import what works, track conversions properly and let cost per application decide how to split your budget.

If you want help running search campaigns across both platforms, book a discovery call.