Every company with a digital presence knows the value of online advertising. It is evident by staggering numbers that are growing exponentially. Global digital ad spending surpassed $700 billion in 2025, with total ad spend crossing the $1 trillion mark for the first time. The most prominent channels remain Google and Microsoft Advertising (formerly Bing Ads).
Both are PPC ad platforms sharing the same goal: helping companies expand their reach, generate traffic, and, ultimately, revenue. However, the functionalities, metrics, targeting options, costs, and many other factors differ between Google Ads and Microsoft Ads.
How we Examine the Difference between Google Ads and Microsoft Ads
Google Ads vs. Microsoft Ads: Let's do a quick rundown...
| Feature | Microsoft Ads | |
|---|---|---|
| Reach | ~90% global market share (as of 2025) | ~4% global / ~8% US market share (as of 2025) |
| Demographics | Large, diverse market with younger users | Older, married, retired with higher incomes |
| Targeting | Audience and content based | Account based + LinkedIn profile targeting |
| CPC | $2-$4 on average (as of 2025) | $1-$2 on average (as of 2025) |
| Click-Through Rate | 1.91% (Search Network) and 0.35% (Display Network) | 2.83% on average |
| Conversion Rate | 3.75% on average | 2.94% on average |
Microsoft Ads' keyword auction strategy is remarkably similar to Google's. Indeed, Microsoft Ads has fewer users, but its ads display higher than Google Ads. Microsoft Ads prompts 35% higher in results than Google Ads. It also has a less competitive playfield which means users do not have much to bid on keywords to secure their search result spot.
Microsoft reports that its Search Network processes over 16.6 billion monthly searches on PC worldwide and covers approximately 37.5% of the U.S. desktop search market (as of 2025). Google, however, has the largest audience, but it does not mean that Microsoft Ads is a bad investment. Microsoft's user demographic represents higher age groups and higher income levels. Despite Google representing the larger pool of audience, Microsoft Ads reaches groups with a stronger purchasing power.
When it comes to keyword search, both Microsoft Ads and Google offer broad match, phrase match, exact match, negative keyword targeting, and a keyword research tool. Note that Google retired broad match modifier in July 2021 and merged its functionality into phrase match. Both platforms now align closely on match type behavior.
Microsoft Ads offers advertisers a more detailed targeting choice for ads. Google lets advertisers determine location, network, language, and other settings at the campaign level. But mobile targeting with Google is generally limited, and this is where Microsoft Ads triumphs.
Microsoft Ads advertisers can target audiences based on their specific devices and operating systems. It also allows advertisers to prevent ads from displaying on the desktop when specifically targeted for mobile users. One standout feature: Microsoft's campaign import tool lets you pull your existing Google Ads campaigns directly into Microsoft Ads in minutes, drastically reducing setup time.
Comparison of Google Ads vs. Microsoft Ads
Here we will gauge a number of metrics involved in the Google Ads vs. Microsoft Ads debate, which are necessary to study in order to make a conclusion.
Which platform has a higher reach - Microsoft Ads vs. Google Ads
Reach is the determining factor in digital advertising. If a brand does not have the reach, it is invisible to customers who will not purchase goods and services. For a company, this is a disastrous situation and derails all Return On Ad Spend (ROAS). A low ROAS means shrunken profits.
Google Ads leads the race in online reach. It offers advertising across multiple surfaces: Search, Display, Shopping, YouTube, and Performance Max campaigns that serve ads across all Google channels simultaneously. Display Network allows advertisers to reach up to 90% of users. On the other hand, Search Network offers a significant search boost because Google commands approximately 90% of the global search engine market (as of 2025).
Does this mean Google wins the Microsoft Ads vs. Google Ads debate? Certainly not.
Microsoft Ads reaches over 1 billion unique users monthly across Bing, Yahoo, DuckDuckGo, LinkedIn, Outlook, and other Microsoft properties. The Microsoft Search Network connects advertisers with 44 million searchers that Google cannot reach (as of 2025). This can be a major opportunity depending on your campaign goals and budget.
How easy is it to use these platforms - Microsoft Ads vs. Google Ads
For an average user, the interface of both Google and Bing might seem simple and identical. Except for the font and logos, search results prompt the same way for both platforms. One key difference today: Google now uses Responsive Search Ads (RSAs) exclusively, after sunsetting Expanded Text Ads (ETAs) in June 2022. Microsoft Ads followed suit. RSAs let the platform's AI test multiple headline and description combinations to find the best-performing mix for each query.
| Feature | Microsoft Ads | |
|---|---|---|
| Video Search | Vertical list with small thumbnails | A grid of larger thumbnails with the option to click without exiting Bing. Previews are available for videos upon hovering. |
| Autocomplete | Autocomplete suggestions are less. | Autocomplete suggestions are eight. |
| Shopping Suggestions | Suggestions are prompted |
Which will produce more conversions and revenue - Microsoft Ads vs. Google Ads
Comparisons are usually drawn in the Microsoft Ads vs. Google Ads debate for advertising benefits. The determinant factor here is CPC which gives one edge over the other. Google Search Ads average CPC now sits between $2 and $4 across industries, though highly competitive verticals like legal and insurance can exceed $50 per click (as of 2025). Microsoft Ads consistently comes in 30-50% cheaper. In the U.S. market, the following numbers represent CPC:
| Keyword | Microsoft Ads | Google Ads |
|---|---|---|
| Bankruptcy lawyers | $8.23 | $27.65 |
| Divorce lawyers | $0.12 | $3.98 |
| Personal injury lawyers | $2.22 | $10.24 |
| Car accident lawyers | $8.23 | $27.65 |
| Plumber | $0.61 | $7.99 |
| PC vpn | $0.17 | $0.98 |
| Seo services | $0.68 | $10.80 |
Is Microsoft Ads cheaper than Google Ads? Let's reframe the question and instead ask ourselves: is it cost-effective? Advertisers on Microsoft Ads have relatively less competition on bidding. It generates more return on investment as each click tends to be cost-effective. However, less traffic means you will have to pay more to bag conversions.
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BOOK A STRATEGY CALLWith Google Ads, costs are higher, but it can beat the competition and get an enormous reach.
Microsoft Ads results in higher engagement with landing pages and sites, but Google takes the lead. Google's average conversion rate is about 3.75%, and Microsoft Ads offers just about 2.94%. Numbers could vary depending on the industry you are operating in.
Still, broadly, the numbers are higher in Google's court than Microsoft Ads.
It is still tricky to gauge a platform's benefits over another since conversion rates can vary from one business to another. Also, campaign budget, keyword density, audience demographics, and more could influence results.
The average cost of CPC on Microsoft Ads is 30-50% lower than Google Ads. In a study, it was found that in the case of the automobile industry, the cost-per-clicks were approximately 32.5% less on Bing than Google. Similarly, it states that it was 59.2% lower in the insurance sector.
An important consideration: putting the costs of each platform side by side, it must be remembered that Microsoft Ads and Google Ads do not receive equal traffic. If the cost-per-click on Microsoft Ads is low, then the traffic volume is also lower.
In this case, advertisers must pay more to achieve conversion on Microsoft Ads. The platform gets lower traffic, and fortunately, advertisers still get the traffic they need. This results in better ROI.
Which has more targeting capabilities - Microsoft Ads vs. Google Ads
Targeting is a game-changer in digital advertising as it can help reach specific audiences quite accurately. Google Ads uses content and audience targeting as a basic mechanism. In content targeting, you get topics, keywords, placement, and searches. Audience targeting is a little different as it gives you an in-market outlook and demographics of potential customers. Google's Performance Max campaigns take this further by using AI to serve ads across Search, Display, YouTube, Gmail, and Discover simultaneously, optimizing for conversions across all channels.
Google Ads does give more targeting options than Microsoft Ads, but Microsoft has some unique advantages. Here you can enjoy LinkedIn profile targeting, keywords, location, time, gender, age, device, and more. If your campaign targets companies or individual customers, you can choose LinkedIn profile targeting, as it is particularly powerful for account-based marketing (ABM) -- a capability Google simply does not offer.
Targeting through keywords is mandatory, no matter which platform you are using. It is, therefore, important to understand keywords that exactly match the searches on both Google and Bing.
Both Google Ads and Microsoft Ads now offer the same core match types: phrase match, broad match, exact match, and negative keywords. Google retired broad match modifier in July 2021 and folded its behavior into phrase match. Microsoft Ads followed with the same change. The practical differences between platforms on match types are now minimal.
The real difference lies in search volumes, and this is Google's backyard. With Microsoft Ads, you only get a smaller portion of search volumes, which leads to fewer users and a generally lower scope of reaching the target audience. However, Microsoft's audience tends to convert at higher values in B2B verticals thanks to LinkedIn integration.
Google Ads vs. Microsoft Ads: AI and Automation Compared
By now, it is clear that Microsoft Ads competes with Google Ads on an uneven playing field. We are often pushed into believing that Microsoft Ads is better than Google Ads due to its users' low CPC and purchasing power. But when it comes to which platform is smarter, both have made massive AI investments -- and the competition is now closer than ever.
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BOOK A STRATEGY CALLGoogle's AI arsenal is built around Performance Max campaigns, which use machine learning to allocate budget across Search, Display, YouTube, Gmail, and Discover in real time. Google AI Overviews -- the AI-generated answers that appear at the top of search results -- now include ad placements, giving advertisers a new surface to compete on. Responsive Search Ads (RSAs) automatically test combinations of up to 15 headlines and 4 descriptions to find what converts best. Smart Bidding strategies (Target CPA, Target ROAS, Maximize Conversions) continue to improve with each algorithm update.
Microsoft's counter-play is Copilot. Microsoft has embedded Copilot directly into its advertising platform, allowing advertisers to create campaigns, generate ad copy, and analyze performance using natural language commands. Ads now appear inside Copilot conversations -- when users ask Copilot a question, relevant ads surface alongside the AI-generated response. Early data from Microsoft shows Copilot-integrated ads generate 73% higher click-through rates and 16% stronger conversion rates compared to traditional search placements (as of 2025). Microsoft also offers its own Performance Max campaigns, which work similarly to Google's across the Microsoft Audience Network.
The bottom line: Google has the larger AI ecosystem and more data to train on. Microsoft has the Copilot advantage and is moving fast. For advertisers, both platforms now offer AI-driven bidding, automated ad creation, and audience optimization. The difference is scale -- Google's AI touches more users, but Microsoft's conversational AI integration through Copilot is a genuinely differentiated feature worth testing.
Final Verdict on Microsoft Ads vs. Google Ads
It is evident that Google leads the race and is by far the dominant advertising platform. It is exactly why marketers prefer using Google Ads for eCommerce compared to Microsoft Ads. However, Microsoft Ads trails closely and is taking long strides in improving its platform. With Copilot integration, LinkedIn targeting, and the Microsoft Audience Network, Microsoft Ads has become far more competitive than it was even two years ago.
With growing concerns about privacy, search engines have the challenge to build trust with users and, at the same time, abiding by corporate policies and ethical responsibilities. While Google already has made an impression on users, Microsoft has been positioning itself as a privacy-conscious alternative and could certainly grow its market share if it continues investing in differentiated AI features and user trust.
It also depends on an ad campaign's goals and targets. Advertisers can use either Google Ads or Microsoft Ads, depending on their milestones and budgets. Both platforms hold mega value, and it would be a mistake to ignore one for the other.
It is advised to stack your campaigns on both platforms. Microsoft's campaign import feature makes this easy -- you can mirror your Google Ads setup in minutes.
While Google Ads is the definite winner in scale, here are some facts about Microsoft Ads that should not be ignored:
- Popular among older, retired, high-income individuals with strong purchasing power
- Microsoft Audience Network: reach users across MSN, Outlook, Microsoft Edge, and other Microsoft properties beyond search
- LinkedIn profile targeting: the only major ad platform that lets you target by job title, company, and industry via LinkedIn data
- A higher proportion of "shopping" traffic (Google receives more search traffic)
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These facts indicate that while your ad campaign may certainly be tailored for Google Ads, significant opportunities exist if you run Microsoft Ads alongside it. The lower CPCs, unique audience segments, and Copilot-driven ad placements make Microsoft Ads a strong complement to any Google Ads strategy.
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Book a Strategy CallFrequently Asked Questions:
How do Bing Ads and Google Ads handle keyword targeting?
- Bing Ads and Google Ads use different algorithms and ranking factors in determining ad placements based on keyword targeting.
Can I run my ads simultaneously on both Bing Ads and Google Ads?
Yes, you can run ads simultaneously on both platforms. Many advertisers choose to diversify their advertising efforts across multiple platforms to reach a broader audience.
Are there any other alternatives to Bing Ads and Google Ads?
Yes, there are other advertising platforms available, such as social media advertising platforms like Facebook Ads, Twitter Ads, and LinkedIn Ads. Each platform offers its own unique targeting options and advantages.
Manno Notermans
I’m Manno, co-founder and CSO at Think Orion. I work with universities, exam prep companies, and course creators to use insight-led marketing that reflects how people choose what to learn. Most of my work comes down to understanding those choices and helping education brands align with them. At Think Orion, we use research, creative strategy, and clear systems to help good programs reach the right students.
