Quick answer: Google has far more search volume. Microsoft Ads (Bing, plus partners such as Yahoo and DuckDuckGo) has less volume but usually cheaper clicks and unique LinkedIn profile targeting. If Google Ads works for you, import your campaigns into Microsoft and test for 30 to 60 days.
Microsoft Advertising is the easiest “second search engine” test there is, because it can import your Google Ads campaigns directly.
Google Ads vs Microsoft Ads (Bing) at a glance
| Google Ads | Microsoft Ads (Bing) | |
|---|---|---|
| Search volume | Very large: the dominant search engine | Smaller; relatively stronger on desktop |
| Typical CPC | Higher (WordStream 2026 all-industry average $5.42) | Commonly reported 20–40% lower for similar keywords |
| Unique targeting | Google audiences, YouTube, Maps | LinkedIn profile targeting (company, industry, job function) |
| Setup | Build from scratch | Import from Google Ads in minutes |
| Best for | Most businesses | B2B, older and desktop-heavy audiences, extra volume at lower cost |
Choose Google Ads if…
- You are starting search advertising for the first time
- You need maximum volume
- Your customers search mainly on mobile
Choose Microsoft Ads (Bing) if…
- Google Ads already works and you want more leads
- You sell B2B and want LinkedIn-based targeting
- Your audience skews desktop or older
Using both
Import your best Google campaigns, lower bids, and compare cost per lead after 30 to 60 days. Keep conversion tracking separate per platform (Microsoft uses its own UET tag).
Related: Google Ads first 30 days
Frequently asked questions
Is Bing Ads cheaper than Google Ads?
Clicks are commonly cheaper, but volume is lower. Judge on cost per lead.
Can I copy my Google campaigns to Microsoft?
Yes. Microsoft Advertising has a Google Ads import tool.
Do I need separate tracking?
Yes. Install Microsoft’s UET tag and set up conversion goals.
Sources
- WordStream by LocaliQ: 2026 Google Ads benchmarks (13,474 US search campaigns, Apr 2025 to Mar 2026)
- Webtonic: Microsoft Ads costs, reach and launch
- Stackmatix: Microsoft Ads vs Google Ads (import and testing approach)
Not sure which fits your business? Get a free ad review or try the Google or Facebook ads quiz.
Written by Gregory
20 years building websites and running lead generation, mostly with my own money on the line. Based in Sydney, working with clients worldwide. How I work →