Google gets most of the search budget, but Microsoft Ads quietly wins for some advertisers. Here is how they compare.
What is the difference?
Google Ads has by far the larger reach. Microsoft Ads runs on Bing and now feeds Copilot, with a smaller but often cheaper audience that skews older and higher income.
Which is cheaper?
Microsoft usually has lower cost per click because fewer advertisers compete there. The trade off is lower volume. For some accounts the cheaper clicks convert just as well.
Which reaches more people?
Google, by a wide margin. If you need scale, Google is unavoidable. Microsoft is incremental volume, not a replacement.
Should you run both?
Usually yes, once Google works. You can often import your Google campaigns into Microsoft with little extra effort, so the added cost is low and the clicks are cheaper. See our take on channel mix in SEO vs PPC.
Who should prioritise Microsoft?
B2B, finance, and brands targeting older or professional audiences, plus anyone wanting cheaper clicks and less competition. Our paid search work usually runs both.
Is Microsoft Ads cheaper than Google Ads?
Usually yes, because fewer advertisers compete on Bing. The trade off is lower search volume.
Can I reuse Google campaigns on Microsoft?
Largely yes. Microsoft lets you import Google Ads campaigns, so adding it is low effort once Google is set up.
Who should use Microsoft Ads?
B2B, finance, and brands targeting older or professional audiences, or anyone wanting cheaper clicks as incremental volume.
Should I choose one or both?
Start with Google for reach, then add Microsoft for cheaper incremental clicks once search is working.
Running paid search? See our Google Ads work or talk to us.
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