Bing Ads vs. Google Ads: Which Should You Use in 2025?

Bing Ads vs. Google Ads: Which Should You Use in 2025?

Globally, more than $300 billion was spent on Google Ads in 2024. Conversely, only $7.6 billion was spent on Bing Ads in the same year.

Despite the major difference in ad spend between the two platforms, neither of these numbers should be an indicator as to where you should put your business' money next. On the contrary, it can all be interpreted either way:  Bing Ads is an affordable way to capture market share from Google, or Google has positioned itself effectively as the de facto leader in online advertising.

When it comes to online advertising, selecting the right platform is crucial for reaching your target audience and achieving your business objectives. Google Ads and Bing Ads are two of the most prominent players in the digital advertising space.

While Google Ads has a significant global share, Bing Ads offers unique advantages that can’t be ignored. So which one should you choose for your paid advertising this year?

We've asked the best paid advertising agencies what they think, and here's what we learned.

What makes Google Ads different

Google Ads is the dominant force in online advertising, reaching billions of users daily. Its key differentiators are its advanced targeting features, widespread adoption, and robust tools to maximize campaign effectiveness.

• Exact matches: Google Ads focuses on precise keyword targeting with exact match options. This ensures your ads appear when users search for terms that closely align with your keywords, allowing for highly relevant impressions.

• Phrase matches: Phrase matching allows your ads to show when search queries contain your keyword in the exact order, making it easier to balance broad reach with relevance.

• Negative keywords: Google Ads gives advertisers the ability to exclude specific keywords, ensuring their ads don’t show up for irrelevant or unwanted searches. This helps refine campaigns and minimize wasted spend.

These features make Google Ads ideal for businesses seeking precision in their advertising campaigns, particularly those in highly competitive industries.

Types of Google Ads

Google Ads offers a wide range of ad formats to cater to different goals, industries, and audience preferences. Here's a breakdown of the main ad types available:

• Text ads: These are simple, straightforward ads that appear on Google search results pages. They consist of a headline, description, and a display URL, and are effective for driving traffic to your website.

• Responsive ads: Responsive ads automatically adjust their size, format, and appearance to fit various ad spaces. They leverage machine learning to test various combinations of headlines and descriptions to find what performs best.

• Dynamic search ads: These ads use your website content to target searches automatically. They are particularly useful for businesses with extensive inventories, as they match user queries to relevant pages on your website.

• Call-only ads: Designed for mobile users, these ads encourage prospects to call your business directly, making them great for service-based businesses.

• Shopping ads: These are visually appealing ads that showcase your products, including images, prices, and descriptions. Shopping ads are ideal for e-commerce businesses looking to boost visibility and drive sales.

These ad types allow advertisers to tailor their campaigns to specific goals, whether that’s driving traffic, generating leads, or increasing e-commerce sales.

What makes Bing Ads different

While Google Ads dominates the market, Bing Ads (now known as Microsoft Advertising) has its own unique set of benefits. Bing Ads can be a cost-effective alternative, particularly for businesses looking to maximize ROI in less competitive spaces.

• Exact matches: Just like Google Ads, Bing Ads offers exact match keyword targeting to ensure your ads show only for highly relevant searches.

• Broad matches: Bing Ads also supports broad matching, which casts a wider net for searches that may loosely relate to your keywords. This feature is ideal for increasing brand awareness.

• Negative keywords: Similar to Google Ads, Bing Ads allows advertisers to exclude specific search terms, ensuring more refined targeting.

• Mobile search ads: Bing Ads offers mobile-specific search ads, which are optimized for smaller screens and mobile user behavior.

• LinkedIn profile targeting: One of Bing Ads’ standout features is its ability to target users based on their LinkedIn profiles. This is particularly useful for B2B advertisers looking to target professionals by industry, company, or job title.

This unique combination of features makes Bing Ads an attractive option for advertisers looking for niche audiences or complementary campaigns to their Google Ads efforts.

Types of Bing Ads

Bing Ads also offers a variety of ad formats to suit different campaign goals. Here are the main types of ads available:

• Expanded text ads: These ads provide more space for headlines and descriptions, allowing businesses to communicate their message more effectively.

• Dynamic search ads: Like Google Ads, Bing uses your website’s content to match relevant queries automatically.

• Smart search ads: These are intelligent ads optimized for performance using Bing’s AI-powered tools.

• Responsive search ads: Bing’s responsive ads work similarly to Google’s, testing different headlines and descriptions to find the most effective combinations.

• Product/shopping ads: Bing’s product ads are an excellent choice for e-commerce businesses, showcasing products with images, prices, and descriptions directly on the search results page.

These ad types provide flexibility for businesses looking to achieve specific outcomes, such as driving traffic, generating leads, or boosting sales.

How to choose the right platform

Choosing between Google Ads and Bing Ads depends on your business goals, budget, and target audience. Each platform has distinct advantages, and the right choice will depend on your specific needs. Here are some factors to consider:

Audience demographics

Google Ads has a broader reach, capturing over 90% of global search market share, making it ideal for businesses targeting a wide audience. Bing Ads, however, is more popular among older and higher-income users. If your target audience aligns with Bing's demographics, it might be the better choice.

Global popularity

Google Ads dominates internationally, making it the go-to platform for global campaigns. Bing Ads, while smaller in scale, still holds significant market share in regions like the United States and the UK. It’s an effective choice for businesses targeting specific geographic locations.

Platform reach

Google Ads offers unparalleled exposure due to its massive audience base and integration with platforms like YouTube. Bing Ads, though smaller in reach, benefits from integration with Microsoft’s ecosystem, including LinkedIn, Windows, and Office products, giving it a unique edge.

Costs

Google Ads is highly competitive, which often means higher costs per click (CPC), especially in popular industries. Bing Ads, on the other hand, tends to have lower CPCs due to less competition, making it an attractive option for businesses with smaller budgets.



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Ad formats

Both platforms offer a variety of ad formats, but Google Ads has a slight edge in terms of variety and innovation. If you need access to unique features like YouTube ads or app promotion ads, Google Ads might be the better choice. However, if LinkedIn profile targeting is a priority, Bing Ads offers a distinct advantage.

Click-through rates

Click-through rates (CTRs) can vary depending on the platform and industry. Google’s larger audience often results in higher traffic, but Bing’s niche targeting can lead to higher CTRs for specific audiences.

Conversion rate

Both platforms are capable of delivering strong conversion rates, but this largely depends on how well your campaigns are optimized. Bing Ads’ lower competition can sometimes lead to better conversion rates, as your ads are more likely to appear in higher positions.

Display URL

Both platforms provide options for customizing display URLs, which can impact click-through rates. However, Bing uses bold to make their display URLs stand out, whereas Google Ads doesn't (a small detail, but it might make the difference for your business.) Beyond this difference, it is always important to ensure your display URL is relevant and engaging to attract more clicks.

Average position

Average ad position is another important factor. While Google Ads has more competition, Bing Ads often provides higher average positions for keywords at a lower cost. This can be a significant advantage for smaller businesses looking to stand out

Conclusion

Google Ads and Bing Ads each offer unique advantages, and the right choice depends on your business needs and advertising goals. Google Ads is ideal for businesses seeking global reach, advanced targeting, and innovative ad formats. Bing Ads, on the other hand, provides cost-effective solutions, niche audience targeting, and exclusive features like LinkedIn profile targeting.

For many businesses, the best strategy may involve using both platforms in tandem. By leveraging the strengths of each, you can maximize your reach, improve ROI, and better connect with your target audience. Take the time to analyze your audience, goals, and budget to determine the best fit—or experiment with both to find the right balance for your advertising strategy.

Looking for someone to help you with your paid ads in 2025? Contact Mayple and we'll match you with the best paid advertising experts and agencies for your specific needs. You can start working with them in 72 hours, we'll manage the process throughout the entire project, there's no minimum contractual period, and you can cancel any time.

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