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Google Ads vs Microsoft Ads (Ultimate Comparison Guide)

Google Ads vs Microsoft Ads, which is better?

Well, both Google Ads and Microsoft Ads offer distinct advantages and challenges.

The choice between them should consider specific business needs, target audience, budget constraints, and desired outcomes.

Google Ads is ideal for businesses seeking maximum reach and sophisticated targeting capabilities, while Microsoft Ads may be better for those looking for cost-effective solutions and targeting a specific professional demographic.

In this article we’ll provide a clear, side-by-side comparison of these two major advertising platforms, focusing on their market share, cost, ad formats, audience targeting capabilities, and overall performance.

By examining these aspects, businesses can make informed decisions about which platform aligns best with their marketing objectives and budget constraints.

Let’s get right into it!

Overview of Google Ads

Google Ads, formerly known as Google AdWords, has been a dominant force in online advertising since its inception in 2000. This platform allows businesses of all sizes to display ads across Google’s extensive network, including its search engine, affiliate websites, and mobile apps.

Google’s massive reach is one of its most attractive features, providing access to a vast audience globally. The platform uses sophisticated algorithms to offer various targeting options based on user behavior, preferences, and search activities, which helps advertisers connect with potential customers more precisely.

Overview Microsoft Ads

Microsoft Ads, previously known as Bing Ads, provides a competitive alternative to Google Ads, especially after its rebranding and integration with LinkedIn, offering unique advantages for B2B marketers.

While it commands a smaller portion of the search engine market, Microsoft Ads often features lower cost-per-click rates and less competition, making it an appealing option for businesses targeting specific demographics or niches.

The platform also benefits from its integration with other Microsoft and LinkedIn products, enhancing its targeting capabilities, particularly for professionals and industry-specific audiences.

Pros and Cons of Google Ads and Microsoft Ads

Google Ads typically offers higher performance metrics due to its larger reach and advanced targeting capabilities.

In contrast, Microsoft Ads can provide better cost efficiency and is particularly effective in reaching certain demographics, such as older and more affluent users who may not be as heavily targeted on Google​​.


  1. Extensive Reach: Google Ads offers unparalleled access to a vast global audience due to Google’s dominance in the search engine market. This wide reach is ideal for businesses aiming to maximize visibility and attract a diverse group of potential customers.
  2. Advanced Targeting Options: With sophisticated targeting options based on user behavior, interests, and more, Google Ads enables advertisers to finely tune their campaigns to reach the most relevant audience.
  3. Variety of Ad Formats: Google supports a broad range of ad formats, including search, display, video, and shopping ads, allowing for flexible marketing strategies tailored to different business needs.
  4. Robust Analytics Tools: Integration with Google Analytics provides in-depth campaign performance insights, facilitating effective optimization and decision-making based on real-time data.


  1. High Competition: The popularity of Google Ads can lead to higher competition and bidding costs, which might be prohibitive for smaller businesses or those with limited advertising budgets.
  2. Complexity in Management: Managing Google Ads campaigns can be complex due to the extensive array of features and settings, requiring more time or a higher skill level to optimize effectively.
  3. Frequent Changes: Google frequently updates its algorithms and platform features, which can require continuous learning and adaptation from advertisers to maintain campaign effectiveness.

Microsoft Ads


  1. Cost-Effectiveness: Generally, Microsoft Ads offers lower cost-per-click rates due to less competition on its platform. This can be particularly advantageous for businesses with limited budgets or those targeting niche markets.
  2. Unique Audience Access: Microsoft Ads reaches a unique demographic, including older and more affluent users who are less likely to be targeted on Google. This can be valuable for businesses whose products or services cater specifically to these segments.
  3. Integration with LinkedIn: Exclusive to Microsoft Ads, the ability to target users based on LinkedIn data (job function, industry, etc.) provides a significant advantage for B2B marketers.


  1. Smaller Market Share: Microsoft Ads has a significantly smaller user base compared to Google, which can limit the overall exposure of ads and potentially reduce the volume of traffic and conversions.
  2. Limited Ad Formats: While Microsoft Ads supports various ad formats, it offers fewer options than Google, particularly in terms of advanced video and interactive ad capabilities.
  3. Less Sophisticated Targeting Tools: Although Microsoft Ads provides solid targeting capabilities, it lacks the depth and granularity of Google’s targeting technology, which may affect the precision of reaching desired audiences.

Market Share and Audience Reach

Google Ads is the leading platform in the digital advertising sector.

As of September 2023, Google was responsible for more than 84 percent of global desktop search traffic, resulting in 237.86 billion dollars in advertising revenue in 2023.

With billions of searches conducted daily across Google’s network, the platform offers advertisers access to an unparalleled, vast, and diverse audience.

Microsoft Ads: Niche Market Penetration

While Microsoft Ads operates on a smaller scale, holding about 2% of the global ad revenue, it still reaches millions of users.

The platform is particularly strong in targeting specific demographics, including older adults and professionals primarily in the U.S. market.

Microsoft Ads are also displayed across multiple Microsoft-owned and partner platforms such as Bing, Yahoo, and AOL, which collectively contribute to a significant volume of searches.

This makes it a valuable platform for advertisers targeting these specific user groups or getting into less competitive markets​.

Comparison in Terms of Cost and Competition

Microsoft Ads typically offers lower cost-per-click (CPC) rates due to its smaller market size and lower competition.

This cost-efficiency makes it an attractive option for smaller businesses or those just starting with paid advertising.

Conversely, Google Ads, with its larger audience and higher competition, tends to have higher CPC rates but also offers the potential for greater traffic volume and conversion opportunities due to its vast reach​​.

In summary, Google Ads is ideal for those seeking maximum exposure and broad targeting capabilities, whereas Microsoft Ads may offer more value to those targeting specific demographics or looking for more budget-friendly options.

Cost Comparison: Google Ads vs Microsoft Ads

The cost of advertising on Google Ads and Microsoft Ads can vary significantly, influenced by factors such as competition, targeting precision, and market reach.

Average Cost-Per-Click (CPC)

Microsoft Ads generally offers a lower average CPC compared to Google Ads. This cost difference is primarily due to lower competition on the Microsoft Ads platform. For instance, the average CPC for Microsoft Ads stands at around $0.84, whereas Google Ads is significantly higher at approximately $1.99. This stark difference in CPC rates makes Microsoft Ads a more budget-friendly option, particularly for small businesses or those with tighter advertising budgets​​.

Competition and Market Reach

Google’s dominant position in the search engine market contributes to its higher CPC. With a vast user base and a global reach that encompasses over 84% of the internet-using population, Google Ads provides access to a larger and more diverse audience. This extensive reach, however, also brings higher competition, which can drive up costs​​.

Microsoft Ads, while having a smaller market share, offers access to a significant number of users, particularly in niche markets and demographics that are not as heavily targeted by Google, such as older adults and professionals​. This can be advantageous for campaigns aimed at these specific groups, potentially leading to higher engagement rates at a lower cost.

Considerations for Advertisers

When deciding between Google Ads and Microsoft Ads, marketers should consider their specific needs and budget constraints. Google Ads might be more suitable for those looking to maximize exposure and reach a broad audience, while Microsoft Ads could offer a more cost-effective solution for targeting specific demographics or for those with limited budgets.

Ad Formats and Features

Google Ads provides a variety of ad formats tailored to different marketing goals. These include:

  • Search Ads: These are text-based ads that appear on Google search results pages.
  • Display Ads: Visual ads that appear on websites within the Google Display Network.
  • Shopping Ads: Product listings that include images, prices, and other details.
  • Video Ads: These ads can appear before, during, or after videos on YouTube and other Google platforms like Display Network.
  • App Campaigns: Designed to drive app installs across Google’s entire inventory.
  • Remarketing: Targets users who have previously interacted with your website or mobile app.

Google’s ad formats are integrated within its vast advertising ecosystem, enhancing visibility across various platforms, including YouTube and Gmail, and supported by sophisticated targeting capabilities​​.

Microsoft Ads

Microsoft Ads offers similar ad formats but includes unique features that cater to specific demographics:

  • Responsive Search Ads: Allows advertisers to input multiple headlines and descriptions, optimizing for the best combination.
  • Shopping Ads: Showcases products with images and details, designed to appear on Bing and partner sites.
  • Video Ads: Available on Bing’s network, including partners like Yahoo and AOL.
  • Bing Smart Search Ads: Feature a landing page preview, designed specifically for integration with Windows environments.

A distinct feature of Microsoft Ads is the integration with LinkedIn, allowing for precise targeting based on professional data, which is especially beneficial for B2B marketing​.

Audience Targeting and Data Utilization

Google Ads offers advanced targeting options that utilize extensive data from Google’s ecosystem. Key targeting options include:

  • Demographic and Geographic Targeting: Allows ads to be shown to specific age groups, genders, and locations.
  • Affinity and In-Market Audiences: Targets users based on their interests and behaviors.
  • Remarketing: Targets users who have previously visited your website.
  • Custom Intent Audiences: Targets users based on the keywords they’ve shown interest in.

These targeting features are supported by Google’s powerful analytics tools, providing advertisers with detailed insights into campaign performance and user behaviors​​.

Microsoft Ads Targeting Capabilities

Microsoft Ads also offers robust targeting options, with some unique aspects:

  • LinkedIn Profile Targeting: Unique to Microsoft Ads, this allows targeting based on job function, industry, and company from LinkedIn profiles, making it highly effective for B2B marketers.
  • Location and Device Targeting: Enables ads to be tailored based on where and on what device searches are being made.
  • In-Market and Custom Audiences: Similar to Google, these options target users based on their market behavior and custom parameters.

While Microsoft’s reach is generally smaller, its targeting capabilities can be highly effective, especially in reaching audiences that may not be as saturated as those targeted via Google​​.

Performance Metrics: CTR, Conversion Rates, and ROI

Click-Through Rates (CTR)

Google Ads generally offers higher click-through rates (CTR) compared to Microsoft Ads. This can be attributed to Google’s vast user base and more extensive search engine market share, which helps ads on Google reach a broader audience. For instance, average CTRs for Google Ads across various industries typically exceed those of Microsoft Ads by a significant margin​.

Conversion Rates

Across all industries, the average conversion rate across Google Ads is 4.40% on the search network and 0.57% on the Display network.

The average conversion rate on Bing across all industries is 2.94%

Return on Investment (ROI)

Both platforms can provide substantial ROI, but the effectiveness can vary based on campaign management, ad spend, and audience targeting. Google Ads often leads to a higher volume of traffic, which can be advantageous for businesses seeking maximum exposure and sales conversions.

However, Microsoft Ads can offer a more cost-effective solution with potentially lower cost-per-click (CPC) rates and less competition, which might be more suitable for smaller businesses or those with tighter budgets​​.


That concludes our comparison of Google Ads vs Microsoft Ads.

Choosing between Google Ads and Microsoft Ads doesn’t necessarily have to be an exclusive decision.

Many businesses find value in leveraging the strengths of both platforms to maximize their digital advertising success.

By carefully considering your specific needs and testing both platforms, you can determine the best strategy to enhance your online visibility and achieve your marketing objectives.

Google provides a broader reach and more integrated advertising options across its ecosystem, making it ideal for campaigns aiming for maximum exposure.

Microsoft Ads, on the other hand, with its unique LinkedIn integration and potentially lower cost, offers a strategic advantage for B2B marketers and campaigns focused on specific professional demographics.

If you liked this post, be sure to check out our Smart Campaigns vs Standard Campaigns side-by-side comparison.

Michael Schroder

Michael Schroder

Michael Schroder is a Google Ads and SaaS marketing consultant. He has been managing $200k-$300k monthly ad spend and has worked with 200+ SaaS companies. The thing that makes him unique is his data-led approach and his focus on SaaS businesses.