If you’re a small business owner or marketer looking to boost your online presence, Pay-Per-Click (PPC) advertising is a fantastic tool. It puts your business in front of potential customers on search engines and websites, and you only pay when someone clicks your ad. The two biggest platforms for PPC are Google Ads (once called as Google AdWords) and Bing Ads (now Microsoft Advertising). But the burning question is: Is Bing Ads cheaper than Google Ads?
In this guide, we’ll compare the costs, features, and benefits of Bing Ads and Google Ads in simple, easy-to-read language. By the end, you’ll know which platform suits your business best, whether you’re focused on saving money or reaching more people. Let’s get started!
What Is PPC Advertising?
PPC, or Pay-Per-Click, is a way to advertise online where you pay only when someone clicks your ad. Think of it like a digital billboard—you only pay when someone stops to check out your business. PPC ads show up in places like:
- Search engines (Google, Bing).
- Social media (Facebook, LinkedIn).
- Websites or apps as banners or videos.
Google Ads and Bing Ads are both PPC platforms, but they operate on different networks. Google Ads powers ads on Google Search, YouTube, and millions of websites, while Bing Ads appears on Bing, Yahoo, AOL, and partner sites.
Why It Matters: PPC is fast, lets you target specific customers, and fits any budget. But costs differ between platforms, so let’s dive into whether Bing Ads is the cheaper option.
What Is Google Ads?
Google Ads is the biggest PPC platform, running ads on Google Search, YouTube, Gmail, and over 2 million websites in the Google Display Network. With Google handling billions of searches daily, it’s the top choice for businesses wanting to reach a huge audience.
Key Features of Google Ads
- Massive Reach: Google dominates with about 82% of global search traffic.
- Ad Types: Text ads, shopping ads, video ads, and banner ads.
- Targeting: Reach people by keywords, location, age, interests, or device.
- Smart Tools: AI helps optimize bids and improve ad performance.
- Visibility: Ads appear on Google Search, YouTube, and partner sites.
Cost Example: The average cost-per-click (CPC) on Google Ads is around $2.85, but it varies. Retail clicks might cost $0.50, while legal services could hit $10 or more.
Is Bing Ads Cheaper Than Google Ads?
Yes, Bing Ads is typically cheaper than Google Ads. Data shows Bing’s average cost-per-click (CPC) is up to 70% lower, at $1.45, compared to Google’s $2.85. Here’s why:
- Less Competition: Fewer advertisers bid on Bing, so you pay less to rank high.
- Lower Costs Across Industries: For example, automotive clicks on Bing are 32.5% cheaper, and insurance clicks are 59.2% less.
- Great for Small Budgets: Bing’s lower CPCs let you get more clicks for less, perfect for startups or local businesses.
The Trade-Off: Bing has less traffic than Google. Google’s massive audience means more potential clicks and sales, but at a higher price. Bing’s smaller reach might mean fewer conversions unless your customers match its audience (older, wealthier, or B2B-focused).
What Is Bing Ads (Microsoft Advertising)?
Bing Ads, rebranded as Microsoft Advertising, powers PPC ads on Bing, Yahoo, AOL, and sites like MSN. While Bing’s market share is smaller (around 12%), it still reaches over 700 million unique monthly searchers.
Key Features of Bing Ads
- Targeted Audience: Bing users are often older (45–54), wealthier, and prefer desktops.
- Ad Types: Text ads, shopping ads, banner ads, and video ads.
- Targeting: Focus on keywords, location, age, gender, or LinkedIn profiles (great for B2B).
- Integration: Works with Microsoft tools like Edge and LinkedIn.
- Unique Reach: Connects with 63 million desktop searchers that Google doesn’t reach.
Cost Example: Bing Ads averages $1.45 per click, much lower than Google’s $2.85.
Comparing Costs: Bing Ads vs. Google Ads
Let’s look at the numbers to see how costs stack up.
Cost-Per-Click (CPC)
- Google Ads: Average CPC is $2.85, ranging from $0.50 (retail) to $20+ (legal, finance).
- Bing Ads: Average CPC is $1.45, with some industries as low as $0.50.
Example: With a $100 daily budget:
- Google ($2.85/click) gives you ~35 clicks/day.
- Bing ($1.45/click) gives you ~69 clicks/day.
Cost-Per-Action (CPA)
CPA tracks how much you pay for a conversion (like a sale or sign-up).
- Google Ads: Average CPA is $48.00.
- Bing Ads: Average CPA is $38.50, about 20% lower.
Why Bing Costs Less
- Fewer Bidders: Less competition keeps keyword prices down.
- Focused Audience: Bing’s users are more specific, reducing wasted clicks.
- Better Ad Placement: Bing ads appear 35% higher in search results, giving you more visibility for less.
When Google’s Higher Costs Pay Off
- Huge Audience: Google’s 82% market share means more people see your ads.
- Better Conversions: Google’s conversion rate is 近平 3.75%, compared to Bing’s 2.94%.
- More Ad Options: Google’s video and banner ads on YouTube and websites boost brand awareness.
Tip: Try both platforms with a small budget to see which gives you the best return.
Bing Ads vs. Google Ads: Key Differences
Bing Ads vs. Google Ads
Cost isn’t the only factor. Bing Ads and Google Ads differ in audience, targeting, and features. Here’s a clear comparison.
1. Reach and Market Share
- Google Ads: Leads with 82% of search traffic and billions of daily searches. Perfect for broad campaigns.
- Bing Ads: Smaller at 12% but reaches 700 million unique searchers, including 63 million Google misses.
Best For: Google for wide reach; Bing for niche audiences.
2. Audience Demographics
- Google Ads: Appeals to all ages, with heavy mobile use.
- Bing Ads: Attracts older (45–54), wealthier users (36% earn over $100,000) who prefer desktops. Ideal for B2B or industries like finance.
Best For: Google for consumer products; Bing for professionals or seniors.
3. Targeting Options
- Google Ads: Offers detailed targeting like demographics, remarketing, and custom audiences.
- Bing Ads: Similar but stands out with:
- LinkedIn profile targeting (job titles, industries).
- Device-specific targeting (e.g., desktops only).
- Demographic bid adjustments.
Best For: Google for versatile targeting; Bing for B2B or precise demographics.
4. Ad Formats
- Google Ads: Text, shopping, video, display, and immersive ads (like AR).
- Bing Ads: Text, shopping, display, video, plus visual extras like social media stats.
Best For: Google for creative formats; Bing for straightforward ads.
5. Ease of Use
- Google Ads: Powerful but complex, with a steeper learning curve.
- Bing Ads: Simpler interface, great for beginners, but less advanced AI.
Best For: Google for pros; Bing for new advertisers.
6. Campaign Import
- Bing Ads: Import Google Ads campaigns easily, saving time.
- Google Ads: No direct import from Bing.
Best For: Bing for businesses using Google Ads.
Comparison Table:
Feature Google Ads Bing Ads
Average CPC $2.85 $1.45
Market Share 82% 12%
Audience Diverse, mobile-heavy Older, affluent, desktop
Targeting Broad, advanced Precise, B2B-focused
Ease of Use Complex Simple
Best For Broad reach, conversions Niche audiences, low costs
Pros and Cons of Bing Ads
Pros
- Lower Costs: CPCs average $1.45, up to 70% cheaper than Google.
- Less Competition: Easier to rank high with smaller bids.
- Niche Audience: Perfect for older, wealthier, or B2B customers.
- LinkedIn Targeting: Reach professionals by job or industry.
- Better Ad Positions: Ads show 35% higher in results.
- Quick Import: Sync Google Ads campaigns in minutes.
Cons
- Less Traffic: Smaller audience means fewer clicks.
- Lower Conversions: 2.94% conversion rate vs. Google’s 3.75%.
- Fewer Tools: Less advanced than Google’s AI and ad options.
Pros and Cons of Google Ads
Pros
- Huge Reach: 82% market share with billions of daily searches.
- Higher Conversions: 3.75% average conversion rate.
- Advanced Features: AI bidding, detailed analytics, and diverse ads.
- Broad Audience: Targets all ages, interests, and devices.
- Brand Exposure: Ads on YouTube, Gmail, and websites.
Cons
- Higher Costs: CPC averages $2.85, with some keywords $10+.
- More Competition: Higher bids needed to stand out.
- Complex Platform: Can overwhelm beginners.
Conclusion: Bing Ads vs. Google Ads in 2025
So, is Bing Ads cheaper than Google Ads? Yes, Bing’s lower CPC ($1.45 vs. $2.85) and CPA ($38.50 vs. $48.00) make it a budget-friendly choice. Its smaller competition and targeted audience (older, wealthier, B2B) are perfect for specific industries. But Google Ads offers unmatched reach, higher conversions, and more ad options, which can justify its higher costs.
Your best option depends on your goals:
- Bing Ads for low-cost, niche, or B2B campaigns.
- Google Ads for broad reach and creative ads.
- Both for a mix of cost savings and maximum exposure.
Test both platforms with a small budget to see what works for your business. With smart planning, PPC can drive traffic and sales without breaking the bank.
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