Bing Ads vs. Google Ads: 10 Key Differences

Google Ads versus Bing Ads: It’s the Coke or Pepsi debate all over again.

Which one will quench your thirst for leads and conversions?

Let’s find out.

Bing Ads vs. Google Ads: A Quick Overview

Everyone—and I mean everyone—knows Google. They’re the biggest name and search and, arguably, online advertisement. For you, the advertiser, Google’s name translates to a LOT of eyeballs on your ads, and a lot of impressions means a healthy amount of clicks and conversions (as a general rule).

And Bing? Yeah, they aren’t Google, but don’t sleep on the platform. It has its own set of advantages. It attracts a slightly older, more affluent audience, often with less competition and lower costs per click. Bing also offers some exclusive targeting and ad format features, and its reach extends beyond just Bing search to include Yahoo and AOL.

That’s a brief look. Here’s a table that’ll make the picture clearer:

Still unsure? Here’s a quickfire definition of Bing and Google Ads:

What is Bing Ads?

Bing Ads is the underdog in the search advertising world, but don’t let its smaller market share fool you. It’s a powerful platform that offers access to a unique and often overlooked audience.

Think of Bing Ads as the Pepsi of PPC advertising. Sure, it might not have carved itself out the largest market share, but it has a loyal following and offers a distinct flavor that appeals to a specific demographic. Plus, it has the whole Microsoft ecosystem behind it, which is certainly nothing to sneeze at.

What is Google Ads?

And Google Ads? With its massive reach and unparalleled targeting capabilities, it’s the undisputed king of search advertising and the go-to platform for businesses of all sizes looking to connect with their target audience.

Think of Google Ads as the Coca-Cola of PPC advertising. It’s the household name, the one everyone knows. A versatile platform that can deliver results for a wide range of businesses and marketing goals.

Audience Reach and Demographics

Advertising is all about connecting with the right people.

And just like Coke and Pepsi have their own loyal fanbases, Bing and Google attract slightly different crowds.

1. Bing Audience

Think of the typical Bing user as the seasoned professional, sipping their single-malt scotch and checking their stock portfolio. At least, that’s what I see in my head.

They tend to be slightly older, more educated and have higher disposable incomes. They’re the decision-makers, the influencers, and the ones still using Microsoft Word and Excel (nothing wrong with that, by the way).

If your product or service caters to a more mature, affluent audience, Bing Ads could be the in you’re looking for to reach these high-value customers. Think luxury brands, financial services, travel, and B2B solutions. These are the folks who appreciate quality, value their time, and are willing to pay a premium for the right product or service.

2. Google Audience

Google? Well, it’s a slightly different kettle of fish. It’s teeming with a diverse mix of people from all walks of life. From students and stay-at-home parents to tech-savvy millennials and retirees, Google’s audience spans the entire demographic spectrum.

This vast reach makes Google Ads a versatile platform for businesses of all sizes and industries. Whether you’re selling trendy fashion accessories or offering home improvement services, you’re bound to find your target audience somewhere within Google’s massive user base.

Ad Formats and Features

Next? Let’s explore the ad formats and features that make each platform shine.

3. Bing Ads

Bing Ads might not have the same flashy reputation as Google, but don’t let that fool you. It offers a solid selection of ad formats that pack a punch:

• Expanded text ads give you extra characters to play with, allowing you to craft more detailed and compelling ad copy.
• Image ads are worth a thousand words. Bing’s image ads let you grab attention with eye-catching visuals and drive traffic to your website or landing page.
• Product ads are perfect if you’re in the e-commerce game. They showcase your products directly in search results, complete with images, prices, and even promotional offers.
• Device targeting gives you granular control over which devices your ads appear on. Target desktops, tablets, or mobile devices to reach your audience where they’re most likely to convert.

4. Google Ads

Google Ads come in a wide variety of choices—a smorgasbord of options to satisfy every craving:

• Responsive search ads adapt to different screen sizes and ad placements, maximizing your reach and engagement. Google’s AI even mixes and matches your headlines and descriptions to find the winning combinations.
• Display ads unleash your creativity with visually stunning banner ads that appear across Google’s vast Display Network. From static images to animated GIFs and interactive rich media, the possibilities are endless.
• Video ads showcase your brand’s personality and tell your story through captivating video ads on YouTube.
• Shopping ads are your golden ticket to eCommerce success. They put your products front and center in search results, complete with images, prices, and even product ratings.
• App campaigns drive app installs and engagement with targeted ads across Google’s network, including Search, Display, YouTube, and the Play Store.

Cost and ROI

Let’s talk money, honey.

5. Bidding Wars

Both platforms operate on an auction-based system, but there’s a twist.

Google Ads is a fierce bidding war. You’re going head-to-head with countless advertisers vying for those top spots, which can drive up costs, especially for those juicy, high-volume keywords.

Bing Ads, with its smaller but mighty audience, offers a less crowded battlefield. You might not be reaching the same massive audience, but you’ll likely face less competition, which can translate to lower costs-per-click (CPC).

6. CPC Showdown

Speaking of CPCs, let’s get down to the numbers.

Google Ads typically sees higher average CPCs, ranging from $1 to $2 or more, depending on your industry and keywords. It’s the price you pay for playing in the big leagues.

Bing Ads often boasts lower CPCs, sometimes as much as 30-50% less than Google Ads. This can be a major advantage for budget-conscious advertisers looking to stretch their dollars further.

7. ROI Face-off

Other metrics aside, it all comes down to ROI—that sweet return on your investment. Both Bing Ads and Google Ads can deliver impressive results, but the key is to optimize your campaigns for maximum efficiency.

Factors affecting ROI on both platforms include:

• Targeting: The more precise, the higher your chances of reaching qualified leads and converting them into customers.
• Ad Quality: Compelling ad copy, eye-catching visuals, and a strong call to action are crucial for driving clicks and conversions.
• Landing page experience: A seamless and user-friendly landing page is essential for turning clicks into paying customers.

When to Use Bing Ads vs. Google Ads

Now, the million-dollar question: when should you choose Bing Ads over Google Ads, or vice versa? Let’s find out:

8. Business Goals

If you’re all about spreading the word and getting those eyeballs on your brand, Google Ads, with its massive reach, is a no-brainer.

If lead generation is your thing, both platforms can deliver the goods. But here’s the thing: Google Ads tends to attract those high-intent searchers who are actively looking for solutions.

Bing Ads, on the other hand, can be a sneaky way to capture leads at a lower cost-per-click, especially if your target audience aligns with its demographics.

But let’s talk about the bottom line—sales and conversions. If you need to see those cash registers ringing ASAP, Google Ads is generally the safer bet, thanks to its massive audience and those laser-focused, intent-driven searchers.

However, don’t count Bing Ads out just yet. If your ideal customer hangs out on Bing and you’re looking for a budget-friendly option, it might just surprise you with its conversion power.

9. Target Audience

Understanding who you’re trying to reach is muy importante (that’s very important). If you’re a B2B company, especially in industries like finance, technology, or healthcare, Google Ads might be your hidden gem. Its user base tends to skew toward younger, tech-savvy professionals, making it a prime spot to connect with SaaS startups and founders who have the power to say “yes” to your product or service.

Similarly, if your ideal customers are part of an older demographic, Bing Ads could be a goldmine. Think about it: these seasoned professionals are more likely to be established in their careers, have higher disposable incomes, and be familiar with Microsoft’s ecosystem or using corporate machines that lock them to Microsoft software.

10. Budget Constraints

Not every business has a marketing budget that stretches to the moon and back. If you’re bootstrapping or working with limited funds, you need to squeeze every ounce of value out of your ad spend.

That’s where Bing Ads can shine. With its typically lower costs-per-click and less competitive landscape, it can be a budget-friendly option for businesses looking to get the most bang for their buck, especially if they’re targeting a niche audience.

On the other hand, if you’ve got a healthy advertising budget and your goal is to reach the widest possible audience, Google Ads is a no-brainer. Its massive reach and diverse user base make it a powerhouse for driving brand awareness and generating leads at scale.

Combining Bing Ads and Google Ads

Forget choosing one or the other—why not have your cake and eat it too?

Complementary Channels

Think of Bing Ads and Google Ads as two sides of the same coin. Google Ads is your trusty workhorse, capturing those high-intent searchers who are ready to convert. Bing Ads, on the other hand, is a laser-focused approach, reaching a unique and often overlooked audience at a potentially lower cost.

Cross-Platform Retargeting

Those window shoppers who browsed a site but didn’t convert? Don’t let them off the hook so easily. Cross-platform retargeting lets you follow them across both Bing and Google’s networks, gently reminding them of your awesome products or services.

Conclusion and Next Steps

So, which platform is the ultimate winner? Well, like any good marketing debate, there’s no one-size-fits-all answer. It all boils down to your unique business goals, target audience, and budget.

Feeling a bit overwhelmed by all the options? Don’t sweat it.

At Loganix, we’re PPC experts who live and breathe this stuff.

🚀 So, head over to our PPC management services page, and let’s start driving traffic, generating leads, and boosting that bottom line. 🚀