Google Ads vs Bing Ads: Should You Run Both

When most businesses think about pay-per-click advertising, they think Google Ads. And with over 90% search market share in the UK, that's understandable. But Microsoft Advertising (formerly Bing Ads) reaches an audience that Google doesn't — and often at a significantly lower cost. So should you run both? Here's the data-driven answer.

Market Share and Audience

Google's Dominance

Google processes approximately 93% of all search queries in the UK. It's the default search engine on Android devices, Chrome browsers, and most consumer devices. When people say "search engine," they mean Google.

Bing's Hidden Audience

Microsoft Advertising reaches about 6–7% of UK searches, but that number understates its value. Bing is the default search engine on:

• Windows devices: Every new Windows PC and laptop defaults to Edge with Bing
• Microsoft Copilot: AI-powered search integration across Microsoft products
• Xbox: Gaming console searches
• Corporate environments: Many businesses lock Edge/Bing as the default browser

This creates a unique audience profile: Bing users tend to be older (35+), higher income, and more likely to be in professional or corporate roles. For B2B advertisers, this demographic skew is a significant advantage.

Cost Comparison

This is where Bing consistently wins:

• Average CPCs: 20–35% lower than Google across most industries
• Competition: Fewer advertisers bidding on each keyword means lower auction prices
• CPAs: Often 15–30% lower due to reduced CPCs combined with comparable (or sometimes higher) conversion rates

Why Are Bing Ads Cheaper?

Simple: fewer advertisers compete for the same keywords. Many businesses only run Google Ads, leaving Bing's auction less competitive. Your competitors' absence is your opportunity. Check Google Ads benchmarks and expect Bing to come in 20–35% below those figures.

Feature Comparison (2026)

Campaign Types

• Search campaigns: Both platforms offer robust Search advertising. Bing's interface closely mirrors Google's, making management straightforward.
• Shopping campaigns: Both support product feed-based Shopping ads. Bing's Shopping ads have grown significantly in quality and reach.
• Performance Max: Google offers PMax; Microsoft has "Performance Max" campaigns as well (launched in 2024), though Google's version is more mature.
• Audience campaigns: Both offer display and native advertising. Microsoft's Audience Network places ads across MSN, Outlook, and partner sites.
• Video: Google has YouTube (a massive advantage). Microsoft has video ad options but nothing comparable to YouTube's reach.

AI and Automation

Google leads in AI-powered features — Smart Bidding, responsive ads, and Performance Max are all more advanced. Microsoft is catching up with Copilot integration and AI-generated ad suggestions, but Google remains ahead in automation sophistication.

Import from Google

One of Bing's best features: you can import your Google Ads campaigns directly into Microsoft Advertising. This means getting started on Bing takes minutes, not days. The import tool transfers campaigns, ad groups, keywords, ads, and most settings.

When to Run Both Platforms

You Should Definitely Run Both If:

• Your Google Ads campaigns are profitable and you want more volume at potentially lower CPCs
• You're targeting B2B audiences, professionals, or older demographics
• You're in a high-CPC industry where Bing's lower costs make a meaningful difference
• You want to diversify and reduce dependency on a single platform
• You're already hitting budget-limited impression share on Google

You Can Skip Bing If:

• Your total ad budget is under £1,000/month — focus all resources on Google first
• Your target audience skews very young (18–25), as this demographic rarely uses Bing
• You're in a consumer-focused local market where Bing's search volume is negligible

Managing Two Platforms Efficiently

Running both platforms doesn't have to mean double the work:

• Use the import tool: Build and optimise campaigns in Google first, then import to Bing. Make platform-specific adjustments for bid differences.
• Adjust bids down: Since Bing CPCs are lower, start with bids 20–30% below your Google bids and adjust based on data.
• Monitor separately: While campaign structure can mirror Google, performance will differ. Don't assume Google optimisations apply equally to Bing.
• Allocate proportionally: A typical budget split is 80–85% Google, 15–20% Bing, adjusting based on where you see better ROI.

Platform-Specific Advantages

Google's Unique Advantages

• YouTube: Video advertising at massive scale — Bing has no equivalent
• Maps: Local Services Ads and Google Maps integration
• Volume: Simply more searches means more potential customers
• Data richness: More conversions mean faster learning for automated bidding

Bing's Unique Advantages

• LinkedIn targeting: Microsoft owns LinkedIn, and Bing offers LinkedIn profile targeting (company, industry, job function) — unique to the platform and invaluable for B2B
• Lower competition: Fewer advertisers means lower CPCs and potentially higher ad positions
• Desktop bias: Bing over-indexes on desktop users, which often have higher conversion rates than mobile
• Import simplicity: Getting started is remarkably easy if you already run Google Ads

Performance Expectations

Based on our experience managing both platforms across multiple accounts:

• Bing typically delivers 5–15% of the total conversion volume that Google delivers
• CPAs on Bing are usually 15–30% lower than Google
• Conversion rates are comparable, sometimes slightly higher due to the desktop skew
• Click volume is obviously much lower — don't expect Bing to match Google's scale

The Verdict

For most businesses spending £2,000/month or more on Google Ads, adding Bing Ads is a smart, low-effort way to capture additional conversions at a lower cost. It's not a replacement for Google — it's a complement. The import tool makes setup trivial, and the lower competition often delivers pleasantly surprising results.

If you're already investing in a well-calculated Google Ads budget and your campaigns are profitable, diverting 15–20% of your total PPC budget to Bing is a test worth running.

At Spires Digital, our PPC management covers both Google Ads and Microsoft Advertising. We manage both platforms as part of a unified strategy, ensuring your budget is allocated where it delivers the best returns. Book a free consultation via Calendly to discuss whether adding Bing Ads to your strategy could unlock additional profitable traffic.