Still Using Google Ads? You Should—But Don’t Overlook Bing
I’ve been running Google Ads since day one—it’s an essential channel. But increasingly, I’m turning to Microsoft Advertising (formerly Bing Ads) because it consistently delivers stronger ROI. Here’s the 2025 breakdown:
1. Bing Is Small—but Strong and Growing
Yes, Google still dominates—and that won’t change soon. As of May 2025:
- Google: ~89.7% global market share
- Bing: ~4.0% globally, ~7.6% in the U.S.
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That small-but-significant Bing presence represents millions of users (over 5 billion visits/month globally, including 28.8% desktop share) . These are real people—far from “second-class” buyers.
2. Bing Ads Are 30–50% Less Expensive per Click
While Google Ads CPC in 2025 averages around $5.26, Bing’s average CPC hovers between $1.54–$1.60—a dramatic cost savings seoprofy.com+15localiq.com+15designrush.com+15.
Put simply, for identical audiences and targeting:
- $100 on Google = ~19 clicks
- $100 on Bing = ~65 clicks
That’s real ROI potential.
3. Performance Isn’t Just About Price
Studies show Bing’s lower competition means your ads often rank higher on the search results page, sometimes outperforming Google in Click-Through Rate (CTR)—particularly in B2B or niche markets reddit.comwordstream.com.
And remember: a click with intent beats volume any day. If desktop-savvy users—think office workers, decision-makers—use Bing, isn’t that a plus?
4. AI + Bing = Smarter Ads
Thanks to its integration with Microsoft Copilot (formerly Bing Chat) powered by GPT-4, Bing offers a modern search experience. Its AI-enhanced results attract users looking for conversational, context-aware answers reddit.com+4designrush.com+4reddit.com+4en.wikipedia.org.
That means your Bing ad could show up in cutting-edge AI-powered search flows—not just traditional keyword results. A growing number of users now prefer AI-first search, so why not get ahead?
5. Diversity = Smarter Ad Spend
PPC pros on Reddit confirm that although Bing holds only ~5% of search ad volume, it’s “a rounding error” compared to Google—but still valuable for diversification reddit.com+1reddit.com+1.
Worst case? You pay less per click and tap into unique searcher behavior. Best case? You get high-converting traffic at a fraction of the cost.
Real-World Example: Culinary Tools Campaign
Imagine you’re selling culinary knives with a $50 markup. You optimize for “knives under $50”:
- On Google, CPC = $5.26 → 19 clicks for $100
- On Bing, CPC = $1.54 → 65 clicks for $100
Same search intent. That’s a 3× traffic increase for the same budget—and those clicks are real customers ready to buy.
TL;DR: You Should Use Both
| Platform | Global Market Share | Avg CPC | When It Makes Sense |
| Google Ads | 89.7% | ~$5.26 | Massive reach, high traffic |
| Bing Ads | 4–7.6% | ~$1.54 | Cost-efficient, niche audiences, AI-integrated |
I still run Google Ads first—but I always add Bing now. You get more clicks per dollar, reach a unique user group, and tap into AI-enhanced search behaviors.
Smart Moves for Small Budgets
If your ad budget is limited, Bing Ads is often the smarter, more efficient platform. Lower CPC means more exposure, more clicks, and—most importantly—more conversions.
With Microsoft’s AI push and growing desktop share, prices can stay low while impact stays high.
