Pay-per-click (PPC) campaigns are one of the most effective ways to put your business in front of potential customers. Two of the biggest players in this space are Google Ads and Bing Ads (now called Microsoft Advertising), but which should you use? Both platforms offer businesses the ability to target audiences, generate leads, and drive traffic. At Impact Group Marketing, we specialize in creating advertising strategies that maximize your return on investment, which often includes helping clients weigh the pros and cons of these two PPC giants.  

Comparing Google Ads and Bing Ads  

Digital marketing has opened up a wide world of advertising opportunities. Google Ads and Bing Ads are powerful PPC marketing tools to have at your disposal. But knowing when and how to best utilize them depends on your business and industry. Here are some of the main points to consider when weighing your options.  

Reach and Audience Size  

Google Ads is the clear leader in terms of reach. With over 90% of the global search engine market share, advertising on Google makes it possible for your brand to be seen by billions of users worldwide. Bing Ads, while smaller, still has significant value, powering searches on Bing, Yahoo, and AOL, reaching roughly 10-15% of search traffic in the U.S. While that may sound small in comparison to Google, Bing’s audience tends to be a slightly older, more affluent demographic, and is more desktop-driven, making it valuable for certain businesses.  

Cost and Competition  

One of the biggest advantages of Bing Ads is cost. Because fewer businesses advertise on Bing compared to Google, competition is lower and thereby making cost-per-click (CPC) cheaper. On the other hand, Google Ads is highly competitive, especially in industries like law, finance, and healthcare. If your budget is tight, Bing Ads might stretch your dollars further. But with a flexible budget, Google Ads can deliver massive exposure if you’re ready to invest.  

Targeting Options  

Both platforms offer advanced targeting options, but Google Ads tends to lead the way with more sophisticated tools like detailed audience segmentation, remarketing, and AI-driven automation. But Bing Ads has some unique targeting advantages, including the ability to target LinkedIn profiles by industry, company, or job title, which is something that Google doesn’t currently offer. For B2B companies in particular, this feature can be a game-changer.  

Performance and Conversion Rates  

Click-through rates and conversion performance vary depending on your industry and audience. Google Ads usually delivers higher traffic volume and a broader range of data insights for optimization, but Bing Ads can often deliver higher conversion rates at a lower cost due to less competition. Many businesses find success running ads on both platforms, using Google for scale and Bing for efficiency.  

Choosing the Right Platform for Your Business  

The best platform for your PPC strategy depends on your goals, budget, and audience. If you’re aiming for maximum visibility and have the budget to compete, Google Ads is hard to beat. If you want to target a more niche audience, spend less per click, or leverage LinkedIn targeting, Bing Ads is worth exploring. In many cases, a combination of both provides the best results, making it possible for you to balance reach with cost-efficiency.  

Partner with Impact Group Marketing for PPC Success  

Deciding between Google Ads and Bing Ads can feel overwhelming, but you don’t have to figure it out on your own. At Impact Group Marketing, we specialize in building tailored PPC strategies that maximize ROI, no matter what platform you use. Ready to take your digital marketing to the next level? Contact us today and let our team craft a campaign that drives measurable results for your business.