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Comparing the Giants: Bing Ads and Google Ads Analysis

Both Bing Ads (now known as Microsoft Advertising) and Google Ads are leading platforms in the digital advertising landscape. As of 2023, these platforms have evolved significantly, offering advertisers a variety of tools and features to reach their target audience effectively. 

Google Ads remains a dominant force, providing businesses with a vast ecosystem to drive sales, brand awareness, and engagement. On the other hand, Microsoft Advertising is carving its niche, leveraging partnerships with platforms like Netflix, Ecosia, and DuckDuckGo, and offering unique advertising possibilities.

The question remains: Should a brand choose Google Ads, Microsoft Advertising, or both?

Understanding the Market Share: Bing vs. Google

In 2023, Google is still the top choice for most people when it comes to searching online. On average, Google handles more than 99,000 searches every single second. That's over 8.5 billion searches every day. When we look at the big picture, about 90% of people choose Google over other search engines like Bing, Yandex, and Yahoo combined.

But Bing is making its mark too. Right now, Bing is used for about 5% of all searches in the US. Google is way ahead with a whopping 91.20% share. But things might change soon as OpenAI integrated Bing into ChatGPT and allows users to browse the web through the chat. 

So, while Google is the big player in the game, Bing is growing and trying new things. Businesses pick where to place their ads based on where people are searching, how much it costs, and what they want to achieve with their ads.

Master Both Google & Bing Ads with Improvado
Improvado is an end-to-end marketing analytics solution that automates reporting, from data collection and transformation to visualization and insights discovery. The solution streamlines the decision-making process, allowing companies to quickly identify what's working and what's not, thus maximizing ROAS.

Key Features and Benefits of Google Ads

Google Ads is like a big toolbox for businesses that want to show their ads online. Here's what's inside:

  • Search Ads: Think of these like answers. When people look for something online, these ads pop up. So, if someone is looking for shoes, a shoe store ad might show up.
  • Display Ads: These are the colorful and fun ads people see when they're checking their Gmail or using apps on their phones. They catch the eye and make people want to click.
  • Shopping Ads: Ever looked for a product online and seen pictures of it with prices? That's what these are. They make online shopping easy and quick.
  • Video Ads: These are short movies that play on YouTube. They tell stories about products or brands. They're great for getting people to remember and talk about a brand.
  • App Ads: Got an app? These ads help get more people to download and use it. They show up for people who might like that kind of app.
  • AI-powered Solutions: This is like having a smart helper. Google's AI looks at all the ads and picks the best ones to show to the right people. This means more people might click on the ads.

All these Google Ads features bring distinct benefits:

  • Immediate Visibility: Google Ads provides an instant presence on the top page of search results, giving brands a quick way to showcase their products or services.
  • Targeting Precision: With keyword targeting, location settings, and audience criteria, advertisers can reach users with high intent, resulting in more qualified leads.
  • Flexible Budgeting: Advertisers can set daily budgets and bid limits, allowing control over spending and the flexibility to adjust based on performance.
  • Measurable ROI: Each click, conversion, and interaction is recorded, offering clarity on the return of ad spend and areas of improvement.
  • Engaging Ad Formats: Beyond the traditional text ad, Google offers a range of formats like shopping, video, and display, catering to different marketing objectives.
  • Access to a Vast Audience: Google's expansive network, including its search engine, partner websites, and YouTube, reaches billions of users daily, maximizing brand exposure.
  • Adjustable Campaigns: Advertisers can tweak campaigns in real-time, optimizing for better performance as trends and data emerge.

Key Features and Benefits of Bing Ads (Microsoft Advertising)

Microsoft Advertising is like a big billboard on the internet's main street. Here's what it offers:

  • Search Ads: These are answers to questions. When people search on Bing, Yahoo, DuckDuckGo, or other places, these ads can show up. It's like having a store in multiple malls at once.
  • Display and Native Ads: These are the cool ads people might see when they're reading news on MSN or using Microsoft Edge. They blend in and feel like part of the page, so they don't annoy people.
  • Video Ads: These are short movies that play on different Microsoft websites and with their partners. They help tell a brand's story in a fun way.
  • Connected TV: Imagine watching a show on a smart TV and seeing an ad that can't be skipped. That's what this is. And the cool part? Some of these ads are on Netflix's plan that has ads.
  • Retail Media: When people shop online or search for products, these ads can pop up. They're like helpful suggestions for shoppers.

Microsoft Advertising offers a unique set of advantages that can complement a brand's online strategy and expand its reach:

  • Less Competition: With fewer advertisers on Bing, brands can often secure ad placements at a lower cost, making the most of their advertising budget.
  • High-Quality Traffic: Bing users demonstrate distinct search behaviors, often resulting in higher conversion rates and better value per conversion.
  • Granular Control: Bing Ads offers device-level targeting, enabling advertisers to fine-tune campaigns based on device performance.
  • Visual Extensions: The platform provides visually-rich ad extensions, enhancing ad visibility and engagement.
  • Demographic-Based Bidding: Advertisers can adjust bids based on age and gender, optimizing campaigns for specific demographic groups.
  • Integration with Microsoft Products: Being part of the Microsoft ecosystem, Bing Ads seamlessly integrates with tools like LinkedIn, offering unique targeting opportunities.
  • Accessible Support: Bing Ads is known for its attentive customer support, assisting advertisers in maximizing their campaign's potential.

Direct Comparison: Bing Ads vs. Google Ads

Both platforms have their strengths and unique features. Let's break down the differences to help advertisers make informed decisions.


Google Ads is known for its vast global presence. It's the go-to platform for many because of its extensive reach, connecting advertisers to audiences in almost every corner of the world. On the other hand, Microsoft Advertising, though not as widespread as Google, has carved out its niche. It has formed strategic partnerships that provide advertisers with unique opportunities to tap into specific markets.

AI Capabilities

Artificial Intelligence (AI) is revolutionizing the way ads are created and delivered. Google's AI is designed to optimize the presentation of ads across various platforms, ensuring that they appear in the most effective format for each user. Microsoft Advertising, however, takes a slightly different approach. It employs generative AI, which crafts compelling campaigns by generating content that resonates with the audience.


Collaborations can set a platform apart. A standout feature of Microsoft Advertising is its exclusive partnership with Netflix for its ad-supported plan. This collaboration allows advertisers to reach Netflix's vast user base, presenting a unique opportunity that isn't available on Google Ads.


How well an advertising platform integrates with other services can significantly impact its usability. Google Ads is known for its smooth integration with various Google services, such as Google Analytics and YouTube. This integration makes tracking campaigns and analyzing data more straightforward. Conversely, Microsoft Advertising shines in its integration within the Microsoft ecosystem, including tools like Microsoft 365 and LinkedIn, providing a cohesive advertising experience.

Parameter Google Ads Microsoft Advertising (Bing Ads)
Market Share Dominates the global search market. Smaller market share but significant in certain demographics and regions.
Cost Generally higher CPC due to competition. Often offers a lower CPC.
Average CPC on search ads $2.32 $1.54
Ad Formats & Features Wide range of ad formats (search, display, video, shopping, app). Advanced targeting options. Similar ad formats with unique features like LinkedIn profile targeting.
Average CTR 3-5% 2.83%
Audience Demographics Broad and diverse user base. Users tend to be older with higher average household income.
User Interface & Tools User-friendly interface. Tools like Keyword Planner and Google Analytics. Similar interface. Offers tools like Microsoft Advertising Intelligence.
Extensions & Customization Various ad extensions (call, location, structured snippet). Range of ad extensions with unique ones like Image and Action Extensions.
Geographical Reach Strong global presence. Global reach with a strong presence in the U.S.
Integration & Partnerships Integrates with YouTube, Google Shopping, and Google Display Network. Unique integrations, notably with LinkedIn.

Strategic Ad Placement: How to Decide Between Bing Ads and Google Ads

Selecting between Bing Ads (now Microsoft Advertising) and Google Ads is more than just picking a platform—it's about aligning with your brand's strategic objectives and understanding the potential return on investment. 

Here's a structured framework to guide your decision:

1. Understand Your Target Audience: Who are you trying to reach? If your demographic aligns more with an older, high disposable-income audience, Bing Ads might have an edge. However, for broader reach, Google dominates the search engine market.

2. Assess Your Budget: With typically lower competition on Bing, you might find a more cost-effective Cost Per Click (CPC) rate, potentially maximizing your ad budget. Conversely, while Google Ads might demand a higher CPC, the vast audience could lead to greater conversions.

3. Analyze Keyword Opportunities: Do keyword research on both platforms. There might be specific keyword opportunities on Bing that are saturated on Google, and vice versa.

4. Evaluate Tools and Integration: Consider your current tech stack. Bing's integration with Microsoft products or LinkedIn might offer added advantages, while Google's suite of tools can be a boon for deep analysis.

5. Pilot and Test: Instead of going all-in, consider running pilot campaigns on both platforms. Gauge the results, understand the conversion rates, and assess the quality of traffic each platform brings.

6. Diversification: It's wise not to put all your eggs in one basket. Leveraging both platforms can help mitigate risks and cater to diverse audience segments.

In conclusion, the decision isn't binary. It's about understanding the nuances of each platform and aligning them with your brand's goals. Regularly revisiting and assessing campaign performance on both platforms will ensure you're always optimizing for the best results.

One Dashboard to Monitor All Paid Placements

Whether you go with Google Ads, Bing Ads, or a combination of both, the need for a consolidated analytics tool that covers both Bing and Google Ads is evident. Advanced marketing analytics solutions like Improvado break down the silos between these two major advertising platforms and draw actionable insights.

Improvado is an end-to-end marketing analytics solution that streamlines and automates the entire marketing reporting cycle, from data collection and transformation to visualization and insights discovery. Improvado consolidates data from Google Ads, Microsoft Advertising, and 500 other marketing and sales platforms to offer a consolidated view of your marketing efforts. 

Improvado features like customer journey mapping, marketing attribution modeling, and others present brands with a toolset to have a clear picture of the return on investment (ROI), analyze behavioral patterns, content preferences, and user journeys. 

Improvado Paid Ads dashboard is an advanced tool to monitor the performance of Google Ads and Bing Ads.

Additionally, Improvado offers a Paid Ads Dashboard to monitor the performance of all paid placements in one place. The dashboard helps analyze essential metrics and dig deeper into the campaign and adset levels.  

Google or Bing? Get Insights for Both Seamlessly with Improvado
Improvado's analytics simplifies your ad journey, whether it's Google Ads, Bing Ads, or both. Book a call to learn more about the Improvado Paid Ads dashboard and solution as a whole and how it can help you refine your advertising strategy and see better results.
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