Bing Ads vs Google Ads: Which is best in 2025?

Key Takeaways

• Overview
• Google Ads Pros and Cons
• Bing Ads Pros and Cons
• Summary

Bing or Microsoft Advertising (as it’s now called) is a very similar platform to Google Ads.

If you’re looking to promote your business online, both of these channels are an effective way to get in front of more potential customers.

In most instances, the channels are complimentary. Bing becomes an additional value after Google Ads is set up and working effectively.

In terms of which is best in 2025, both channels are highly effective and you should consider using both simultaneously.

Let’s take a further look into why these are both popular choices to advertise on in 2025.

Overview

Bing and Google Ads are Search first advertising platforms.

This means that if someone comes online, searches for your product or service, you can show that user with high intent an ad, taking them to your website to then convert.

Google has a much higher market share of search though so if you’re looking for an 80/20 channel it would be that.

Bing does offer reach to those who aren’t searching on the Google network which is usually around 25-30% in most markets.

30% is certainly ‘not nothing’ so it is worth the consideration.

Bing as a platform tends to follow Google. This means that Google will have a new campaign type, ad format, tool or feature released. Bing will then replicate it and roll it out 6-12 months down the line.

You can actually import your Google Ads campaigns directly so setting up and getting live can be quick and easy should you wish to expand into this secondary search channel.

The primary benefit of using Bing search campaigns is that click costs are far less competitive. This means typically you will see additional reach at lower average costs.

Lower search volumes make it harder to scale though and be an area of focus for most, once it’s established.

Google Ads Pros and Cons

Google Ads would always be the place I recommend to start advertising. It has the most powerful tools and features which means that generating leads, sales and importantly profit is more likely here.

Google Ads Pros

• It’s the first place customers tend to look when they’re ready to buy
• Search volumes for most sectors are high enough for this to be a substantial channel for your business to grow with
• New tools and features are rolled out frequently
• You can bid for revenue and/or revenue at target cost not just clicks
• There are detailed insights on new market opportunities
• You can use effective forecasting tools to see what results would be like if you spent more or changed your targets or target audiences
• You can run brand awareness campaigns via YouTube and display as well as search
• Search traffic here tends to be high quality so it can be used to test proposition and landing pages before broadening to other channels

Google Ads Cons

• Click costs can get extremely high in competitive sectors (£20-30+)
• If you’re in a crowded sector there may be multiple ads showing at once so messaging needs to be effective

Check out our top tips on avoiding common Google Ads mistakes here.

Bing Ads Pros and Cons

Bing Ads offers many of the same campaign types and channels that we’ve seen on the Google side so there are many similar pros. The biggest though remains the lower click costs.

For B2B advertising, we see significant volume of searches where the user is favoured to a Windows device in an office where Bing is the default search engine.

Bing Ads Pros

• Click costs are significantly lower than search auctions in Google Ads
• Reach users who use Bing, Ecosia, DuckDuckGo and other search engines
• Get leads and sales where your competitors don’t have visibility
• Add additional sales and leads to your Google Ads performance
• Ensure you’ve captured demand before moving out to demand generative channels like Meta, TikTok or Pinterest

Bing Ads Cons

• Volumes are much lower than Google so this can be limiting
• Tools and features are behind Google Ads
• Features don’t always perform as they do in Google, commonly we see very random search terms coming through even in exact match
• Verification issues and support tickets go into a black hole!

Summary

We truly believe that Bing Ads vs. Google Ads are both great channels that need to be in your advertising mix!

Start with Google, where volume, tools, and tech are on your side.

Establish performance; when you’re seeing a good return, import your campaigns into Bing.

Check that the search terms and performance are comparable to Google Ads when it first launches for a few weeks to prevent any unexpected drops and wastage.

Hopefully, this adds 20-30% additional lead and sale volume to your business at lower costs, blending with Google Ads for the best overall results in 2025