Google Ads vs Bing Ads: Which Platform Delivers Better ROI in 2025?

If you are not getting a better ROI, then you are risking the chance of generating profit on your investment. It will also lead to consequences, like financial loss, down market share, and difficulty attracting investments in the future.

That is why return on investment (ROI) comes at the top for every marketer. Businesses are also investing their money in PPC advertising because they know the benefits and profits they can incur with the help of PPC.

However, they should choose the platform that offers the best performance for their campaign, which will naturally help them generate more profits.

Here, we will discuss the two platforms that can help deliver better ROI: Google Ads and Bing Ads. Google Ads is the most popular platform that is used by many businesses of various sizes.

Bing Ads is not that well-known, but it has some advantages that you probably don’t know about, like lower competition, cheaper clicks, and strong performance in various markets and age groups.

Both platforms provide excellent advertising solutions, but they also differ in many areas. And that is what we will explore in this blog.

We will cover which platform you should choose in 2025 by providing a detailed comparison between Google Ads and Bing Ads. You will also learn which platform will deliver the best ROI for your business goals and will help you avoid any issues that occur because of poor ROI.

What is Google Ads?

As the name suggests, it is clear that Google Ads is an online advertising platform developed by Google. You can display your ads to users on Google’s platforms like Google Search, YouTube, Google Maps, Gmail, and various other websites in the Google Display Network.

It functions the same as the PPC model. This means that you pay when someone using any Google platform clicks on your ad. Google Ads allows you to create:

🔘Search ads that appear at the top of search results

🔘Image ads that show up on the website

🔘Video ads for YouTube

🔘Shopping ads for e-commerce

It is one of the best digital marketing tools, as it offers unmatched reach, targeting, and features to track performance.

Recommended Reads: Google Ads Prices in the UK: Guide to Budgeting Your Campaigns

What is Bing Ads?

You will now know Bing Ads as Microsoft Bing Advertising. It is Microsoft’s PPC advertising platform that allows your business to place ads on Bing, Yahoo, and AOL search networks, as well as on platforms owned by Microsoft, like Outlook, Edge, etc.

It doesn’t have a large market share like Google. Still, these ads have lower competition, lower cost-per-click (CPC), and better performance in many industries, especially for users who use desktops and B2B audiences.

The feature that makes it stand out is that Bing Ads can be integrated with LinkedIn, which allows you to target users by their:

🔘Job title

🔘Industry

🔘Company

This makes Bing Ads the best platform for professional services and niche markets.

Comparison Between Google Ads vs. Bing Ads

We know what Google Ads and Bing Ads are and where you display ads on these platforms. They not only differ based on their meaning, but also on many factors. Here is the comparison between Google Ads and Bing Ads.

1. Market Share

Google Ads

When the market share is mentioned, Google comes at the top because it is still the most preferred choice for most people when it comes to online searching. It has a total search volume of over 90%.

It powers search ads across Google.com, Google Maps, YouTube, and the Display Network. It has an extensive presence because Google Ads handles over 8.5 billion daily searches, which allows advertisers to reach a massive global audience. It is a platform that is known to dominate traffic that comes from both mobile and desktop.

Bing Ads

However, Bing Ads is also making its mark. It has a smaller but still notable share of the global search market of around 6-10%. It can extend reach via Bing.com, Yahoo, AOL, DuckDuckGo and native placements on MSN, Microsoft Edge and Outlook.com.

The best feature of Bing Ads is that it can be integrated into all Windows 10/11 devices by default, so it’s especially relevant on desktops. Although it doesn’t match Google’s scale, it can still reach millions of users.

2. Cost-Per-Click (CPC) Trends

Google Ads

Google Ads generally have higher cost-per-clicks. The reason? It is because the competition is high among you and other advertisers. These costs can vary depending on your industry.

For instance, if you are in the finance or legal sector, you may have to pay anywhere from £1 to over £25 per click. That is due to the competitive nature of your industry. However, high cost often comes with high traffic and more conversions.

Bing Ads

On the other hand, Bing Ads offers lower CPCs. The sole reason is that very few advertisers compete for space on Bing. The cost-per-click for Bing can be 30-60 % cheaper than Google.

This means that there are more chances of your ad getting clicked by someone, and that too, at the same budget. This makes it an ideal and affordable option for those businesses that have a limited ad spend or want to test their PPC marketing strategy.

3. Conversion Rates and Performance Metrics

Google Ads

As Google Ads has a larger user base, advanced machine learning, and wide ad distribution, it also offers excellent conversion performance.

Many businesses have reported that they get high click-through and conversion rates with the help of these ads. It especially helps when you want to target mobile users or are using features like Performance Max and retargeting.

Bing Ads

Bing Ads have a smaller reach, but they can provide great conversion rates in various niches. Bing users are more likely to use desktop devices, leading to longer sessions and higher conversion intent.

Its users are usually older and make more careful buying choices. This can lead to better cost-per-conversion. If you are in an industry like B2B, finance, or luxury services, it will be more beneficial for you.

4. Search Volume and Reach

Google Ads

Another major difference between Google Ads and Bing Ads is that they offer different search volume and reach. Google handles around 99,000 searches per second. That’s over 8.5 billion searches every day, making it the top platform for reach.

It is the platform that advertisers usually select because of the wide reach it offers to them. It allows them to connect with the audience in almost every corner of the world. If your goal is to get noticed by the largest possible audience, Google Ads is the clear winner.

Bing Ads

Bing or Microsoft Advertising handles fewer searches, but it still has a loyal user base. It offers advertisers opportunities to promote themselves in a specific market.

Bing offers a great way for you to connect users, making it beneficial for certain demographics, especially those who don’t change the default search engines.

5. Targeting and Audience Segmentation

Google Ads

Google Ads provides advanced targeting options by allowing you to target users based on:

🔘Location

🔘Language

🔘Device Type

🔘Interests

🔘Behaviours

🔘Search History

🔘Lookalike audiences via Google Signals

Google also supports dynamic remarketing and predictive analytics for better segmentation.

Bing Ads

On the other hand, Bing Ads also offers similar kinds of targeting options, just like Google does. It includes location, age, gender, time of day, and device type. It also allows you to target users based on job function, industry, or company, which is a major advantage for B2B campaigns.

6. User Demographics

Google Ads

Google’s user base is broad, and this base includes an audience of all ages and backgrounds. Its users tend to be younger and mobile-oriented. So, Google Ads can be used by brands to target and grab the attention of consumers who are active.

It also helps target those users who are willing to explore a new startup business or brand like yours, if you are starting one, or the products you have launched.

Bing Ads

As mentioned above, Bing’s users are usually older (around 35+ years of age). It is also for users who are educated and financially well-off.

Most of these users use desktop browsers like Edge, Internet Explorer, or other default setups. If you think your product or service will appeal to these users, then Bing can offer better engagement.

7. Formats

Google Ads

When it comes to ad formats, Google Ads and Bing Ads both have different formats, making it another key difference between them. Google Ads supports various ad formats, including:

🔘Search Ads

🔘Display Ads

🔘Video Ads

🔘App Promotion Ads

🔘Shopping Ads

🔘Discovery Ads

🔘Performance-Max (AI-powered)

Performance Max campaigns are the new format that helps you run your ad on multiple platforms automatically.

Bing Ads

Bing Ads also provides various formats that differ from Google Ads. Its formats include:

🔘Text Ads

🔘Responsive Search Ads

🔘Search Ads

🔘Shopping Ads

🔘Dynamic Search Ads

🔘Multimedia Ads

🔘Native Audience Ads

🔘It doesn’t have YouTube-style video ads. However, it still offers a solid variety and is growing with display ads and integrations through Microsoft services.

8. Ad Customisation and Features

Google Ads

Google Ads offers many customisation options. You can use dynamic keyword insertion, ad rotation, and A/B testing. It includes various ad extensions, like sitelinks, callouts, location, price, etc.

These extensions help make your business more visible and increase click-through rates. Smart bidding options also automate the best bid strategies based on your goals.

Bing Ads

Some of the features, like keyword insertion, ad extensions, and automated bidding strategies, are also offered by Bing Ads. However, its tools are a little bit simpler compared to Google.

Still, it can be used easily and allows enough customisation for most campaigns, especially businesses that are small or mid-sized.

9. AI Capabilities

Google Ads

AI has changed the way ads are created and delivered. Google Ads also uses artificial intelligence to:

🔘Optimise bidding

🔘Suggest keywords

🔘Create ad variations

🔘Distribute ads across platforms like YouTube and Display Network

Performance Max and Smart Campaigns also rely on Google’s AI to maximise results.

Bing Ads

Bing Ads takes a slightly different approach. It uses generative AI to create excellent campaigns by generating content that the audience finds more relatable. It also allows you to integrate with tools like ChatGPT to help you write better ads and use data more effectively.

Pros and Cons of Google Ads

Google Ads has helped many businesses achieve their goals related to great reach, targeting, and maximum ROI. But what else does Google Ads offer, and what benefits do they provide? Here are some of the pros of Google Ads as well as its cons.

Pros of Google Ads

Access to Global Reach

Google Ads offers access to the largest search engine. As billions of searches take place on the Google search engine every day, you can now imagine how much reach you can get with your Google ads.

Your message can reach the audience you are targeting using the Google network, like YouTube, Gmail, Google Maps, etc. If you target all the platforms, the chances of you getting noticed and click-through rates will increase.

Advanced Targeting

The best advantage of Google Ads is its highly precise targeting system. You can target your audience based on location, age, gender, interests, online behaviour, etc, as you want.

You can even target them based on the user's intent to purchase. This ensures only the target audience sees your ads because those are the ones who are most likely to click and convert.

Wide Range of Ad Formats

With Google Ads, you are not bound to only one ad format. As it offers various ad formats, you can choose the one that meets your business type and has a higher chance of reaching your target audience. You can run:

🔘Text-based search ads

🔘Image-rich display ads

🔘Product-based shopping ads

🔘Video ads on YouTube

You can even use app promotion campaigns. This flexibility allows you to create a strategy based on your business needs.

AI and Machine Learning Support

Google makes smart advertising easier with powerful AI tools. It offers various features like Smart Bidding that automatically adjusts your bids, while Responsive Search Ads mix and match the total number of headlines and descriptions you have entered when you were creating your Ad.

Real-Time Analytics and Reporting

Google Ads offers insights that are quite helpful for your business. It allows you to connect your ads with Google Analytics and other tools, which helps you track everything to learn how your Google Ad is running, like clicks, conversions, user behaviour, and ROI.

This reporting allows advertisers to understand whether the ad they have created is working and where they need to improve it.

Strong Brand Visibility

If you are present on Google, then you can build brand authority and trust among users. Even when users don’t click on your ad, seeing your brand name in top search results or YouTube pre-roll ads will help leave an impression that lasts longer. This will ensure your brand awareness increases, along with your reach.

Cons of Google Ads

High Competition

Although Google Ads is a great platform to increase your reach, there is also more competition. That is because more advertisers will bid on the same keywords.

This increases the cost-per-click, especially if your industry type is related to healthcare, insurance, and finance, where the competition has increased more than ever.

Steep Learning Curve

For beginners or small businesses in the UK, the platform can be overwhelming. You need to understand:

🔘Ad groups and keywords

🔘Match types

🔘Quality Scores

🔘Conversion tracking

🔘Audience segmentation

If you make even a small mistake, like the keywords you chose don’t match, it can result in wasted budgets.

Higher Costs for Smaller Budgets

Without optimisation, advertisers who don’t have bigger budgets, their ad spend can quickly run out quickly with limited results. You will need regular testing and refining to get a better ROI.

Otherwise, you can’t see a good return on investment, especially if you are bidding on high-cost keywords.

Over-Automation and Less Control

Some automated features, like Performance Max campaigns, manage where ads are shown and to whom automatically, which can reduce transparency.

Complex Policy Guidelines

Google Ads has strict ad content policies. Your ads might get disapproved or accounts suspended for violating rules, sometimes without clear explanations.

Pros and Cons of Bing Ads

Let’s learn about the advantages and disadvantages that businesses experience when using Bing Ads. Here are some of the pros and cons of Bing Ads.

Pros of Bing Ads

Lower Cost-Per-Click  (CPC)

Bing Ads has fewer advertisers, so the competition for keywords is lower. This often results in CPCs that are 20-35% less than you may pay on Google. If you don’t have as much budget as the larger companies or advertisers, Bing Ads can be the best option. It also delivers good results.

Higher Conversion Rates in Certain Industries

Bing’s user base tends to be older (35–54+), more affluent, and more likely to convert, especially in sectors like:

🔘B2B

🔘Legal

🔘Education

🔘Real estate

🔘Finance

These users often perform research and transactions on desktops, leading to better quality traffic.

LinkedIn Profile Targeting

A unique advantage of Bing Ads is that it lets you target users by job title, company, and industry. This is possible because Microsoft owns LinkedIn. It’s a major edge for B2B marketing that Google Ads doesn’t offer.

Better Ad Placement for Small Businesses

Not many big brands advertise on Bing. This leads to a great advantage for small to mid-sized companies who want to rank higher in results and also want more people to recognise their brand at lower prices.

High-Quality Desktop Traffic

Bing is the default search engine on Microsoft Edge, Internet Explorer, Cortana, and Outlook. This means it gives consistent exposure on desktops.

Microsoft Clarity Integration

You get free access to Microsoft Clarity, a tool offering:

🔘Heatmaps

🔘Scroll tracking

🔘Session recordings

This helps you learn and understand how users interact with your landing pages and improve performance.

Cons of Bing Ads

Smaller Search Volume

The search engine Bing had a market share of 4.04 per cent in January 2025. This percentage is much less than Google's.

For instance, you want to scale fast or run a campaign on a global level. Then, the limited reach offered by Bing can become a hindrance in your way to achieving better ROI.

Limited Mobile Presence

Another con of Bing Ads is that Bing is not commonly used on mobile phones. This means it can’t help offer the best results if your audience is mobile-first.

Fewer Ad Formats and Tools

While Bing supports basic formats (search, shopping, native), it lacks:

🔘Video ads

🔘YouTube-level display inventory

🔘Some advanced smart bidding features are available on Google

Slower Feature Updates

Bing often follows Google’s lead — new features, updates, and ad types tend to be rolled out after they have already been adopted by Google Ads.

Limited Integration of Third-Party Tools

Bing Ads can directly integrate with fewer third-party tools, plugins, and marketing platforms. This can result in limited automation or data sync options.

When Should You Use Google Ads and Bing Ads

Google Ads and Bing Ads are great platforms and offer various benefits. But when should you use them? This is where businesses get confused.

However, your choice should depend on what your business goals are, the audience you have planned to target, and your budget. Let’s learn about them in detail.

1. When to use Google Ads

You should consider using Google Ads when:

You Need Massive Reach and Visibility

If your goal is to reach a vast audience and improve your visibility, Google Ads is the best choice. It can help show your ads to millions of users on its multiple networks.

Your Business Relies on Mobile Traffic

You can choose Google if your target audience is those who mostly browse and shop using their mobile devices. It offers better mobile optimisations and tools like app promotion ads.

You Want to Run a Video and Display Campaigns

If you want to boost brand awareness through visuals or video ads, Google Ads offers access to YouTube and a massive display network, which Bing can’t match.

You Need Advanced Targeting and Automation

If you want targeting options like in-market audiences, affinity groups, custom intent, and AI-powered bidding that is offered by Google, then it is excellent for businesses looking to optimise conversions at scale.

You Have a Larger Budget for High-Competition Keywords

Google Ads help with better visibility, which becomes beneficial if your business is in an industry that is very competitive. However, be prepared to pay higher CPCs. The platform is best when you are ready to invest in bigger, long-term results.

2. When to Use Bing Ads

You should consider using Bing Ads when:

You Are Working with a Smaller Budget

We already know that Bing Ads offers lower CPCs. So, if you are a startup or have a small business, you probably would want to get more clicks for less money; this is where Bing Ads can become helpful.

Your Target Audience is Older and More Professional

Bing has a strong desktop user base that’s generally older, more affluent, and more likely to convert in sectors like B2B, education, and legal. If your customers fall into that demographic, Bing can deliver high-quality leads.

You Want to Target Business Professionals via LinkedIn

Bing Ads allows you to target users by their job title and company because of Microsoft’s ownership of LinkedIn. So, if you want to target business professionals through LinkedIn, you can opt for Bing Ads.

You are Focused on Specific Regions Like the UK

Bing’s market share is highest in countries like the United Kingdom, Canada, etc. If your business is local to these regions, Bing Ads can be surprisingly effective.

You are Already Using Microsoft Products

If your target audience is already using products like Edge, Windows, Outlook, or Office 365, they are probably using Bing by default. This gives you a great advantage when advertising through Microsoft.

Which Platform is Best for Delivering Better ROI?

When it comes to delivering better ROI, there is not only one answer or solution to it. However, when we talk about Google Ads and Bing Ads, they both offer excellent outcomes.

They also differ when it comes to your business types, audiences, budgets, and marketing objectives. Google Ads offers excellent reach, targeting, and increased access to more audiences. That is why, if you want to scale and differentiate your business in markets that are extremely competitive, Google Ads will work best.

However, it can be costly for some companies, especially if their business comes under high-CPC industries. Google Ads is best for businesses that:

🔘Have the budget to compete in high-CPC industries

🔘Want to utilise AI and smart bidding strategies

🔘Need highly targeted campaigns

🔘Want to build brand awareness and improve conversions

On the other hand, Bing Ads are the ones that are often overlooked, but that is exactly where the opportunity lies, and you should definitely grab it. It can deliver better ROI in specific niches, especially when:

🔘Your audience skews older, desktop-based, or B2B.

🔘You want lower CPCs and better ad placement at a reduced cost.

🔘You're in a less competitive industry.

🔘You want to tap into LinkedIn-style audience targeting.

If your business goal is to get quality leads within your limited budget and lower competition, Bing can be a smart move.

However, if you want broad reach, brand growth, and campaigns that offer higher conversion and require visibility on search and display networks, Google Ads is your best choice. The table below will help offer a better understanding.

Can You Use Both Platforms Together?

If you use both platforms together, you will have the best return on investment (ROI). That is because you will be using Google for volume and Bing for value.

With the help of Google Ads, you can reach a vast target audience, which will help more users find your company, leading to more profits. Bing Ads also allows you to reach different and specific audiences, and that too, at a lower cost-per-click.

Therefore, you can target more users, check and compare what's working best and benefiting your business, and make better use of your budget if you want to run campaigns on both Google and Bing.

You can improve results, avoid depending totally on just one platform, and find out what more you can do for your business growth using both platforms.

Final Thoughts

So far, we have learned the detailed comparison between Google Ads and Bing Ads. They are different in terms of market share, CPC, conversion rates, search volume, targeting, formats, ad customisation and more.

Some of the key takeaways are:

🔘Use Google Ads if you want more reach, advanced targeting, and faster scale.

🔘Use Bing Ads for lower CPC, professional audiences, and desktop traffic.

🔘Best ROI often comes from using both platforms together.

🔘Match your strategy according to your audience, industry, and campaign goals.

So, are you also ready to run campaigns that boost your ROI? Then, reach out to Arramton to help you create and manage Google Ads. They know how to make the most of the platform with expert ad management tailored to your business goals.

Frequently Asked Questions

Q1 Which is cheaper: Google Ads or Bing Ads?

Ans When it comes to choosing the platform that will fit your budget, and if it is on the lower side, Bing Ads can be better for you than Google Ads. It is because it has a lower CPC (cost-per-click), which means less competition. It helps get you more clicks for your money.

Q2 Can I run the same campaign on both Google and Bing?

Ans Yes, you can run the same campaign on both Google and Bing. It helps reach more audiences. However, it is also good to know that the platform you choose will require you to make some adjustments to the ads because they both have different layouts and target different audiences.

Q3 Is Bing Ads good for small businesses?

Ans Definitely. Bing Ads is a good option for small businesses. As it is more affordable, the budget can suit their pocket more effectively. It also helps deliver the best results in various markets.

Q4 Do people still use Bing in 2025?

Ans Yes, they do. Google Ads is the more preferred platform than Bing, but Bing still has many users who use their platforms, especially those who use Microsoft devices, like Windows PCs or Edge. Also, if it is connected with tools such as LinkedIn and AI search, Bing will grow steadily.

Q5 Which platform gives a better ROI in 2025?

Ans The platform that gives a better ROI this year will depend on your business goals and audience. Google Ads offers more reach, but Bing Ads also provides better results with lower costs and optimal performance in various segments. The best ROI comes after you test both the platform and track, which one performs better for you.

Q6 Do Google Ads show on Bing?

Ans No, Google Ads doesn’t show on Bing. It only shows on Google’s network. This means Bing Ads can’t appear on Google. You can only view the Google Ads on Google and Bing Ads on Bing, Yahoo, or other Microsoft partner sites. That is why, if you want to advertise on both platforms, you will need to create separate accounts for each platform and campaigns as well.