Should You Invest in Google Ads or Bing Ads?

In today’s digital landscape, search engine marketing has become an integral part of online strategies. Offering options that you simply can’t get from any other method of digital marketing. Paid search is by far one of the top sources for driving targeted traffic to your website. In fact, PPC provides one of the highest ROI (return on investment) of any type of online advertising. That’s massive when you factor in all of the digital marketing channels available.


The big question for many business owners looking to invest in PPC ads for the first time is which service to go with – Google Ads or Bing Ads?

In an ideal word, your best bet would be to advertise on both Google and the Bing network. But sometimes this is not always the case. We will dive a little deeper into the numbers to help you decipher which channel suits your businesses digital strategy.


What Is The Best Option For Me?


Google Ads

Google has enjoyed roughly 76% market share in the global search market for the last few years. They control about 3/4 of the market, which makes Google the dominant player in paid search advertising. Google Ads has worked wonders for many small to medium sized businesses. It works particularly well for those small to medium sized businesses that choose to advertise with long-tail keywords and niche terms, which are usually quite inexpensive. The Google Ads platform is extremely intuitive and powerful, providing tools and insights that help you to stay on top of your game.


Other key highlights:

  • Google Shopping ads were up 31% Y/Y in Q2 2018
  • YouTube ad spend grew 189% from Q2 2017
  • Google display campaigns reach 80% of global internet users
  • Latest data shows that the average advertiser on Google produces a profit of $2 for every $1 spent


Bing Ads

Bing(Microsoft) holds about 24% of the current market share. 1/3 of searches are taking places with Google competitors. Anyone actively marketing their business is ignoring a large population if Google is your only focus. Advertisers will enjoy the benefits of a lower cost per click (CPC) on the Yahoo! Bing Network. With Bing Ads, small businesses can easily rank higher while getting increased ad exposure, despite relatively small marketing budgets. Depending on the industry you’re in, click costs are typically 50-70% cheaper than Google Ads, and also offers up to 90% cheaper impressions as well. A study by Search Engine People found that CPC’s in the automotive industry were 32.5% lower on Bing Ads than Google, and 59.2% lower in the insurance industry.


Other key highlights:

  • Bing now has 34% of the desktop search engine market share worldwide
  • There are 5.4 billion monthly searches conducted on the Bing Network
  • 136 million unique searchers use the Bing Network


Proof Is In The Pudding


The global marketing share percentage according to Net Market Share  for Search Engines shows that Google has been heavily favoured  throughout 2017 – averaging a net share of 74.54%.  This reinforces the fact that Google still holds a market lead, however, it also highlights that the “Others” such as Yahoo, Bing and Baidu are growing search engines that have large audiences. Including a combination of the remaining market share sites in your digital strategy can prove valuable in the long term.



Competition on Google is significantly higher as there are millions of businesses that advertise on Google. If you want to rank higher on Google, you will typically need more money, higher bids, and better ads.

Bing on the other hand is not as saturated and there are fewer competitors. Overall costs on Bing are typically lower across all metrics.

In fact, the average cost per click on Bing is much cheaper than Google:


cost per click google vs bing


What Does This Mean For Me?


Adopting Google Ads seems like the obvious choice, but that does not mean businesses should discredit other search advertising networks like the Yahoo! Bing Ads Network. If you are not taking advantage of the 26% of search queries happening on search engines other than Google, you are simply leaving money on the table.

You don’t ever want to ignore the millions of potential visitors to your website! For paid search advertisers, Google Ads will provide superior impressions and higher click-through rates. You can reach a much larger audience and it’s scalable, measurable, and flexible.

Yahoo! Bing Ads network will help you maximize your search efforts with lower CPC’s, and less competition, For those looking for a “cost efficient” option, it may be the right choice for you.




The truth is, there is no easy answer to which platform you should invest in. Depending on your vertical, market, budget, etc… one may be a more viable solution than the other. Both have their pros and cons. Find which one best suits you by testing the performance of each channel for your business goals to measure the value. You can always diversify down the line by adding a second PPC source to the mix. The opportunities are endless!

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