Google Ads vs Microsoft Ads: Which One is Right for Your Business?

As an SEM expert working for a brand or business, you might find yourself debating the perfect platform for running your carefully thought-out ad campaigns.

To call a spade a spade, two titans dominate the landscape—Google Ads and Microsoft Ads (formerly Bing Ads). Much like Coke vs. Pepsi or Batman vs. Superman, advertisers often find themselves caught in a duel between these two platforms. Each has distinct advantages, quirks, and audience reach, but choosing the right one could mean winning big or falling short in your marketing efforts.

We at Mavlers are both Google and Microsoft Advertising Partners and have successfully delivered the paid ad project needs of 7K+ clients globally over the past 12+ years. 

So, how do Microsoft Ads vs Google Ads stack up in 2025? Buckle up, and let’s dive into this heavyweight contest—round by round.

Table of contents

• An introduction to the basics of Google Ads and Microsoft Ads
• Market reach and audience
• Cost per click (CPC) comparison
• Ad targeting options
• Performance and conversion rates
• User interface and tools
• Key differences: Microsoft Ads vs Google Ads
• Which one should you choose?

Let’s get in the ring, shall we?! 😉 

Source

Introduction to the basics of Google Ads and Microsoft Ads

Both Google Ads and Microsoft Ads are robust platforms that allow businesses to run pay-per-click (PPC) campaigns across search engines and their partner networks. But is Microsoft the same as Google in terms of how these ads work? Not exactly, as both have unique features that set them apart.

Google Ads: As the pioneer of PPC advertising, Google Ads offers access to Google’s search engine and its Display Network, which includes Gmail, YouTube, and millions of partner sites.

Microsoft Ads: Microsoft Ads operates across the Bing search engine and its partner networks like Yahoo and AOL. Although it reaches fewer users than Google, it still offers a significant audience with lower competition in certain niches.

Round 1: Market reach and audience – The battle of the giants

Google Ads

With a global market share of about 92%, Google Ads is the undisputed king of search engines. Think of Google as the Beyoncé of online advertising—everybody’s vibing to it, and it’s got a massive fanbase. From tech-savvy teenagers to your grandma asking “how to bake cookies,” everyone’s on Google.

Microsoft Ads

On the other hand, Microsoft Ads is more like the underdog, with a 6-8% share of the global search engine market. But don’t underestimate Bing just yet! Although Microsoft Ads (which serves ads across Bing, Yahoo, and AOL) may not have Google’s star power, it still attracts a valuable niche: an older, more affluent crowd. Picture business executives, decision-makers, and professionals with deeper pockets.

So, if you’re targeting younger audiences and a broader demographic, Google’s your guy. But if you want to get in front of those high-income professionals, Microsoft Ads might just be the hidden gem you didn’t know you needed.

Round 2: Cost per click (CPC) – The budget balancing act

As much as we’d like to think that audience size and features matter most, the bottom line often comes down to one thing: cost. What are you paying to get those valuable clicks?

Google Ads 

As the bigger platform, Google is, unsurprisingly, more expensive. You’ll often see CPCs ranging from $1 to $20 or more in highly competitive industries (think law firms, finance, insurance). Google Ads is like shopping on Rodeo Drive—luxurious, but you pay a premium for that prime real estate.

Microsoft Ads

Now, here’s where Microsoft Ads shines. With less competition, you’re likely to pay up to 33% less per click. It’s like finding a chic boutique off the beaten path—high-quality with less of a crowd. This makes it a fantastic choice for small businesses or anyone looking to make the most of their advertising dollars.

Round 3: Ad targeting options – Precision power

In the digital ring, the ability to target your audience with laser-like precision can make all the difference.

Google Ads 

Google Ads is like a master tactician—its AI-driven targeting is legendary. With options for broad, phrase, and exact match keywords, device targeting, geographic filters, and robust demographic insights, Google leaves no stone unturned. And for the cherry on top, it uses machine learning to make smarter campaign recommendations.

Microsoft Ads 

Microsoft Ads brings its own unique targeting weapons to the fight. Not only does it offer the typical keyword and device targeting, but it also lets you go after specific LinkedIn audiences. Want to target people by job function, industry, or company? Microsoft Ads lets you do that. Google can’t. That’s a knockout feature, especially if you’re in B2B or industries that rely heavily on professional networking.

Round 4: Conversion rates – Getting the most bang for your buck

Getting clicks is one thing, but ultimately it’s conversions—whether that’s a sale, a lead, or an email signup—that determine your campaign’s success. Both Google Ads and Microsoft Ads offer ways to convert clicks into paying customers, but they perform differently depending on the industry and audience.

Google Ads – The high-volume converter

With a larger and more diverse audience, Google Ads tends to have higher click-through rates (CTR). If you’re selling B2C products or services, you’ll likely see a better overall performance here, especially if you’re relying on impulse buys or broad appeal.

Google’s powerful conversion tracking tools allow you to follow users from their initial search all the way to purchase. Combine that with their Smart Bidding algorithms that automatically adjust your bids for better conversion rates, and you’ve got a solid performer.

Microsoft Ads – Quality over quantity

While Microsoft Ads may not deliver the same volume of clicks, it often boasts better conversion rates for B2B and high-ticket items. The LinkedIn targeting feature ensures you’re getting in front of decision-makers, which can result in more qualified leads—even if the number of leads is lower than on Google Ads.

Because the Microsoft user base tends to be older and wealthier, they’re also more likely to convert on big-ticket items like business software, professional services, or financial products.

Round 5: User interface and tools – The usability faceoff

Both platforms offer their own set of tools and dashboards for creating and managing ad campaigns. But ease of use is key, especially if you’re not a PPC wizard.

Google Ads – A feature-rich dashboard

Google Ads is like the Swiss Army knife of advertising platforms. It has everything you need, from basic campaign management to advanced features like Smart Campaigns and automated bidding strategies. If you know how to use it, Google Ads can help you create highly effective, data-driven campaigns.

However, the interface can feel overwhelming, especially for newcomers. With so many options and settings to configure, it’s easy to feel like you’re navigating through a maze of features.

Microsoft Ads – Simple, yet effective

On the flip side, Microsoft Ads is more user-friendly for beginners. Its dashboard isn’t as packed with features, which makes it easier to navigate. Plus, Microsoft’s Import from Google Ads tool allows you to replicate your successful Google campaigns quickly and seamlessly—no need to start from scratch!

Key differences: Microsoft Ads vs Google Ads

Before we get down to the ultimate showdown of choosing the right platform for your ad campaigns, let’s summarize the major differences between Microsoft Ads & Google Ads.

The endgame: Making the final decision

So, is Microsoft the same as Google? Not at all. They’re different fighters, with different strengths and strategies.

Choose Google Ads if:

• You’re looking to reach the largest audience possible.

• You need advanced targeting and automated bidding features.

• You have the budget to compete in high-CPC markets.

• You’re in the B2C space with products or services appealing to a broad audience.

Choose Microsoft Ads if:

• You’re targeting a B2B or wealthier demographic.

• You want lower CPCs and less competition.

• You need LinkedIn targeting to reach decision-makers.

• You’re looking for a more budget-friendly platform without sacrificing ad performance.

Ultimately, the best choice may not be one platform or the other but a combination of both. Testing campaigns on each can reveal which one offers the best ROI for your specific goals. So, instead of picking sides, why not let Google Ads and Microsoft Ads work together to drive your marketing success in 2025?

The road ahead

Many businesses find that running Google Ads and Microsoft Ads together creates a winning strategy. Google Ads gives them the scale they need, while Microsoft Ads allows them to target specific high-value customers at a lower cost. We now suggest reading ~ PPC Automation 101: Master AI-Driven Tools & Techniques for Better ROI.