For 2025, marketers must decide where to allocate their ad budget for the best results. Therefore, this guide provides a direct comparison of the Microsoft vs Google Ads pros and cons to help you make an informed decision based on ROI. 

Part 1: Core Platform Differences 

1. Pro of Microsoft Ads: Lower Advertising Cost 

The most significant advantage of Microsoft Ads is the lower cost. Specifically, because there is less advertiser competition on the Bing search engine, the average Cost Per Click (CPC) is often lower. 

2. Con of Microsoft Ads: Lower Search Volume 

The disadvantage of Microsoft Ads, however, is a smaller audience. Google’s search engine market share is much larger, and as a result, it is the better choice for campaigns where maximum reach is the primary goal. 

Part 2: Audience and Targeting Capabilities 

3. Pro of Microsoft Ads: A Specific Audience Demographic 

The Bing network audience, for instance, tends to be older, more affluent, and more Business-to-Business (B2B) Focused. For this reason, it can be a powerful advantage for businesses that sell to this demographic. 

4. Con of Microsoft Ads: Fewer Advanced Targeting Options 

Google’s advertising platform, in contrast, generally offers more specific and complex targeting features. Consequently, this is a key factor in the Google Ads vs Microsoft advertising discussion for highly detailed campaigns. 

Part 3: The Verdict on ROI 

5. When Microsoft Ads Provides Better ROI 

Ultimately, Microsoft vs Google: which is better for your business? Microsoft Ads often provides a better ROI, especially if you are in a high-cost industry, have a limited budget, or target a B2B audience. 

6. When Google Ads Is Better for Scale 

Google Ads, on the other hand, is the superior choice for businesses that require massive scale and brand visibility. In addition, it is also better for most B2C companies that target a broad demographic. 

Frequently Asked Questions (FAQ) 

• What is the main difference between Google Ads and Bing Ads? 
  The key difference is reach versus cost. Specifically, Google Ads provides a much larger audience, but Microsoft Ads (which includes Bing) typically offers a lower Cost Per Click. 
• Is Microsoft Ads significantly cheaper than Google Ads? 
  Yes, in most industries, the average CPC on Microsoft Ads can be 30-50% lower than on Google Ads. Indeed, this is one of the most compelling reasons to use the platform. 
• Should a business run ads on both platforms? 
  Absolutely. The best strategy for most businesses is to run ads on both sides of the market. This allows you to reach a large audience on Google and, at the same time, capture a different audience segment on Microsoft at a lower cost. 

Tips 

• You can easily import Google Ads campaigns directly into the Microsoft Ads platform to start quickly. 

• Consider running campaigns on both platforms to achieve the best results. 

• Test your most expensive keywords on Microsoft Ads to take advantage of the lower CPC. 

• Always start with a small test budget on a new platform before committing to your full budget. 

Warnings 

• Do not expect your Google Ads performance to be identical to Microsoft Ads; they are on different platforms. 

• Monitor your ad placements on the Microsoft Audience Network, as it can sometimes provide lower-quality traffic. 

• Be aware that the Microsoft Ads interface has its unique features. 

• Ensure conversion tracking is properly installed on both platforms to accurately measure ROI. 

Things You’ll Need 

• A clear definition of your target customer. 

• A set monthly advertising budget. 

• Active accounts on both Google Ads and Microsoft Advertising platforms. 

• A reliable conversion tracking system.