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Google ads vs. Microsoft ads: understanding the pros and cons for your paid search strategy

Published December 1, 2023 By Klim Lugovtsov

Two giant platforms for online marketing are Google and Microsoft Bing. Both offer powerful paid search opportunities, each with its own set of advantages and challenges. In this blog post, we will delve into Google Ads and Microsoft Ads (formerly Bing Ads), comparing the benefits of each platform and exploring how they can work together to maximise your digital marketing efforts. 


What is Google Ads? 

Google Ads, formerly Google AdWords, is the undisputed leader in online advertising. With a vast user base and a dominant position in the search engine market, Google Ads allows businesses to display their ads prominently in Google's search results and partner sites within the Google Display Network. The platform utilises a pay-per-click (PPC) model, where advertisers bid on keywords to display their ads to relevant audiences. 


What is Microsoft Ads? 

Microsoft Ads (or Bing Ads), the advertising platform associated with Microsoft's Bing search engine, may not have the same market share as Google, but it should not be overlooked. It enables advertisers to reach a diverse audience, often consisting of users who may not be as active on Google, especially from the B2B industry. Like Google Ads, Microsoft Ads operates on a PPC model, allowing businesses to bid on keywords for better visibility in Bing's search results and partner networks. 


Benefits and Challenges: A Comparison Table 

Let's break down the benefits and challenges of both Google Ads and Microsoft Ads to help you make an informed decision for your paid search strategy. 



Google Ads 

Microsoft Ads 


Over 90% market share, providing access to a vast audience  

A lower market share limits the potential to scale 


Robust keywords targeting options 

Similar keyword targeting opportunities to Google Ads 


Granular audience targeting (demographics, interests, and behaviours)  

Complementary reach covering a unique audience of users who do not rely solely on Google  


High demand = high competition  

Less competitive landscape 

Cost per click 

Typically, higher CPC  

Usually, a more cost-effective option  

Ad formats 

Diverse and varied formats 

More limited with a bigger focus on search  

Campaign management  

Required ongoing optimisation and expertise  

Fewer emerging features to take care of  


How Google and Microsoft Ads Work Together 

While Google and Bing are competitors, they can complement each other in a well-rounded digital marketing strategy. Businesses can run concurrent campaigns on both platforms, leveraging their respective strengths to expand reach, reduce costs, and enhance targeting effectiveness. Moreover, insights gained from one platform can inform and improve strategies on the other, providing a more holistic approach to paid search advertising. 

About Novicell 

Novicell is a full-service digital consultancy specialising in paid search. With a dedicated team of experts, we help clients navigate the dynamic landscape of paid media marketing. Our focus on data-driven strategies and in-depth knowledge of platforms like Google Ads and Microsoft Ads enables us to deliver effective and tailored solutions for businesses looking to optimise their online visibility and drive results. Contact us to explore how we can elevate your paid search campaigns and unlock the full potential of your digital marketing efforts.