Google Ads vs Bing Ads is not really an either-or choice for most UK businesses. Google reaches far more searchers, so it is almost always the place to start. Microsoft Advertising, the platform behind Bing Ads, reaches a smaller but different audience, often with less competition for the same keywords. This guide compares the two honestly, explains when adding Bing is worth it, and shows how to test it without wasting budget.
The short answer
Start with Google Ads, because that is where most searches in the UK happen. Once your Google campaigns are tracked properly and producing leads at a cost you are happy with, test Microsoft Advertising with a controlled budget. Keep it if the cost per lead is competitive; switch it off if it is not. Running both is common, but only when each earns its place.
Google Ads vs Bing Ads at a glance
| Google Ads | Microsoft Advertising (Bing Ads) | |
|---|---|---|
| Where ads show | Google Search, search partners, YouTube, Display network, Gmail, Maps | Bing, Yahoo, DuckDuckGo, AOL, Microsoft Edge, Windows search, partner sites |
| Search reach | The largest by a wide margin | Smaller, but not negligible, and weighted toward desktop |
| Competition | High in most industries | Usually fewer advertisers on the same keywords |
| Cost per click | Set by auction; often higher in competitive sectors | Set by auction; can be lower where competition is thinner |
| Unique targeting | Large audience and remarketing options across Google properties | LinkedIn profile targeting (company, industry, job function) in supported markets |
| Setup effort | Built from scratch | Can import campaigns directly from Google Ads |
Who uses Bing?
Bing is the default search engine in Microsoft Edge and in Windows search, and it powers the ads on Yahoo and DuckDuckGo. In practice that means a lot of Bing searches come from work computers and from people who never changed their browser defaults. For B2B services, professional services and products bought at a desk, that audience can be valuable.
Do not assume, though. Audience make-up varies by industry, and the only reliable way to know whether Bing works for you is to test it with proper conversion tracking.
When Bing Ads is worth adding
- Your Google campaigns are limited by budget or impression share, and you want more leads without paying more per click on Google.
- You sell to businesses. LinkedIn profile targeting lets you raise bids for searchers in specific industries or job functions.
- Your customers skew towards desktop users, such as office workers researching suppliers during the working day.
- Your Google cost per click is high and you want to see whether the same keywords are cheaper elsewhere.
When to hold off
- Your conversion tracking is not reliable yet. Adding a second platform just doubles the guesswork.
- Your Google budget is very small. Splitting it across two platforms can leave neither with enough data to learn from.
- Your audience is mostly mobile and very local, where Google and Google Maps dominate.
How to test Microsoft Advertising properly
- Import your best Google campaigns. Microsoft Advertising has a built-in Google import. Bring over search campaigns that already convert well, not the whole account.
- Review before going live. Imported bids, budgets, location targeting and ad extensions do not always translate cleanly. Check them, and set budgets for the test rather than copying Google's.
- Install UET tracking. The Universal Event Tracking tag is Microsoft's equivalent of the Google tag. Set up the same conversion actions you track in Google so the numbers are comparable.
- Run long enough to learn. Give the test several weeks and enough conversions to judge, rather than switching off after a quiet few days.
- Compare cost per lead, not cost per click. Cheaper clicks mean nothing if they do not become enquiries. Where you can, compare lead quality too.
- Stop syncing blindly. If Bing works, manage it as its own account with its own bids, negatives and ad schedules.
Common mistakes when running both
Copying everything once and forgetting it. Scheduled imports can overwrite changes you made in Microsoft Advertising. Decide which settings stay in sync and which are managed separately.
Ignoring search partners. Both platforms can show ads on partner sites. Check partner performance separately and exclude it if it drags down lead quality.
Double-counting conversions. If someone clicks a Google ad and later a Bing ad, both platforms may claim the lead. Use GA4 or your CRM as the neutral source of truth.
Treating it as a set-and-forget extra. Search terms still need weekly review on Bing, and negative keyword lists still need maintaining.
Does it matter which one ranks you organically?
Paid and organic results are separate on both engines: ad spend does not improve organic rankings. It is still worth making sure your site is set up in Bing Webmaster Tools as well as Google Search Console, because Bing's index also feeds other search and AI products. That is organic housekeeping rather than PPC, but it costs very little.
Frequently asked questions
Is Bing Ads cheaper than Google Ads?
Often, but not always. Both use auctions, so cost per click depends on how many advertisers bid on the same keywords. Bing usually has fewer competing advertisers, which can mean lower costs, but you should judge it on cost per lead after a proper test.
Can I import my Google Ads campaigns into Microsoft Advertising?
Yes. Microsoft Advertising has a Google import tool that brings over campaigns, keywords, ads and many settings. Always review budgets, bids, targeting and extensions after importing.
Should a small business run Google Ads and Bing Ads together?
Start with Google Ads. Add Bing once Google is tracked properly and profitable, and only if there is enough budget to give both platforms meaningful data.
Do Bing Ads show on Yahoo and DuckDuckGo?
Yes. Microsoft Advertising search ads can appear on Yahoo, DuckDuckGo and AOL as well as Bing, depending on your network settings.
Getting help
We manage Google Ads and Microsoft Advertising accounts side by side for UK businesses, with shared conversion tracking so you can see which platform earns its budget. See our PPC management services, or our PPC agency in Manchester for local campaigns. If paid clicks are arriving but not converting, conversion rate optimisation is usually the next step.
