Should You Be Using Microsoft Ads Alongside Google Ads?

Should You Be Using Microsoft Ads Alongside Google Ads?

Google Ads has long been the dominant platform for PPC marketing, but its contender, Microsoft Advertising (formerly Bing Ads), is often overlooked. The question that many marketers and business owners are asking is: Should you be using Microsoft Ads alongside Google Ads?

The answer, as with many things in marketing, depends on various factors. Our PPC experts explore the benefits and considerations to help you make an informed decision.

Understanding the Platforms: Google Ads vs. Microsoft Ads

Google Ads is the most widely used PPC platform, with a vast network that includes Google Search, YouTube, and millions of partner websites. Its reach is unparalleled, making it a go-to choice for many businesses.

Microsoft Ads serves ads on the Bing search engine, Yahoo, and AOL, among other properties. While its market share is smaller compared to Google, it still commands a significant portion of the search market, especially in certain demographics and regions.

Benefits of Using Microsoft Ads

Lower Cost Per Click (CPC)

One of the most compelling reasons to consider Microsoft Ads is the lower CPC. With less competition than Google Ads, businesses often find they can achieve similar results for a fraction of the cost.

Different Audience Demographics

Bing users tend to be older, more affluent, and more likely to be in professional or executive roles. If your target audience aligns with these demographics, Microsoft Ads could be a valuable addition to your PPC strategy.

Higher Ad Visibility

Due to less competition, your ads are more likely to achieve higher positions on Bing, potentially resulting in better visibility and click-through rates.

Enhanced Device Targeting

Microsoft Ads offers more granular control over device targeting, allowing you to adjust bids specifically for desktop, tablet, and mobile devices.

Importing Google Ads Campaigns

Microsoft Advertising allows you to import your existing Google Ads campaigns directly into Microsoft Ads, simplifying the process of managing multiple platforms.

Benefits of Using Google Ads

Immense Reach

Google’s extensive network ensures your ads have the potential to reach the largest possible audience, making it indispensable for most businesses.

Advanced Features

Google Ads continually innovates with features like responsive search ads, ad extensions, and detailed performance reporting, providing marketers with powerful tools to optimise their campaigns.

Robust Analytics

The integration with Google Analytics offers in-depth insights into campaign performance, user behaviour, and conversion tracking, facilitating data-driven decisions.

Using Google Ads & Microsoft Ads Together

The decision to use both Google Ads and Microsoft Ads depends on your specific business goals, budget, and target audience. Here are some scenarios where using both platforms can be advantageous:

Maximising Reach and Visibility

Using both platforms allows you to capture traffic from different segments of the search market, maximising your brand’s visibility.

Diversifying Risk

Relying on a single platform for PPC advertising can be risky. By diversifying across Google and Bing, you reduce the impact of any changes or performance fluctuations on a single platform.

Optimising Budget Allocation

With typically lower CPCs on Microsoft Ads, you can stretch your budget further. Allocating a portion of your budget to Bing can help you achieve more clicks and conversions for the same spend.

Leveraging Platform-Specific Strengths

Each platform has unique features and strengths. By utilising both, you can take advantage of Google’s extensive reach and advanced features while benefiting from Bing’s cost efficiencies and demographic targeting.


PPC marketing agency topclick has an excellent team with proven experience setting up, optimising, and maintaining PPC ads across Google and Bing. We understand that no client is the same, so our campaigns are tailored to each individual goal.

Our team has experience across multiple industries generating leads, calls, sales, traffic, and app installs. Drawing on our wealth of knowledge we can help you decide what type of campaign best suits your needs. Contact us today for more information.