Google or Bing: Which Search Engine Provides Better Advertisements and ROI?

Bing provides 35% higher ROI than Google Ads. But Google has an 80% greater audience than Bing. So if you reach a...

Written by Niel Patel · 3 min read >
Google or Bing
Google or Bing

In the fast-paced world of online marketing, search engine advertisements have become a vital tool for businesses to reach their target audience effectively. Among the top players in the search engine advertising landscape are Google and Bing. Both platforms offer advertisers the opportunity to promote their products and services to a wide range of users, but there are distinct differences in how they operate. This article compares Google and Bing regarding the advertisements they provide and the return on investment (ROI) they offer advertisers.

Bing Ads Vs Google Ads: What’s the Difference?

Bing Ads and Google Ads are the advertising platforms offered by Bing and Google, respectively. While they share similarities in functionality, there are notable differences between them.

1. Reach and User Base

Google is the undisputed leader in the search engine market, with most online searches conducted through its platform. This extensive reach gives advertisers access to a massive user base across various demographics and geographic locations. On the other hand, Bing has a smaller market share but still caters to a substantial number of users, particularly in certain regions and specific niches.

2. Cost and Competition

Due to its larger user base and higher demand, advertising on Google Ads tends to be more expensive. Google vs bing comparison competitive bidding system often results in higher costs per click or impression, making it challenging for advertisers with limited budgets. On the other hand, Bing Ads provides a more cost-effective option, especially for businesses targeting specific markets or niches where Bing has a stronger presence. The reduced competition on Bing Ads can lead to lower costs and potentially better ROI for advertisers.

3. Ad Placement and Formats

Google Ads primarily focuses on text-based advertisements, with prominent placement at the top of the search engine results page (SERP). Google’s search network also includes partner websites where ads can be displayed. Bing Ads, in addition to text ads, offers visual ads such as product listing ads and image extensions. Bing places a significant emphasis on visual content, providing advertisers with additional opportunities to engage with their target audience.

How Does an Advertisement/Ad Work?

Regardless of the search engine platform, the basic workings of an advertisement remain relatively consistent. Here’s a breakdown of how ads typically function:

Keyword Targeting

Advertisers identify keywords or phrases relevant to their products or services. These keywords act as triggers for displaying the ads when users search for related content.

Ad Creation

Depending on the platform, ads are created using text, images, or a combination of both. Advertisers craft compelling ad copy and include relevant visuals to attract users’ attention.


Advertisers set bids on how much they are willing to pay for each click (CPC) or impression (CPM) on their ads. The bidding process determines ad placement and visibility.

Ad Rank

Search engines use algorithms to determine the ad rank based on various factors, including bid amount, relevance, landing page quality, and expected click-through rates. Ads with higher ad ranks are more likely to appear prominently on the SERP.

Ad Display

When a user enters a search query that matches the targeted keywords, the search engine evaluates the ads’ relevance and ad ranks. Ads that meet the criteria are displayed on the search results page or relevant partner websites.

User Interaction

Users can choose to click on the ad if they find it relevant and compelling. Clicking on the ad directs the user to the advertiser’s designated landing page, where they can learn more about the product or service and potentially purchase.

Performance Tracking and Optimization

Advertisers monitor the performance of their ads through metrics like impressions, clicks, click-through rates (CTR), conversions, and ROI. They can adjust their targeting, bidding strategy, and ad content based on the collected data to optimize their campaigns.

The Types of Bing Ads and Google Ads

Both Bing Ads and Google Ads offer various ad formats to cater to different advertising goals and preferences. Here are some of the common ad types on each platform:

Google Ads

  • Search Ads: Text-based ads that appear on the Google search results page when users search for relevant keywords.
  • Display Ads: Visual banner ads displayed on websites within the Google Display Network.
  • Video Ads: Ads displayed on YouTube and other video partner sites.
  • Shopping Ads: Product listing ads that showcase products and prices on the search results page.
  • App Ads: Ads specifically designed to promote mobile applications on Google Play.

Bing Ads

  • Search Ads: Text-based ads that appear on the Bing search results page.
  • Shopping Ads: Similar to Google’s product listing ads, these showcase products and prices on the search results page.
  • Audience Ads: Display ads shown to specific audience segments based on demographics, interests, or other targeting criteria.
  • Visual Ads: Image-based ads that can include product images, videos, and other visual elements.
  • App Install Ads: Ads designed to drive app downloads on various devices.

What’s the Better way to Advertise: Google vs Bing?

Whether it’s Google Ads or Bing Ads, determining the better platform for advertising depends on various factors such as budget, target audience, advertising goals, and market reach.

1. Budget Considerations

Bing Ads can be more cost-effective if you have a limited budget, as the competition is generally lower than on Google Ads. This can potentially lead to better ROI and more visibility within specific niche markets.

2. Target Audience

Consider the demographics and geographic locations of your target audience. Google Ads has a broader reach, making it suitable for businesses targeting a diverse and global audience. However, if your target audience aligns with Bing’s user base or if you’re targeting specific regions, Bing Ads can be a valuable platform to consider.

3. Advertising Goals

Different ad formats and placements may align better with your specific advertising goals. If visual content is crucial for your campaign or if you have an ecommerce business, Bing Ads’ emphasis on visual ads and shopping ads can be advantageous. On the other hand, if you’re looking to leverage video advertising or app promotions, Google Ads offers a wider range of options and reach.

Is Bing worth advertising on?

Bing provides 35% higher ROI than Google Ads. But Google has an 80% greater audience than Bing. So if you reach a higher audience, Google is the best.


Choosing between Google Ads and Bing Ads depends on thoroughly evaluating your budget, target audience, advertising goals, and the specific features each platform offers. While Google Ads provides a broader reach and exposure, Bing Ads can offer cost-effective options and potential advantages in certain niche markets. Ultimately, it’s essential to analyze your needs and conduct testing and optimization to determine the best platform for your advertising campaigns.

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