If you're running paid search, you're probably using Google Ads. But Microsoft Advertising (formerly Bing Ads) still deserves a spot in your media mix, especially if you're chasing efficiency and targeting high-value desktop users.
What is Google Ads?
Google Ads gives you access to a massive global audience through:
- Google Search
- YouTube
- Google Display Network
It's ideal for brands that want scale, advanced targeting, and strong mobile performance. But that reach comes with higher cost-per-click, especially in competitive spaces like SaaS, cybersecurity, and mobile apps.
What is Microsoft Advertising?
Microsoft Advertising serves ads on:
- Bing
- Yahoo
- AOL
- MSN
- Outlook.com
Though it reaches fewer users, Microsoft’s audience is often more focused: desktop-heavy, older, and higher-income. It can deliver high-converting traffic at a lower cost, especially for B2B and enterprise campaigns.
Why Microsoft Ads Outperformed Google
Not every client is the same, and not every channel performs the same. That’s why we approach each campaign with nuance. Over the past two years, we’ve seen several cases where Microsoft Advertising outperformed Google Ads—often in ways that surprised us.
- An enterprise cybersecurity client saw stronger results on Microsoft Ads when targeting finance and healthcare buyers. Google Display underperformed until we tightened the messaging around risk mitigation.
- A B2B SaaS brand tested both platforms for trial signups. Google drove more traffic, but Microsoft delivered better-quality desktop leads at a lower cost. A blended strategy helped reduce CAC by 42%.
- A wellness app started with Google Ads and YouTube for initial traction. But long-term growth came from TikTok creators and in-app referrals. Microsoft Ads wasn’t the right fit here, due to a younger, mobile-first audience.
The takeaway is that knowing the use-case for each client is key.
When to Use Google vs Microsoft
| Use Case | Google Ads | Microsoft Advertising |
|---|---|---|
| Broad reach & mobile focus | ✅ Best for scale and app installs | ❌ Less effective on mobile |
| B2B & desktop users | ✅ Strong, but expensive | ✅ Great value and precision |
| Tight budgets | ❌ High CPCs in most verticals | ✅ Lower CPCs and solid ROI |
| Advanced targeting | ✅ Robust automation & bidding | ➖ Improving, but not as refined |
Keep Testing with Ads
Use Google Ads when you want reach, visibility, and mobile-first results. Use Microsoft Advertising to stretch your ad dollars and reach high-value desktop traffic.
At ShoutEx, we test both and double down on what works. If you're looking for a smart paid search strategy, let's talk.