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.
Google Ads gives you access to a massive global audience through:
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.
Microsoft Advertising serves ads on:
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.
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.
| 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 |
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.