Google Ads gives you far more search volume and the widest range of campaign types, while Microsoft Ads gives you a smaller, less crowded auction, often cheaper clicks, and LinkedIn profile targeting that no other search platform offers. For most advertisers the answer is not either or: run Google first, then add Microsoft once Google is profitable.
This comparison covers reach, cost, audiences, targeting and management so you can decide how to split your budget.
Google Ads vs Microsoft Ads At A Glance
Factor
Google Ads
Microsoft Ads
Search reach
Google Search, the largest search engine by far
Bing, Yahoo, AOL and DuckDuckGo plus partners
Other inventory
YouTube, Display, Gmail, Discover, Maps, Shopping
Microsoft Audience Network across MSN, Outlook.com and Edge
Cost per click
Higher; $5.26 average across industries in WordStream’s 2025 benchmarks
Often lower for the same keywords, according to industry reports
LinkedIn profile targeting by company, industry and job function
Automation
Performance Max, AI Max for Search, Smart Bidding
Performance Max and automated bidding, with Google import tools
Best for
Volume, ecommerce, video and broad reach
Incremental search, B2B, older and higher-income audiences
Reach And Volume
Google handles the large majority of searches, so it is where most advertisers find their volume. Microsoft Advertising serves ads on Bing and syndicates them to Yahoo, AOL and DuckDuckGo, and its audience is often described as older and higher-income than Google’s average mix. Volume is lower, which caps how much you can spend, but those searchers are often cheaper to reach.
Cost Per Click
Google’s average cost per click was $5.26 across industries in WordStream by LocaliQ’s 2025 benchmarks, and it rose in 87% of industries. Microsoft’s smaller auction usually means less competition, and many industry analyses put its clicks meaningfully below Google’s for equivalent keywords. Savings vary by vertical, so test with your own keywords before moving budget.
Targeting And Audiences
Google has the deepest audience data and the widest range of inventory, including YouTube and Shopping. Microsoft’s standout feature is LinkedIn profile targeting, which lets you target or adjust bids by company, industry and job function on search campaigns. For B2B advertisers that is often the main reason to run Microsoft.
Management And Tools
Microsoft lets you import Google campaigns, which makes setup quick, but imported campaigns still need their own bids, budgets, negatives and audience layers. Google offers more automation and more frequent product updates. Most PPC tools, including Optmyzr, Adalysis and TrueClicks, support both platforms.
Which Should You Choose?
Choose Google first if you need volume, sell products through Shopping, or want video on YouTube
Add Microsoft once Google is profitable, to buy extra search demand at a lower cost
Prioritize Microsoft earlier if you sell B2B and can use LinkedIn profile targeting
Run both in high-cost verticals such as legal, where cheaper clicks can lower cost per case
Often, yes. Microsoft’s auction is less competitive, and many industry analyses report lower cost per click for the same keywords. Results vary by industry, so test your own terms.
Can I run the same campaigns on Google and Microsoft?
Yes. Microsoft Advertising can import Google Ads campaigns, but you should adjust bids, budgets, negative keywords and audiences for Microsoft rather than running an exact copy.
Is Microsoft Ads good for B2B?
Microsoft is often the better search platform for B2B because of LinkedIn profile targeting, which lets you target searchers by company, industry and job function.
Should a small business use Microsoft Ads?
A small business should usually start with Google, where most searches happen. Once Google campaigns are profitable, Microsoft is a low-cost way to add more leads.
Conclusion
Google Ads is the foundation for almost every search program, and Microsoft Ads is the most underused way to extend it. Start with Google, add Microsoft once you know what converts, and lean on LinkedIn targeting if you sell to businesses.
