Google Ads vs. Bing Ads: How to Choose the Right Ad Service for Your Business

Google Ads vs. Bing Ads


When it comes to choosing the right ad service for digital marketing, the debate is often around Google Ads or Bing Ads. Every year, companies set aside a hefty amount of $250 billion to spend on advertisements, but the question still persists: Google or Bing?




Well, there isn’t any one factor that defines the greatness or weakness of these two internet mammoths. Both Google Ads and Bing Ads allow you to earn through their Pay Per Click (PPC) advertisement services. The purpose is the same: to give you a platform to grow your business reach via ads and earn organic traffic.


So, if you’re stuck between Google Ads vs. Bing Ads, here are the key differences that you need to know before investing in the right one for your business:


1. Market Reach

When it comes to market reach, you guessed it right, Google takes the lead. With a 76% market share, Google Ads tops the list, leaving behind Bing Ads that has a market of 5%. Besides, Bing ranks among the top five market shareholders.


2. User Demographics

Bing users are mostly adult and married couples, whereas Google users (as compared to the Bing community) are relatively young professionals. Statistically, Bing has about 53% married users, 40% those who are about 35 to 54 years old, and 33% users with income more than $100,000. So, with these demographics, it’s now easy to compare what would fit your business niche.


3. Ad Targeting

Targeting the right audience is crucial to gain organic traffic. With Google Ads, your targeted ads may include areas like affinity, remarketing, in-market, custom intent and demographics. However, in the case of Bing Ads, your targeted may have LinkedIn profiles, custom audiences, device, gender, age, remarketing, keywords, time and day.


4. Text Limit for Ad Campaigns

If your business ad starts with texts such as description, headlines, and URLs, there are limits set by each brand. With Google Ads, you can add up to 2 descriptions of 90 character, up to 3 headlines of 30 characters, and 1 URL of 15 characters. With Bing, on the other hand, you can add only 1 description of 80 characters, up to 2 headlines of 30 characters, and 1 URL of 15 characters.


5. Cost Per Click Rates

On the basis of ad rates, Google Ads charges an average Cost Per Click (CPC) rate of $2, whereas Bing Ads charges $1.54. From the comparison, Bing Ads can be a good choice for small businesses. However, if you’re looking in terms of users, Google Ads might be more enticing.


If you are interested in knowing more about advertising on Google, Bing, LinkedIn, Facebook, or Instragam. See our page on online advertising services.

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