Google Ads vs. Bing Ads in 2025: Which Is Better for Low Budgets

If you are new to online advertising, you will come across the two competing giants: Google Ads vs Bing Ads. Both have their significant features, set of rules, benefits, and drawbacks. This article will briefly discuss the best choice if you have a small business or are short on budget. 

What are Google Ads and Bing Ads?

Google Ads is the pay-per-click (PPC) platform that offers businesses the ability to gain visibility by appearing on the SERPs for relevant searches. In simple words, Google runs paid Ads to help businesses appear to Google users. This Advertisement includes YouTube Ads, display and shopping Ads, etc. 

Bing Ads (Microsoft Ads) is about conducting PPC campaigns in Bing. Bing is a search engine owned by Microsoft and is equivalent to Google Ads. Bing Ads uses AI to run search network campaigns. 

Google Adwards is a two-layer paid Advertising campaign. It allows businesses and marketers to create two layers of Ads. The Search Ads, which are textual and show up on SERP, and the Display Ads, which are image and visually promote your brand. This platform also lets you access exact keyword matching, phrase matching, and negative keywords. 

The major difference between Google Ads vs Bing Ads is the market share. The market share of Google is significantly higher than Bing’s. Google is also more competitive, which causes higher bid prices. Moreover, the Bing Ad campaign allows targeting in more than 12 languages, while Google exceeds in this range with more than 40 languages. 

Bind Ads work just like Google Ads. It allows you to exact-match and broAd-match keywords. Specialized mobile search Ads, LinkedIn profile targeting, and negative keywords.

Bing Ads vs. Google Ads: How Are They Different?

Both Advertising platforms have distinctive features. They include URL displays under headlines. Their approach to keyword auctions is almost identical. The description character limit is the same: up to 80 characters. When it comes to keywords, Google and Bing Ads have keyword research tools, negative keyword targeting, and the broad match. Before you decide which platform works best for you, let’s get into the key differences they have and how you can use them. 

Ad Networks

Google Ads comprises two Ad networks, which are the Search and Display. The Search Network Ads appear in the Google search engine when people search for the targeted phrase or keywords. Display Ads appear when users browse across Google Display Network.

While Bing Ads is owned by Microsoft and has three search engines that are Yahoo, Bing, and AOL. The ads on Bing will show to the users on all three search engines and also on the partner sites.

Demographics

The demographic study shows that Bing users are more likely to have purchasing power than an average Google user. The reasons are:

• Google users are more likely to work in the latest tech. They are younger and identified as white collar. Bing users, on the other hand, are older and identified as blue-collar. The major difference between the demographics of the two are;
• Google users are mostly diverted towards post-secondary education while around 34% Bing users are grAduated from college. 
• Google users prefer Facebook, while Bing users prefer search engines for brand discovery. 
• The age demographics of Google users is such that they are less likely to have children. It’s because they are the young ones using the internet. Bing users are mostly married and have kids living at home. 

Global Traction

Since around 80% of global companies are using Google Ads for their campaigns, it has a significant Advantage. Users in Japan and Mexico prefer using Yahoo; as of a 2022 report, 27% of users in these locations use Yahoo. However, in the UK, Bing stands as the second most used search engine after Google. 

Ad Cost and CPC

Ad cost and CPC are the major contributors that you should consider. The cost of Bing Ads is less than Google Ads. If your company creates two identical ad campaigns on each platform, the cost you have to pay for Bing Ads is around 35% less than Google Ads. However, the outcome of these ads will also be different. 

When discussing Google Ads vs Bing Ads, we cannot ignore cost per click. CPC refers to the amount you pay when someone clicks on your ad, even if they do not make a purchase. The average CPC for Google Ads is $1-$2, while that for Bing is $1.54, which is less than the previous platform. The cheaper cost is affordable for small businesses with less budget, but it will have an impact on your ad’s performance. 

Bing Ads vs. Google Ads: Why Small Businesses Should Use Bing in 2025?

Small and medium-sized businesses with low budgets should go for Bing Ads because they have less competition and cheaper CPCs.

• Bing Ads use similar auction dynamics due to which Advertisers have better Ad position, less competition, and lower CPC. Not only were the CPCs 33.5% cheaper on Bing, but the Ads were also positioned higher than their counterparts on Google. 
• Bing Ads allows the assignment of different campaigns in different time zones for sophisticated Ad scheduling and improving campaigns’ international reach. 
• Bing Ads are more transparent and have better control over search partner targeting. Where Google Ads allows Advertisers to target Google search or search partners, Bing allows users the flexibility of targeting just Bing and Yahoo.
• Bing Ads have better social extensions and allow you to control search demographics. 

Businesses that want maximum global reach with a flexible budget for higher CPCs should go for Google Ads. But if you want a much older and affluent audience and you have a tighter budget for Ads, then choose Bing. If you are a larger e-commerce brand and aim for extensive coverage, then use both platforms to maximize ROI.

Conclusion

When it comes to Google Ads vs Bing Ads, your decision must be according to your business’s specific needs. If you want greater visibility with global outreach and strong engagement, then go for Google Ads. Just like that, if you want to target a specific audience and reach clients for B2B marketing with budget-friendly options, then choose Bing Ads.