Comparing Costs: Is Bing Ads Cheaper Than AdWords?

Comparing Costs Is Bing Ads Cheaper Than AdWords

Deciding where to allocate your advertising budget can be a tricky task. Did you know that, on average, the cost-per-click for a Bing Ad is 70% less than Google Ads? In this article, we’ll delve into an in-depth comparison between Bing Ads and AdWords, laying out all the facts to help you make an informed decision.

Ready to maximize your advertising ROI? Let’s dive in!

Key Takeaways

  • On average, the cost-per-click for a Bing Ad is 70% less compared to Google Ads, making Bing Ads a more cost-effective option.
  • Bing Ads have lower competition, resulting in cheaper CPC rates and higher engagement with landing pages and websites.
  • Businesses targeting older or blue-collar US audiences may find value in using Bing Ads due to its primary audience demographics.

Comparison of Bing Ads and AdWords

When comparing Bing Ads and AdWords, it is important to consider factors such as reach, audience demographics, unique features, cost-per-click rates, conversion rates, and placement on search results pages.

Factors to consider when comparing costs

In order to make an informed decision about which advertising platform offers the best cost savings, we must take into account several crucial factors. These include:

  1. Average cost-per-click (CPC): Bing Ads generally have lower CPC rates, sometimes 70% less compared to Google Ads.
  2. Level of competition: Bing Ads has fewer competitors, leading to more affordable costs for advertisers.
  3. Target audience: Bing’s primary audience tends to be older and blue-collar, making it a valuable platform for businesses targeting these demographics.
  4. Ad placement: Understanding where your ads will appear on each search engine can affect visibility and consequently, costs.
  5. Industry-specific considerations: Certain industries might find better engagement and ROI from one platform over the other depending on their specific needs.
  6. Conversion rates: Bing Ads are known for causing high engagement with landing pages and websites which can lead to higher conversion rates, providing more value for every dollar spent.
  7. Budgetary constraints: Depending on the available budget, one platform may offer more flexibility or potential return on investment.

Differences in reach and audience demographics

Bing Ads and AdWords offer different reach and audience demographics for businesses to consider. Bing Ads tend to attract a slightly older audience, with a higher proportion of blue-collar workers in the United States.

On the other hand, AdWords has a broader reach, targeting a larger audience including younger demographics. It’s important for businesses to understand their target market and evaluate which platform aligns better with their desired customer base.

Additionally, considering factors such as geographical location and industry-specific preferences can help determine which platform will yield better results in terms of reaching the right audience.

Unique features and benefits of each platform

Bing Ads:

  • Bing Ads generally have lower costs compared to Google AdWords.
  • Bing Ads results in higher engagement with landing pages and websites.
  • Bing Ads have less competition, leading to cheaper cost-per-click (CPC) rates.
  • One business spent 35% less on Bing ads compared to Google AdWords.
  • Bing Ads are great for targeting older, blue – collar US audiences.
  • The average CPC for a Bing Ad is 70% less compared to Google Ads.
  • Bing Ads are a more affordable option for businesses across industries.
  • Microsoft Ads (Bing Ads) have considerably cheaper CPC rates than Google Ads.
  • Bing Ads has lower costs due to having less competition compared to Google Ads.
  • Bing Ads offers cost advantages over Google Ads for businesses looking to maximize their advertising budget.

Cost-per-click comparison

It’s important to examine the cost-per-click (CPC) when comparing Bing Ads and Google AdWords. This is a major factor in determining the overall advertising cost on these platforms. Let’s look at the CPC comparison between the two in the table below.

Bing Ads Google AdWords
Average CPC 70% less compared to Google Ads Higher due to increased competition
Competition Less competition leading to cheaper CPC rates High competition leading to higher CPC rates
Overall Cost Effectiveness More affordable for businesses across industries May require a higher budget for effective results

The table illustrates that Bing Ads generally have a significantly lower CPC compared to Google AdWords. The reason for this is the lower level of competition on Bing. Businesses can expect to pay roughly 70% less for a Bing Ad than for an equivalent Google Ad. This makes Bing Ads a more cost-effective choice for many businesses, especially those with limited advertising budgets.

Conversion rates and industry-specific considerations

Conversion rates are a crucial factor to consider when comparing the costs of Bing Ads and AdWords. It’s important to remember that conversion rates can vary significantly depending on the industry you are in. However, studies have shown that Bing Ads tend to have higher conversion rates compared to AdWords for certain industries such as finance, healthcare, and retail. For example, a study found that the conversion rate for Bing Ads in the finance industry was 29% higher than AdWords. This means that businesses operating in these industries may find more success with their ad campaigns on Bing Ads due to the higher likelihood of turning clicks into actual customers or leads. So when evaluating which platform is cheaper for your business, it’s essential to take into account not only the cost-per-click but also the potential returns through conversions specific to your industry.

Placement on the search results page

Bing Ads and AdWords have different placements on the search results page, which can impact the effectiveness of your advertising campaign. With Bing Ads, your ads are displayed at the top and bottom of the search results page, ensuring high visibility for your target audience.

On the other hand, Google AdWords allows you to display your ads at the top of the search results page, above organic search results.

Placement is crucial because it determines how likely users are to see and click on your ads. Studies have shown that ads placed near organic search results tend to receive higher click-through rates (CTR) compared to those positioned elsewhere on the page.

Pros and cons of Bing Ads

Bing Ads, as a cost-effective advertising platform, offers several advantages for businesses. One significant advantage is the lower cost-per-click (CPC) rates compared to Google Ads. In fact, businesses have reported spending 35% less on Bing ads than on Google AdWords campaigns. This affordability factor makes Bing Ads an attractive option for companies looking to maximize their advertising budget.

Another pro of Bing Ads is their ability to target specific audiences effectively. With a focus on older, blue-collar US demographics, Bing Ads can reach this niche audience more efficiently than Google Ads. This targeting capability allows businesses to tailor their messaging and offers to resonate better with this particular market segment.

On the other hand, there are some potential drawbacks of using Bing Ads that should be considered. The most notable disadvantage is the lower search volume compared to Google Search. While Bing has made significant strides in increasing its user base over the years, it still falls behind in terms of overall search traffic volume. This limitation means that businesses may not reach as large of an audience or generate as many potential leads through Bing Ads alone.

Despite these disadvantages, many businesses find value in incorporating both Bing Ads and Google AdWords into their advertising strategy. By leveraging each platform’s unique features and benefits while considering cost-effectiveness factors like CPC rates and targeting options, companies can create comprehensive marketing campaigns that reach a broader audience and achieve higher engagement levels with landing pages and websites

Pros and cons of AdWords

Google AdWords, now known as Google Ads, is one of the most popular advertising platforms in the world. It offers a wide range of targeting options and has a massive reach, making it an attractive choice for businesses looking to boost their online visibility. One major advantage of AdWords is its extensive audience demographics, allowing advertisers to target specific age groups, locations, interests, and more. This level of granularity can help businesses narrow down their target market and maximize the effectiveness of their campaigns. However, with such broad reach comes intense competition and higher costs. The cost-per-click (CPC) rates on AdWords tend to be higher compared to Bing Ads due to increased demand from advertisers vying for top ad placements. Nonetheless, it’s important to weigh these factors against your business goals when determining if AdWords is the right choice for you.

Choosing the right platform for your business

When it comes to choosing the right platform for your business, there are several factors to consider. While both Bing Ads and AdWords offer unique features and benefits, it ultimately depends on your specific goals and target audience.

If you are looking for a more cost-effective option with potentially lower CPC rates, Bing Ads may be the better choice. With less competition compared to Google AdWords, Bing Ads can help stretch your advertising budget further.

In fact, businesses have reported spending 35% less on Bing ads compared to Google AdWords.

On the other hand, if reaching a larger audience is important to you, then Google AdWords might be worth considering. With its massive reach and extensive network of users, AdWords can provide greater exposure and potential leads for your business.

Another aspect to consider is audience demographics. If your target market consists mainly of older or blue-collar US audiences, Bing Ads could be a great fit as it tends to attract this demographic.

Ultimately, it’s crucial to analyze conversion rates and industry-specific considerations when making this decision. Take into account factors such as landing page engagement, relevant searches in your industry, and targeting options offered by each platform.

In conclusion, choosing the right platform between Bing Ads and AdWords requires careful consideration of factors like cost-effectiveness versus reach and audience demographics. By comparing these aspects along with conversion rates specific to your industry needs will help guide you toward making an informed decision that aligns with your business objectives.


In conclusion, when comparing costs, it is clear that Bing Ads offers a more cost-effective option compared to AdWords. With lower CPC rates and higher engagement with landing pages, businesses can save money while still reaching their target audience effectively.

Whether you’re looking to maximize your advertising budget or target specific demographics, Bing Ads provides affordability and value for businesses across industries. Consider the unique features and benefits of each platform, but if cost-savings are a priority, Bing Ads should be your top choice.


1. Are Bing Ads generally cheaper than AdWords?

In general, Bing Ads tend to be less expensive than AdWords due to lower competition on the platform. This means that advertisers can often achieve a higher return on investment with their ad spend.

2. Are there any additional factors to consider when comparing costs between Bing and AdWords?

Yes, while cost per click (CPC) is an important factor, it’s also crucial to consider other metrics such as conversion rates and audience targeting capabilities. These factors can play a significant role in determining overall campaign performance and effectiveness.

3. Can I expect similar results from using either Bing Ads or AdWords?

While both platforms offer advertising opportunities, it’s important to note that they have different user bases and search behaviors. Depending on your target audience and industry, you may find that one platform delivers better results than the other.

4. Should I use both Bing Ads and AdWords for my advertising campaigns?

Using both Bing Ads and AdWords can help maximize your reach by targeting users across multiple search engines. Additionally, diversifying your ad spend across different platforms allows you to test which platform works best for your business while minimizing dependency on a single source of traffic.

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