Google ads vs Bing ads is a lopsided fight on volume, but that's not the whole story. Google has the traffic, no argument. But Bing (now Microsoft Ads) has cheaper clicks and an audience that skews older and higher-income, which for some local businesses is exactly the buyer you want. The real question isn't which is bigger; it's whether Bing is worth the extra 20 minutes to set up.
The obvious part: Google has the volume
Google handles the vast majority of searches. If you can only run one search platform, it's Google, every time. More people searching means more chances to catch someone the moment they need you. That's why almost every one of our growth guides starts with Google.
Why Bing still matters
Bing quietly powers a real slice of desktop search, especially through Windows PCs, Edge, and older users who never changed their default. That audience tends to be:
- Older, often 45+
- Higher household income
- On work computers and desktops
For businesses selling to homeowners, retirees, or B2B buyers, that demographic is gold, and your competitors are often ignoring it.
The big draw: cheaper clicks
Because fewer advertisers bother with Bing, there's less competition, which means lower cost-per-click, sometimes 20% to 40% cheaper than Google for the same keyword. Less bidding pressure can mean a better cost per lead, if the volume is there in your area.
The catch: volume varies wildly by area and niche
Here's the honest part. In some markets and industries, Bing barely registers; you'll get a trickle of clicks and it's not worth your attention. In others, especially older or more affluent areas, it delivers real, cheap leads. You won't know which you are until you test, and the test is low-risk because the clicks are cheap.
The best part: setup is nearly free effort
Microsoft Ads lets you import your entire Google Ads campaign in a few clicks. Keywords, ads, structure, all of it. So the real cost of testing Bing isn't building a campaign from scratch; it's importing what you already have and setting a small budget. That low effort is why it's usually worth a look even if you're skeptical.
How to test it without overthinking
Get Google running well first. Then import that campaign into Microsoft Ads, set a modest budget (start at $10 to $20 a day), and let it run two to three weeks. Compare cost per lead, not cost per click. If Bing's leads are cheaper or equal, keep it and it's found money. If it's a trickle of nothing, pause it and you've lost very little.
Whichever you run, the landing page does the converting, so make sure yours is solid; a free SEO & AI score is a fast check before you pay for clicks.
So, is Bing worth it?
For most local businesses: yes, as a cheap second channel after Google, especially if your buyer skews older or higher-income. No, if you're strapped for time and Google isn't dialed in yet. Fix Google first, then let Bing be the low-effort bonus.
If managing two search platforms and reading the numbers each week isn't your idea of a good time, that's the kind of thing how Arbor runs your ads takes care of, including quietly running Bing when it pays and cutting it when it doesn't.