Google Ads vs Microsoft Ads (Bing): Which is Better?

Microsoft Ads uniquely allows targeting by LinkedIn profile data (job title, company, industry) in Bing Search campaigns. This makes Bing Search significantly more valuable for B2B advertisers — you can reach CFOs, marketing managers, or specific company employees through a search ad, combining search intent with LinkedIn precision targeting.

Import steps: (1) Log into Microsoft Ads, (2) Go to Import > Import from Google Ads, (3) Authorise your Google Ads account, (4) Select the campaigns to import, (5) Choose import options (budgets, bids, targeting), (6) Review and confirm. The import takes 5–15 minutes. After importing, review bidding strategies (Microsoft Smart Bidding requires conversion data to function effectively — start with manual CPC if the account is new).

In India, Google dominates with approximately 98% search market share. Bing holds roughly 1–2%. This means Microsoft Ads delivers significantly lower search volume in India compared to Western markets. For Indian-market-focused businesses, Google Ads is by far the primary paid search platform. Microsoft Ads provides marginal incremental volume. For businesses targeting US/UK/European markets, Bing is more relevant (6–8% share in those markets).

Google Ads has a significantly larger remarketing audience due to its reach across Search, Display, YouTube, and Gmail. Google Display Network reaches 90% of internet users globally. Microsoft Audience Network (Bing remarketing) is smaller but offers LinkedIn profile targeting overlaid on retargeting audiences — valuable for B2B remarketing. For most remarketing campaigns, Google Ads delivers volume; Microsoft Ads delivers precision for B2B.

There is no minimum spend requirement, but practical minimums exist. For effective Google Search campaigns: ₹500–1,000/day minimum to gather conversion data. For Smart Bidding to function, you need 30–50 conversions/month at the campaign level. Budget below ₹500/day will typically result in insufficient data for AI optimisation. Start with a focused single campaign on your best-converting keywords rather than spreading budget thin across many campaigns.

Calculate your true ROAS (Return on Ad Spend): Revenue from conversions / Ad spend × 100. A ROAS above your break-even point is profitable. For service businesses tracking leads: Cost per lead vs average customer value. Key signs of profitable campaigns: Cost per conversion is below your customer lifetime value, ROAS exceeds your blended COGS + operating margin, month-on-month conversion volume growing while CPA stable or declining. Use Google Ads conversion tracking linked to your CRM for accurate revenue attribution.