neticMicrosoft Ads vs Google Ads
We run ads for the same store on both platforms in Spain. On Bing a click costs less than half as much. That is not the whole story
Five-minute read. Updated 16 October 2026.
Most comparisons of these platforms are written by people who only run one of them. We run both for the same client in the same market, so the numbers are comparable.
The numbers from our account
Spain, a 3D printer store, both platforms running in parallel. Cost per click is €0.41 on Microsoft Ads and €0.96 on Google. That is less than half the price for traffic that behaves similarly.
Volume is the other half of the picture. Bing has delivered 33,019 clicks for this store so far, and that is in a market where the platform holds a small share of searches. Cheap traffic is only useful when there is enough of it to matter.
Why Bing clicks cost less
Fewer advertisers bid there. There is less competition in the auction, so the same position costs less. In competitive niches the gap gets wider.
The audience is different too. Bing is the default search engine on many corporate machines, so the share of work-related and B2B searches is higher than its overall market share suggests.
The import trap
Microsoft lets you import Google campaigns in minutes, and most accounts stop there. The import carries over match types, locations and bidding strategies that made sense in a different auction.
We use the import as a starting point and then rebuild match types, negatives and bids. Without that step Bing looks disappointing and gets switched off, and the platform takes the blame instead of the setup.
Track them separately
Both platforms will happily claim the same conversion if tracking is sloppy. Separate conversion tracking is the first thing we set up. Without it the comparison is meaningless and budget moves for no reason.
When we do not recommend Microsoft Ads
When your keywords have almost no Bing volume in your market. We check that before recommending it, and in several niches the honest answer is that the traffic is not worth the setup time.
When the Google account is still broken. Fixing the main channel always beats opening a second one.
Quick answers
Is Microsoft Ads cheaper than Google Ads?
Per click, usually yes. In our Spanish account a click costs less than half as much. Per lead, it depends on volume and on how well the campaigns are rebuilt after import.
Does Shopping work on Microsoft Ads?
Yes, with the same product feed, which makes it cheap for online stores to test.
Can I just import my Google campaigns?
You can import them, but then you have to clean them up. Imported settings are the main reason people conclude that Bing does not work.
Do you charge extra to run both platforms?
No, both are covered by the same flat fee.
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