Google Ads vs Bing Ads: A Real Client Case Study from Wise Roots LLC

When it comes to pay-per-click (PPC) advertising, the debate between Google Ads and Bing Ads (Microsoft Advertising) is more relevant than ever. While Google Ads dominates in terms of search volume and brand recognition, Bing Ads is quietly becoming a go-to channel for businesses seeking lower costs, less competition, and better ROI—especially for local service industries.

At Wise Roots LLC, we recently managed a cross-platform campaign for a local service client and put both platforms to the test. This case study shares the real data, insights, and recommendations we uncovered to help you decide which platform might be best for your business.

The Client: A Local Dental Practice in Arizona

Our client, a multi-location dental practice, wanted to generate new patient leads through search advertising. Their goals were clear:

• Increase high-quality appointment requests

• Improve cost-efficiency from paid search

• Target adults aged 30+ within 10 miles of each office

• Maintain HIPAA compliance and ad copy accuracy

They had previously run Google Ads campaigns but had never tested Bing Ads. We proposed a 60-day split test to compare performance head-to-head.

Campaign Setup: Google Ads vs Bing Ads

We designed campaigns that mirrored each other as closely as possible to maintain fairness.

Here’s how we structured the test:

Targeting:

• 10-mile radius around each dental office

• Desktop + mobile devices

• Schedule: 8 AM – 6 PM (business hours)

Ad Types:

• Text ads for “dentist near me,” “dental cleaning,” “family dentistry,” and similar queries

• Call extensions and sitelinks to appointment scheduling pages

Budgets:

• Google Ads: $1,500/month

• Bing Ads: $1,000/month Note: Lower budget on Bing due to reduced traffic volume

KPIs Tracked:

• Impressions

• Click-through rate (CTR)

• Cost-per-click (CPC)

• Conversion rate (appointments/bookings)

• Cost-per-lead (CPL)

The Results: Side-by-Side Comparison

Metric	Google Ads	Bing Ads
Impressions	12,200	4,800
Clicks	860	410
CTR	7.0%	8.5%
Avg. CPC	$4.20	$2.30
Conversions (Leads)	72	48
Conversion Rate	8.4%	11.7%
Cost per Lead (CPL)	$87.50	$47.91

Key Takeaways from the Campaign

1. Bing Ads Delivered a Lower CPL Despite fewer impressions and clicks, Bing Ads produced almost half the cost-per-lead compared to Google Ads. This was largely due to significantly lower CPC and higher conversion rates among Bing’s desktop-heavy, high-intent audience.

2. Conversion Quality Was Equal or Better There’s often a myth that Bing leads aren’t as good as Google leads. In our case, both platforms produced comparable appointment rates and patient lifetime value.

3. Bing Outperformed in Desktop Searches Most of Bing’s conversions came from users searching on desktops during business hours. These users took more time to browse the site, read reviews, and book appointments—indicating a thoughtful, ready-to-act user base.

4. Google Still Dominates in Mobile Volume Google Ads captured significantly more mobile traffic and impressions. For businesses relying on quick conversions, high mobile visibility is still a strength of Google Ads.

Why This Matters for Local Businesses

If you're running a local business—especially in professional services like dentistry, legal, or medical—your audience may skew toward Bing’s user profile:

• Age 35+

• Higher income households

• Desktop searchers

• Interested in service-based or high-consideration products

That means you’re likely paying more per click on Google to compete with national chains, franchise locations, and larger businesses—when Bing could offer similar or better leads at a lower cost.

Wise Roots PPC Strategy Insight

Based on this and similar client tests, here’s what we now recommend:

• Always test both platforms, even with limited budget

• Allocate 20–30% of your ad spend to Bing Ads and monitor CPL and ROI

• Optimize each platform separately—don’t simply duplicate campaigns

• Track both lead quantity and lead quality, not just cost

A blended PPC strategy often delivers the best balance between reach, cost, and conversions—especially when paired with smart local targeting and remarketing.

Client Feedback

"We had no idea Bing would generate this many leads. I assumed no one used it anymore. But some of our best patients came from Bing, and we’re continuing to invest in it alongside Google." — Office Manager, Dental Practice (Phoenix, AZ)

Final Thoughts

This case study proves that Bing Ads can go toe-to-toe with Google Ads, especially when it comes to cost efficiency and lead quality for local businesses.

Whether you're in healthcare, hospitality, legal, or home services—don’t overlook Microsoft Advertising. It’s not just a backup channel. It’s a smart, strategic addition to your digital marketing mix.

Want to run your own cross-platform PPC test? Wise Roots LLC specializes in building data-driven, results-focused campaigns for local businesses. Book your free consultation and let us show you where your best leads are hiding.