When Should Small Businesses Consider Bing Ads Over Google Ads?

When small business owners think about online advertising, Google Ads is usually the first name that comes to mind. It makes sense—Google holds the largest share of the search engine market. But what if there was a less expensive, less competitive, and often more strategic option for specific industries?

Enter Bing Ads, now officially called Microsoft Advertising. While Google is the heavyweight, Bing offers several strategic advantages for small businesses—especially those with limited budgets or niche customer bases.

If you're wondering whether it’s worth testing Bing Ads, this article outlines the key scenarios when Microsoft Advertising might actually be the smarter choice.

Why Small Businesses Default to Google Ads

For many small businesses, Google Ads feels like the safe bet. It offers unmatched search volume, a broad advertising network, and endless campaign types.

However, that popularity comes at a price:

• Higher competition drives up cost-per-click (CPC)

• Wider reach can dilute targeting for local or niche markets

• Automation-heavy systems like Performance Max may limit your control

In contrast, Bing Ads is often overlooked—not because it doesn’t work, but because it’s misunderstood. Let's explore when it might actually give you more bang for your buck.

1. You’re Targeting an Older or More Affluent Demographic

Bing’s audience skews older, wealthier, and more likely to use desktop devices. According to Microsoft’s data, Bing users:

• Tend to be aged 35+

• Are more likely to hold senior professional or managerial positions

• Have higher average household incomes

If your product or service appeals to homeowners, retirees, or B2B professionals, Bing Ads can help you reach a more financially qualified audience—without battling younger, less targeted traffic.

2. Your Ad Budget Is Limited

This is one of the top reasons small businesses should test Bing Ads.

• CPCs on Bing are 35–50% cheaper than Google in most industries

• Lower competition often results in better average ad positions

• Smaller budgets go further, allowing for longer test periods and higher impression share

For startups or solopreneurs who are cautious about blowing through their budget too quickly, Bing Ads provides a smart entry point into paid search advertising.

3. You Operate in a Less Competitive Niche

If your business falls into a local or specialized industry—like pet grooming, home remodeling, or dental services—Bing can offer clearer visibility.

Because fewer businesses compete on Bing, it’s easier to show up in top positions for your keywords, even with minimal bidding. That visibility can result in higher click-through rates and better ROI—especially for local campaigns.

This also makes Bing a great option for testing new offers, campaigns, or services before scaling them on Google.

4. You Want to Diversify Your Ad Strategy

Google isn’t the only place people search.

Bing Ads allow you to diversify your marketing and reduce dependence on a single platform. This is particularly important as:

• Platform costs fluctuate

• Algorithm changes impact visibility

• Privacy regulations restrict audience targeting

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Microsoft Advertising also powers ads across Yahoo, DuckDuckGo, MSN, and even LinkedIn’s ad network, giving you access to new audiences that Google doesn’t reach.

5. You’re Running Local or Regional Campaigns with Desktop Traffic

If your target customers are searching from home or work computers—think accounting, law, HVAC services—then Bing can provide an edge.

Many Bing users search via desktop, and they tend to be task-oriented. These users are often deeper in the decision-making phase and more likely to convert.

When paired with geofencing or local ad strategies, Bing Ads can drive high-quality local traffic at a fraction of Google’s cost.

Bonus: Bing Ads Integrate with LinkedIn Targeting

Microsoft owns LinkedIn, and that integration is a hidden gem for B2B and service-based businesses.

Bing Ads can be targeted using LinkedIn job titles, industries, and company sizes—something Google can’t offer natively. This is a huge opportunity for small B2B companies looking to connect with decision-makers and professionals in specific roles.

Should You Use Both Bing and Google Ads?

Absolutely. For many clients at Wise Roots LLC, the most effective campaigns combine both platforms strategically:

• Use Google Ads for broad visibility, video ads, and scale

• Use Bing Ads for cost-efficiency, niche targeting, and desktop-heavy audiences

• Split your budget based on performance—not assumptions

Running campaigns on both platforms gives you more data, better reach, and a more resilient ad strategy in a constantly shifting digital landscape.

What We Recommend at Wise Roots LLC

We’ve helped countless small businesses test and succeed with Bing Ads—sometimes even outperforming their Google campaigns. Here’s how we typically guide clients:

• Start small: Allocate 20–30% of your PPC budget to Bing and compare results

• Use the same or similar keywords from your Google campaigns to get started quickly

• Monitor CPC, conversion rates, and lead quality to evaluate true performance

• Optimize separately—don’t copy and paste settings across both platforms

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Need help setting up or managing your Bing Ads strategy? We’ve got you covered.

Final Thoughts

Google Ads may be the go-to, but that doesn’t mean it’s always the best option—especially for small businesses trying to make every dollar count.

If you're targeting an older demographic, working with a tight budget, or focusing on a specific niche or location, Bing Ads might be the smarter choice.

The key is testing. Let the data—not assumptions—guide where your ad dollars go.

Ready to explore Bing Ads with expert support? Contact Wise Roots LLC for a free strategy session, and let’s find the most profitable path forward for your business.