Microsoft Ads vs Google Ads: The CPC Arbitrage

"Nobody uses Bing." False.

• 14 billion monthly searches.
• 500 million monthly users.
• And most importantly: Older, wealthier, and more B2B-focused. But the real reason to use Microsoft Ads? Price.

The Arbitrage Opportunity

Google Ads is saturated. Everyone is bidding on "CRM Software." CPCs are $50+. On Microsoft Ads, fewer competitors mean significantly lower CPCs.

• Google CPC: $50
• Microsoft CPC: $25
• Discount: 50% Same keyword. Same intent. Half the price.

Who uses Bing?

It is the default search engine on Windows. Think about who never changes their default settings:

• Use corporate laptops (IT locked).
• Older demographics (50+).
• High-income earners ($100k+). This is the "Golden Demographic" for B2B, Finance, and Real Estate.

The Import Tool

You don't need to rebuild your campaigns. Microsoft Ads has a "Google Import" feature.

1. Click "Import from Google Ads."
2. Sign in.
3. Select campaigns. It takes 5 minutes to clone your entire Google Strategy onto Bing.

Summary

Don't ignore the "Other" search engine. If you can get the same lead for half the price, why wouldn't you? Test it with 10% of your Google budget.