If you’re putting money into paid search, the first question is usually where to spend it. Google Ads is the obvious choice, but Microsoft Ads (formerly Bing Ads) is often overlooked, and that’s exactly why it can be such good value. Here’s a plain-English comparison to help you decide what’s right for your Brisbane business, and when it makes sense to run both.
What is Google Ads?
Google Ads puts your business in front of people at the moment they search on Google for what you offer. Beyond the search results page, campaigns can also reach people across YouTube, Gmail, Google Maps and partner websites and apps through Display, Performance Max and remarketing campaigns.
For most businesses, Google is where the largest volume of searches happens. That reach is its biggest strength. The trade-off is competition: in popular Brisbane industries such as trades, legal, health and home services, plenty of other businesses are bidding on the same keywords, which pushes up the cost of each click.
What is Microsoft Ads?
Microsoft Advertising shows your ads on Bing, Yahoo and Microsoft’s partner network. Bing is the default search engine in Microsoft Edge and is built into Windows, so it reaches many people searching from work computers and household PCs.
The audience is smaller than Google’s, but it is still a high-intent audience: people actively searching for a product or service. Because fewer advertisers compete on Microsoft Ads, the cost-per-click is often lower, and your budget can stretch further.
Microsoft Ads also has a feature Google doesn’t offer: LinkedIn profile targeting. You can adjust bids based on a searcher’s company, industry or job function, which is a real advantage for B2B and professional services businesses.
Google Ads vs Microsoft Ads at a glance
| Factor | Google Ads | Microsoft Ads |
|---|---|---|
| Where ads appear | Google Search, YouTube, Gmail, Maps and the Google Display Network | Bing, Yahoo and the Microsoft partner network |
| Audience size | The largest search audience | Smaller, but still high-intent |
| Competition | High in most industries | Often lower |
| Cost-per-click | Often higher in competitive niches | Often lower for the same keywords |
| Unique targeting | Rich audience and intent signals across Google’s products | LinkedIn profile targeting (company, industry, job function) |
| Best suited to | Most businesses, especially those needing volume and local reach | B2B, professional services and businesses wanting more value from their budget |
| Set-up | Built from scratch around your goals | Can be imported from an existing Google Ads account, then refined |
Where Google Ads wins
Volume and reach
If you need a steady flow of enquiries, Google is usually the place to start. More searches means more opportunities to appear in front of people ready to act.
Local search and maps
For service-area businesses across Brisbane, the ability to show up when people search near them, including on Google Maps, is hard to beat.
Campaign variety
Search, Performance Max, YouTube and remarketing give you more ways to reach people at different stages of deciding, all from one account.
Where Microsoft Ads wins
Value for money
Less competition often means a lower cost-per-click. For smaller budgets, that can make the difference between a campaign that’s squeezed and one that has room to work.
B2B and professional audiences
With Bing built into Windows and Edge, and LinkedIn profile targeting on top, Microsoft Ads is particularly strong for reaching decision-makers who search during the working day.
Reaching people Google may miss
Not everyone searches on Google. Microsoft Ads lets you capture enquiries that your competitors, who often only advertise on Google, are leaving on the table.
Which should you choose?
There’s no one-size-fits-all answer, and anyone who gives you one without looking at your business first is guessing. As a starting point:
- Start with Google Ads if you’re new to paid search, you rely on local enquiries, or you need volume quickly. It’s where most of your customers are searching.
- Prioritise Microsoft Ads if you sell to other businesses, your industry is expensive on Google, or you want to test paid search with a modest budget.
- Run both if your Google Ads campaigns are already working well. Microsoft Ads is a strong complement: once your structure, keywords and tracking are proven, extending them to Microsoft lets you reach more of the right people for a relatively small extra investment.
Whichever you choose, the platform matters less than the fundamentals. Results come from the right campaign structure, accurate conversion tracking and a landing page that turns clicks into enquiries. Good marketing is not about doing more. It’s about doing the right things consistently.
Getting the fundamentals right
Before you spend a dollar on either platform, make sure you have:
- Clear goals: know whether you want calls, form enquiries, bookings or sales.
- Conversion tracking: measure enquiries and sales, not just clicks.
- A landing page built to convert: fast, clear and focused on one action. Our website design team builds pages with this in mind.
- A long-term plan: paid search gets fast results, while SEO builds visibility that reduces your reliance on ad spend over time.
Frequently asked questions
Is Microsoft Ads the same as Bing Ads?
Yes. Bing Ads was renamed Microsoft Advertising. It’s the same platform, now showing ads across Bing, Yahoo and Microsoft’s partner network, so if you’re looking for Bing Ads management in Australia, you’re looking for Microsoft Ads management.
Is Microsoft Ads cheaper than Google Ads?
Often, but not always. Lower competition tends to mean a lower cost-per-click, but the real measure is cost per enquiry or sale. That’s what we report on.
Can I copy my Google Ads campaigns into Microsoft Ads?
Yes. Microsoft Advertising lets you import campaigns from Google Ads. It’s a useful starting point, but imported campaigns still need reviewing and refining for Microsoft’s audience and settings.
How will I know if my ads are working?
Through proper conversion tracking and clear reporting. We measure enquiries and sales, not just clicks, and report on the outcomes that matter to your business, so you always know what your budget is doing.
Google Ads management in Brisbane, without the guesswork
Not sure where your budget should go? As a boutique Google Ads agency in Brisbane that’s also an experienced Microsoft Ads agency, we’ll look at your business, your competitors and your goals, then recommend a strategy that makes sense, whether that’s Google Ads management, Microsoft Ads management, or both working together. If you want a broader view of your marketing, our consulting service is a good place to start.
It’s growth you can see. Strategy you can trust. Get in touch with 2Millar Media or call Dee on 0423 607 314.