There’s never been a better time to start a PPC advertising campaign.

Last year, small businesses received three dollars in revenue. Investing in your business via a PPC campaign makes plenty of financial sense, and it’s also a great way to build a brand.

But where should you start? You are probably asking yourself whether there’s a perfect platform from which to run your first PPC campaign.

To help, we’ve compared Bing ads vs. Google ads to provide you with an overview of what option is right for you.

Google Ads: The Pros

What are the upsides to running a PPC campaign on Google? Here are some of the main benefits you’ll see when choosing Google:

A Big Audience

Google gets the lion’s share of search engine traffic. Google offers more possibilities for those hoping to run an extended campaign to a vast audience.

A Younger Audience

Google has a slightly younger demographic than Bing. That’s ideal if you have a product to sell to Millennials. Conversely, you might do well selling to an older demographic on Bing.

Google Ads: The Cons

There are some downsides to Google. Here’s what you need to know:

Lots of Competition

Everyone is on Google. And more competition means higher prices. Perhaps you advertise in a highly competitive niche such as dieting. If so, you’ll pay a premium to advertise on those keywords.

Lower Conversions

With the extra competition and high costs, you can also expect to see lower conversion rates on Google. To help improve your conversion rates, get some training over at

Bing Ads: The Pros

Bing ads do have some advantages over Google. Here are some of the main ones:

Better International Settings

Are you advertising in more than one time zone? Then you should know that Bing offers a superior campaign setup, which will allow you to create different advertising settings across different time zones.

More granular targeting

Sometimes you’ll need to narrow down on a niche audience. Bing offers more settings in the audience targeting, helping you reach that small but highly interested audience.

Bing Ads: The Cons

Are there any drawbacks to Bing? Yes, and here are the main ones.

You Aren’t Reaching Everyone

There is an undeniably significant market share for Google as a search engine. It looks unlikely to lose that top spot soon. By focusing on Bing, you’ll miss out on many potential customers.

Less Automation

Things like automated bidding are standard in Google. Bing is improving their automation, but it’s a step back from what Google offers. That means more manual work optimizing your campaign.

Bing Ads Vs. Google Ads: Which is Best?

So what sounds like the right choice for your business when it comes to Bing ads Vs. Google ads? We think it will depend on whom you aim to reach and your marketing goals.

For more tips on how to master search engines, take a look through our latest SEO articles.