The short answer
Microsoft Ads usually costs less per click than Google for the same keywords, sometimes by a third or more, because fewer advertisers bid seriously. Search volume is smaller too, so most businesses spend 10-25% of their Google Ads budget on Microsoft. There's no minimum spend, but a few hundred dollars a month is the practical floor to learn anything.
Why Microsoft clicks are often cheaper
Many advertisers never set Microsoft up at all, and many that do just import their Google campaigns and forget about them. Less competition in the auction means lower prices for the advertisers who manage it properly.
The audience is different too. Bing is the default search engine in Windows and Edge, so a lot of searching happens on work computers during office hours. For B2B, professional services, finance and older demographics, that's a valuable crowd.
Microsoft Ads vs Google Ads costs
| Microsoft Ads | Google Ads | |
|---|---|---|
| Cost per click | Often lower for the same keyword | Higher in most industries |
| Search volume | A smaller slice of searches | The large majority of searches |
| Conversion rates | Often similar or better on desktop | Varies; heavily mobile |
| Typical budget | 10-25% of Google spend | Your main search budget |
| Minimum spend | None | None |
Actual differences vary a lot by industry and country. Test with your own campaigns before assuming a saving.
Worked example: adding Microsoft to a Google account
A B2B services firm already spending $10,000 a month on Google adds $1,500 on Microsoft Ads at about $3.80 per click.
| Step | Example |
|---|---|
| Monthly ad spend | $1,500 |
| Average cost per click | $3.80 |
| Clicks | 395 |
| Conversion rate to leads | 6.0% |
| Leads | 24 |
| Cost per lead | $63 |
| Close rate to customers | 25% |
| Customers | 5.9 |
| Cost per customer | $253 |
| Average customer value | $2,500 |
| Revenue | $14,803 |
| Return on ad spend | 9.9x |
About $63 per lead and $253 per customer, around 9.9x return. The volume is smaller than Google's, but it's extra business at a cost per lead that often compares well.
How to keep Microsoft Ads costs down
Don't leave auto-import running
Scheduled imports from Google overwrite your Microsoft optimisations. Import once, then manage it separately.
Watch broad match
Microsoft's matching can be looser than Google's. Review search terms regularly and add negatives.
Check the Audience Network
Search campaigns can extend to the Microsoft Audience Network. Decide deliberately whether you want that traffic.
Use LinkedIn targeting
For B2B, bid up for searchers at the right companies or in the right job functions.