Google Ads vs Bing Ads vs Facebook Ads: Who’s Leading the Charge?

For search ads, Google and Bing have been the most popular options, but Facebook, the largest social media network, is quickly catching up. Although each platform offers advantages, which is ideal for your company? Let’s put it.

Google Ads assists companies in displaying advertisements to users who are looking for particular keywords. Advertisers may more easily target users with Bing, which is the default search engine in Internet Explorer.

Facebook adopts a different strategy, enabling companies to target individuals according to their location, interests, and personal information such as age and lifestyle.

Let’s look at how these three prominent advertising platforms function, how they link, and, most importantly, how to use them together to achieve the best results.

Understanding the Advertising Platforms

Google Ads:

The most popular pay-per-click (PPC) advertising platform is Google Ads, formerly known as Google AdWords. Because of its popularity, it is commonly associated with paid search advertising.

By using Google Ads, you can target and show an ad to people who have searched using keywords like “Best Digital Marketing Agency in Bangalore,” “Bangalore SEO Services,” or “Social Media Marketing in Bangalore.”

Employing Google Ads, companies may connect with consumers who are actively searching for their goods or services. This makes it a great tool for generating more direct sales and customers.

• Types of Ads: search ads, display ads, video ads (YouTube), shopping ads, and app ads.
• Best For: Businesses that want to reach people who are actively searching and ready to buy.
• Key Strengths: Biggest search engine, advanced targeting options, and a wide reach across different platforms.

Facebook Ads:

Unlike Google Ads, Facebook Ads are not based on search phrases. Rather, they help businesses in reaching customers according to their location, age, interests, and habits, which makes ads more efficient and personalized.

With the most monthly active users of any social network, Facebook is a powerful platform for businesses to grow and connect with more customers through digital advertising.

• Types of Ads: Image ads, video ads, carousel ads, slideshow ads, collection ads, and lead ads.
• Best For: Businesses looking to boost brand awareness and businesses selling products or services can use them to reach the right audience to increase conversions.
• Key Strengths: It has a lower cost-per-click (CPC) than Google Ads, social proof (likes, shares, and comments), and precise audience targeting.

Bing Ads:

Microsoft owns Bing, which operates three search engines: Bing, Yahoo, and AOL. When you place an ad on Bing Ads, it will show up immediately on all three, making it easier to reach a wider audience.

Bing Ads is Microsoft’s version of Google Ads, which allows businesses to advertise on Bing and its partner websites. For companies trying to reach particular demographics, Bing Ads can still produce excellent results despite having a smaller audience.

• Types of Ads: Search ads, display ads, shopping ads, and LinkedIn profile targeting.
• Best For: Businesses that want to reach an older audience with higher income.
• Key Strengths: Less competition, lower cost-per-click (CPC), and better chances of turning clicks into customers.

Google Ads vs Bing Ads vs Facebook Ads:

Let’s compare the core differences between these platforms to help you choose the right one for your next advertising campaign.

Source: Wordstream

Market Share Comparison:

The competition between Google Ads, Bing Ads, and Facebook Ads shows big differences in market reach.

Google is the leader, holding about 75% of the search engine market and reaching around 90% of online users worldwide.

Bing, owned by Microsoft, has a smaller share of 2.6%, but that still means 53 million desktop users who don’t use Google.

Facebook, on the other hand, is the biggest player in social media advertising, with over 2.9 billion active users. This makes it a great choice for businesses looking to connect with the right audience.

Platform Reach:

When choosing between Microsoft Ads, Google Ads, and Facebook Ads, it’s important to understand the kind of people each platform attracts.

• Bing users are usually older, well-educated, and financially comfortable. Many prefer using desktops and are loyal to Microsoft products.
• Google users are often younger, tech-savvy, and work in office jobs. Since Google has been the go-to search engine for years, many people use it daily for information.
• Facebook users include people of all ages, but it’s especially great for reaching middle-aged users who enjoy engaging with social content. Facebook Ads help businesses target people based on their interests, location, and online behavior, making it a strong platform for building brand awareness and customer relationships.

Cost Analysis:

Researchers studied how different ad platforms compare in terms of cost and performance.

They looked at the average Cost Per Thousand Impressions (CPM) and Cost Per Click (CPC) for Google Ads, Facebook Ads, and Microsoft Ads. Here’s what they found:

• Facebook Ads: CPM – $3.10, CPC – $0.15 (more budget-friendly)
• Google Ads: CPM – $7.50, CPC – $0.45 (higher reach, but costs more)
• Microsoft (Bing) Ads: CPM – $12.60 (fewer advertisers, but more expensive per impression)

Google Ads usually have a 33% higher Cost-Per-Click (CPC) than Microsoft Ads. This happens because more businesses compete for ad space on Google, driving up costs, while Bing has less competition, making clicks more affordable.

Targeting Audience:

Google Ads: Google Ads works by showing ads to people who are actively searching for products or services.

Content Targeting – Choose where your ads appear based on keywords, topics, or specific websites.

Audience Targeting – Focus on people based on interests, custom audiences, demographics, life events, in-market audiences, and remarketing.

Bing Ads works like Google Ads but has a special feature – LinkedIn Targeting. This helps businesses reach professionals based on their job, company, or industry. Other targeting options include:

• Custom Audiences
• Device Targeting
• Dynamic Remarketing
• LinkedIn Targeting
• Location Targeting
• Similar Audiences

Facebook Ads: Unlike Google and Microsoft, Facebook Ads target users based on interests and behaviors rather than search intent. Facebook is great for businesses that want to build brand awareness and engagement. You can target:

• Demographics – Age, gender, job, and education.
• Interests – People who like certain brands, activities, or content.
• Behaviors – Shopping habits, travel history, and online activity.
• Lookalike Audiences – New users who are similar to your current customers.
• Custom Audiences – Show ads to people who have visited your website or used your app.
• Location Targeting – Reach customers in specific areas.

Traffic Quality Comparison

Facebook, Google, and Bing all generate a lot of traffic, but the quality of that traffic is what counts most. A higher return on investment (ROI) and more conversions are the results of improved traffic.

According to research, when Bing users purchase from desktop computers, they spend 35% more money online than the typical internet user.

Google Ads reaches a larger audience and typically generates more focused and relevant clicks, making it an excellent choice for businesses searching for ready-to-act customers.

Facebook Ads operate differently. To engage with potential clients, they employ interest-based targeting instead of search-based targeting.

Facebook’s precise audience targeting enables businesses to interact with and develop leads over time, even if consumers might not be ready to purchase right immediately.

Click Through Rates:

CTR (click-through rate) is an important measure in online advertising. It shows how many people view your advertisement and then click on it. A higher CTR indicates that your ad is appealing and relevant to your target demographic.

Source: Wordstream

• Google Ads: Has an average CTR of 3.17%, making it the best choice for getting clicks from search results.
• Bing Ads: Its conversion rate is 2.83%, 34% lower than Google Ads’, but it often costs less per click.
• Facebook ads work differently because they focus on engagement and brand awareness. For traffic campaigns, the average CTR is 1.51%.

Source: Wordstream

If you want more clicks from people searching for something specific, Google Ads is the best option. If you’re looking for cheaper clicks with less competition, Bing Ads can be a good alternative.

Facebook Ads, on the other hand, are great for building brand awareness and keeping your audience engaged. The right platform depends on your business goals and audience.

Here’s a more detailed table comparing Google Ads, Facebook Ads, and Bing Ads:

Factor	Google Ads	Facebook Ads	Bing Ads
Reach	8.5 billion searches per day	3 billion monthly active users	10.51% global search market share
Audience	People actively searching for products/services	Users are targeted based on interests and online behavior	Older, more affluent users with high conversion potential
Targeting	Keywords, demographics, interests, location, device, and remarketing	Highly detailed audience targeting based on interests, behaviors, demographics, and past interactions	Similar to Google but with less competition
Ad Formats	Search ads, Display ads, Shopping ads, Video ads, App ads	Image ads, Carousel ads, Video ads, Lead ads, Stories ads, Messenger ads	Search ads, Shopping ads, Audience ads, Microsoft Display Network ads
Cost	Higher CPC due to strong competition	Lower CPC, but engagement quality impacts conversion	Lower CPC with strong ROI potential
Conversion	Best for direct conversions from high-intent searches	Ideal for brand awareness, lead generation, and retargeting	High ROI for older demographics with more spending power
Best For	Businesses looking for high-intent leads, e-commerce, and local businesses.	Businesses focused on brand awareness, engagement, drive sales, and increased conversions.	Businesses targeting professionals, high-value customers, and niche markets
Click-Through Rate (CTR)	Higher due to search intent	Lower than Google due to passive engagement	Higher than Facebook but lower than Google
ROI	Strong for search-driven campaigns	Good for long-term brand awareness and remarketing	High for specific B2B and affluent audiences
Competition Level	High due to a large advertiser base	Medium, depending on the industry	Lower, making it easier for businesses to stand out
Integration	Works with Google Analytics, Google Merchant Center, YouTube, and other Google tools	Integrates with Instagram, WhatsApp, and Messenger	Works with LinkedIn and Microsoft ecosystem
Remarketing	Strong remarketing options across Google Display Network	Excellent for retargeting audiences based on engagement	Effective but with smaller audience pools

Which Ad Platform is Best: Facebook, Google, or Bing?

No platform, including Facebook, Google, and Bing, is superior to the others in every aspect. Each has its advantages and works best for different goals.

Google Ads: Best for Ready-to-Buy Customers

Google Ads is a great choice if you want to reach people who are already looking for your product or service. Since these users are searching with intent, it’s easier to turn clicks into customers.

But keep in mind that competition is high, especially in fields like healthcare, finance, and e-commerce, which can make click costs expensive. Still, with the right strategy, Google Ads can bring great returns and help you connect with the right audience at the right time.

Facebook Ads: Best for Brand Awareness, Engagement, and Sales

Facebook Ads help businesses connect with people early, making them great for building a brand and sharing your story. They grab attention, leave a lasting impression, and also help get more leads and sales.

If you have a product or service that looks great visually, Facebook Ads can help you stand out and attract potential customers.

Bing Ads: Best for Lower Competition and Cost Efficiency

Despite not being as popular as Google, Bing Ads has advantages of its own. Because of less competition and a lower cost per click, it’s an ideal strategy for companies trying to reach professionals or specific niche markets.

You can achieve better visibility and a higher return on investment (ROI) for your adverts without paying a lot of money because fewer advertisers are bidding.

Conclusion:

Businesses can achieve the best results by combining Google, Facebook, and Bing Ads. Google Ads help reach people who are actively looking for products or services, Facebook Ads build brand awareness and engage potential customers, and Bing Ads offer a more affordable option with less competition.

Create a strong advertising strategy by combining these three ad platforms most effectively.