| Metric | Google Ads | Microsoft Ads |
|---|---|---|
| U.S. Search Market Share | ~61% | ~39% (desktop) |
| Average CPC (Legal) | $85–$250+ | $45–$160 (33% lower) |
| Average CPC (Financial) | $30–$100+ | $18–$65 (35% lower) |
| Average CPC (Healthcare) | $8–$45 | $5–$30 (30% lower) |
| Audience Age 45+ | ~28% | ~38% (ideal for wealth mgmt) |
| HHI $100K+ | ~25% | ~33% (higher-income skew) |
| LinkedIn Targeting | Not available | ✓ Company, industry, job function |
| Campaign Import from Google | — | ✓ One-click import |
| Competition Level | Very High | Moderate (lower advertiser density) |
Microsoft's audience skews older and wealthier — exactly the demographic that needs wealth management, estate planning, medical specialists, and experienced attorneys. These aren't bargain shoppers — they're high-value clients willing to pay premium fees.
For financial services, the 45+ and $100K+ audience overlap makes Microsoft Ads the single most cost-effective channel for reaching qualified prospects.
Microsoft's audience has 32% higher household income on average. A wealth management firm targeting $500K+ investable assets will find a significantly higher concentration of qualified prospects on Bing vs. Google.
Import Google Ads campaigns and optimize them for Microsoft's platform.
Leverage Microsoft's unique targeting options including LinkedIn data.
Compliance-reviewed ads optimized for Microsoft's audience.
Cross-platform budget allocation and Microsoft-specific bid management.
Microsoft UET tag setup and cross-platform conversion attribution.
Side-by-side Google vs. Microsoft performance comparison.
Unlike Google, Microsoft Ads can target searchers based on their LinkedIn company, industry, and job function. This means a wealth management firm can show ads only to C-suite executives, a law firm can target in-house counsel, and a healthcare practice can reach hospital administrators.
For regulated industries where client quality matters more than client quantity, LinkedIn targeting lets you focus budget on the highest-value prospects.
Target by specific company name or company size
Target by LinkedIn industry category (Finance, Legal, Healthcare)
Target by role: Executive, Finance, Legal, Operations, HR
Layer company + industry + function for precision targeting
We typically start Microsoft Ads at 15–20% of total PPC budget. As data comes in and we see CPA and conversion quality, we shift budget toward the platform delivering the best ROI per dollar — which for financial and legal clients often means Microsoft gets 30–50% of budget within 6 months.
The key advantage: because Microsoft has lower competition, you can often rank in the top 1–2 positions at half the CPC of Google. For expensive legal and financial keywords, this cost difference is substantial.
Our reports show Google and Microsoft performance side-by-side so you can see exactly where each dollar performs best. This data drives our ongoing budget allocation recommendations.
The only search platform with LinkedIn profile data targeting — company, industry, and job function overlays on search campaigns.
One-click campaign import from Google Ads. Bring your existing campaigns over and optimize specifically for Microsoft's audience and CPCs.
Native reach across Windows 10/11, Edge browser, Outlook.com, and Microsoft Start — audiences you can't reach on Google.
As Microsoft integrates AI into Bing via Copilot, early advertisers on the platform will benefit from emerging AI-driven ad formats.
Industry-specific ad formats for automotive, travel, and professional services with enhanced layouts and structured data.
Microsoft's native advertising network across MSN, Outlook, and partner sites — lower-cost awareness and remarketing.
A wealth management firm was spending $12K/month on Google Ads at $156/lead. We added Microsoft Ads at $3K/month with LinkedIn targeting focused on C-suite and VP-level executives in their target markets. Microsoft delivered leads at $89/lead — 43% lower — and the leads had 38% higher close rates because Microsoft's audience skewed older and wealthier. Within 4 months, the firm shifted 35% of total PPC budget to Microsoft.
View More Case Studies →Most practices are leaving money on the table by only advertising on Google. Let us show you what Microsoft can do.