Bing Ads vs Google Ads for Contractors (2023 Update)

Google is, without question, the number one search engine in the world. It’s so important to internet marketing that it has become synonymous with it in many ways. Google Ads seems like the most logical choice for contractors ready to launch a PPC campaign.

With that said, Bing Ads offers a competitive alternative to Google, especially in terms of competition level and affordability.

Which PPC platform contractors decide to use will depend on their business circumstances. How is your company currently performing? What scope of audience do you hope to reach with your paid search campaign? These questions are only scratching the surface.

Reasons to Use Google Ads

Every metric business owners look for before making investments checks off well on Google. In the same way, Bing appeals to smaller-scale advantages, Google does the opposite and appeals to larger-scale benefits. Some of those include:

  • Market Inefficiencies: A relatively low volume keyword on Google would not be worth pursuing on Bing but offers some real value through AdWords
  • Search Volume: The number of users searching for specific keywords per month is astounding
  • Search Partners: Google Ads search partner network is known to outperform its Bing counterpart

It’s hard to argue with the glaring statistical advantages of Google Ads. If your company is looking to grow substantially heading into 2023, Google will have to be part of the process that stimulates that growth. 

Reasons to Use Bing Ads

Google Ads is the first thought for contractors considering a paid search campaign. But what advantages does Bing Ads offer that its main competitor does not? Some of them include:

  • Affordability: Bing is inarguably cheaper than Google Ads, that goes for clicks and conversions alike
  • Audience: Google generates more traffic by an astronomical disparity, but Bing users, individually, are considered higher quality traffic
  • Transparency: Bing is more forthright than Google in the specifics of where your ads are running

The argument for using Bing Ads will never cite search volume, user rate, or any other number that reflects size, scope, or market. What it offers is significantly smaller but still holds value for contracting companies.