The verdict
For a small team that wants leads, pick Microsoft Advertising only if Google Ads already works for you. It is a second auction and not a starting point. If you have no working paid search yet, fix that first.
If you are still deciding what to say in your ads, pick the lookup site. It is free, and it shows what competitors have run on Google, including the formats and the regions. Use it to write better copy before you spend.
Most teams end up using both in order. Look first, then buy. The lookup site cannot send you a single visitor, and Microsoft Advertising cannot show you a rival's creatives.
Side by side
| 5 points compared | ||
|---|---|---|
| Starts at | ||
| Free plan | ||
| API | Yes | |
| MCP server | No | Yes |
| Sells its own search ad inventory | No | Yes |
| Links |
Plans and pricing
Google Ads Transparency Center
Pricing not in our catalogue yet.
Microsoft Advertising
Pricing not in our catalogue yet.
Who each is for
Choose Google Ads Transparency Center if…
Pick the lookup site if you are a marketer or founder who wants a quick, free look at what others advertise before you plan campaigns. It shows what an advertiser has run, so you can study messaging, formats and how a message changes across markets.
It shows what was shown, not what worked. You will not see spend, conversions or targeting. It is a free public site with no plan or support, so treat it as inspiration and evidence of intent, not as a recipe to copy.
Choose Microsoft Advertising if…
Pick Microsoft Advertising if you are a B2B or ecommerce advertiser who already runs Google Ads and wants a second source of search intent. Google Import lets you bring existing campaigns across, and there is no subscription or minimum spend.
The audience is smaller than Google's, so judge it on cost per lead and not on traffic. Check that conversion tracking works before you spend, because an import does not bring your measurement. If you use tools built on its API, ask which version they use, as the Bing Ads API is moving from SOAP to REST.
Other options worth a look
Automates and optimises paid search campaigns across Google, Microsoft, Amazon, Meta and LinkedIn.
Audits and optimises Google and Microsoft Ads accounts with automated testing and performance alerts.
Audits and optimises Google, Microsoft and Meta ad campaigns from one dashboard with alerts and fix suggestions.
Manage paid search and display advertising campaigns, tracking spend, clicks, and conversions by account.