The verdict
For a small B2B team with no paid search yet, pick Google Ads. It has the volume, so you learn faster and have more to test. Fix your landing page and your conversion tracking first.
If Google Ads already produces leads at a cost you accept, and clicks keep getting dearer, add Microsoft Advertising. Import your best campaigns, set a modest budget and compare cost per lead after a few weeks. If the numbers are poor, you have lost little.
I would not pick Microsoft Advertising as your only channel. The audience is smaller, so it will not carry a business alone. Importing campaigns also does not import your measurement, so check that conversions reach your CRM.
Side by side
| 8 points compared | ||
|---|---|---|
| Starts at | ||
| Free plan | ||
| API | Yes | Yes |
| MCP server | Yes | Yes |
| Multi-account management | Yes | Yes |
| Optimisation suggestions | Yes | Yes |
| Rule-based campaign automation | Yes | Yes |
| Sells its own search ad inventory | Yes | Yes |
| Links |
Plans and pricing
Google Ads
Pricing not in our catalogue yet.
Microsoft Advertising
Pricing not in our catalogue yet.
Who each is for
Choose Google Ads if…
Pick Google Ads if your buyers search for the problem you solve and you have a landing page ready. It also gives you shopping, video and app campaigns from the same account, and Smart Bidding to set bids in real time.
It needs ongoing work on keywords, negatives and bids. No price is published, so budgeting comes from testing in a live account. Cost per click can be high in competitive B2B markets, so set a cap and judge the channel on cost per qualified lead.
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 the same search intent. Google Import turns the setup into an afternoon, there is no subscription, and you set your own daily budget and bids.
Use it as a copy of what already works, not as a new strategy. It also gives you a benchmark for what a click should cost. If you build on its API, note that Microsoft is moving the Bing Ads API from SOAP to REST. Ask any tool you use which version it relies on.
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.
Look up the ads any advertiser has shown on Google, with their creatives, formats and regions.