Google Ads vs Bing Ads (Microsoft): Is It Worth Advertising on Bing in 2026?
· 4 min
Google Ads vs Bing Ads: The Underdog That Can Surprise
The Microsoft Advertising (formerly Bing Ads) is often overlooked by Brazilian advertisers. But in 2026, with the integration of Copilot AI and the growth of Edge, Bing has gained relevance — and it can be a gold mine for those who know how to take advantage of it.
The Search Engine Landscape in Brazil
| Search Engine | Market Share Brazil | User Profile |
|---|---|---|
| ~92% | All profiles | |
| Bing | ~4% | Professionals, corporate, 35+ years |
| Yahoo | ~1.5% | Older audience |
| Others | ~2.5% | — |
Yes, Google dominates. But 4% of millions of daily searches still represents hundreds of thousands of opportunities — with less competition and lower costs.
Detailed Comparison
| Criterion | Google Ads | Bing Ads (Microsoft) |
|---|---|---|
| Reach | ~92% of the market | ~4-6% (including partners) |
| Average CPC | R$ 1.50-8.00 | R$ 0.80-4.00 |
| Competition | High | Low |
| Lead Quality | Variable | Generally higher |
| Interface | Complex, many options | Similar, simpler |
| Integrated AI | Gemini | Copilot |
| Campaign Import | — | Imports from Google Ads in 1 click |
| Partner Network | Wide | LinkedIn, Yahoo, AOL, DuckDuckGo |
Why Consider Bing Ads
1. CPC 30-50% Cheaper
With fewer advertisers competing, the cost per click on Bing is significantly lower. In some niches, the CPC can be half of Google.
2. Audience with Higher Purchasing Power
Bing is the default search engine for Windows and Edge. This means a more corporate, professional audience with higher purchasing power — ideal for B2B and premium products.
3. Integration with LinkedIn
Bing Ads allows targeting by company, position, and sector using LinkedIn data. This is exclusive and extremely valuable for B2B.
4. Easy Import from Google Ads
You can import your Google Ads campaigns to Bing in minutes. No need to create everything from scratch.
5. Less Click Fraud
With lower volume, Bing tends to have fewer fraudulent clicks and bot traffic.
When NOT to Use Bing Ads
- If your audience is predominantly mobile (Bing is stronger on desktop)
- If you need massive scale quickly
- For very specific niches where search volume on Bing is insignificant
- Impulse e-commerce (better to use social networks)
Recommended Strategy
- Start on Google Ads and optimize your campaigns
- Import to Bing Ads the campaigns that perform well
- Reduce bids by 30% (CPC is naturally lower)
- Monitor for 30 days and compare CPA between platforms
- Scale on Bing the niches where CPA is lower
Connecting Search and Social Media
Both Google Ads and Bing Ads are excellent for capturing demand. But the post-click is where many sales are decided — especially when the lead goes to your social media.
If your strategy includes directing search traffic to Instagram (landing pa