Google Ads vs Bing Ads vs Amazon Ads: Key Differences

You’ve got three main players in the paid search game - Amazon Ads, Bing Ads, and Google Ads. They aren’t the same - they’ve each got their own personality and work better in different situations. So when should you use each one? What makes them unique? Let’s take a look.

Google Ads: The Giant

Google owns about 92% of the search market, so this is where most people start. You get massive reach, but that comes with intense competition. A click for "personal injury lawyer" can cost you $100 or more in competitive markets. But it’s competitive for a reason - Google also has the most features. Things like smart bidding, audience targeting, responsive search ads, and tons of automation options. If you're doing local business, lead generation, or just want the biggest audience possible, Google is usually your first stop.

The downside? Everyone's fighting for the same keywords, which drives up costs. But the upside is that Google users are everywhere, searching for everything from pizza delivery to enterprise software.

Microsoft Ads: The Underdog with Benefits

Microsoft Ads powers Bing, Yahoo, and DuckDuckGo. It only has about 6% of the search market, but here's the thing—those users are often older, more affluent, and spend more money online. The average Bing user has a household income that's 22% higher than Google users. Plus, your cost per click is typically 30-50% lower because there's less competition.

This platform works really well for B2B companies. If you're selling accounting software or industrial equipment, Bing users convert at higher rates. The interface looks almost identical to Google Ads, so if you know one, you can figure out the other pretty quickly.