Per click, Microsoft Ads is often cheaper: Microsoft claims 19% lower CPCs than a leading ad platform, citing an EMARKETER forecast for Q1 2026. But Bing has far less search volume, so you get fewer clicks, and a cheaper click only saves money if it converts as well. Compare cost per conversion in your own test.
Both platforms sell clicks through an auction, so neither has a fixed price. Microsoft says its costs change with competition, audience demand and ad relevance, and that a search click depends on your bid, the competition and relevance. Google works on the same principle. The real question is not the price of a click but what you pay for a customer.
How much cheaper are Microsoft clicks?
Microsoft's own claim, as of November 2026, is 19% lower CPCs and 6% higher clickthrough rates compared with "a leading ad platform", citing an EMARKETER KPI forecast for Q1 2026. That is a vendor claim based on a forecast, not your account, so treat it as a hint rather than a promise.
In my experience the gap, when there is one, comes from fewer advertisers bidding on the same searches. It varies a lot by industry and keyword, so the only number that matters is the one from your own test.
Why might Microsoft Ads not be cheaper overall?
Because there is much less search volume to buy. Statcounter's October 2026 data:
| Search engine share | Bing | |
|---|---|---|
| Worldwide, all devices | 91.05% | 4.8% |
| United States, desktop | 74.86% | 18.8% |
Microsoft search ads also show beyond Bing: its help pages list AOL and Yahoo search and syndicated search partners. Still, you will get far fewer clicks than on Google, and some fixed costs, like setup and management time, stay the same. A cheaper click that converts worse can still cost you more per customer.
There are cases where Microsoft can pay off well:
- Desktop-heavy audiences: note how much bigger Bing's share is on US desktop.
- B2B: Microsoft promotes LinkedIn profile targeting to reach people on Bing, Copilot, MSN and Outlook by their professional context. See whether Google Ads works for B2B.
- New accounts: as of November 2026, Microsoft's US homepage advertises $500 in credit when you spend $250.
How do you test it without much work?
- Import your best Google Ads campaigns instead of building from scratch. Here is how the Google import works.
- Set up Microsoft's UET tag and conversion goals, so you can compare cost per conversion, not just CPC.
- Start with your proven, high-intent campaigns and a modest budget.
- Compare cost per conversion and conversion volume against Google for the same period.
My take: give the test at least a month and judge it on cost per conversion. For context on Google prices, see how much Google charges per click.
Sources
- Microsoft Advertising: Microsoft Advertising homepage (CPC claim and new advertiser offer) - https://ads.microsoft.com/
- Microsoft Advertising: Advertising Cost Control: Budgets, Bids, and Pricing - https://about.ads.microsoft.com/en/get-started/best-practices-price-cost-control
- Microsoft Advertising Help: What gets imported from Google Ads - https://help.ads.microsoft.com/#apex/ads/en/50851/0
- Statcounter Global Stats: Search Engine Market Share Worldwide, October 2026 - https://gs.statcounter.com/search-engine-market-share
- Statcounter Global Stats: Desktop Search Engine Market Share United States, October 2026 - https://gs.statcounter.com/search-engine-market-share/desktop/united-states-of-america