On the same 12,242 US keywords, a Microsoft Ads click costs an estimated $3.72 on average against $12.26 on Google Ads, 70% less. Microsoft's price is lower on 86% of keywords, and the discount is deepest where Google is most expensive.
Analysis of 12,242 US keywords priced on both platforms · Google Ads Keyword Planner and Microsoft Ads keyword prices, September 2026
Key Findings
- 1.A Microsoft Ads click costs an estimated $3.72 on average against $12.26 on Google Ads for the same US keywords, 70% less.
- 2.The typical keyword shows the same gap: an estimated $1.43 per click on Microsoft Ads against $4.55 on Google Ads, 69% less.
- 3.Microsoft Ads has the lower estimated click price on 86% of keywords priced on both platforms.
- 4.Personal injury law keywords cost an estimated 93% less on Microsoft Ads, $4.67 per click against $63.65 on Google Ads.
- 5.Even wedding keywords, the smallest gap of any industry, cost an estimated 40% less per click on Microsoft Ads than on Google Ads.
Summary
A typical click on a personal injury keyword in Google Ads is estimated at $63.65. The same keyword on Microsoft Ads, which places ads on Bing search, is estimated at $4.67. At those prices, a law firm could buy about thirteen clicks on Bing for the price of one on Google.
Most businesses spend their whole search budget on Google, because that is where most searches happen. But the price of each click decides how many visits a budget buys, and if the same keyword costs a fraction as much on a second platform, part of that budget may work harder there, even at lower volume.
Across 12,242 keywords priced on both platforms, a Microsoft Ads click costs an estimated $3.72 on average against $12.26 on Google Ads, 70% less. A dollar on Bing buys about three times as many clicks as a dollar on Google, and in legal, software and accounting keywords the discount reaches 80% to 93%.
What we measured
In September 2026 we collected estimated cost-per-click prices for the same 20,000 US keywords from Google Ads Keyword Planner and from Microsoft Ads. 18,477 keywords had a Google price and 12,331 had a Microsoft price; 12,242 had a price above zero on both. We compared the average and median price on those matched keywords, counted how often Microsoft was cheaper and repeated the comparison by industry.
Cost per click, or CPC, is what an advertiser pays each time someone clicks an ad. Both platforms publish an estimate of that price for each keyword to help advertisers plan budgets, and every price in this study is that estimate. The median is the middle keyword: half cost less, half cost more. Microsoft Ads is the ad platform behind Bing and the other Microsoft search properties.
Microsoft Ads clicks cost less than a third of Google clicks
The gap holds for the typical keyword, not only the average. The median Microsoft Ads click is estimated at $1.43 against $4.55 on Google Ads, 69% less. Microsoft is the cheaper platform on 86% of keywords priced on both, so the discount is not driven by a few extreme terms.
| Measure | Google Ads | Microsoft Ads |
|---|---|---|
| Average CPC (same keywords) | $12.26 | $3.72 |
| Median CPC (same keywords) | $4.55 | $1.43 |
| Keywords with a price (of 20,000) | 18,477 | 12,331 |
Fewer keywords carry a Microsoft price: 12,331 of the 20,000 against 18,477 on Google. Bing has fewer advertisers bidding on many terms, which is the other side of the same coin: less competition in each auction is what keeps the price down.
Legal and software keywords get the deepest discount
The discount is largest where Google is most expensive. Personal injury law keywords average $63.65 on Google Ads and an estimated $4.67 on Microsoft Ads, 93% less. Software (SaaS) keywords follow at 86% less ($31.60 against $4.57), then accounting at 82% ($7.69 against $1.37) and IT services at 80% ($18.20 against $3.70).
Source: Suff Digital analysis of 12,242 US keywords priced on both platforms · Google Ads Keyword Planner and Microsoft Ads keyword prices, September 2026
Google prices in these industries are set by a crowded auction of well-funded advertisers: law firms, software companies and national brands bidding against each other for every click. On Microsoft Ads, fewer of them compete for the same searches, so the price falls furthest in exactly the categories where Google is hardest to afford.
Cheaper industries still save 40% or more
Where Google clicks are already inexpensive, the estimated Microsoft discount is smaller but still large. Insurance and mortgage keywords are an estimated 56% cheaper on Microsoft Ads, and wedding keywords, the smallest gap of any industry, 40% cheaper.
No industry comes close to parity. Even at the low end of the range, the estimated price per click on Microsoft Ads is well over a third lower, which means a Bing test is worth running in every industry, not only the expensive ones.
What this means for advertisers splitting budget between Google and Bing
If you run only Google Ads, test Microsoft Ads with the same campaigns. Microsoft Ads can import Google Ads campaigns directly, so the setup takes little time, and on matched keywords the estimated click price is about 70% lower. Volume will be smaller, so judge the test on cost per lead, not on total leads.
The biggest wins are in expensive categories. A law firm or software company facing estimated prices of $60 or more per click on Google can expect the same keyword on Bing to be estimated at a small fraction of that. Start with your best-converting Google keywords, set separate budgets so each platform is measured on its own results, and adjust bids after a month of data. As a bing ads agency, Suff Digital runs Microsoft Ads alongside Google Ads wherever the numbers support it.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc">Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords. https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc
Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords - Suff Digital - https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc
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