--- title: "Microsoft Ads vs Google Ads CPC: Clicks Cost 70% Less" url: https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc description: "Microsoft Ads vs Google Ads CPC on 12,242 US keywords: an estimated $3.72 a click against $12.26, 70% less. Microsoft is cheaper on 86%. See the data." lang: en --- Share Share on X: https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmicrosoft-ads-vs-google-ads-cpc&text=Microsoft%20Ads%20Clicks%20Are%20Estimated%20to%20Cost%2070%25%20Less%20Than%20Google%20Ads%20on%20the%20Same%20Keywords Share on Facebook: https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmicrosoft-ads-vs-google-ads-cpc Share on LinkedIn: https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmicrosoft-ads-vs-google-ads-cpc Share on Reddit: https://www.reddit.com/submit?url=https%3A%2F%2Fwww.suffdigital.com%2Fresources%2Fdata-studies%2Fmicrosoft-ads-vs-google-ads-cpc&title=Microsoft%20Ads%20Clicks%20Are%20Estimated%20to%20Cost%2070%25%20Less%20Than%20Google%20Ads%20on%20the%20Same%20Keywords 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. 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. Copy stat 2. 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. Copy stat 3. 3. Microsoft Ads has the lower estimated click price on **86%** of keywords priced on both platforms. Copy stat 4. 4. Personal injury law keywords cost an estimated **93%** less on Microsoft Ads, $4.67 per click against $63.65 on Google Ads. Copy stat 5. 5. Even wedding keywords, the smallest gap of any industry, cost an estimated **40%** less per click on Microsoft Ads than on Google Ads. Copy stat ## 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 $3.72 is the estimated average cost of a Microsoft Ads click, against $12.26 on Google Ads for the same keywords. 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). Microsoft Ads cheaper by by industry Personal injury law 93% Software (SaaS) 86% Accounting 82% IT services 80% Dental 75% Senior care 72% Moving companies 72% Plumbing 70% HVAC 69% Pest control 66% Higher education 65% Roofing 64% Plastic surgery 64% Solar 61% Home remodeling 60% 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 (https://www.suffdigital.com/services/ppc/microsoft-ads), Suff Digital runs Microsoft Ads alongside Google Ads wherever the numbers support it. ## Embed this research Paste this on your site to embed the charts. It links back to the source automatically.

Source: Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords - Suff Digital

## Cite this study APA 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 Plain link 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 ## Frequently asked questions ### Is Microsoft Ads cheaper than Google Ads? ### How often is Microsoft Ads cheaper per click than Google Ads? ### Where is the Microsoft Ads discount biggest? ### Where is the Microsoft Ads discount smallest? ## Related studies - PPC Personal Injury Lawyers Pay $195.73 per Google Ads Click vs $1.68 for Auto Dealers: https://www.suffdigital.com/resources/data-studies/google-ads-cost-per-click-industry - PPC Google Ads Clicks Cost 24% More in Colorado Than the National Average: https://www.suffdigital.com/resources/data-studies/google-ads-cpc-by-state - PPC Branded Google Ads Clicks Cost 44% Less Than Non-Branded Clicks: https://www.suffdigital.com/resources/data-studies/branded-vs-non-branded-cpc - PPC Personal Injury Google Ads Clicks Cost $195.73 on Average, and Louisiana Pays the Most: https://www.suffdigital.com/resources/data-studies/personal-injury-lawyer-google-ads-cpc ## Structured data ```json [ { "@context": "https://schema.org", "@graph": [ { "@type": "Organization", "@id": "https://www.suffdigital.com/#organization", "name": "Suff Digital", "alternateName": "Suff Digital Marketing", "url": "https://www.suffdigital.com/", "logo": { "@type": "ImageObject", "@id": "https://www.suffdigital.com/#logo", "url": "https://www.suffdigital.com/logo.png", "contentUrl": "https://www.suffdigital.com/logo.png", "caption": "Suff Digital" }, "image": { "@id": "https://www.suffdigital.com/#logo" }, "description": "Suff Digital is a full-stack digital marketing agency that turns websites into predictable revenue engines, SEO, paid media, content, CRO, and web design built around revenue, not vanity metrics.", "slogan": "Digital marketing built for what's next.", "email": "hello@suffdigital.com", "telephone": "+1-629-236-0099", "foundingDate": "2022", "founder": { "@type": "Person", "name": "Matt Suffoletto", "jobTitle": "Founder & CEO" }, "contactPoint": [ { "@type": "ContactPoint", "telephone": "+1-629-236-0099", "email": "hello@suffdigital.com", "contactType": "sales", "areaServed": "US", "availableLanguage": [ "en" ] } ], "address": { "@type": "PostalAddress", "addressLocality": "Nashville", "addressRegion": "TN", "postalCode": "37219", "addressCountry": "US" }, "areaServed": { "@type": "Country", "name": "United States" }, "sameAs": [ "https://www.linkedin.com/company/suff-digital/", "https://www.instagram.com/suffdigital/", "https://www.youtube.com/@suffdigitalmarketing", "https://www.tiktok.com/@suffdigital" ], "knowsAbout": [ "Search Engine Optimization", "Pay-Per-Click Advertising", "Paid Social Advertising", "Conversion Rate Optimization", "Web Design", "Digital PR", "Link Building", "Website Migration", "Website Maintenance and Support", "Technical SEO", "Local SEO", "AI Search Optimization" ], "hasOfferCatalog": { "@type": "OfferCatalog", "name": "Suff Digital Services", "itemListElement": [ { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Search Engine Optimization (SEO)", "url": "https://www.suffdigital.com/" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Pay-Per-Click (PPC) Advertising", "url": "https://www.suffdigital.com/services/ppc" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Paid Social Advertising", "url": "https://www.suffdigital.com/services/paid-social" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Conversion Rate Optimization (CRO)", "url": "https://www.suffdigital.com/services/cro" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Web Design", "url": "https://www.suffdigital.com/services/web-design" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Digital PR & Link Building", "url": "https://www.suffdigital.com/services/digital-pr" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Migration", "url": "https://www.suffdigital.com/services/website-migration" } }, { "@type": "Offer", "itemOffered": { "@type": "Service", "name": "Website Maintenance & Support", "url": "https://www.suffdigital.com/services/website-maintenance" } } ] } }, { "@type": "WebSite", "@id": "https://www.suffdigital.com/#website", "url": "https://www.suffdigital.com/", "name": "Suff Digital", "inLanguage": "en-US", "publisher": { "@id": "https://www.suffdigital.com/#organization" } } ] }, { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc#article", "headline": "Microsoft Ads Clicks Are Estimated to Cost 70% Less Than Google Ads on the Same Keywords", "description": "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. 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Microsoft's price is lower on 86% of keywords, and the discount is deepest where Google is most expensive.", "url": "https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc", "creator": { "@id": "https://www.suffdigital.com/#organization" }, "datePublished": "2026-09-24", "dateModified": "2026-09-24", "license": "https://creativecommons.org/licenses/by/4.0/", "isAccessibleForFree": true, "measurementTechnique": "Google Ads Keyword Planner (US); Microsoft Ads keyword prices (US)" }, { "@type": "FAQPage", "@id": "https://www.suffdigital.com/resources/data-studies/microsoft-ads-vs-google-ads-cpc#faq", "mainEntity": [ { "@type": "Question", "name": "Is Microsoft Ads cheaper than Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Yes. On 12,242 US keywords priced on both platforms, a Microsoft Ads click costs an estimated $3.72 on average against $12.26 on Google Ads, 70% less (September 2026)." } }, { "@type": "Question", "name": "How often is Microsoft Ads cheaper per click than Google Ads?", "acceptedAnswer": { "@type": "Answer", "text": "Microsoft Ads has the lower estimated cost per click on 86% of US keywords priced on both platforms." } }, { "@type": "Question", "name": "Where is the Microsoft Ads discount biggest?", "acceptedAnswer": { "@type": "Answer", "text": "Personal injury law, where keywords cost an estimated $4.67 per click on Microsoft Ads against $63.65 on Google Ads, 93% less. Software (86% less) and accounting (82% less) follow." } }, { "@type": "Question", "name": "Where is the Microsoft Ads discount smallest?", "acceptedAnswer": { "@type": "Answer", "text": "Weddings, where keywords are still an estimated 40% cheaper per click on Microsoft Ads than on Google Ads. Insurance and mortgage keywords are about 56% cheaper." } } ] } ] } ] ```