How much do Bing ads cost?

Bing Ads (Microsoft Ads) costs vary by industry. According to WordStream's 2026 benchmarks, the combined Google+Microsoft average CPC is $4.66, and average CPL is $67.35. However, Bing often has lower competition, so actual costs may be lower than Google.

How much does Microsoft advertising cost per click?

The average CPC for Microsoft Ads (combined with Google) is $4.66, but it ranges from $1.63 (Arts & Entertainment) to $9.87 (Attorneys & Legal Services) depending on industry.

How does Microsoft Ads cost compare to Google Ads?

Microsoft Ads is generally cheaper due to lower competition. While exact comparisons depend on industry, many advertisers see 20–30% lower CPCs on Microsoft. The WordStream 2026 benchmarks combine both platforms, so individual platform data may vary.

What is the average cost per lead for Microsoft Ads?

The average CPL across all industries is $67.35, but it varies widely. For example, Arts & Entertainment has a CPL of $26.84, while Attorneys & Legal Services has $131.63.

How can I reduce my Microsoft Ads cost?

Improve your Quality Score by using relevant keywords and ad copy, use negative keywords, target specific locations, and test different bidding strategies. Also, monitor your campaigns regularly to optimize performance.

Microsoft (Bing) Ads Cost: Is It Cheaper Than Google?

Q: Is Microsoft advertising worth it?

Yes, if you have a limited budget or want to reach an older, higher-income audience. Microsoft Ads typically has lower CPCs and less competition than Google, but lower search volume. It's often worth testing alongside Google Ads.

What Are Microsoft Ads?

Microsoft Ads (formerly Bing Ads) is the pay-per-click (PPC) advertising platform that serves ads on the Bing search engine, Yahoo, and other Microsoft-owned properties. It reaches a different audience than Google Ads, often with lower competition and potentially lower costs.

How Much Do Microsoft Ads Cost?

According to WordStream's 2026 Microsoft Ads Benchmarks (which combine Google and Microsoft Search data), average costs vary widely by industry. Here are some key figures:

Average CPC across all industries: $4.66 (combined Google + Microsoft)
Average CPL across all industries: $67.35

However, individual industries can see much higher or lower costs. For example:

Attorneys & Legal Services: $9.87 CPC, $131.63 CPL
Arts & Entertainment: $1.63 CPC, $26.84 CPL
Automotive – For Sale: $2.27 CPC, $44.26 CPL
Home & Home Improvement: $8.33 CPC, $90.92 CPL
Travel: $2.14 CPC, $44.70 CPL

These are combined benchmarks, but Microsoft Ads typically has lower competition than Google, which can lead to lower CPCs in practice.

Is Microsoft Advertising Worth It?

Microsoft Ads can be worth it if:

You have a limited budget and want to test PPC with lower competition.
Your target audience aligns with Bing's user base (older, higher income, desktop-heavy).
You want to supplement Google Ads with additional reach.

However, Google has a much larger search volume. Microsoft Ads often has lower click-through rates (CTR) but can offer better conversion rates in some niches. The decision depends on your goals and budget.

How Much Does Paid Advertising Cost on Facebook?

Facebook Ads (Meta) is a different channel with its own cost structure. While Microsoft Ads is search-based, Facebook uses audience targeting. Facebook's average CPC is generally lower than Google/Microsoft (often $0.50–$2.00), but CPL varies greatly. For a direct comparison, consider your campaign objectives.

Microsoft Ads vs Google Ads: Which Is Cheaper?

Microsoft Ads is often cheaper than Google Ads because of lower competition. However, the exact difference depends on your industry. For example, in legal services, Google CPCs can exceed $10, while Microsoft may be lower. The WordStream 2026 data shows combined averages, but many advertisers report 20–30% lower CPCs on Microsoft.

To get the best of both worlds, run campaigns on both platforms and compare performance.

How to Lower Your Microsoft Ads Cost

Use exact match keywords and negative keywords.
Improve your Quality Score with relevant ads and landing pages.
Target specific geographic locations.
Set appropriate bid limits and use automated bidding strategies.
Test different ad copy and extensions.

Final Takeaway

Microsoft Ads can be a cost-effective alternative to Google Ads, especially for B2B, legal, and home services. Use the WordStream 2026 benchmarks to set realistic expectations and monitor your own account data for the best results.