Bing Ads Cost in 2025: Is It Worth Your Budget?

Imagine paying less for your ads – and still reaching high-intent searchers who are ready to convert. Sounds like a dream, right? But for smart marketers in 2025, it might just be a Bing thing.

With Google Ads getting more competitive (and expensive) by the month, many companies are turning to Bing Ads (now Microsoft Advertising) to stretch their ad dollars further. But how much does Bing advertising actually cost? And is it worth it?

Let’s break down the numbers, look at how Bing compares to Google, and show you how to get the most out of your Bing Ads budget.

Bing Ads Cost in 2025: The Short Answer

So, what’s the average Bing Ads cost in 2025?

• CPC (Cost-per-click): ~$1.50–$2.80 on average
  
  
• CPM (Cost per 1,000 impressions): ~$6–$9
  
  
• Minimum daily budget required: As low as $5/day
  
  
• CTR (Click-through rate): ~2.8% on average
  

Compared to Google Ads, that’s 30–40% cheaper across most industries.

If you're in SaaS, tech, or B2B, this can be a golden opportunity to reach new audiences while staying lean on ad spend.

Why Is Bing Advertising Cost Lower Than Google?

Here’s why Bing Ads often cost less than Google:

1. Less Competition

Fewer advertisers means less bidding pressure. You’re not constantly fighting to outbid dozens of competitors for the same keyword.

2. Different Audience

Bing users skew slightly older, more affluent, and more desktop-based. They’re often decision-makers, not just browsers. This is gold for B2B marketers.

3. Lower Keyword Demand

Many keywords that are ultra-competitive on Google (e.g., “CRM software for startups”) have much less demand on Bing – meaning lower CPCs without sacrificing intent.

Factors That Influence Your Bing Ads Cost

Your Bing Ads cost isn’t fixed – it depends on several variables:

1. Industry & Keyword Competition

SaaS terms are competitive, but still cheaper on Bing. Local services or niche B2B products? Even more affordable.

2. Ad Quality Score

Just like on Google, Bing uses Quality Score to reward relevance. Higher Quality Score = lower CPCs.

3. Targeting Settings

Bing’s network includes Yahoo and AOL. You can choose where your ads show – desktop, mobile, search partners, etc. – and this impacts your cost.

4. Bidding Strategy

Manual bidding vs. automated bidding (enhanced CPC, target CPA) can affect your efficiency.

Tips to Lower Your Bing Advertising Cost

If you’re new to Bing Ads (or not seeing results yet), here’s what we recommend:

• Repurpose Your Best Google Ads. Start with what’s already working. Use top-performing headlines, descriptions, and keywords from Google as your first Bing ad sets.
• Use Bing’s Audience Targeting. Microsoft Ads lets you target by LinkedIn job function, company size, or industry. Use this for B2B segmentation that Google can’t offer natively.
• Leverage UET Tags for Better Tracking. Install Bing’s Universal Event Tracking to see what users do after clicking. Better data = better optimization.
• A/B Test Devices and Networks. Bing Ads performs best on desktop. Exclude mobile or optimize separately to reduce waste.
• Schedule Ads by Hour & Device. We’ve found that Bing campaigns perform better during work hours and on desktop. Don’t be afraid to use dayparting to your advantage.

Want more Bing Ads advice? Check out our comprehensive guide to Microsoft (Bing) Ads.

Real-Life Example: Bing vs. Google in PPC Campaigns for Cogan

Let’s take a real-life example from one of our clients at Aimers. We had been running successful campaigns on Google Ads for Cogan, a well-known wire and metal products manufacturer – but we were also looking for new ways to drive more leads and optimize their ad spend.

After coordinating with a client’s team, we implemented a strategic test, running campaigns on both Google Ads and Microsoft Ads over an 8-month period from September 2022 to April 2023. Despite Bing having a smaller market share, we saw an opportunity in Bing’s lower competition, which allowed for more cost-effective ad placements and better visibility for Cogan’s offerings. 

The results were remarkable: Cogan experienced a 26% increase in lead conversions and a 2% decrease in cost-per-acquisition (CPA) with their Bing campaigns.

Bing Ads vs Google Ads: A Quick Cost Comparison

In short, Bing is cheaper, more B2B-focused, and often underutilized – especially if you already have solid campaign structures to adapt from Google.

Is Bing Advertising Worth It for SaaS & Tech?

Absolutely – if you do it right.

We recommend Bing Ads for:

• SaaS companies looking to diversify beyond Google
  
• B2B brands targeting decision-makers
  
• Marketers frustrated with Google CPC spikes
  
• Companies who already run Google Ads and want to scale affordably
  

Bing won’t replace Google. But used strategically, it’s a solid sidekick that can lower acquisition costs and uncover untapped traffic.

FAQ: Bing Ads Cost

Q: Is Bing Ads cheaper than Google Ads?
Yes. On average, Bing Ads CPCs are 30–40% lower across most verticals.

Q: What’s the minimum budget to start with Bing Ads?
You can start with as little as $5–$10/day. But we recommend at least $500/month to gather useful data.

Q: Does Bing Ads work for B2B?
Definitely. Bing’s audience includes a large number of professionals and decision-makers – especially on desktop during work hours.

Q: Are Bing Ads effective for SaaS?
Yes, especially if you already have validated messaging and funnels from Google Ads. Bing helps extend reach with lower costs.

Q: How do I track conversions on Bing?
Use Bing’s UET Tag (Universal Event Tracking) to monitor conversions, goal completions, and revenue.

Work With Aimers: Get a Bing Strategy That Actually Works

Thinking of testing Bing Ads – or not seeing results yet?

At Aimers, we help SaaS and tech companies scale smart with paid search. Whether you're reallocating budget from Google or launching Bing Ads from scratch, we’ll help you build a profitable strategy that drives qualified leads (not just clicks).

Let’s chat about optimizing your Bing Ads performance.