Microsoft Ads vs Google Ads in 2026: CPC, CTR & Conversion Benchmarks by Industry
Microsoft Ads vs Google Ads in 2026: benchmarks by industry, a side-by-side on CPC, CTR and conversion rates, and a practical framework for deciding where to run your budget.
CPC Benchmarks: Microsoft Ads vs Google Ads
Microsoft Ads CPCs average approximately 33% lower than Google Ads across comparable keyword categories. In competitive verticals like legal, financial services, and SaaS, the gap can reach 40–50%. This is driven by lower advertiser competition on the Bing network.
| Category | Google Avg CPC | Microsoft Avg CPC |
|---|---|---|
| Legal Services | $6.50 | $3.80 |
| Financial Services | $5.20 | $3.10 |
| B2B Software | $3.80 | $2.20 |
| Home Services | $3.20 | $1.90 |
| E-Commerce | $1.80 | $1.10 |
CTR Benchmarks: Microsoft Ads vs Google Ads
Google Ads average CTR: 3.5–5.5% for branded search, 1.5–3% for non-branded. Microsoft Ads average CTR: 2–4% for branded, 1–2% non-branded. Google's higher CTR reflects its dominant market position and user familiarity with Search ads.
Conversion Rate Benchmarks
Conversion rates on Microsoft Ads are often near-parity with Google Ads — and sometimes higher. This is because Bing's user base skews older, higher-income, and more intentional in their search behavior. For B2B, healthcare, and financial services, Microsoft Ads conversion rates can exceed Google's by 10–25%.
When Microsoft Ads Wins
Microsoft is worth running if: (1) You're in a high-CPC vertical with budget pressure. (2) Your target audience is 35+ and professional. (3) You've exhausted Google's Search inventory for your target keywords. (4) You want incremental reach at a lower CPL.
A 5-Step Test Plan
1. Import your top Google Ads campaigns into Microsoft Ads using the import tool. 2. Let it run for 4–6 weeks. 3. Compare CPL and conversion volume, not just CPC. 4. Adjust bids — Microsoft requires separate bid management. 5. Expand to Microsoft Audience Network if search performs well.
Running Google Ads or Microsoft Ads?
NA Media Experts manages PPC for Canadian and US brands across Google and Microsoft. Get a free audit of your search campaigns — we'll show you exactly where budget is leaking and how to lower your CPL.