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The differences and benefits of using Google Ads vs Bing Ads (Microsoft Advertising) for marketing:

Google Ads vs. Bing Ads for Audience Reach and ROI

Please note that Microsoft Advertising is unavalible in CA & the UK

1. Audience Reach and Demographics
Google Ads
  • Reach: Dominates search engine market share (~90% globally).
  • Benefit: Ensures maximum exposure across a broad audience.
  • Demographics: Broad, but includes tech-savvy users and adult children researching on behalf of elderly parents.
Bing Ads
  • Reach: Covers 6–10% of the search market (more in the U.S.).
  • Benefit: Often skews older—Bing’s user base includes a higher percentage of users over 45–65+, making it a strong match demographically for retirement facility prospects.
  • Bonus: Bing powers searches on Yahoo, AOL, Cortana, and older PCs with Microsoft Edge and Internet Explorer.
  • Other Search Engines: Bing is able to advertiser on other privacy-focused search engines like DuckDuckGo, Eocosia, etc.
2. Cost-Effectiveness
Google Ads
  • CPCs (Cost-per-click): Generally higher due to intense competition.
  • Conversion Rate: Strong but competitive; quality score and landing page relevance are crucial to maintain ROI.
Bing Ads
  • CPCs: Typically 30–50% lower than Google Ads.
  • Benefit: Lower competition means your business can maintain visibility for less—especially important if budgets are limited.
  • ROI: Often yields higher return on ad spend (ROAS) for the senior living industry due to lower costs and more qualified clicks.
3. Platform Integration & Tools
Google Ads
  • Deep integration with:
    • Google Analytics
    • YouTube
  • Advanced AI features and bidding strategies.
  • Responsive Search Ads and dynamic image asset support are industry-leading.
Bing Ads
  • Integrated with:
    • Microsoft tools (e.g. LinkedIn targeting via Microsoft Audience Network)
    • Slightly fewer automated tools, but strong core capabilities.
  • Unique Advantage: Can target based on LinkedIn job titles, company industries—useful if you're targeting professionals or job titles.
4. Campaign Strategy Benefits
Google Ads
  • Best for:
    • Capturing the widest possible audience
    • Google Maps
Bing Ads
  • Best for:
    • Budget-conscious campaigns with a strong value-per-click ratio.
    • Reaching a less competitive but highly relevant demographic
    • Niche targeting with better CTR due to less ad clutter.
5. Device and Browser Usage
  • Google Ads: High usage across mobile and Chrome browsers.
  • Bing Ads: Skews heavily toward desktop users—many of whom are older adults or users using workplace devices.
Recommendation
Use Both Platforms, but for different reasons:
  • Start with Google Ads to establish broad coverage and collect data.
  • Layer in Bing Ads for cost-effective supplemental reach, especially targeting older demographics and desktop users.
  • Optimize differently on each platform:
    • Adjust keywords, ads, and bids based on performance.
    • Use phone call extensions, location extensions, and conversion tracking