Bing Ads vs Google Ads for SaaS Companies. The Data-Driven Playbook

Bing Ads and Google Ads each offer distinct advantages for SaaS companies, especially in the B2B segment. Most SaaS companies focus their entire paid search budget into Google Ads  Here's what they're missing: Microsoft Ads reaches 33% of US desktop searches and delivers B2B leads at 20-30% lower costs.

While Google dominates with 82% global search share, Microsoft quietly captures 269 million unique searchers monthly. The reality is these people aren't random users, we're talking about enterprise workers on locked-down Windows machines where Bing is the default. IT decision-makers who average $75K+ household income, the exact ICPs most B2B SaaS companies are dying to reach.

Many of the SaaS marketers never even test Microsoft Ads. They're literally ignoring a platform where the average CPC is much cheaper compared to Google, and where B2B conversion rates consistently outperform by 15-20%.

In this article cover how to combine these two platforms for advertising and gain advantage for your SaaS product.

Bing Ads advantages for SaaS

• Lower cost per click (CPC) and less competition, often leading to better ROI
• Audience tends to be older, more affluent, and professional, ideal for B2B SaaS targeting
• Unique targeting features like LinkedIn profile targeting
• Access to an audience segment not reachable on Google (e.g. Microsoft users)

Google Ads advantages for SaaS

• Much larger search market share (~92%) with broader reach
• More advanced and flexible ad formats and targeting options for high personalization
• Higher click-through and conversion rates generally
• Extensive tracking, attribution, and remarketing tools for optimizing ad spend
• Instant targeted traffic with a vast publisher network

For B2B SaaS, combining both platforms is recommended to effectively cover different audience segments and maximize leads. Bing Ads can be used to target decision-makers efficiently at a lower cost, while Google Ads offers scale and advanced targeting capabilities for broad campaign goals. SaaS companies often see lower CPC and high-quality leads on Bing but benefit from Google's unmatched reach and feature set for advanced funnel strategies.

Feature Comparison Google Ads vs Microsoft Advertising

Which campaign types to prioritize on each platform for SaaS

Which platform gives lower CPCs and better lead quality for B2B SaaS

Microsoft Advertising delivers 20-30% lower CPCs than Google Ads. That's real money saved on every click, especially when you're investing through $50K+ monthly budgets. But here's the thing: lower CPCs mean nothing if the leads are garbage.

The data shows Microsoft leads convert better. We're talking 10-15% MQL to SQL conversion rates versus Google's 7-12%. Why? Microsoft's audience skews professional IT decision makers browsing on work computers during business hours. These aren't random consumers clicking ads on their phones.

Google brings volume but requires more qualification work. You'll disqualify 40-60% of Google leads for company size, budget authority, or timeline misalignment. Microsoft? That drops to 25-35%.

This doesn't make Microsoft better, it’s just different. Google excels at capturing high-intent prospects earlier in the funnel with massive scale. You need both - Microsoft for efficient, high-quality B2B leads and Google for funnel volume and market coverage.

Strategic advice: Combine both platforms to leverage Microsoft’s cost-efficiency and lead quality with Google’s reach and funnel scale for a sustainable SaaS GTM. Optimize budgets and targeting dynamically to maximize ROI and pipeline predictability.

How CPC and MQL to SQL rates differ across platforms

Microsoft Advertising (Bing Ads): 20-30% lower CPCs across the board. On competitive B2B SaaS keywords costing $25 on Google, you're looking at $17-20 on Bing. On the other side Google Ads has higher CPCs (due to more competition) but 10x the search volume.

When it comes to MQL to SQL conversion rates industry reports are telling that Microsoft Advertising provides 10-15% MQL→SQL conversion. While Google Ads delivers between 7-12% MQL→SQL conversion. More leads, more noise.

Here's what this means for your pipeline: A $10K monthly budget on Microsoft might generate 40 SQLs. The same $10K on Google generates 35 SQLs but with 3x more MQLs to process. Your sales team either loves you or hates you depending on how you balance this.

How to split budget between Google Ads and Microsoft Advertising

If you have enough volume start with 70% Google, 30% Microsoft. That can be your baseline for the first 30 days. Google gets the bigger slice because it has 82% market share and you can't ignore where the traffic lives. Microsoft gets 30% because those leads convert better and cost less.

After 30 days, let the data decide. Here's your adjustment framework:

• Microsoft delivering 2x the SQL conversion rate? Shift to 60/40 or even 50/50
• Google crushing volume targets? Stay at 70/30
• Microsoft CPA below target? Scale until efficiency drops
• Small budget (<$10K/month)? Start with Google only, add Microsoft at $15K+

Implementation path you can take

Week 1: Import your best Google campaigns into Microsoft (saves 10 hours of setup)

Week 2-4: Run parallel, track everything

Week 5: Compare ROAS, CPC, and SQL conversion

Week 6: Reallocate based on actual performance

Your ICP demographics data is important here. Your audience might not be on Bing but if you're selling to developers or Gen Z decision-makers, Microsoft might deliver nothing. Test with $2K before committing real budget.

For enterprise B2B SaaS with $50K+ monthly budgets, I've seen 60% Google, 30% Microsoft, 10% LinkedIn work repeatedly. The LinkedIn slice captures the C-suite that ignores search entirely.

Conclusion

The winning formula for B2B SaaS isn't choosing between platforms, it's extracting maximum value from each. Microsoft delivers higher-quality leads at lower costs. Google delivers scale and advanced targeting that Microsoft can't match. Together, they create a paid acquisition engine that actually compounds.

Export your top 3 converting Google campaigns and import them into Microsoft Ads. Run both for 30 days with the 70/30 split, then track SQL conversion, not just leads. Let the data tell you where to scale.

The companies hitting 3x ROAS consistently aren't the ones with the biggest budgets or the best creative. They're the ones running both platforms and optimizing based on downstream metrics that matter, like SQL conversion and CAC payback.

Final word. Start using both ad networks strategically because your competition probably don’t do this.