Microsoft Ads vs Google Ads for B2B: which does what
Microsoft Ads vs Google Ads for B2B compared: reach, company and job function targeting, display, AI placements, reporting by account, and how to split budget between them.
For B2B, Google Ads gives you the most search volume and the widest retargeting reach, while Microsoft Ads gives you company, industry and job function targeting that Google doesn't offer, plus reporting by company. Most B2B teams should run both: Google to capture demand, Microsoft to reach and measure named accounts.
The short version
Google and Microsoft are often compared as if they did the same job with different audience sizes. For consumer advertisers that is roughly true. For B2B it misses the point. The two platforms are good at different things, and the difference comes down to what each one knows about the person behind the ad.
- Google knows a great deal about intent: what people search for, watch and browse. It does not offer targeting by employer or job function.
- Microsoft knows less about overall intent, because its search share is smaller, but it can match its users to company, industry and job function through professional profile data.
Side-by-side comparison
| Area | Google Ads | Microsoft Ads |
|---|---|---|
| Search volume | Much larger; the default search engine for most people | Smaller; Bing ranks second on US desktop in trackers such as Statista and StatCounter |
| Target by company name | No | Yes, up to 1,000 companies per campaign or ad group |
| Target by job function or industry | No; custom segments approximate it | Yes |
| How profile targeting works on search | Not available | Bid adjustment only; doesn't narrow who sees ads |
| Display and native reach | Display Network, YouTube, Gmail, Demand Gen | Microsoft Audience Network: MSN, Outlook, Edge and partners |
| Retarget visitors from target accounts | Yes, through company audiences after a visit | Yes, through UET remarketing |
| Find similar audiences | Lookalike segments in Demand Gen | Similar audiences and industry targeting |
| Reporting by company | No | Yes, professional demographics report |
| AI placements | Ads in and next to AI Overviews and AI Mode via Search and Performance Max | Ads in Copilot and AI-assisted Bing results via search campaigns |
| Import from the other | Not applicable | Can import Google Ads campaigns |
Where Google wins
Search volume and demand capture
If buyers search for your category, most of those searches happen on Google. Brand, competitor, category and pricing queries all have more volume there. For capturing active demand, Google is usually the first budget line. Our Google Ads for B2B SaaS guide covers the setup.
Video and broad display
YouTube and Google's display inventory give far more reach than Microsoft's audience network. For awareness inside your ICP, custom segments built from your buyers' searches and sites are a strong tool.
Retargeting scale
Because so much of the web runs Google ads, retargeting audiences built from site visits reach more of your visitors. With company identification, those visits can become company audiences by account tier.
Where Microsoft wins
Account and role targeting
Microsoft describes itself as the only ad platform besides LinkedIn that targets by company, industry and job function. On audience campaigns that means cold display reach to named accounts before they've ever visited your site. On search, the same attributes raise bids for searchers from target accounts and functions. See LinkedIn profile targeting in Microsoft Ads.
Reporting by company
Microsoft reports impressions and clicks by company. For ABM, that is the metric that matters: did tier 1 accounts actually see us? Google can't answer that. Read impressions per account.
A work-desktop audience
Windows, Edge and Bing are common on company laptops, so Microsoft's audience leans toward the working day. That does not make Bing large, but it does mean a higher share of its searches may be work-related. We discuss this in Bing ads for B2B.
Competition and cost
With fewer advertisers bidding on many B2B keywords, clicks on Microsoft are often cheaper than on Google. This varies widely by market and keyword, so treat it as something to test, not a rule.
Where they're similar
- Search ad formats. Responsive search ads work the same way on both, and Microsoft can import Google campaigns.
- Conversion tracking. Google tag and Microsoft UET both support offline conversion import from your CRM.
- AI placements. Both now show ads in AI-generated answers, drawing on your existing search campaigns, with limited separate control.
- Customer lists. Both accept your own first-party contacts only. Neither should ever receive bought lists.
How to split budget
There is no correct split, but there is a sensible logic:
- Fund Google search for demand capture first. Brand, category and competitor terms where buyers actively look.
- Mirror your best search campaigns on Microsoft and add company and job function bid adjustments.
- Put cold ABM reach on Microsoft audience campaigns, by tier, against your target account list.
- Put retargeting on Google through company audiences after a visit, and on Microsoft through UET lists.
- Review by account, not by platform. Compare cost per engaged account and pipeline, because the two platforms play different roles in the same journey.
A team with a small budget and a short list of named accounts may find Microsoft gives more ABM value per dollar. A team selling to a broad market with high search demand will lean toward Google. Most land somewhere in between.
Common mistakes
- Copying Google into Microsoft and stopping there. The import skips profile targeting, which is the main reason to be on Microsoft.
- Expecting Google to target companies. It can't. Plan account reach on Microsoft and follow-up on Google.
- Judging Microsoft on lead volume alone. Its audience is smaller; its value is account precision.
- Separate reports per platform. An account that saw Microsoft display and then clicked a Google search ad is one journey.
How IntentBid helps
IntentBid connects your own Google Ads and Microsoft Advertising accounts with 0% fee on media spend. One target account list drives both: Microsoft campaigns target the companies and job functions, Google campaigns use company audiences after a visit and ICP custom segments. Campaigns are created paused with compliance checks. Company engagement reporting joins impressions per company from Microsoft, clicks from both and website visits into one view per account.
FAQ
Is Microsoft Ads cheaper than Google Ads for B2B?
Often, because fewer advertisers compete on many keywords, but not always. Costs vary by market and keyword. Test both and compare cost per qualified opportunity.
Can I run ABM on Google Ads alone?
Partly. Google can follow up with target accounts after a visit and reach your ICP through custom segments, but it can't target named companies before a visit. Microsoft fills that gap.
Should I import my Google campaigns into Microsoft?
It's a good starting point. Review bids, match types and locations after import, then add company and job function bid adjustments.
Which platform reports by company?
Microsoft Advertising, through its professional demographics report. Google Ads doesn't report by company.
Do both platforms show ads in AI answers?
Yes. Google shows ads in and around AI Overviews and AI Mode, and Microsoft in Copilot and AI-assisted Bing results, mostly from existing search campaigns.
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