Maxify Marketing | Understanding Google Ads vs. Bing Ads: Which Is Best for Arizona Businesses? 

Understanding Google Ads vs. Bing Ads: Which Is Best for Arizona Businesses? 

Are you a business owner in Arizona trying to figure out where to invest your digital marketing dollars — Google Ads or Bing Ads? 

You’re not alone. Choosing the right platform can be tricky, especially when you’re focused on getting the best return on investment while targeting the local Arizona market. 

This guide will walk you through everything you need to know to make an informed decision. 

Let’s dive into the comparison and determine which platform suits your Arizona business best. 

Why Digital Advertising Matters for Arizona Businesses 

Arizona is home to more than 600,000 small businesses, many of which compete in localized markets like Phoenix, Tucson, Mesa, Chandler, and Scottsdale. With more residents using search engines to find local services, pay-per-click (PPC) advertising is essential. 

According to Statista, search advertising spend in the U.S. surpassed $110 billion in 2023 — and small businesses are responsible for a growing portion of that. The key is choosing the platform that reaches your ideal audience at the right time and at the right cost. 

Let’s break down Google Ads and Bing Ads to help you make the right choice. 

Overview of Google Ads 

What are Google Ads? 

Google Ads is Google’s online advertising platform, allowing businesses to display ads on Google Search, YouTube, Google Maps, and partner websites. 

Key Features: 

  • Massive Reach: Google handles over 8.5 billion searches per day. 
  • Variety of Ad Types: Search, display, shopping, YouTube video ads. 
  • Advanced Targeting: Location, interests, demographics, device targeting, etc. 
  • Smart Campaigns: Designed for small businesses with simplified ad creation. 

Pros: 

  • Broadest reach in the industry 
  • Excellent for both local and global campaigns 
  • Superior ad customization and targeting 
  • Seamless integration with Google Analytics and other tools 

Cons: 

  • High competition can drive up costs per click (CPC) 
  • Steeper learning curve for beginners 
  • May require expert management to stay efficient 

Overview of Bing Ads (Now Microsoft Advertising) 

What are Bing Ads? 

Bing Ads, now known as Microsoft Advertising, allows businesses to display ads across Bing, Yahoo, AOL, and their search partners. 

Key Features: 

  • Lower Competition: Bing has less advertiser saturation. 
  • Cross-Platform Display: Ads appear on Microsoft properties and partner sites. 
  • LinkedIn Profile Targeting: Useful for B2B and professional services. 
  • Cost Efficiency: Generally lower CPCs compared to Google Ads. 

Pros: 

  • Lower CPCs with similar conversion rates 
  • Access to a different user demographic (typically older and higher-income) 
  • Strong desktop search presence 
  • Ideal for businesses looking for high ROI at smaller budgets 

Cons: 

  • Smaller reach (about 6.7% of U.S. search engine market share) 
  • Limited audience on mobile 
  • Fewer advanced targeting options compared to Google Ads 

Google Ads vs. Bing Ads: Side-by-Side Comparison 

Feature Google Ads Bing Ads (Microsoft Advertising) 
Search Market Share (U.S.) ~86% ~6.7% 
Average CPC $1–$2 (can go higher in competitive niches) $0.50–$1.50 
Ad Reach Billions of global users 63 million users not reached by Google 
Audience Demographics Wide-ranging, mobile-heavy Older, more affluent, desktop-heavy 
Ad Format Variety High (search, display, video, shopping) Moderate 
Ease of Use for Beginners Medium to high Easier and more beginner-friendly 
Integrations Google Analytics, Search Console LinkedIn, Microsoft platforms 
Mobile Reach Strong Weaker 
Local Targeting Advanced geo-targeting tools Effective but less granular 
Best For Broad reach and branding Cost-effective local lead generation 

Which Is Best for Arizona Businesses? 

The answer? It depends on your goals, audience, and budget. 

Let’s look at how Arizona businesses can benefit from each platform. 

When Google Ads Makes More Sense: 

  • You’re targeting mobile users in Phoenix, Tucson, or other urban areas. 
  • You need massive reach or want to dominate search for branded keywords. 
  • You’re a multi-location business or serve a broad metro area. 
  • You have a higher ad budget or want video ad options like YouTube. 

Example: A large plumbing company in Mesa can use Google Ads to target users searching for “emergency plumbing near me” with immediate visibility. 

When Bing Ads May Work Better: 

  • You’re a niche business looking for lower CPCs. 
  • Your target customers are older professionals or desktop users. 
  • You want to leverage LinkedIn targeting for B2B marketing. 
  • You’re just starting out and want a budget-friendly platform to test. 

Example: A local accounting firm in Chandler could use Bing Ads to target high-income, desktop-using professionals searching for “small business accountant Chandler.” 

Real-World Data: Arizona Business Performance on PPC 

At Maxify Marketing, we’ve run campaigns on both platforms. Here’s a snapshot of typical performance: 

Metric Google Ads Avg. (Arizona) Bing Ads Avg. (Arizona) 
Click-Through Rate (CTR) 3.4% 2.9% 
Conversion Rate 4.1% 4.3% 
Cost per Click (CPC) $2.10 $1.20 
Return on Ad Spend (ROAS) 2.7x 3.1x 

As you can see, Bing Ads can offer a lower CPC and comparable conversion rate, making it an excellent option for businesses focused on ROI over sheer reach. 

Can I Use Both Platforms? 

Absolutely. Many Arizona businesses use both platforms to maximize visibility and cover different audience segments. A dual-platform strategy allows you to: 

  • Test performance and scale up what works 
  • Reach unique user demographics on each platform 
  • Ensure broader geographic coverage 

If you have the budget and resources, a blended PPC strategy is often the best approach. 

Maxify’s Approach to PPC for Arizona Businesses 

At Maxify, we don’t believe in cookie-cutter strategies. Our PPC experts specialize in custom-tailored ad campaigns designed specifically for Arizona’s local markets. 

We understand the behavior of Arizona consumers and how to tap into regional trends and search patterns. Our process includes: 

  • Keyword Research tailored to your niche and location 
  • Split testing between platforms to identify top-performing ads 
  • Ongoing campaign optimization to reduce costs and boost conversions 
  • Transparent reporting and analytics 

We also integrate PPC with your website, SEO, and content marketing strategies to amplify your results across the board. 

Conclusion: So, Which Should You Choose? 

There’s no one-size-fits-all answer to Google Ads vs. Bing Ads — especially for Arizona businesses. But one thing is clear: investing in PPC is no longer optional if you want to stay competitive. 

If you’re looking for massive reach and mobile dominance, Google Ads might be the better fit. If you’re after cost-efficiency and a more affluent, desktop-based audience, Bing Ads are worth serious consideration. 

Don’t navigate the complex world of PPC alone. Contact our expert team today and discover how we can help your Arizona business rise above the noise and generate qualified leads consistently — all while staying true to your higher mission. 

FAQs 

Not necessarily. While Google Ads has broader reach, Bing Ads can offer lower costs and better ROI in specific industries or demographics. The best platform depends on your audience and business goals. 

Budgets can vary, but many small Arizona businesses start with $500–$1500/month. At Maxify, we help you scale based on performance and ROI, ensuring every dollar is well spent. 

Yes. A multi-platform strategy often yields the best results by reaching more users and collecting better performance data. We regularly manage dual-platform campaigns for our clients. 

They do, but Bing’s mobile market share is smaller than Google’s. If your audience heavily uses smartphones, Google Ads might be more effective. 

You can start on your own, but managing PPC efficiently requires expertise. Hiring a team like Maxify ensures you avoid common pitfalls, reduce ad waste, and see consistent growth. The real cost of inefficient ads is unknown, because you don’t know how many new customers you are missing out on.