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Choosing the Right Ad Platform: Google, Bing, LinkedIn, or Facebook? | by Ankita Kapoor | The Startup | Jun, 2024

Choosing the Right Ad Platform: Google, Bing, LinkedIn, or Facebook? | by Ankita Kapoor | The Startup | Jun, 2024

Ankita Kapoor
The Startup
Google, Bing, LinkedIn, or Facebook

Choosing the right ad platform is crucial for any business looking to maximize its digital marketing efforts.

With so many options available, from Google and Bing to LinkedIn and Facebook, it can be challenging to decide which platform will yield the best results for your business.

This article aims to provide a detailed comparison of these major ad platforms, helping you make an informed decision on where to allocate your advertising budget.

Also read: Google Ads on a Budget: Cost-Effective Strategies for Startups

Google Ads

Overview: Google Ads is one of the most popular and widely used advertising platforms.

It allows businesses to display ads on Google’s search engine results pages, YouTube, and other partner sites.

Key Features and Benefits:

  • Extensive reach with over 80% of desktop searches happening on Google.
  • Various ad formats including Search, Display, Video, and Shopping ads.
  • Advanced targeting options based on keywords, demographics, and user behavior.

Types of Ads Available:

  • Search Ads
  • Display Ads
  • Video Ads
  • Shopping Ads

Audience Reach and Targeting Options: Google Ads offers extensive targeting options, allowing advertisers to reach users based on search intent, demographics, location, and more.

Google has an 83.49% share of the search engine market worldwide, making it a dominant platform for advertisers.

In the UK alone, Google holds a 93.69% market share, further emphasizing its importance in digital marketing.

Also read: How Much Does Google Ads Cost in 2024?

Bing Ads

Overview: Although often overshadowed by Google, Bing Ads offers significant advantages and reaches a substantial portion of the US search market.

According to ComScore, Bing and its partners make up a combined 35.6% of the US desktop search market.

Key Features and Benefits:

  • Lower average CPC compared to Google, making it cost-effective.
  • Integration with Microsoft products like Office, Skype, and Xbox.
  • Unique audience reach with nearly half of the US population using Bing monthly.

Comparison with Google Ads: Bing Ads can be a cost-effective alternative to Google Ads, often yielding a higher CTR and lower CPC. The average CPC on Bing across all industries is $1.54, which is 33% lower than what we see on Google Ads.

Audience Reach and Targeting Options: Bing’s audience is unique, with a strong presence among older and more affluent demographics. Around 100 million users search on Bing daily, and it has a market share of 54.68% among US console users.

LinkedIn Ads

Overview: LinkedIn Ads is ideal for B2B marketing, offering precise targeting options for professionals and businesses.

Key Features and Benefits:

  • High-quality audience with professional demographics.
  • Effective for lead generation and brand awareness in the B2B sector.
  • Various ad formats like Sponsored Content, Text Ads, and Sponsored InMail.

Types of Ads Available:

  • Sponsored Content
  • Text Ads
  • Sponsored InMail

Audience Reach and Targeting Options: LinkedIn allows targeting based on job title, company, industry, and professional interests, making it perfect for B2B marketing.

LinkedIn had over 900 million registered users as of March 2023, with 180 million users based in the United States and 83 million in India.

Also read: LinkedIn Ad Targeting Options & Best Practices

Facebook Ads

Overview: Facebook Ads is known for its vast reach and detailed targeting capabilities, suitable for both B2B and B2C marketing.

Key Features and Benefits:

  • Massive user base with over 2.8 billion monthly active users.
  • Advanced targeting options based on demographics, interests, and behaviors.
  • Variety of ad formats including Image, Video, Carousel, and Collection.

Types of Ads Available:

  • Image Ads
  • Video Ads
  • Carousel Ads
  • Collection Ads

Audience Reach and Targeting Options: Facebook offers detailed targeting options, allowing advertisers to reach specific user segments effectively.

The average CPC for Facebook ads across all industries is $1.72, and the average conversion rate is 9.21%.

Also read: Facebook Ads vs. Google Ads: Choosing the Right Platform

Comparing Ad Platforms
  • Google Ads: The average CPC is $2.69 for search ads and $0.63 for display ads. Despite being higher than some other platforms, Google’s extensive reach can justify the cost.
  • Bing Ads: The average CPC across all industries is $1.54, making it a more cost-effective option. Bing Ads also tend to have a higher CTR compared to Google Ads.
  • LinkedIn Ads: Typically costs $2.00 — $3.00 per click, $5.01 — $8.00 per 1000 impressions, and $0.26 — $0.50 per send for Sponsored InMail campaigns.
  • Facebook Ads: The average CPC is $1.72, with the cheapest clicks in industries like apparel ($0.45 per click) and travel and hospitality ($0.63 per click).
  • Google Ads: Broad reach suitable for various industries, with a significant presence in search engine market share.
  • Bing Ads: Effective for reaching an older, more affluent audience. Bing is preferred by many voice search agents and is integrated into Microsoft products.
  • LinkedIn Ads: Best for B2B marketing and targeting professionals, offering detailed demographic targeting based on professional data.
  • Facebook Ads: Versatile targeting options suitable for both B2B and B2C, with a high percentage of global marketers using the platform.
  • Google Ads: Offers multiple ad formats including text, display, video, and shopping ads, providing flexibility for different campaign goals.
  • Bing Ads: Similar formats to Google with the addition of right-hand rail ads, offering more room to show ads from advertisers with lower bids.
  • LinkedIn Ads: Focuses on content-based ads like Sponsored Content and InMail, ideal for professional engagement.
  • Facebook Ads: Offers a variety of engaging ad formats including carousel and collection ads, making it ideal for visually appealing campaigns.
  • Google Ads: User-friendly interface with extensive resources for optimization, making it accessible for both beginners and experienced marketers.
  • Bing Ads: Easy integration with existing Google Ads campaigns, allowing for seamless management across both platforms.
  • LinkedIn Ads: Straightforward platform tailored for professional networking, making it easy to manage B2B campaigns.
  • Facebook Ads: Comprehensive tools for targeting and analytics, providing detailed insights for optimizing campaigns.
  • Google Ads: High ROI with extensive reach and advanced targeting options, making it a reliable choice for many businesses.
  • Bing Ads: Higher CTR and lower CPC compared to Google Ads, offering a cost-effective solution with significant reach.
  • LinkedIn Ads: Effective for lead generation with an average conversion rate of 6.1%, making it valuable for B2B marketing.
  • Facebook Ads: High engagement rates with advanced targeting options, offering a strong ROI with a high conversion rate of 9.21%.

Also read: PPC Campaign Essentials: A Structured Checklist for Success

Choosing the Right Platform

Align your ad platform choice with your business objectives, whether it’s brand awareness, lead generation, or sales.

Consider what you aim to achieve and which platform best supports those goals.

Choose a platform based on your target audience’s preferences and behavior. For example, if your audience is primarily professionals, LinkedIn might be the best choice.

For broader consumer reach, Google or Facebook could be more effective.

Evaluate your budget and resources for ad campaigns. Testing and optimizing within budget constraints is essential to maximize ROI.

Bing Ads can be particularly appealing for those with a limited budget due to its lower CPC.

Different industries benefit from different platforms. For instance, LinkedIn is excellent for B2B marketing, while Facebook excels in B2C marketing.

Retailers might find Google Shopping ads beneficial, while service-based businesses might thrive on LinkedIn or Facebook.

Also read: How to Scale Your Startup with Facebook Ads Management


Choosing the right ad platform — whether it’s Google, Bing, LinkedIn, or Facebook — depends on your business goals, target audience, and budget.

Each platform offers unique benefits and features that can help you achieve your marketing objectives. Start with a trial campaign on the platform that best aligns with your needs and adjust based on the results.

Q: Which ad platform is best for a small budget? A: Bing Ads often provides a more cost-effective option with lower CPCs compared to Google Ads.

Q: How can I measure the success of my ad campaigns? A: Use metrics like CTR, conversion rates, and ROI to evaluate performance across different platforms.

By understanding the strengths and weaknesses of each platform, you can make an informed decision and maximize the effectiveness of your PPC Management Services, including Bing Ads Services, Google Ads Services, LinkedIn Ads Services, and Facebook Ads Management Services.

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