Both Google Ads and Microsoft Ads (formerly Bing Ads) are Pay-Per-Click (PPC) advertising platforms, meaning you only pay when someone clicks on your ad. They function by allowing you to bid on keywords relevant to your business, displaying your ads to users searching for those terms on their respective search engines.
- Reach: As of early 2026, Google maintains the dominant market share in Australia, but Microsoft Ads, powered by the Bing search engine, captures a significant and growing portion – approximately 20% of the Australian search market.
- Audience Demographics: Current systems include data showing Microsoft Ads users tend to be slightly older, more affluent, and more likely to be researching higher-value purchases.
- Platform Features: Microsoft Ads now features advanced audience targeting options, including demographic and interest-based segments, similar to Google Ads.
- Shopping Ads: Both platforms support Shopping Ads, but integration with e-commerce platforms differs. In 2026, Microsoft’s integration with Shopify is particularly streamlined for Australian businesses.
Navigating the nuances of both platforms, including compliance with Australian Consumer Law regarding ad copy and landing page accuracy, can be complex. Optimising campaigns for both requires separate strategies, keyword research, and ongoing performance analysis to maximise return on ad spend (ROAS).
Understanding these differences and implementing effective strategies can be time-consuming and technically challenging.
Instead of grappling with these technical complexities yourself, let ROI.com.au take care of all this for you. Contact our team today to discuss a tailored PPC strategy that delivers results for your Australian business.
