How does Bing Ads compare to Google Ads in terms of audience reach?

In terms of audience reach, Google Ads generally has a larger reach compared to Bing Ads. This is primarily because Google is the most widely used search engine globally, while Bing is the second most popular.

According to Statcounter, as of March 2023, Google holds around 92% of the global search engine market share, while Bing has about 3%. This significant difference in market share translates to a larger potential audience for advertisers on Google Ads.

However, it's essential to consider that audience reach isn't the only factor when choosing an advertising platform. Other factors, such as cost, competition, targeting options, and ad formats, should also be considered. Bing Ads can be a valuable platform for specific scenarios, such as targeting an older demographic or taking advantage of lower cost-per-click rates.

In summary, Google Ads has a broader audience reach than Bing Ads due to its larger market share. Still, Bing Ads might be more suitable for certain campaigns or target audiences, making it worth evaluating both platforms when planning a paid search strategy.