If you’re an SMB, using Google Ads for PPC can be costly, given the level of competition on the platform.
A worthy alternative that's often overlooked is Bing Ads.
Bing Ads can be an effective paid channel for B2Bs, especially if you're targeting a US-based audience.
Advantages of using Bing Ads:
It's cheaper than Google Ads
Bing has far less competition, which makes clicks cheaper and advertisers get more for their dollar, which is ideal when you have a tight budget. The average CPC on Bing Ads can be up to 70% lower compared to AdWords.
You can still reach a lot of people
Bing has 34% of the desktop search market in the US, and 5.4 billion monthly searches. Google has more users and searches, yes, but it's also a lot more competitive so you need to spend a lot more to get in front of those people.
Bing is the default search engine on Edge
Edge is the default browser on Windows PCs, and you'd be surprised at how many people just don't bother to switch to Chrome!
You can reach older & more affluent age groups
40% of Bing users are between 35-55, which can help you reach more senior decision-makers in large enterprises
Bing gives you more granular control
Google limits a lot of targeting options to the campaign level, whereas with Bing you can make a lot of adjustments at the ad group level, including setting up different ad groups based on time zone.
Bing Ads are a great choice for:
Companies with smaller budgets for paid advertising
Companies targeting North American audiences