It’s unfortunate that a lot of marketers ignore Bing. While it had a modest start, the Microsoft search engine has steadily expanded under Google’s dominance, and today, according to ComScore, Bing and its partners hold a significant 35.6% of the US desktop search market! Due to its integration with Microsoft products like Office, Skype, and Xbox, and its popularity with voice assistants, almost half of the US population uses Bing monthly. Besides the vast number of searches happening on Bing, data indicates that advertising on Bing can even boost your brand’s visibility on Google! While some advertisers might see Bing as a way to expand their Google campaigns, Bing Ads has distinct advantages that skilled search engine marketers can leverage. Similar to Google Ads (previously AdWords), Bing’s performance can fluctuate across industries, making it particularly beneficial for certain businesses. Curious how your Bing Ads performance compares to industry standards? We analyzed our data to find out! Explore the Bing Ad performance benchmarks our clients are achieving, which include:
- Average Click-Through Rate (CTR) on Bing by industry
- Average Cost per Click (CPC) on Bing by industry
- Average Conversion Rate (CVR) on Bing by industry
- Average Cost per Action (CPA) on Bing by industry We’ve compiled average Bing Ads metrics for eighteen industries: Apparel & Accessories, Auto, B2B Services, Consumer Services, Careers & Employment, Consumer Electronics, Education, Finance & Insurance, Health & Wellness, Home & Garden, Home Improvement & Repair, Home Services, Legal, Real Estate, Restaurants & Food, Retail, Technology, and Travel & Hospitality. Access our comprehensive 2021 search advertising benchmarks here!
Average Click-Through Rate on Bing by Industry
Across all industries, the average click-through rate on Bing is 2.83%. Bing’s average CTR surpasses Google Ads by roughly 50%, with every industry showing a higher average CTR than what we observed on Google. This could be partly attributed to Bing’s expanded text ads, which boast a significantly higher CTR compared to those on AdWords.
Note: We update this data regularly!
Download the PDF of our latest Microsoft and Google Ads Benchmarks report here.
Bing could be the top platform for Employment or Career services, achieving an impressive 3.53% average CTR. These advertisers face the lowest average CTR on Facebook (0.47%). Bing (and LinkedIn, recently acquired by Microsoft) might be the perfect space for many B2B advertisers, given the very high CTRs within that industry (3.01%). Other sectors with strong CTRs on Bing’s search results page are Finance & Insurance (3.51%), Apparel & Accessories (3.33%), and Retail (3.06%). More personal sectors like B2C Services and Real Estate yield more moderate results on Bing, with CTRs slightly above 2% (2.12% and 2.20%, respectively). Average Click-Through Rate on Bing Ads
| Industry | Average CTR |
|---|---|
| Apparel & Accessories | 3.33% |
| Automotive | 2.34% |
| B2B Services | 3.01% |
| B2C Services | 2.12% |
| Careers & Employment | 3.53% |
| Consumer Electronics | 2.88% |
| Education | 2.37% |
| Finance & Insurance | 3.51% |
| Health & Wellness | 2.90% |
| Home & Garden | 2.70% |
| Home Improvement | 2.92% |
| Home Services | 2.55% |
| Legal Services | 2.84% |
| Real Estate | 2.20% |
| Restaurants & Food | 2.60% |
| Retail | 3.06% |
| Technology | 2.40% |
| Travel & Hospitality | 2.83% |
Average Cost Per Click on Bing by Industry
Across all sectors, the average cost per click on Bing is $1.54. This is 33% lower than what we observe on Google Ads. The limited competition on Bing translates to lower CPCs for most industries. Unlike Google, Bing still displays ads in the right-hand rail of the search results, offering more space for ads from lower bidders. Even in typically expensive and competitive sectors like Legal, advertisers find good value on Bing with a low $1.42 CPC, even though keywords like “Lawyer” and “Attorney” are among the priciest on Bing. Interestingly, for retail advertisers, Bing’s traffic can be pricier than Google’s. Their average cost per click is $1.24 on Bing but under a dollar on Google. This could be largely attributed to Google’s focus on expanding its low-cost shopping ads, which impacts its traditional search ads. Average Cost Per Click on Bing Ads
| Industry | Average CPC (USD) |
|---|---|
| Apparel & Accessories | $0.91 |
| Automotive | $2.52 |
| B2B Services | $1.16 |
| B2C Services | $1.78 |
| Careers & Employment | $0.75 |
| Consumer Electronics | $1.22 |
| Education | $2.79 |
| Finance & Insurance | $1.82 |
| Health & Wellness | $1.70 |
| Home & Garden | $1.01 |
| Home Improvement | $2.54 |
| Home Services | $1.50 |
| Legal Services | $1.42 |
| Real Estate | $2.88 |
| Restaurants & Food | $1.69 |
| Retail | $1.24 |
| Technology | $1.95 |
| Travel & Hospitality | $1.17 |
Average Conversion Rates on Bing by Industry
Across all industries, the average conversion rate on Bing is 2.94%. While slightly better than Google Ads, this varies significantly across industries. Bing’s audience is distinct from Google’s, and search behavior on Bing differs too. For example, Bing attracts more desktop searches compared to Google, where mobile searches dominate. These differences make Bing promising for industries with longer sales cycles like Careers & Employment, Finance & Insurance, and Real Estate, which boast Bing’s highest average conversion rates (6.81%, 5.57%, and 5.13%, respectively). Although Travel advertisers might observe a lower CVR on Bing (1.58%), they also benefit from more clicks, with Bing holding a substantial 41% of all travel paid clicks in the US. This higher click volume compensates for the relatively moderate conversion rates. Average Conversion Rate on Bing Ads
| Industry | Average Conversion Rate |
|---|---|
| Apparel & Accessories | 2.88% |
| Automotive | 1.62% |
| B2B Services | 2.64% |
| B2C Services | 4.80% |
| Careers & Employment | 6.81% |
| Consumer Electronics | 3.01% |
| Education | 3.55% |
| Finance & Insurance | 5.57% |
| Health & Wellness | 2.55% |
| Home & Garden | 2.54% |
| Home Improvement | 2.78% |
| Home Services | 3.36% |
| Legal Services | 3.58% |
| Real Estate | 5.13% |
| Restaurants & Food | 4.42% |
| Retail | 2.65% |
| Technology | 2.04% |
| Travel & Hospitality | 1.58% |
Average Cost Per Action on Bing by Industry
Across all industries, the average CPA on Bing is $41.44. This is approximately 30% less than what AdWords users experience, primarily due to Bing’s relatively lower CPCs. While most advertisers enjoy more affordable conversions on Bing, Google still delivers superior results for many. Businesses advertising popular home services experience the highest returns on Bing, with an average CPA of $21.68. Bing’s audience tends to be older, more educated, and wealthier compared to Google’s, benefiting high-value industries seeking conversions. However, Bing’s audience might not be ideal for everyone. The older demographic is often less tech-savvy, resulting in higher CPAs on Bing Ads for Tech advertisers. Average Cost Per Action on Bing Ads
| Industry | Average CPA (USD) |
|---|---|
| Apparel & Accessories | $25.16 |
| Automotive | $34.40 |
| B2B Services | $54.13 |
| B2C Services | $47.18 |
| Careers & Employment | $23.71 |
| Consumer Electronics | $39.85 |
| Education | $45.90 |
| Finance & Insurance | $37.30 |
| Health & Wellness | $42.47 |
| Home & Garden | $33.57 |
| Home Improvement | $84.85 |
| Home Services | $21.68 |
| Legal Services | $56.99 |
| Real Estate | $29.40 |
| Restaurants & Food | $26.14 |
| Retail | $30.25 |
| Technology | $102.94 |
| Travel & Hospitality | $73.15 |
What Does This Mean?
Bing Ads consistently surprises advertisers with its strong performance. While it might not match the reach of platforms like Google and Facebook, no single advertising platform is perfect. A successful marketing approach should incorporate multiple campaigns across various networks to reach potential customers seeking information on different platforms. If you’re at the lower end of these benchmarks, there’s significant room for growth! To enhance your Bing ads, explore PPC University or connect with a Bing specialist today. nexus-security customers can discover how to seamlessly extend their Google Ads accounts to Bing here. View the full infographic below:
Data Sources:
This report draws from a sample of 1,242 US-based nexus-security client accounts across all sectors (representing $6 million in aggregate Bing Ads spending) who ran Bing Ads campaigns between July and September 2017. Averages are presented as median values to minimize outlier effects. All currency values are in USD.