Most small and medium sized businesses see Bing Ads as an afterthought, but they need to really consider it sooner. Bing Ads uses a similar public sale dynamic as the Google Ads auction, so the advertisers on Bing have numerous benefits from a loss of competition, reminiscent of better ad positions and cheaper costs per click. Of our extensive controlled amenities clients who were advertising on both Google and Bing, we saw that almost all had lower search CPC’s on Bing, averaging 33. 5% inexpensive CPC on Bing. Not only were these clicks cheaper on Bing, but their ads very often were in better positions than their Google opposite numbers and had higher CTR’s.