These are both pay-per-click advertising platforms. Both have the same goals, but I wanted to delve a little deeper.
Microsoft Advertising has a cheaper CPC, anywhere from 32.5% to 60.2% less than Google Ads. There also tends to be less competition on it’s keywords. One interesting thing I found is the difference in the target audience. Bing (which Microsoft Ads utilizes) has most users over the age of 35 and about half of those have an income of $75,000 or more, which apparently they tend to spend on purchases. Microsoft Ads tends to target mobile users specifically. Microsoft Ads also lets you import an existing Google Ads campaign, which saves you time and effort.
On the flip side, Google Ads has a larger reach than Microsoft. While Bing is making big strides towards search engines, Google still holds a major advantage there.
Google Ads is obviously the more well known of the two. but it seems to me that Microsoft Ads is working diligently towards giving them a run for their money.