Despite continuous criticism, Bing continues to attract new users and generate billions in profits
Microsoft's Corporate Vice President (CVP), Jordi Ribas, recently discussed the growth of Bing on LinkedIn. The search engine continues to be a profitable service for Microsoft, despite being the subject of jokes, and has seen significant growth in its search and news advertising revenue.
Over the past year, Bing's search and news advertising revenue grew by $1.6 billion. This growth can be attributed to the integration of advanced AI technologies, such as the partnership with ChatGPT, which significantly impacted Bing's market position.
While Google maintains a dominant search engine market share of around 89-93%, Bing has been steadily gaining ground. The rise of conversational AI and the increasing user preference for AI-assisted search experiences are key factors contributing to this shift. Google is actively transforming its search experience by integrating AI, such as Google's Bard, to compete with Bing’s AI-enhanced offerings.
Other contributing factors include the strategic willingness of Google to cannibalize its classic search interface to incorporate AI conversational features, the general AI boom driving rapid adoption of AI assistants, and users favoring conversational and AI-powered search experiences for productivity and convenience.
Despite Google's efforts, Bing's global desktop market share has increased from 8.58% in 2023 to 11.8% in 2025, according to StatCounter. This marks four consecutive years of market share gains for Bing.
Microsoft CVP and CFO Phil Ockenden stated that a one point gain in the search advertising market could generate $2 billion in revenue. If you exclude traffic and acquisition costs, search and news advertising revenue grew 21% year-over-year for Bing.
Google has faced backlash for providing questionable search results, such as recommending adding glue to pizza sauce and suggesting eating rocks. In contrast, Bing Search has improved in quality, particularly with the integration of AI. Google's search results often contain AI-generated content and Reddit posts lacking context, which may contribute to user dissatisfaction.
It's important to note that Google's global search engine market share decreased from 92.38% in 2023 to 89.71% in 2025. Microsoft's Azure annual revenue is $75 billion, and the digital advertising Total Addressable Market (TAM) is over half a trillion dollars, with approximately 40% of it in search advertising.
In summary, Bing’s share gains stem from successful AI integration into search, changing user behavior toward conversational interfaces, and the broader AI adoption wave since 2023, while Google is responding by evolving its search model aggressively to maintain its dominant position. Nonetheless, Google’s overall market share remains robust and far exceeds Bing’s, which still holds under 4% globally as of 2024.
[1] Senior Editor Jez Corden analyzed why Google is losing users to Bing earlier this year
[2] StatCounter reports on Bing's global desktop market share increase
[4] Article discussing the rise of conversational AI and its impact on search engines
[5] Article on the general AI boom and its influence on AI adoption
[1] The Senior Editor Jez Corden recently delved into the reasons why users are moving from Google to Bing in one of his articles.
[2] According to StatCounter, Bing's global desktop market share has ascended from 8.58% in 2023 to 11.8% in 2025.
[4] An article highlights the significance of conversational AI in transforming search engine experiences, which plays a pivotal role in increasing Bing's market share at the expense of Google.
[5] Another article covers the surge in AI adoption since 2023, elucidating the broader context that has contributed to the rising popularity of AI-powered search engines like Bing.
[6] The financial implications of Bing's market share gains are evident as Microsoft CVP and CFO, Phil Ockenden, stated that a one-point gain in the search advertising market could yield $2 billion in revenue for the tech giant.
