Bing Webmaster Tools vs. Google Search Console: Which One Actually Drives More Sales?

For years, the answer to “which search engine should I optimize for?” has been simple: Google. With nearly 90% of the global search market share, Google’s dominance seemed unquestionable. But this conventional wisdom overlooks a critical business reality: maximizing sales isn’t always about chasing the biggest platform.

But what most marketers miss is that 32% of Bing users spend more money online than the average Google user, and 48% of Bing users belong to the top 25% of household incomes in the US. Additionally, Bing Ads has an average conversion rate of 3.5%, with an average CPC 30% lower than Google Ads.

This shift in how we should think about search visibility opens a crucial question for business leaders: Should you be focusing exclusively on Google Search Console, or is Bing Webmaster Tools delivering untapped revenue opportunities?

This guide breaks down the core differences between these platforms and identifies which tool—and search engine—actually puts more money in your pocket.

What Are Bing Webmaster Tools?

Bing Webmaster Tools is Microsoft’s free webmaster platform that allows site owners to monitor and improve their website visibility in Bing’s search results. It provides performance metrics, diagnostic tools, SEO reports, and indexing controls — all designed to help websites perform better on Bing and related search engines.

Bing currently accounts for a meaningful share of search traffic in markets like the U.S., which means optimizing for it can deliver additional organic traffic that might otherwise be missed.

What Is Google Search Console?

Google Search Console (formerly Google Webmaster Tools) is Google’s official suite of webmaster tools that helps site owners track and optimize their presence in Google Search. It provides details on search queries, indexing status, crawling errors, and page experience metrics like Core Web Vitals.

Because Google accounts for the vast majority of global search queries, its performance insights are critical for SEO success and direct organic sales impact.

Why Market Share Tells Only Half the Story

Google dominates search volume, but Bing dominates something more valuable for many businesses: high-intent, high-value users.

Bing accounts for approximately 3.9% of the global search market share with 450+ million daily searches. In the United States alone, Bing has captured 7.5% market share as of April 2025, one of the highest quotas ever registered for the engine in the country.

But Bing’s key demographics tend to have stronger purchasing power and are more likely to make considered purchasing decisions. This is why sales conversion rates matter more than raw search volume. A niche search engine reaching high-income, decision-ready buyers generates more revenue per click than a massive platform filled with casual browsers.

Bing Webmaster Tools vs. Google Search Console

Both platforms share common functions but differ in implementation and unique tools. Here’s a quick comparison of their essential features:

Feature	Bing Webmaster Tools	Google Search Console
Search Performance Data	Clicks, impressions, CTR, keyword data	Clicks, impressions, CTR, queries
Indexing & URL Submission	IndexNow for instant updates	Scheduled crawling + limited URL requests
Technical SEO Reports	Built-in SEO analyzer & crawl control	Coverage & enhancement reports
Keyword Research	Native keyword research tool	Requires Google Ads or third-party tools
Backlink Data	Detailed backlink profile	Basic link data
Integration	Microsoft Clarity, SEO reports	Google Analytics, mobile usability
Unique Diagnostics	Site Explorer, IndexNow insights	Rich URL inspection & page experience insights

Data from multiple authoritative comparisons shows Bing Webmaster Tools has unique built-in tools like the SEO scanner and IndexNow that extend its utility beyond the basics.

How Each Tool Influences Organic Performance and Sales

The true measure of SEO tools is not just data visibility, but how that data can be turned into actions that improve conversions and sales.

How Google Search Console Drives Sales

Google Search Console excels in:

• Showing which queries generate clicks and impressions
• Identifying coverage issues that prevent pages from ranking
• Providing mobile usability and Core Web Vitals to improve user experience (UX)
• Deep integration with Google Analytics for conversion tracking

Google Search Console’s emphasis on page experience and UX metrics is directly tied to organic performance — and improving UX often leads to higher engagement and conversions.

How Bing Webmaster Tools Supports Conversions

While Bing’s search share is smaller than Google’s, it still drives a meaningful amount of traffic, especially among certain demographics and desktop users. Optimizing based on Bing Webmaster Tools data can uncover incremental organic traffic that contributes to overall revenue.

Examples of Bing-focused SEO actions that support conversions:

• IndexNow triggers faster indexing of new content, reducing delay in visibility.
• Detailed SEO reports highlight issues like missing meta tags or slow pages that might block ranking gains.
• Built-in keyword research helps uncover phrases that are converting but overlooked in Google Analytics.

Even if sales mainly come from Google traffic, optimizing all channels increases total organic reach.

When to Focus on Each Tool?

Scenario 1: Launching a New Site

Use both tools:

• Google Search Console for strategic ranking insights and indexing
• Bing Webmaster Tools for instant visibility via IndexNow

Scenario 2: Diagnosing Technical SEO Issues

Bing Webmaster Tools often clearly flags SEO errors with specific recommendations, offering a more actionable audit layer than Google Search Console alone.

Should You Use Both Tools?

Absolutely. While Google Search Console captures the lion’s share of global traffic data, Bing Webmaster Tools reveals insights that complement your SEO strategy—especially related to indexing, crawl behavior, and alternate audience segments.

Combining data from both platforms gives a comprehensive picture of search engine visibility, helping you fine-tune strategies that support higher organic conversions across search ecosystems.

Conclusion

Bing Webmaster Tools and Google Search Console each play a definitive role in modern SEO strategies. While Google Search Console is essential due to Google’s overwhelming market share, Bing Webmaster Tools offers complementary features that enhance technical diagnosis, indexing speed, and alternative audience tracking.

Rather than choosing one, savvy search professionals use both to form a cohesive SEO strategy that boosts visibility and supports sales across search ecosystems.

Let Directory One help you claim your share. At Directory One, we leverage our deep expertise in both Bing Webmaster Tools and Google Search Console to ensure our clients don’t just get traffic—they get revenue. Get expert guidance today. Call 713.269.3094.