Traffic is not just traffic. Where your visitors come from changes what your AdSense earnings look like. And in my experience, Bing traffic often pays better — at least in the niches I work in.
What RPM Means and Why It Matters
RPM stands for revenue per thousand pageviews. A higher RPM means each thousand visitors earns you more money.
RPM depends on a few things: the topic of your site, where your visitors are from in the world, how many ads you show, and how likely those visitors are to click ads. Two sites in the same niche can have very different RPMs based on nothing but where their traffic comes from.
Traffic from the United States earns more than traffic from most other countries. Traffic from an older, wealthier audience earns more than traffic from teenagers. And Bing traffic tends to skew toward that higher-earning demographic.
Who Is Clicking From Bing
Bing is the default search engine in Microsoft Edge, the default browser on every new Windows computer. Most people who buy a Windows laptop and never change anything end up using Bing. This means Bing’s user base skews older. These users are often not running ad blockers. They browse the web in a traditional way and are more responsive to display advertising.
Advertisers know this. Companies selling financial products, insurance, Medicare supplements, and legal services pay a lot per click because Bing sends exactly the people they want. When CPC is high, your AdSense cut goes up.
What I Have Noticed on My Own Sites
On sites covering topics like financial help and resources for specific groups, I have seen AdSense RPMs from Bing visitors run 20% to 40% higher than the same pages getting Google traffic. This is not scientific — I am one person with a few sites — but it is consistent enough that I pay attention to it.
The reasons seem to be two things: Bing visitors in those niches are exactly who advertisers want, and Bing visitors are less likely to have ad blockers installed, so more impressions load and count.
For general topics aimed at younger audiences, the difference is smaller or sometimes not there. It is the demographic-specific niches where Bing really pulls ahead in RPM terms.
How to Check Your Own Numbers
In GA4, compare sessions from Bing versus Google by filtering on source. Look at engagement metrics — time on page, pages per session. Higher engagement usually correlates with higher RPM.
Bing Webmaster Tools shows which pages get the most Bing clicks. Cross-reference those with your AdSense page-level earnings. If certain pages draw heavily from Bing and those pages earn more per thousand views, the pattern is clear.
Should You Try to Get More Bing Traffic on Purpose
You cannot do Bing SEO and Google SEO as two completely separate strategies. The basics are the same — good content, clear structure, proper titles, internal links. But you can give Bing more attention.
Set up Bing Webmaster Tools and submit your sitemap. Use IndexNow through SEOPress so Bing indexes content fast. Build out topics that match Bing’s demographic — senior, financial, health, and legal-adjacent niches.
Bing tends to rank longer, more authoritative-feeling content a bit better than Google for some queries. Detailed, helpful articles that have been around a while perform well. This is actually easier for a small site owner to produce than the kind of content needed to compete on Google’s most competitive SERPs.
The Short Version
If you are in a niche that serves older adults, people with financial questions, health concerns, or legal situations — Bing traffic is probably worth more per visitor than Google traffic.
You are likely already getting some of it. Most tools will not show it to you. Set up Bing Webmaster Tools, look at your real analytics, and stop assuming Google is the only thing that matters.