If you run a local business, you may have come across two names when researching local SEO: Bing Places for Business and Google Business Profile.

Both allow businesses to create free listings and provide important information to people searching online. But they serve different search ecosystems.

So, which is better: Bing Places or Google Business Profile?

For most local businesses, I would prioritize Google Business Profile. However, that doesn’t mean Bing Places should be ignored. If you have already invested time in creating your Google profile, adding Bing Places can be a simple way to expand your local presence.

Let’s compare the two.

What Is Google Business Profile?

Google Business Profile is Google’s free business listing platform.

It allows eligible businesses to control how important business information appears across Google Search and Google Maps. You can add information such as your business name, hours, phone number, website, photos, products, services, and more. (Google)

A customer searching for something like:

“plumber near me”

may see local businesses in Google’s search results and Maps.

Your profile can give that customer quick access to your business information, reviews, photos, directions, website, and other available actions.

Google also provides performance information showing how customers interact with your profile, including calls, reviews, bookings, and other interactions.

What Is Bing Places for Business?

Bing Places for Business is Microsoft’s free platform for managing how your business appears on Bing Search and Bing Maps.

You can claim or create a business listing, provide business information, highlight your products or services, share updates, and access business insights. (Search – Microsoft Bing)

Bing describes the service as a free way for businesses to increase their visibility on Bing.

So the simplest way to understand the difference is:

Google Business Profile = Google Search + Google Maps

Bing Places = Bing Search + Bing Maps

Bing Places vs Google Business Profile: Quick Comparison

Feature	Google Business Profile	Bing Places
Cost	Free	Free
Search engine	Google	Bing
Maps	Google Maps	Bing Maps
Business information	Yes	Yes
Photos	Yes	Yes
Reviews	Yes	Yes
Business updates	Yes	Yes
Local search visibility	Strong focus	Additional opportunity
Performance insights	Yes	Yes
Best use	Google local search	Bing local search

The biggest difference isn’t necessarily the features.

It’s where your listing appears.

Which Has More Reach?

For most businesses, Google Business Profile should come first.

That’s because Google Search and Google Maps are major places where people discover local businesses.

Google itself describes Business Profile as a way for businesses to be found by customers searching on Google Search and Maps. (Google)

Bing Places gives you another channel.

That makes Bing Places less of a competitor to Google Business Profile and more of a complement.

I wouldn’t tell a business owner:

“Choose Bing instead of Google.”

I’d say:

“Start with Google, then add Bing if it makes sense for your business.”

Is Bing Places Free Like Google Business Profile?

Yes.

Both platforms allow businesses to create their listings without paying a listing fee.

Google explicitly states that creating and managing a Business Profile is free. (Google)

Bing likewise promotes Bing Places as a free business listing service. (Search – Microsoft Bing)

However, don’t confuse a free business listing with paid advertising.

You can pay for advertising through Google’s or Microsoft’s advertising products, but you don’t have to buy ads simply to create your business listing.

Which One Is Better for Local SEO?

If you only have time to optimize one, I would start with Google Business Profile.

But there’s an important point here.

Having a Google Business Profile doesn’t automatically mean you’ll rank at the top of local search results.

Google says local visibility depends on its ranking systems and recommends verifying your profile and keeping your information complete, accurate, and up to date.

That means simply creating the profile isn’t the finish line.

You still need to pay attention to things such as:

Your business category
Business information
Reviews
Photos
Products and services
Website
Business description
Location or service area
Overall local SEO

The same general principle applies to Bing.

Why I Wouldn’t Ignore Bing Places

It’s easy to think:

“Google is bigger, so why bother with Bing?”

That’s understandable.

But creating a Bing Places listing doesn’t have to be a major project.

If your business information is already properly prepared for Google, you may already have most of the information you need for Bing.

And there is another benefit:

You’re giving customers another way to find your business.

Bing says its platform serves businesses across more than 190 countries and reports more than 140 million daily active Bing users.

Even if Bing produces fewer customers than Google for your particular business, those additional customers can still be valuable.

You don’t need Bing to outperform Google.

You just need it to produce some value without requiring excessive effort.

Can You Have Both Google Business Profile and Bing Places?

Yes.

And for many businesses, having both is the better approach.

Think about it this way.

You could spend time creating and optimizing your Google Business Profile, then stop there.

Or you could take the same core business information and establish an additional presence on Bing.

There’s no reason your local marketing strategy has to depend on only one search engine.

For example, a local plumbing company could maintain:

Google Business Profile
Bing Places
A properly optimized website
Relevant industry directories
Local business listings
Social media profiles

The goal isn’t to create hundreds of listings just for the sake of having them.

The goal is to make your business easy to find and trust.

Google Business Profile vs Bing Places for Reviews

Reviews are particularly important when customers are deciding which local business to contact.

Google Business Profile allows customers to leave reviews, and business owners can respond to them. Google highlights reviews as part of the Business Profile experience.

Bing also provides business listing functionality and customer-facing information.

However, if your customers are primarily using Google to compare local businesses, I would put more effort into building and managing your Google reviews.

That doesn’t mean ignoring your reputation elsewhere.

It means prioritizing based on where your customers actually make decisions.

Which One Should a Small Business Use?

Here’s my simple recommendation.

If you can only choose one:

Choose Google Business Profile.

If you can manage both:

Use Google Business Profile and Bing Places.

If you operate in a highly competitive local market:

Consider going further and building a broader local SEO presence across relevant directories, industry platforms, and review sites.

What About a Business That Doesn’t Have a Physical Store?

This is where business owners sometimes get confused.

Google allows eligible service-area businesses to have a Business Profile even when they don’t serve customers at their business address. For example, a plumber or cleaning company that travels to customers can qualify if it meets Google’s eligibility requirements.

So don’t assume:

“I don’t have a storefront, therefore I can’t use Google Business Profile.”

That’s not necessarily true.

You should check Google’s eligibility requirements before creating the profile.

My Recommendation: Don’t Make This an Either-Or Decision

I’ve seen businesses spend too much time asking which platform is “best” when the better question is:

“Where are my customers searching?”

If your customers are searching on Google, you need to take Google Business Profile seriously.

If Bing is also relevant to your audience, there’s little reason not to establish a Bing Places listing as well.

I would approach it in this order:

Step 1: Build your Google Business Profile

Make sure the basic information is correct.

Step 2: Verify it

Verification is important because Google says only verified businesses can show their business information on Maps and Search.

Step 3: Optimize it

Choose the appropriate categories, add accurate information, upload quality photos, build genuine reviews, and keep the profile updated.

Step 4: Create your Bing Places listing

Once your core business information is ready, establish your presence on Bing.

Step 5: Keep everything consistent

Your business name, address, phone number, website, and other important details should be accurate wherever your business is listed.

Bing Places vs Google Business Profile: Final Verdict

So, which is better—Bing Places or Google Business Profile?

For most local businesses, Google Business Profile wins because it puts your business in Google’s Search and Maps ecosystem and should generally be the foundation of your local search strategy.

But Bing Places is still worth considering.

The two platforms don’t have to compete for your attention.

Use Google Business Profile as your primary local search presence and Bing Places as an additional channel.

And because both are free, the decision doesn’t have to be about choosing one and abandoning the other.

Your local SEO strategy should ultimately be about something much more important than the platform:

making it easy for the right customers to find, trust, and contact your business.

Related Google Business Profile Guides

If you’re building your local SEO presence, you may also want to read:

Official resources: Google Business Profile · Bing Places for Business

GBPSETUP

Bing Places vs Google Business Profile: Which Is Better for Your Business?