Bing Places for Business vs Google Business Profile (2026): which should you pick?
As of Oct 24, 2026, we pick Google Business Profile: it is first in our ranking of local SEO tools, and they share a 3.0 GPA.
Checked Oct 23, 2026 · graded Oct 23, 2026 by ToolGPA
They get the same grade on all five counts.
Price, platforms and features side by side. The table says where each price was read and when.
Bing Places for Business
Free Microsoft listing for a business on Bing search and Bing Maps
Free
Google Business Profile
Free listing that sets how a business shows on Google Maps and Search
Free
Which one is for you
Pick Bing Places for Business if
- Fits if you want correct details on Bing and Bing Maps at no cost
- Works for owners who already keep a Google profile and want to copy it to Bing
Look elsewhere if
- Watch out: changes take 7 to 12 days to go live in North America and up to 2 weeks elsewhere
- Tight if you sync from Google, as synced listings can't be edited in the dashboard
- Not for you if you manage listings from a phone, as the mobile site is still being built
- Too light for posting often, at 5 announcements a month with one active at a time
- Watch out: the API is open only to trusted partners managing more than 10,000 listings
Pick Google Business Profile if
- Fits if you run a shop, restaurant or trade that serves customers in person
- Works for chains managing 10 or more locations in bulk or through the API
Look elsewhere if
- Not for you if you're online only or list properties for rent or sale, as neither can have a profile
- Watch out: nothing can be edited until the profile is verified, and Google chooses how
- Skip it if you need Bing, Apple Maps or Yelp too, as those are claimed separately
- Tight if you want the Gemini connection, which works only for a personal account with one verified profile
How we grade them
| 3.0GPABing Places for BusinessVery good | 3.0GPAGoogle Business ProfileVery good | |
|---|---|---|
| Value for money | AFree outright: claiming, verifying, editing, announcements, analytics and bulk upload of up to 10,000 locations cost nothing. | AFree outright for any eligible business you verify. Editing, reviews, posts, performance reports, bulk tools and the Business Profile APIs all cost nothing. |
| Free plan and trial | AAll of it is free with a Microsoft, Google or Facebook sign-in, with no paid tier to run into. | AEverything is free with a Google account, with no paid tier to run into. The limit is who qualifies, not a cap: only businesses that meet customers in person. |
| Features | CUp to 10 categories, 100 photos and 20 service areas, Google profile sync, announcements and analytics. The gaps are in the listing: Bing only, 5 announcements a month with one active, and synced listings must be edited in Google. | CProfile editing on Search and Maps, review replies, posts and offers, performance data, bulk locations and a Gemini connection. The gaps are in the listing: it covers Google only, with no rank tracking or other directories. |
| Ease of use | CNo rating on record. Verification is by PIN, and changes go live only after a publish cycle of 7 to 12 days in North America and up to 2 weeks elsewhere. | CNo rating on record. A profile has to be verified before you can edit it, and Google picks the method: phone, text, email, video or mail. |
| Platforms and integrations | BWeb only, on desktop or tablet; Microsoft says the mobile site is still being built. It syncs with Google Business Profile and links to Bing Webmaster Tools and Microsoft Advertising. | BWeb, iPhone and Android, with no desktop app. It links to Google Analytics, Google Ads, Merchant Center, Gemini and WhatsApp, and the Business Profile APIs are free. |
| Best for | a free listing on Bing and Bing Maps | a free listing on Google Search and Maps |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Bing Places for Business and Google Business Profile. How we grade
Price against what you get
Bing Places for Business has no paid plan and scores 2.3 out of 4 on features, ease of use and platforms. Google Business Profile has no paid plan and scores 2.3.
On this chart the two sit in the same place: the same score for the same starting price. Of the other local SEO tools on the chart, none scores higher than Bing Places for Business for less, and none scores higher than Google Business Profile for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
- Google Business Profile also covers review collection.
In commonFree planWebReportsLocal listings
At a glance
| Bing Places for Business | Google Business Profile | |
|---|---|---|
| Pricing | Free | Free |
| Starts at | Free | Free |
| Free plan | Free with a Microsoft, Google or Facebook sign-in: claim or add listings, verify them, edit details and photos, post announcements, view analytics and bulk upload. | Free with a Google account for any eligible business you verify: profile editing on Search and Maps, reviews, posts, performance data, bulk tools and the API. |
| Free trial | None listed | None listed |
| Web | ||
| iOS | ||
| Android | ||
| Made by | Microsoft | |
| Price read from | bing.com | business.google.com |
| Checked | Oct 23, 2026 | Oct 23, 2026 |
Worth knowing
Bing Places for Business
- Changes go live only after verification and a publish cycle, which Microsoft puts at 7 to 12 days in North America and up to 2 weeks elsewhere.
- Listings synced from Google cannot be edited directly in the dashboard; changes are made in Google and synced again.
- Listing management works on desktop or tablet; Microsoft says the mobile site is still being built.
- The Bing Places API is open only to agencies in its trusted partner program, which is for those managing more than 10,000 listings.
Google Business Profile
- Only businesses that meet customers face to face qualify; online-only businesses and properties for rent or sale cannot have a profile.
- A profile must be verified before it can be edited or shows performance data, and Google chooses the method: phone, text, email, video or mail.
- It covers Google Search and Maps only; listings on Bing, Apple Maps and Yelp are claimed and managed separately.
- The Gemini connection works only with a personal account that manages a single verified profile, and chat by WhatsApp or text is limited to select regions.
Key features
Bing Places for Business
- Claim or add a listing
- Search Bing for the business and claim it, or create a new listing, then verify it with a PIN sent by phone, text, email or postcard.
- Google Business Profile sync
- Import listings from a Google Business Profile, with listings already verified on Google verified on Bing automatically, and re-sync weekly, every two weeks or monthly.
- Listing details
- Up to 10 categories, hours, up to 100 photos, services offered, amenities and up to 20 service areas, with the option to hide the address for service-area businesses.
- Announcements
- Post offers, events and updates on the listing: up to 5 a month, one active at a time and each running for at most 30 days, with views and clicks counted.
- Analytics
- A dashboard of listing performance, including clicks on the listing and a comparison against businesses in the same category.
- Chains and agencies
- Bulk upload of up to 10,000 locations from a spreadsheet, chain verification in one request, and agency accounts for managing clients' listings.
Google Business Profile
- Profile on Search and Maps
- Set hours, phone, website, booking and social links, and a street address, service area or place marker, and add photos, videos, products, services or a menu.
- Reviews
- Read and reply to customer reviews from the profile, and report reviews that break Google's policies, including review extortion scams.
- Posts and offers
- Publish updates, offers and events with photos, video and an action button; they show in the Updates or From the owner section of the profile.
- Performance report
- Views, the searches people used, calls, website clicks, direction requests, messages and bookings over a chosen date range, downloadable for several profiles at once.
- Bulk locations and API
- Businesses with 10 or more locations can upload them by spreadsheet and request bulk verification; the Business Profile APIs manage listings and reviews at scale.
- Gemini connection
- Connected to the Gemini web app, it can update hours and links, draft review replies and posts, summarize reviews and report performance and search keywords.
Plans
Bing Places for Business
Free$0
Listing management on Bing and Bing Maps, Google Business Profile sync, announcements, analytics and bulk upload of up to 10,000 locations.
Google Business Profile
Free$0
Profile on Search and Maps, review replies, posts and offers, performance reports, bulk location management and the Business Profile APIs.
Common questions
Which is cheaper, Bing Places for Business or Google Business Profile?
As of Oct 23, 2026, both Bing Places for Business and Google Business Profile are free to use.
Which has a free plan, Bing Places for Business or Google Business Profile?
As of Oct 23, 2026, both Bing Places for Business and Google Business Profile have a free plan.
Which platforms do Bing Places for Business and Google Business Profile run on?
As of Oct 23, 2026, only Google Business Profile lists iOS and Android apps. Both list a web app. A platform missing from a listing is one its maker's pages did not mention.
More comparisons
- Bing Places for Business vs Apple Business
- Bing Places for Business vs Yelp for Business
- Bing Places for Business vs Yext
- Bing Places for Business vs BrightLocal
- Google Business Profile vs Apple Business
- Google Business Profile vs Yelp for Business
- Google Business Profile vs BrightLocal
- Google Business Profile vs Whitespark
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.