Bing Search Ads put your business in front of the roughly 10 to 15 percent of US search volume that happens on Microsoft's search network: Bing, Yahoo, and AOL. The same people searching Google are also searching these platforms, but with far fewer competitors bidding against you. We build and manage Bing campaigns that capture this lower-cost search traffic and convert it into phone calls and booked estimates without the auction pressure of Google.

Who This Is For

This service is for home services businesses already seeing results from Google Search Ads who want to scale without just increasing their Google budget. Bing's audience skews older, more likely to own a home, and more likely to have higher household income than the average Google searcher. It is also a strong fit for businesses in markets where Google search costs have become hard to justify — the same click on Bing often costs 30 to 50 percent less. This is not a starting point; fix your Google campaigns first.

What We Do

Campaign Import and Setup

If you already have Google Ads campaigns that are performing well, we can import their structure directly into Bing, which accelerates setup significantly. We audit what is working on Google, strip the underperformers, and import only the campaigns worth replicating. For businesses without existing Google campaigns, we build the account from scratch.

Bing-Specific Ad Copy

We write ad copy that takes advantage of Bing-specific extensions, including platform-native callout extensions and image extensions that add visual elements to your text ads. We review and customize Google Ads extensions for Bing's audience rather than running the same extensions on both platforms.

Bid Management and Budget Controls

Lower competition on Bing means lower starting bids, but it also means less data to optimize against. We set initial bids conservatively and adjust based on actual conversion data. We manage budgets separately from your Google spend and treat Bing as its own channel with its own targets.

Conversion Tracking

We install and configure Bing's Universal Event Tracking (UET) tag on your website, set up conversion goals for phone calls and form submissions, and import offline conversion data where relevant.

Search Query Monitoring

We monitor search queries on Bing as aggressively as we do on Google, adding negative keywords and excluding poor-performing syndication partners when the data shows they are not converting.

Performance Reporting

You get a monthly report covering Bing-specific metrics: spend, clicks, cost per lead, and cost per conversion. We report Bing results separately from Google so you can see what each platform is doing on its own.

How It Works

If you have existing Google Ads campaigns, we import your top performing campaigns into Bing during the first week. If not, we build from the ground up. The first 30 days are about establishing which keywords, ads, and demographics perform on Bing versus what worked on Google. Ongoing management follows the same discipline as your Google campaigns. Because Bing's audience is smaller, changes take longer to accumulate statistical significance.

How This Fits With Your Other Marketing

Bing Search Ads are a direct complement to Google Search Ads. The campaigns share structure, share keyword learnings, and share conversion data across both platforms. Running both means you capture search demand wherever it happens. Bing Ads also support your SEO Foundation work and can surface your business in voice search results through Alexa and Cortana devices.

What to Expect

Bing Search Ads will not match Google's lead volume in most markets. A realistic expectation: if Google is your primary engine, Bing will add 15 to 30 percent more leads to your total at a cost per lead that is 20 to 40 percent lower than Google. The biggest mistake we see is pulling the plug after 30 days because Bing did not produce as many leads as Google. Judge them on cost per lead and lead quality, not raw lead count.

Related Services

• Google Search Ads — The primary search channel. Bing campaigns import and extend what works on Google to a lower-cost audience.
• Microsoft Audience Network Ads — Native display ads on the same Microsoft platform, using the same UET tracking tag.
• Retargeting — Bring back visitors who clicked your Bing ad but left without converting.
• SEO Foundation — The keywords that convert on Bing should inform your organic search strategy.