When a homeowner types "curbless shower remodel" into Google, the auction is crowded with national aggregators, franchise bathroom remodelers, and local general contractors all bidding against each other. Cost-per-click in many metros runs from $35 to $65 for that same phrase. On Microsoft Advertising, the same search intent typically faces a fraction of the bidding competition, and the average CPC for a zero-entry shower installation campaign often lands between $9 and $18.

That gap is not a fluke. It is the direct result of how heavily this trade category concentrates ad spend on Google while leaving the Microsoft Search Network to a handful of competitors or no one at all. For a contractor who already runs Google Ads, adding Microsoft Advertising is not about replacing volume. It is about capturing leads from a high-intent demographic at a cost that makes every conversion more profitable.

Who Searches for Zero-Entry Showers on Microsoft Advertising

Microsoft Advertising reaches users on Bing, Yahoo, MSN, and DuckDuckGo through partner agreements. The audience that skews toward this network aligns closely with the buyer profile for accessible bathroom remodels. The typical user is between 35 and 65, owns their home, and reports higher household income than the average Google searcher. These homeowners are planning for aging in place, accommodating a family member with mobility challenges, or future-proofing a renovation with universal design features.

This matters for a curbless shower installer because the decision-maker is often not a first-time homebuyer pinching pennies. It is someone in their 50s or 60s with a paid-off house and the budget to invest in a barrier-free bathroom. The Bing audience's demographic skew means more searches that translate into sizable projects. When that homeowner researches walk-in showers, zero-threshold entries, and linear drains, the queries are commercial and ready to convert, not early-stage browsing.

Even contractors who also pursue commercial work can benefit. Microsoft Advertising is the only search platform that allows targeting by LinkedIn job title, company, and industry. A remodeler who handles accessible showers for assisted living facilities, hotels, or hospitals can layer LinkedIn Profile targeting to reach facility directors, property managers, and architects who specify barrier-free bathrooms. Google Ads cannot do that.

Platform Features That Give This Trade an Edge

Microsoft Advertising packs several capabilities that directly support a high-ticket specialty like zero-entry shower installation.

Search Network Volume

The combined reach of Bing, Yahoo, MSN, and DuckDuckGo generates meaningful query volume for "curbless shower," "roll-in shower," "zero-entry shower," and related terms in every major metro area. While the total search volume is lower than Google's, it is concentrated among the exact demographic described above, making every click more likely to belong to a serious prospect.

LinkedIn Profile Targeting

This is unique to Microsoft Advertising. For contractors who want to reach commercial buyers, you can target by industry (Hospitality, Senior Living, Healthcare) and job function (Facilities Management, Property Management). Residential-focused installers may not use this daily, but it opens a commercial lead channel that no Google-only competitor can access.

Import from Google Ads

Campaigns can be imported directly from an existing Google Ads account in minutes. SBS handles the import but then adapts the structure, match types, and bids for the Microsoft environment. A straight copy-paste wastes budget because the two platforms reward different settings. We extract what works and rebuild what does not.

Microsoft Audience Network

Native and display placements on MSN, Outlook, and Edge extend visibility beyond search without requiring a separate display campaign. For a curbless shower contractor, this means ads can appear on home improvement articles or retirement planning content, staying in front of homeowners who already showed interest.

Responsive Search Ads and Ad Assets

Microsoft Advertising supports Responsive Search Ads, sitelink extensions, call extensions, location extensions, and image extensions. The same creative discipline that works on Google applies here, and we build ad copy and asset combinations specifically for the Bing audience.

Conversion Tracking and Call Tracking

Microsoft Advertising provides its own conversion tracking tag and integrates with third-party call tracking platforms. SBS sets up platform-specific tracking so you see exactly how many phone calls and form submissions each channel produces, no blended attribution guesswork.

The Competitive Landscape on Microsoft Advertising for Curbless Showers

Across most trade categories, Microsoft Advertising shows far fewer active bidders per keyword than Google. For a niche like zero-entry shower installation, the difference is even starker. National home service aggregators and franchise bathroom remodelers pour the vast majority of their budgets into Google. On Bing, those same advertisers often run stripped-down campaigns or none at all.

Several practical benefits follow.

• Lower average CPCs: Phrases like "curbless shower cost," "walk-in shower remodel," and "zero-threshold shower contractor" routinely cost 40% to 70% less per click than on Google in the same geographic area.
• Easier top-of-page position: With fewer bidders, ad rank thresholds drop. A well-structured campaign can secure Impression Share above 80% in the top positions for a modest bid.
• Lower minimum bids for ad extensions to show: Sitelinks, callouts, and location extensions appear more consistently because the auction is less saturated.
• Reduced pressure from lead-gen middlemen: Services like Angi and HomeAdvisor dominate certain Google SERPs, inserting themselves between the contractor and the homeowner. On Bing, those intermediaries often play a smaller role, letting your business show directly to the searcher.

The CPC differential is most pronounced on phrase and exact match terms that contain buying intent verbs: "install," "replace," "remodel," "convert." These are the queries where the lead value is highest and where a $12 click on Bing can deliver the same type of project as a $45 click on Google.

How SBS Structures a Microsoft Advertising Campaign for This Trade

A curbless shower campaign on Bing is not a clone of a Google Ads account. We approach structure with the specific search patterns and bidding environment of the Microsoft platform in mind.

Import or Build from Scratch

When a contractor already runs a successful Google Ads campaign, we import it as a starting point. That saves time and carries over proven keyword themes, ad copy, and negative lists. After import, we:

• Review and adjust match type settings that do not translate well between platforms
• Remove any Google-specific bid modifiers that would mislead Microsoft Smart Bidding
• Rebuild audiences and observation lists natively within Microsoft Advertising
• Add the LinkedIn profile targeting layer if the contractor serves any commercial segment

If no Google campaign exists, we build the Bing account from the ground up with keyword research focused exclusively on the zero-entry and curbless shower niche. We use the Microsoft Advertising Keyword Planner to gauge Bing-specific volume rather than assuming Google numbers.

Bid Strategy Differences

Smart Bidding on Microsoft Advertising includes Maximize Conversions, Target CPA, and Target ROAS, but the algorithms train on smaller conversion datasets than Google. For a specialty trade where monthly conversions are measured in dozens rather than hundreds, we often start with Maximize Clicks or manual CPC until we accumulate enough conversion data for automated bidding to perform accurately. Once the conversion history is solid, we shift to Target CPA and let the system optimize while we monitor for any drift.

Negative Keyword Strategy

Many exclusions carry over from Google, but search query reports on Bing reveal platform-specific patterns. Microsoft searchers sometimes use longer, more descriptive queries, and Bing matching can misinterpret certain terms. We routinely add negatives for:

• DIY and how-to queries ("how to build a curbless shower," "curbless shower pan DIY")
• Image and video searches that are not purchase-intent
• Product-only searches for shower pans, linear drains, or waterproofing supplies
• Job seeker and career queries that can surface when broad match is too aggressive

Budget Structure with Google and Microsoft Together

Cannibalization between platforms is rare when targeting the same geographic area because the user bases barely overlap. Still, we separate campaigns by platform and use UTM tagging and platform-specific tracking to attribute leads correctly. We adjust budgets based on cost-per-lead data, not impression volume. If Microsoft Advertising delivers leads at $45 while Google costs $85, we increase the Bing budget until marginal cost per lead rises to match Google's, then hold.

Trust Signals and Reviews on the Microsoft Platform

Bing search results surface business ratings and reviews from a combination of sources, including the Microsoft Business profile, Yelp, and other third parties. A contractor's ad can display star ratings directly in the SERP when the account is properly linked.

To maximize trust signals, we ensure:

• The Microsoft Business profile (equivalent to Google Business Profile) is fully completed with accurate name, address, phone, website, hours, and service categories.
• Location extensions are mapped correctly so that the business address, phone button, and directions link appear with the ad.
• The ad account is linked to the Bing Places listing so that aggregated ratings surface in the ad itself.
• Review generation efforts include a request for customers to leave feedback on Bing as well as Google, building a presence on the platform where competitors rarely ask.

Microsoft also surfaces "Smart Search" features that pull directly from the Business profile. A complete and active profile strengthens both organic and paid visibility.

Mistakes Contractors Make When They Try Microsoft Advertising

The most frequent errors we see when a zero-entry shower installer experiments with Bing on their own come from treating it as a checkbox rather than a dedicated channel.

• Importing a Google campaign without cleaning match types. Some match type behaviors differ, and phrase match on Bing can pull broader queries than expected. Without adjusting keyword lists and negatives, the contractor wastes money on irrelevant traffic.
• Leaving out LinkedIn audience targeting entirely. Even purely residential contractors sometimes receive inquiries from property managers or builders. Failing to build even a small commercial targeting layer leaves that opportunity on the table.
• Setting a daily budget too low to generate conversion data. Bing search volume for curbless shower terms is meaningful but not enormous. A $10 daily budget might produce three clicks a day, never enough to train Smart Bidding or produce statistically valid lead data.
• Ignoring the Microsoft Audience Network. By limiting reach to search only, contractors miss homeowners who read home improvement articles on MSN or check email on Outlook. A remarketing audience on the Audience Network can recapture site visitors at very low cost.
• Failing to set up Bing-specific conversion tracking. Using Google's tracking snippet or assuming imported conversions will work leads to blank dashboards and no optimization data.

Why Contractors Choose SBS for Microsoft Advertising

SBS manages both Google Ads and Microsoft Advertising for zero-entry and curbless shower installation contractors. We build campaigns that work together across platforms rather than compete in isolation. Our process includes:

• Importing and adapting existing Google campaigns for the Bing environment, correcting match types, removing broken conversion imports, and adding platform-specific targeting
• Setting up conversion tracking separately for each platform so you see exact cost-per-lead figures per channel
• Building ad copy and ad assets that speak to the Bing audience's profile, often emphasizing long-term home value, aging-in-place peace of mind, and premium craftsmanship
• Layering LinkedIn targeting where relevant to capture commercial project inquiries
• Monitoring search query reports weekly and refining negatives to protect budget
• Rebalancing budgets between Google and Bing based on actual lead cost and volume, not guesswork

The Microsoft Advertising opportunity for curbless shower contractors is real right now. Competition is low, the audience aligns with your best buyer, and the cost per lead is a fraction of what you accept on Google. While your competitors keep fighting over the same expensive Google clicks, you can open an additional lead channel that pays for itself quickly.

If you want to add Microsoft Advertising to your paid search mix or need an audit of an existing Bing account that is not converting, contact SBS today. We will show you exactly what this platform can produce for your zero-entry shower business.