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Bing AdsNot everyone searches on Google. Plenty of people use Bing because it’s what comes with their work laptop, and Microsoft Ads also shows your ads on Yahoo, DuckDuckGo and Ecosia. Clicks are often cheaper than on Google because fewer businesses bother, so I set it up properly and make it pay its way alongside your Google Ads.
Microsoft Advertising set up to Microsoft’s best practiceWorking to the best standards of the platforms your customers use
A short video from me on what you get and how it works.
Prefer to read? Everything in the video is covered below.
When people talk about advertising on search engines they nearly always mean Google Ads, and that’s exactly why Bing is worth a look. Microsoft Ads, which most people still call Bing Ads, puts your business in front of people searching on Bing and on Microsoft’s partner search engines like Yahoo, DuckDuckGo and Ecosia, so you reach searchers that your Google campaign never sees.
Bing is the default search engine on Windows and in the Edge browser, which means a lot of office workers, older customers and people searching from a desktop at work end up on it without ever choosing it. For a Liverpool business selling to other businesses, or to homeowners who tend to search from a laptop in the evening, that can be a very handy audience.
Because far fewer local businesses advertise on Bing, there’s usually less competition for the same searches, and clicks often cost less than they do on Google as a result. It’s a smaller pond, so I’d never sell it as a replacement for Google, but as an extra channel run alongside it, it can bring in enquiries at a cost that makes the sums look a lot better.
Businesses already getting work from Google Ads who want more of the same, trades and services where customers often search from a desktop, and anyone selling to other businesses, because Microsoft Ads can also target people by their company, industry and job role using LinkedIn profile data.
The same careful setup I use on Google, adjusted for how people search on Bing.
A Microsoft Advertising account in your name, with billing going straight to Microsoft so you see every penny.
If your Google Ads already work, I bring the best of them across and then tidy them up for Bing rather than copying the mistakes too.
Negative keywords set from day one so you don’t pay for searches that were never going to turn into work.
Microsoft’s tracking tag set up on your site so calls, forms and WhatsApp messages are counted against the clicks.
Your free Bing Places for Business listing claimed and filled in, so you show on Bing’s map as well as in the ads.
If I manage it, bids, keywords and ads are adjusted every week and reported next to your Google results.
Microsoft has been putting its ads into Copilot, its AI assistant, so a well built Microsoft Ads campaign can now show up next to AI answers as well as in normal Bing results. That matters because more people are asking AI tools which business to use instead of scrolling through a list of websites.
Getting into those placements depends on how the campaign is set up, including having your logo and images added to your ads, so I build that in from the start. It sits nicely alongside the work I do to get your business named by ChatGPT, Claude and other AI tools for free, because one is paid and quick while the other builds up over time.
For most businesses it isn’t one or the other. Google has far more searches, so it’s where I’d start, and once your Google Ads are bringing in work at a cost you’re happy with, Bing is the natural next step to find more of the same customers without bidding against everyone else on Google.
Neither one replaces SEO, because ads stop the moment you stop paying, while good rankings keep bringing in calls for free. If your trade qualifies, Local Services Ads are worth a look too. I’ve written more on how paid and organic traffic work together if you want the longer version.
How I get Bing Ads paying for themselves.
How many people search for what you do on Bing in your area, what clicks are likely to cost and whether it’s worth doing.
Account, locations, keywords, blocked searches and tracking set up before a penny is spent.
Money moved towards the searches that bring in work, with results reported next to your Google Ads.
Fill this in and I’ll look at how many people search for what you do on Bing around you, what clicks are likely to cost and whether your existing Google Ads would carry over well.
Find out if Bing will pay for you.
Rather message? WhatsApp me on 07463 631121 or call 0151 402 0925.
Tap a question to open it.
Yes. Bing Ads was renamed Microsoft Advertising a few years ago, but most people still call it Bing Ads.
It’s the same platform either way. Your ads show on Bing and on Microsoft’s partner search engines such as Yahoo, DuckDuckGo and Ecosia, and there are options to show on other Microsoft sites too. For a local business I nearly always keep it to search, because that’s where people are actively looking for what you do.
Setup is a one-off cost from £150, depending on the size of the campaign. If I manage it after that, I’ll quote a weekly rate based on your monthly ad budget.
Your ad spend is separate and paid straight to Microsoft on your own card, and you decide the budget. Clicks are often cheaper than on Google because fewer businesses compete for them, but there are also fewer searches, so the budget needed is usually smaller too. If you already run Google Ads with me, setting up Bing alongside is quicker because so much of the groundwork is already done.
Fewer than use Google, but enough to be worth a look for a lot of businesses.
Bing comes built into Windows and the Edge browser, so plenty of people use it without thinking about it, especially at work. Add Yahoo, DuckDuckGo and Ecosia, which also show Microsoft’s ads, and the numbers grow. Before you spend anything I’ll check how many people search for your service on Bing around Liverpool, and if it isn’t enough to make a difference, I’ll tell you straight.
Yes. Microsoft lets you import campaigns from Google Ads, which saves a lot of time.
I don’t just press import and walk away, though. I bring across the campaigns that are already bringing in work, leave the ones that aren’t, then check the locations, budgets, blocked searches and tracking for Bing. Some settings don’t carry over the way you’d expect, and that’s where a quick import can quietly waste money.
They can. Microsoft shows ads alongside Copilot answers as well as in normal Bing results.
Which ads appear there depends on how the campaign is set up, and ads with your logo and images added have a better chance. I set those up as standard. It’s still early days, so I’d treat it as a bonus on top of normal search ads, not the main reason to run them.
Yes. I claim and fill in your Bing Places for Business listing so you can appear on Bing’s map.
It works a lot like a Google Business Profile, and you can usually import your details straight from Google. I also make sure your website is set up in Bing Webmaster Tools, so Bing can find and understand your pages. All of that is included in my SEO campaigns.
You do. It’s set up in your name and I’m added as a user you can remove.
Your ad spend goes straight to Microsoft on your own card, so you can see every penny. If you ever stop working with me, the account, the history and the tracking all stay with your business. It’s the same way I handle everything I set up, which is why I work 30 day rolling.
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