Bing Ads

If you’re launching a new business and looking for ways to get in front of more people, Bing Search Ads could be a game-changer. Sure, Google Ads gets most of the attention, but Bing is a hidden gem that can help you reach a different (and sometimes less competitive) audience. Plus, setting up ads on Bing is pretty straightforward and can bring in quality leads without breaking the bank.

Why Use Bing Search Ads for Lead Generation?

Less Competition, Lower Costs: Since fewer businesses advertise on Bing compared to Google, you often get lower costs per click. This means you can stretch your budget further and get more leads for less.
Different Audience: Bing reaches a unique audience that Google doesn’t always capture. Bing users tend to be a bit older and are often using desktop computers. If you’re targeting professionals, tech users, or people who might not be in the “scrolling on mobile” crowd, Bing can be a good match.
Easy Import from Google Ads: Already running Google Ads? You can quickly import your campaigns over to Bing, so you don’t have to start from scratch. Bing even lets you tweak things, so you can tailor your ads specifically for Bing users.
High Conversion Rate Potential: Bing users often have higher click-through and conversion rates. They’re usually intentional with their searches, so when they click on your ad, they’re more likely to be genuinely interested in what you’re offering.

How Bing Search Ads Work

Just like Google, Bing lets you bid on keywords relevant to your business. Your ads show up at the top of Bing search results when someone searches for terms you’re targeting. You set your budget, bid amount, and write up some attention-grabbing ad copy, and Bing will start showing your ads to potential customers.

Tips for Running Bing Ads That Convert

Use Targeted Keywords: Look for keywords that match what your potential customers are searching for. Bing’s Keyword Planner tool can help you find terms that aren’t too competitive but still have a decent search volume.
Write Catchy Ad Copy: Make sure your ad copy is clear and makes people want to click. Highlight what makes your business unique and add a call to action – something like, “Get a Free Quote” or “Book Now” works well.
Take Advantage of Ad Extensions: Bing offers ad extensions like sitelinks, call buttons, and location info. These give people more reasons to click and help build trust by showing more info upfront.
Set Up Conversion Tracking: You’ll want to know which clicks are actually turning into leads, so set up conversion tracking to monitor which keywords and ads are performing the best. Bing has a tool called the Universal Event Tracking (UET) tag that makes this easy.

Pros and Cons of Using Bing Search Ads

Pros:

Lower Cost Per Click: Because there’s less competition, you’ll likely get more clicks for your dollar.
Different Demographic: Bing’s audience is unique and can be a great fit for certain types of businesses.
High-Intent Traffic: Bing users tend to be intentional in their searches, which often leads to higher conversion rates.

Cons:

Lower Search Volume: Bing doesn’t have the same volume as Google, so you may not reach as many people.
Older Audience: If you’re targeting a younger audience, Bing’s demographic might not match up as well.
Fewer Features Than Google Ads: Bing is pretty robust, but it doesn’t have all the advanced targeting options you’ll find on Google.

How Bing Ads Stack Up Against Google Ads

Bing Ads can be a solid addition to your marketing strategy, especially if you’re looking to get leads without spending a ton. While Google gives you access to a bigger audience, Bing’s smaller pool has its own perks – less competition and a chance to stand out.

Bing’s import tool makes it easy to mirror your Google Ads, so you don’t have to choose one over the other. Instead, you can run both and see which platform brings in the best results for your business.

The Bottom Line: Should You Use Bing Ads?

If you’re launching a new business and want to get quality leads without burning through your budget, Bing Ads is worth a shot. The lower competition, high-intent audience, and lower cost per click make it a smart move for businesses just starting out.

Bing may not be the most popular ad platform, but it’s definitely a powerful one for reaching a different crowd and stretching your budget. In our experience, Bing Ads converts at a higher rate than Google, though the latter does have significantly more traffic volume.