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Everyday Media Group

Bing Ads & Microsoft Advertising More Search Leads From the Engines Beyond Google

Microsoft Advertising campaigns on Bing, Yahoo, DuckDuckGo, and Copilot, managed by the same in-house team that runs your Google Ads.

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Bing Ads management is the setup and ongoing optimization of pay-per-click campaigns on Microsoft Advertising, the platform that serves search ads on Bing, Yahoo, AOL, DuckDuckGo, and Microsoft Copilot. Everyday Media Group manages these campaigns in-house for local service businesses, usually as an extension of an existing Google Ads program.

Why Add Microsoft Advertising to Your Search Budget

Microsoft’s search network reaches people who rarely use Google. Bing is the default search engine in Windows and Microsoft Edge, and Copilot now puts sponsored results directly inside AI answers. Those searchers still need a roofer, a plumber, or an attorney, and fewer of your competitors are bidding to reach them.

  • Lower competition in the auction. Many local businesses never set up Microsoft Advertising, so cost per click is often lower than the same keyword on Google.
  • An audience that buys. Bing users skew older and higher-income, which matches homeowners and business decision-makers.
  • Copilot placements. Ads can appear inside Copilot answers, putting your business in front of people researching with AI.
  • LinkedIn profile targeting. Microsoft Advertising can adjust bids by company, industry, and job function, a strong fit for B2B services.

How We Build and Manage Bing Ads Campaigns

  1. Audit your Google Ads data. We start with the keywords, search terms, and ad copy that already produce leads for you.
  2. Import and rebuild. We bring those campaigns into Microsoft Advertising, then rebuild conversion tracking, bid strategies, and negative keyword lists for Microsoft’s network.
  3. Install Microsoft UET tracking. Universal Event Tracking records calls, form fills, and booked jobs so bidding optimizes toward real leads.
  4. Tune for Microsoft’s audience. We adjust device, location, and schedule bids for the way Bing searchers behave, which often differs from Google.
  5. Report cost per lead side by side. Monthly reporting shows Microsoft and Google results together so you can see which engine earns more of the budget.

What Determines the Cost of Bing Ads

Bing Ads cost depends on four variables: your ad spend, the competitiveness of your trade and market, the number of services and locations you advertise, and whether we also manage your Google Ads. Ad spend is paid directly to Microsoft. When we already manage your Google Ads, adding Microsoft Advertising is typically a modest increase to your management fee because the keyword research and ad copy carry over. Your free audit includes a written quote.

Bing Ads Work Best Alongside Google

Microsoft Advertising is an expansion channel. When Google Ads is already converting, adding Bing captures extra leads at a similar or lower cost. When Google Ads is not converting, the fix belongs there first, and we will tell you that during your audit.

Explore the rest of our paid search services: Google Ads and Local Services Ads, ChatGPT Ads, and Facebook Ads.

Schedule your free audit to see what Microsoft Advertising could add to your lead flow.

Questions & Answers

Frequently Asked Questions

Bing Ads is the former name of Microsoft Advertising, the pay-per-click platform that places search ads on Bing and its partner network. The same campaigns serve on Yahoo, AOL, DuckDuckGo, and inside Microsoft Copilot answers. You pay when someone clicks, just like Google Ads.

For most local service businesses, yes, as long as Google Ads is already converting. Microsoft Advertising reaches searchers Google does not, often at a lower cost per click, because fewer advertisers compete in its auctions. We treat it as an expansion of a working search program, not a replacement for one.

Most local businesses start Microsoft Advertising at 10% to 20% of their Google Ads spend. That ratio mirrors the search volume available on Microsoft's network. If cost per lead comes in at or below Google's, we move more budget over.

Microsoft Advertising has a built-in Google Ads import, and we use it as a starting point. We then rebuild the pieces that do not carry over cleanly: conversion tracking, bid strategies, negative keywords, and audience settings. A straight import with no cleanup usually wastes money in the first month.

Bing is the default search engine in Windows, Microsoft Edge, and many office computers, so its audience skews toward older, higher-income, and business users. That profile fits homeowners and decision-makers buying roofing, HVAC, plumbing, legal, and B2B services.

Yes. Microsoft Advertising places sponsored results inside Copilot answers as well as on the Bing results page. Campaigns opt into this inventory automatically, and we monitor its performance separately in reporting.

Most accounts begin serving within a few days of approval. Expect the first 30 to 60 days to be spent gathering conversion data and trimming wasted search terms before cost per lead settles.

Yes. The account, its data, and its conversion history belong to you. We work from manager-level access, and you keep everything if you ever leave.

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