Bing Ads as a complement to Google
Bing Ads gets you to searchers who do not use Google, often with less competition. A logical second step once your Google Ads are running well.
100+ businesses and growing
Marketingkenners zet Bing Ads in als aanvulling op Google Ads voor vakmensen die meer offerteaanvragen willen. We starten pas als Google Ads goed loopt, zetten de campagnes over die daar bewezen werken en stemmen biedingen, regio en zoekwoorden af op Bing. In de maandmeeting vergelijken we per kanaal wat één aanvraag kost.
What is Bing Ads?
Bing Ads (these days Microsoft Advertising) are ads in the search results of Bing. They work just like Google Ads: you choose keywords, write ads and pay per click.
Bing is the default on many Windows computers and in the Edge browser. As a result, a group of people of their own search through Bing, often on the computer at home or at the office. You miss those searchers if you only advertise on Google.
Bing also supplies the search results for a number of other services, including searching through Microsoft products. As a result your ads can appear in more places than just bing.com.
For tradespeople the key point is that it is the same kind of searcher: people who want a job done. With the right buying-intent keywords, Bing delivers the same kind of enquiries as Google.
Which search do you pay for?
Not every click is a customer. Choose a search below and see whether we advertise on it or not, and why.
Quality work in your own region. Call straight away or request a quote.
Someone with an urgent problem. Highest chance of a job today.
What Bing Ads delivers for you
Bing does not replace Google. It complements it, and that can be interesting for tradespeople.
Extra searchers
You reach people who search through Bing and never see your ads on Google.
Less competition
Fewer businesses often advertise on Bing. That can bring down the price per click and per enquiry.
Quick to set up
We can move a working Google Ads campaign over to Bing and then adjust it.
The same region
On Bing too, your ads only show in the area where you work.
Google Ads and Bing Ads side by side
Google Ads
- The largest share of all searches
- More competition on popular keywords
- Always the starting point for tradespeople
- Lots of data, so faster adjusting
Bing Ads
- A smaller group of searchers of its own
- Often fewer advertisers in your region
- A complement once Google is running well
- Less volume, so patience when adjusting
First Google, then Bing
We only switch on Bing Ads once your Google Ads is running well. Then we know which keywords, copy and landing pages deliver enquiries. We take that knowledge to Bing.
Because Bing has fewer searchers, the data comes in more slowly. That is why we start with the campaigns that already proved themselves on Google. That way you do not test from scratch again.
Is your market small or your budget limited? Then we tell you honestly that every euro can better stay on Google.
- Start with proven campaigns
- Own budget per channel
- Honest advice on whether Bing is worth it
This is how we set up Bing Ads
Four steps, with the same attention to measurement as on Google.
Check on Google
We look at which campaigns on Google deliver enquiries at a good price.
Measurement in order
We make sure enquiries from Bing are measured just as well as those from Google, through our tracking.
Move over and adjust
We move the best campaigns over and tune bids, region and keywords to Bing.
Adjust and compare
In the monthly meeting we lay the cost per enquiry of both channels side by side.
Bing Ads makes sense if
- Your Google Ads already deliver enquiries at a good price
- You want more enquiries than Google alone can give
- Your service area is big enough for a second channel
- Your enquiries are measured through to the quote
- You mainly want more clicks, likes or followers. We steer on enquiries and signed jobs.
- You’d rather try it yourself first. Start in the knowledge base
- You don’t know yet where the leak is. Take the free growth scan first
Frequently asked questions
Don't see your question here? Call, WhatsApp or email us. You'll get an answer within one working day.
What is the difference between Bing Ads and Google Ads?
The biggest difference is the search engine. The campaign set-up is largely the same: keywords, ads and paying per click. Bing has fewer searchers, but often less competition too.
Is Bing Ads cheaper than Google Ads?
Often yes per click, because fewer businesses advertise. There are also fewer searchers, so the volume is smaller. What counts is the price per quote request, and we compare that per channel.
Should I start with Bing Ads or Google Ads?
Start with Google Ads, that is where most of your customers search. If that is going well, Bing is a logical addition. That way you carry proven campaigns over instead of testing in two places at once.
What do I need to start with Bing Ads?
A website that delivers enquiries and measurement that shows enquiries per channel. We set up the campaigns ourselves. Also read what you need to know about your ad budget.
How do you measure what Bing Ads deliver?
We measure enquiries from Bing the same way as those from Google: every form and every phone call, through to the quote. That way you see in the monthly meeting what one enquiry costs per channel. Read more about our approach to tracking.
Can you copy my Google campaigns to Bing?
Yes, Microsoft Advertising has an import function for Google Ads campaigns. After that we adjust bids, region and keywords, because Bing searchers sometimes behave differently. A bare copy without adjustments leaves money on the table.
Ready for more enquiries?
Choose where your growth should come from. A specialist picks it up within one working day.
Marketingkennersonline · reply within one working day