Paid Advertising
Microsoft Advertising (Bing Ads)
The ad platform for Bing and the Microsoft search network — lower volume than Google, often cheaper clicks, and an older, more affluent homeowner skew.
Definition
Microsoft Advertising, formerly Bing Ads, is the pay-per-click platform that runs ads across Bing, Yahoo, and the broader Microsoft search network. It mirrors Google's auction model but reaches a smaller, distinct audience.
In depth
Microsoft Advertising runs the same way as paid search on Google — you bid on keywords, set keyword match types, add negative keywords, and pay a cost per click when a homeowner clicks your ad on a SERP. The platform even lets you import campaigns straight from Google Ads, so launching is fast. The audience is the difference: it skews older, more affluent, and toward desktop users on work computers, the demographic that often owns the home and signs the check.
For a contractor, the appeal is efficiency. Microsoft's smaller volume means less competition in the auction, which frequently drives a lower cost per click and cost per lead than Google for the same keywords. It won't replace Google's reach, but it's a smart add-on that can squeeze extra qualified consultations out of a budget that's already proven on search.
The mistake is dismissing it as "just Bing" and skipping it entirely, or copying a Google campaign over and never tuning it. We treat it as its own channel — separate budget, separate conversion tracking, separate read on return on ad spend — so we know whether those cheaper clicks are actually turning into signed jobs.
Worked example
A roofer imports their Google campaign into Microsoft Advertising and picks up 8 extra leads a month at a $45 cost per lead, well under their Google number.
Paid Advertising
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