Paid Search Management
Microsoft Advertising (Bing Ads) Management
The paid search platform most agencies ignore — and where small business budgets go further. I personally recommend Microsoft Advertising first for most of my clients because the results are more predictable, the audience quality is higher, and the cost-per-click is 33–40% lower than Google.
Too much shifting on Google Ads. Too many algorithm changes. Too much volatility for a small business running a tight budget. Bing gives you stability, a premium audience, and more clicks for your money.
Sources: shno.co, seoprofy.com, marketingltb.com
My Honest Take
Why I Put Bing Ads First for Small Business Clients
Google Ads works. But for a small business with a $500/month ad budget, Google's volatility is a liability. Here is the real comparison.
| Factor | Microsoft Advertising | Google Ads |
|---|---|---|
| Average CPC | ~$1.54 (33–40% lower) | $3–$10+ for competitive terms |
| Audience income | 41% earn $100k+ | Broader, less qualified |
| Platform volatility | Slow, predictable changes | Frequent, disruptive algorithm shifts |
| LinkedIn targeting | ✓ Available (exclusive) | ✗ Not available |
| Corporate users | 18–22% desktop in enterprise | Lower in corporate environments |
| Campaign import | Direct import from Google Ads | No cross-platform import |
| US search reach | 35–40% (network) | ~60% search share |
| Competition level | Lower — fewer advertisers bidding | High — every agency is on Google |
Data: shno.co · adventureppc.com · stackmatix.com
Full-Service Management
Everything Included in Bing Ads Management
No separate fees for setup, no nickel-and-diming on reporting. This is what full-service means.
Campaign Strategy & Keyword Research
Industry and competitor research, keyword selection, negative keyword lists, match type strategy, and audience segmentation — all built specifically for the Microsoft Advertising platform.
Ad Copywriting & A/B Testing
Responsive search ads and expanded text ads written to match buyer intent on the Bing audience. Ongoing A/B testing to continuously improve click-through rates and Quality Scores.
Bid Management & Budget Optimization
Manual and automated bid strategies adjusted regularly based on performance data. Budget allocation across campaigns optimized for your target cost-per-acquisition.
LinkedIn Audience Integration
Microsoft Advertising's exclusive LinkedIn targeting lets you layer professional demographics — job title, company, industry — on top of search campaigns. This feature is not available on Google Ads.
Conversion Tracking Setup
Call tracking, form submission tracking, and purchase tracking configured correctly from day one. You always know your actual cost-per-lead, not just cost-per-click.
Monthly Reporting
Plain-English monthly reports showing impressions, clicks, conversions, cost-per-lead, and trends. No hiding behind jargon — you always know exactly where your money is going.
Best Fit
Industries Where Bing Ads Perform Best
The Bing audience skews 35–65, higher income, and leans corporate. That profile matches high-value service businesses perfectly.
Vehicle & Auto Transport
Professional Services (Legal, Finance, Insurance)
Home Services & Contractors
B2B & Corporate Services
Healthcare & Medical
E-Commerce (premium products)
Real Estate
Local Service Businesses
Digital Marketing & Agencies
Personal note from Tom: My most consistently positive paid search results have come from Bing Ads campaigns in the vehicle transport and professional services categories. The audience is more qualified, the competition is lower, and the CPCs make the math work even on a $400/month budget. I will tell you honestly in our consultation if Bing Ads is not the right fit for your specific situation.
Common Questions
Bing Ads Questions — Answered Honestly
Why does TomPaul Digital Marketing recommend Bing Ads over Google Ads for small businesses?
From managing campaigns for small businesses across multiple industries, Microsoft Advertising consistently delivers better cost-per-click, higher-quality audience demographics, and more predictable performance — without the frequent algorithm changes that make Google Ads difficult to manage on a tight budget. Google Ads is still a valid channel at scale, but for most small businesses starting paid search, Bing Ads provides faster, more cost-efficient results.
What is included in Bing Ads management?
Campaign strategy and keyword research, ad copywriting and A/B testing, audience and demographic targeting, Microsoft Audience Network setup, bid strategy management, conversion tracking setup (calls, form fills, purchases), LinkedIn audience integration, monthly performance reporting, and ongoing optimization. Google Ads import is available if you already have campaigns running there.
How much does Bing Ads management cost?
Management is included in TomPaul Digital Marketing packages starting at $297/month. Your ad spend budget goes directly to Microsoft. During a free consultation, we will recommend the right budget for your industry and goals. Most small businesses see positive ROI with $300–$800/month in ad spend on Microsoft Advertising.
How long does it take to get campaigns live?
For a new account: strategy, keyword research, ad copy, and launch take 3–5 business days. If you have Google Ads campaigns, Microsoft's import tool moves them over in hours. Most clients see their first data within 24–48 hours of launch.
Does Bing Ads work for my industry?
Microsoft Advertising performs particularly well for professional services, vehicle and auto-related services, home services, B2B companies, and healthcare. The Bing audience skews 35–65 years old, higher income, and is especially strong in corporate environments. Most local service categories are also less competitive on Bing than Google — meaning lower CPCs and less auction pressure.
Ready to Start?
Let's Put Your Ad Budget to Work on Bing
Free consultation — I will review your business, your current ad situation (if any), and tell you honestly whether Bing Ads makes sense for you and what results to realistically expect.
Want the full breakdown of why Bing Ads beats Google for small business ROI?
Read the blog post