How Local Businesses Can Succeed by Advertising on Bing?

ByCaesar

In the world of online advertising, Google may be the biggest name—but it’s far from the only option. Advertising on Bing (also known as “Adverteren op Bing” in the Dutch language) offers a powerful, cost-effective alternative, especially for local businesses aiming to increase visibility, attract customers, and drive in-store traffic. This article explains why Bing is a valuable platform for local advertising, how to set up campaigns, and strategies to maximize success.

Why Consider Advertising on Bing?

Lower Competition, Lower Costs

One of the main advantages of advertising on Bing is that it has less competition compared to Google Ads. This typically results in lower cost-per-click (CPC), making it an affordable option for small and local businesses with tighter budgets.

Access to a Unique Audience

Bing powers not only Bing.com searches but also Yahoo and AOL, reaching a user base that includes older demographics, desktop users, and professionals. This can be especially valuable for local services such as legal, healthcare, real estate, and home improvement.

Strong Local Intent

Many users searching through Bing have high local intent. They’re looking for services nearby, reading reviews, or searching for directions. That makes Bing Ads a good match for businesses with a physical location or a defined service area.

Setting Up a Bing Ads Campaign for Local Business

Step 1: Create a Microsoft Advertising Account

To begin, sign up at Microsoft Advertising. You’ll gain access to the Bing Ads platform where you can create and manage campaigns.

Step 2: Define Your Local Targeting

Bing allows granular location targeting. You can specify:

  • Zip/postal codes
  • Cities or regions
  • A radius around your business address

This ensures your ads only appear to potential customers in your service area.

Step 3: Choose Relevant Keywords

Use Microsoft’s Keyword Planner or import keywords from a Google Ads account. Focus on long-tail and location-based keywords like:

  • “plumber near me”
  • “best bakery in [city name]”
  • “emergency electrician North Shore”

This helps target users with strong purchase intent.

Step 4: Write Effective Ad Copy

Create ads that include:

  • A clear headline (e.g., “24/7 Emergency Plumbing in Sydney”)
  • Local references
  • A strong call to action (e.g., “Call Now” or “Book Online”)
  • Use ad extensions like location and call buttons

Features That Help Local Businesses Stand Out on Bing

Ad Extensions for Local Visibility

Bing Ads offer location extensions, call extensions, and sitelinks—all of which can help drive phone calls, visits, and user engagement.

Location Extensions

Display your business address and allow users to click for directions directly.

Call Extensions

Let users call your business straight from the ad, especially useful for mobile searches.

Review Extensions

Showcase positive customer reviews in your ads to build credibility and trust.

Microsoft Maps Integration

Bing is integrated with Microsoft Maps, so your business can appear directly in map searches when users look for services nearby. This increases visibility for brick-and-mortar locations.

Best Practices for Advertising on Bing as a Local Business

Focus on Mobile Optimization

Many Bing users search on mobile devices. Ensure your website and landing pages are mobile-friendly, fast-loading, and easy to navigate.

Use Conversion Tracking

Set up UET (Universal Event Tracking) to measure what actions users take after clicking your ad—whether it’s a form submission, phone call, or purchase. This helps optimize performance and track ROI.

Schedule Ads During Business Hours

Use Bing’s ad scheduling feature to run your ads during the hours you’re open or most likely to receive calls or visits.

Run Promotions and Local Offers

Use ad copy or extensions to highlight special deals like:

  • “Free Consultation”
  • “20% Off First Visit”
  • “Same-Day Service Available”

Local customers respond well to time-sensitive or location-specific promotions.

Case Example: Local HVAC Company Sees ROI from Bing Ads

An HVAC company based in Brisbane implemented a Bing Ads campaign targeting nearby suburbs. By using location-specific keywords, ad scheduling, and call extensions, they:

  • Reduced CPC by 35% compared to Google Ads
  • Increased qualified calls by 50% in 3 months
  • Improved conversion rate through targeted landing pages

This example shows that Bing Ads can deliver strong results, especially when paired with local targeting and relevant messaging.

Final Thoughts

Advertising on Bing may not be the first thing that comes to mind for local businesses—but it’s a highly effective channel when used correctly. With its lower costs, strong local intent, and unique audience, Bing Ads offer a smart opportunity to reach customers right when they need your services.

By combining well-crafted campaigns with location targeting, compelling copy, and regular performance tracking, local businesses can see real, measurable success from advertising on Bing.

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