Plenty of local companies pour their whole search budget into Google and never look at Microsoft’s side of the auction. That’s a missed opportunity, because people searching on Bing still need a plumber, an accountant or a dentist. For many NJ businesses, Bing Ads deserve a small, disciplined test before another dollar goes to Google.
Below, you’ll see how to import your Google campaigns without copying their mistakes, where the Microsoft audience differs, and how to compare cost per lead fairly. That way, numbers decide where your money goes, not a hunch. One note on names: Microsoft renamed Bing Ads to Microsoft Advertising in 2019, but most owners still say Bing Ads, and so will we.
Why Bing Ads Still Matter for Local Businesses
Bing is the default search engine in Microsoft Edge, the browser that comes preinstalled on Windows computers. Lots of office PCs run that setup, and many people never change the default. Microsoft also shows your search ads beyond Bing itself, on partner sites such as DuckDuckGo. As a result, some of your customers search somewhere other than Google every day.
The audience often looks different, too. Because a lot of Bing traffic comes from desktop computers at work, advertisers tend to find it suits professional services, B2B suppliers and higher-ticket home services. Still, treat that as a hypothesis to test, not a fact about your market. Your own cost per lead is the only verdict that counts.
Competition is the other reason. Fewer local advertisers bother to set up Microsoft campaigns, so some auctions are thinner and clicks can cost less. Picture an HVAC company in Morris County bidding on “furnace repair near me.” On Google it may face a crowd of well-funded rivals, while on Bing it may face only a handful. That quieter auction is the whole appeal. However, the trade-off is volume. For most companies, Microsoft won’t replace Google; instead, it adds leads on top.
If you’re still deciding which platforms belong in your mix at all, start with our overview of choosing online advertising channels and splitting a budget.
How to Import Your Google Campaigns Without Importing Problems
The fastest way to launch is Microsoft’s own import tool for Google Ads campaigns. It copies campaigns, ad groups, keywords, ads and many settings. You can also schedule recurring imports so both accounts stay in sync. If you already run Google Ads, most of the build is done, which makes Bing a low-effort test.
But an import copies everything, including the problems. So treat it as a first draft, and work through the checklist below before you spend real money.
Seven Things to Check After the Import
- Budgets. Unless you change the import options, Google budgets come over as they are. Bing usually has less search volume, so set a test budget you can live with for two to three months.
- Bid strategy. A new Microsoft account has no conversion history. If Google runs on a target cost per acquisition, start Microsoft on a simpler strategy and switch once conversions build up.
- Locations. Confirm your towns, counties or radius came over correctly. Then check the advanced location option, so ads reach people who are actually in your service area. For tighter tactics, see our guide to geofencing and hyperlocal targeting.
- Negative keywords. Your negatives import, but Bing matches queries in its own way. Review the search terms report weekly for the first month and add negatives.
- Ad assets. Check that sitelinks, callouts and phone numbers came through. Also use a separate call tracking number on Microsoft, so you know which calls it produced.
- Conversion tracking. Your Google Ads conversion tag only reports to Google. Install Microsoft’s Universal Event Tracking (UET) tag and set up the same goals you count on Google, such as form submissions and booking requests.
- Scheduled imports. If you use recurring imports, choose what they update. Otherwise the next sync can overwrite the bids and budgets you tuned for Bing.
No Google campaigns yet? Then build in Microsoft from scratch with the same principles: one campaign per service line, tight ad groups and ads that match the search. Our walkthrough on structuring PPC campaigns for ROI applies almost line for line.
Where the Microsoft Audience Differs
Keywords tell you what someone wants. Audiences tell you who is searching, and here Microsoft has one option Google can’t match. For NJ businesses that sell to other companies, this is where Bing Ads can pull ahead.
Bing Ads for B2B Businesses: LinkedIn Profile Targeting
Because Microsoft owns LinkedIn, it can use LinkedIn profile data in its ad targeting. In fact, Microsoft describes LinkedIn profile targeting as unique to its platform. You can target or adjust bids by a searcher’s company, industry or job function.
For example, a commercial cleaning company in Parsippany might bid more when the searcher works in operations or administration. Similarly, an IT firm in Hudson County could favor searchers from the legal or health care industries. The keyword finds the need, and the profile data helps you pay more for the right buyer.
Remarketing, In-Market and Customer Match Audiences
Microsoft also offers remarketing to past site visitors (which needs the UET tag), in-market audiences built from purchase signals, and customer match using email lists. These work much like their Google versions, so an audience strategy that works on Google is a sensible starting point on Bing.
One caution for health practices: a dental or medical office shouldn’t upload patient emails for customer match without a HIPAA review first. More broadly, only use lists of people who gave you their details with clear consent.
Comparing Bing Ads Costs for Local Businesses
This is where many tests go wrong. Owners look at clicks, see that Bing produced a fraction of Google’s volume, and quit after two weeks. Instead, judge Bing the way you judge Google: by cost per qualified lead, with the same definitions on both sides.
| Metric | What to compare | Common mistake |
|---|---|---|
| Cost per click | Useful context only | Treating a cheap click as a win |
| Conversion rate | Form fills and calls per click | Counting page views as conversions |
| Cost per lead | Spend divided by real leads | Lumping Google and Bing calls together |
| Lead quality | Booked jobs or signed clients by source | Never checking the CRM |
| Volume | Leads per month | Expecting Google-sized numbers |
To keep the comparison fair, run both channels over the same period, ideally 60 to 90 days. Tag Microsoft traffic with UTM parameters so your analytics can separate it, and record the lead source in your CRM. Then look at what closed, not just what came in. After all, a lead that costs more but becomes a signed client beats three cheap leads that never pick up the phone.
If you want to set targets before you start, our guide to PPC budgets, bidding and cost per lead walks through the math.
What to Do When the Test Ends
- Bing matches or beats Google on cost per qualified lead. Move budget over gradually and expand the keywords that already convert.
- It works, but volume is thin. Keep your best keywords running, because a small, steady source of good leads still pays.
- It costs more and the leads close less often. Fix tracking, locations and search terms first. If it still lags, pause it and retest in six months.
Industry Rules Still Apply on Bing
Switching platforms doesn’t switch off the rules. Microsoft has its own ad policies, and state and federal law apply exactly as they do on Google. For instance, New Jersey lawyers who bid on a competitor’s name should read the state’s ethics guidance on keyword advertising. It says buying the name as a keyword isn’t a violation by itself, but the landing page needs a disclaimer. Health, finance and real estate advertisers have their own limits too, so run new ad copy past whoever handles compliance.
Frequently Asked Questions
Are Bing Ads worth it for small businesses?
Bing Ads are often worth it for NJ businesses as a second channel, not a replacement for Google. They rarely match Google’s volume, but thinner competition can mean cheaper leads. Give the test 60 to 90 days before you decide.
Can I run Bing Ads without Google Ads?
Yes. You can build campaigns directly in Microsoft Advertising. Still, most companies get the most reach by running Google as the main channel and Bing alongside it.
Next Steps for Businesses Testing Bing Ads
Bing won’t transform your marketing overnight, and it doesn’t need to. For most NJ businesses, Bing Ads work best as a second search channel that many competitors ignore, which is exactly why they deserve a disciplined test. Samaroo Solutions is based in northern New Jersey and works with businesses across the state. Our digital advertising team can handle the import, the tracking and the side-by-side reporting for you. When you’re ready to see whether Bing earns its place, get in touch and we’ll review your current campaigns with you.
