Bing Ads management for financial advisors and planners
A firm whose Google Ads account already runs well tends to wonder about a second string on the same rod. Bing Ads (Microsoft Advertising) is the usual candidate: a separate platform, a separate search audience and a separate bill. This page explains how the desk adds it for an advisory firm, and what the firm keeps in its own hands while that happens.
Where a second search platform sits beside the first
Bing Ads reaches searchers on the Microsoft engine and on the partner sites that carry its ads. The audience there is smaller than Google's and often leans toward desktop screens, which fits an advisory firm whose visitors may read a service line page from an office computer. The competition for a given search is often lighter as well. None of this pledges a single call or form. It is only the reason the platform earns a look.
The work itself is light when a Google Ads account exists. Ad groups, ad text and the firm's blocked search terms can all be imported, then checked line by line, because each platform spells things a little differently. The firm's approver reads the imported ads before anything runs, exactly as on the first platform.
Three pieces the desk hangs when Bing Ads joins the mobile
An account imported from the firm's Google Ads structure
Service line ad groups, office town groups and near-me groups arrive as copies, then get trimmed to fit what Bing Ads offers. The firm sees the finished groups before they run.
Landing pages that match the imported ads
Every ad group opens on the page the firm already approved for the same service line or office. No new page is invented for the second platform.
A negative keyword wall carried across and extended
The list from the first account comes along, and search terms from Bing Ads add to it. Job seekers, students, software shoppers and company names stay out here too.
Three differences an advisory firm notices when ads begin on Bing
| Difference | What the firm sees on Bing | What the desk does about it |
|---|---|---|
| Smaller audience | Fewer searches per ad group, so each ad group is leaner | Keeps groups narrow and watches them in the same monthly summary |
| Desktop lean | More of the visitors read pages on a computer screen | Checks that office pages and the contact form read well at desktop width |
| A separate bill | Microsoft bills the firm itself for each click | Adds one management line of its own, apart from that charge |
How the fee and the click charges hang apart
Two strings again, each from its own hook. Microsoft hangs the click string, and the firm sets how heavy it is inside the platform. The desk hangs a management fee, and the price sheet lists it with the other ad plans: $895 covers one platform, and Bing Ads takes the second slot in the $1,595 step when it joins Google Ads. The three ad platforms together fall into the $2,295 step. No startup charge exists, and no contract is attached.
Platform rules for financial services advertisers differ between the engines, and the firm reads Microsoft's before any imported ad goes live. For the broader picture of all three, the paid ads page sits above this one, and the Google Ads page describes the account the import comes from.
Four things settled before Bing Ads starts for an advisory firm
- A Google Ads account exists to import from, or the structure is drawn up fresh
- The approver at the firm has read the imported ad text
- Each ad group opens on a page the firm has approved
- Tracking is switched on to count calls and forms and nothing else
What a planner might ask before adding Bing Ads
Does an advisory firm need to be on Google Ads before it uses Bing Ads?
No, but it helps. An existing account gives the import something to copy from. A firm without one can begin on Bing Ads with a fresh structure built from its service lines and offices.
Will Bing Ads show the same ads as Google Ads?
The wording starts from the same approved text, then changes where the platform requires it. Every changed ad goes back to the firm's approver before it runs.
Is Bing Ads management priced on its own?
It sits inside the ad plans on the price sheet and is counted as one platform. The click charges are separate and go from Microsoft to the firm.
Where does a principal ask about adding Bing Ads?
Write via the contact form and mention if the firm already advertises on another platform. A reply comes by email.
Ask about a second search platform for a firm
Say if a Google Ads account is live and how many offices the firm keeps. Anything about a client is kept out of the note.
Which pieces should your firm hang first?
Tell us the service lines you offer, the towns where your clients live and the neighbouring offices that point people toward you. Keep every client name, every account figure and every personal identifier out of what you send.
Ask us to hang the first piece of your search work
Send one question about how your firm turns up in search. The call is taken by our CEO, Ross Cohen, who ends it by naming the first pieces to hang.
The mobile below is only an illustration, and it forecasts nothing.