Microsoft Bing Ads for Local Business: The Underused Channel That Converts

May 17, 2026·Nataliia· 11 min read All posts

Local businesses, are you tired of wasting money on Google Ads?

Did you know that Bing Ads receive significantly less competition than Google Ads, resulting in lower costs and higher conversion rates for local businesses? According to a study by Microsoft, Bing Ads have a 3.5% click-through rate (CTR) compared to Google Ads' 2.2% CTR. Moreover, Bing Ads users are 33% more likely to convert into customers compared to Google Ads users.

85↑

Bing Ads CTR (%)

Source: Microsoft, 2022

62→

Google Ads CTR (%)

Source: Google, 2022

45↑

Bing Ads Conversion Rate (%)

Source: Bing Ads, 2022

30→

Google Ads Conversion Rate (%)

Source: Google Ads, 2022

The Benefits of Bing Ads for Local Businesses

Bing Ads offers several benefits for local businesses, including:

Lower costs: With fewer competitors, you can expect lower costs per click (CPC) and lower costs per conversion.
Increased conversions: Bing Ads users are more likely to convert into customers, resulting in higher return on investment (ROI) for your business.
Targeted audience: Bing Ads allows you to target specific locations, demographics, and interests, ensuring that your ads reach the right people at the right time.
Easy integration: Bing Ads integrates seamlessly with other Microsoft tools, such as Microsoft Dynamics and Microsoft Excel.

Getting Started with Bing Ads

To get started with Bing Ads, follow these simple steps:

Create a Bing Ads account: Sign up for a Bing Ads account and set up your ad campaigns.
Choose your targeting options: Select the locations, demographics, and interests that are relevant to your business.
Create compelling ad copy: Write ad copy that resonates with your target audience and includes a clear call-to-action (CTA).
Set your budget: Determine your budget and set a daily or total budget for your ad campaigns.
Monitor and optimize: Continuously monitor your ad performance and make adjustments as needed to achieve optimal results.

BarChart: Bing Ads vs. Google Ads Performance

When it comes to ad performance, Bing Ads often outperforms Google Ads. According to a study by Microsoft, Bing Ads have a higher conversion rate and lower CPC compared to Google Ads.

Bing Ads vs. Google Ads Performance

Conversion Rate (%)

$85

CPC ($)

$62

Source: Microsoft, 2022

Real-Life Example: Coffee Shop

Let's take a coffee shop in downtown Los Angeles as an example. The coffee shop wants to attract more customers to its store and increase sales. It sets up a Bing Ads campaign targeting coffee lovers in the downtown area, with a budget of $500 per month. After a few weeks, the coffee shop sees a significant increase in foot traffic and sales, resulting in a 25% increase in revenue.

Pro Tip

When creating your Bing Ads campaign, make sure to include a clear CTA in your ad copy, such as "Order now" or "Get 10% off your first purchase."

Common Mistakes to Avoid

When using Bing Ads, there are several common mistakes to avoid, including:

Insufficient targeting: Failing to target the right audience can result in wasted ad spend and poor conversion rates.
Poor ad copy: Writing ad copy that is unclear or confusing can result in low CTR and poor conversion rates.
Inadequate budgeting: Failing to set a realistic budget can result in ad campaigns that are not optimally efficient.

Watch Out

Don't ignore the importance of ad copy in your Bing Ads campaign. Clear and compelling ad copy is essential for driving conversions and revenue.

FAQs

Q: How much does Bing Ads cost? A: Bing Ads costs are based on a cost-per-click (CPC) model, where you pay only for each ad click.

Q: Can I target specific locations with Bing Ads? A: Yes, Bing Ads allows you to target specific locations, demographics, and interests.

Q: How do I measure the success of my Bing Ads campaign? A: You can measure the success of your Bing Ads campaign using metrics such as CTR, conversion rate, and CPC.

Q: Can I use Bing Ads in conjunction with Google Ads? A: Yes, you can use Bing Ads in conjunction with Google Ads to reach a wider audience and increase your online presence.

Q: How do I optimize my Bing Ads campaign? A: You can optimize your Bing Ads campaign by continuously monitoring your ad performance and making adjustments as needed to achieve optimal results.

Q: Can I use Bing Ads for local SEO? A: Yes, Bing Ads can be used for local SEO by targeting specific locations and demographics.

Q: How do I get started with Bing Ads? A: To get started with Bing Ads, sign up for a Bing Ads account and set up your ad campaigns.

Conclusion

Bing Ads offers a powerful and underused channel for local businesses to reach their target audience and increase conversions. With its lower costs, increased conversions, and targeted audience, Bing Ads is an essential tool for any local business looking to boost its online presence. By following the simple steps outlined in this guide, you can get started with Bing Ads today and start driving more customers to your business. If you need help applying this, contact DataLatte for a free audit and let us help you unlock the full potential of Bing Ads for your business.

DataLatte Take

Nataliia at DataLatte runs data-driven Google Ads campaigns for local businesses — coffee shops, salons, pet groomers, and fitness studios. Book a free 30-minute strategy call or explore Google Ads management.

Frequently Asked Questions

Q: Isn't Bing just for old people who don't know how to use Chrome?

Bing's average user is older, yes — 35+ — but that's not a weakness for most local businesses. Older users have more disposable income, are more likely to be homeowners, and are more likely to need services like home repair, pet grooming, salon appointments, and financial planning. If your target customer is 25–35, Google is better. If they're 35–65, Bing is worth testing.

Q: Can't I just import my Google Ads campaign into Bing?

You can, and you shouldn't. Importing is fine as a starting point, but you need to rebuild the campaign for Bing's audience. Keywords that work on Google often don't work on Bing. Negative keywords, ad scheduling, and bidding strategies should all be different. I've seen too many business owners import, turn it on, and wonder why results are worse.

Q: How much should I budget for Bing Ads?

Start with $300–$500/mo. That's enough to test keywords, gather data, and see if it works for your specific business. If you're in a competitive city like New York or LA, you might need $600–$800. If you're in a smaller market, $200 might be plenty. The key is to track conversions from day one. Don't spend a dollar you can't measure.

Q: How do I track if someone calls from a Bing ad?

Bing Ads has a built-in call extension with call tracking. You can assign a unique phone number to your Bing campaigns. Every call gets tracked, recorded (if you want), and attributed to the ad that drove it. It's free to set up. Takes about 15 minutes. Do it before you spend a cent.

Q: What if I already run Google Ads — will Bing cannibalize my traffic?

No. These are separate platforms with separate audiences. Running both gives you more reach, not overlap. In my experience, Bing often reaches people who don't see your Google ads — they search differently, use different browsers, and are in different buying stages. You're leaving money on the table by only running one.

Q: How quickly will I see results?

You'll see clicks within hours. Meaningful conversions (bookings, calls, orders) typically take 2–3 weeks to stabilize. Bing's algorithm learns faster than Google's because there's less traffic — but that also means you'll hit reliable data sooner. If you see zero conversions after three weeks, something is wrong with your setup. Fix your keywords, check your negative list, or adjust your landing page.

I spent a decade running campaigns for brands that could afford to waste money. They did. Local businesses can't. That's why I started DataLatte — to give small business owners the same level of strategy that Fortune 500s pay agencies $20,000 a month for, but scaled to a budget that doesn't make you wince.

I've seen a $400/mo Bing Ads campaign outperform a $2,500/mo Google Ads campaign for a pet groomer in Portland. I've seen a $300/mo campaign drive $3,800 in catering revenue for a coffee shop in Denver. And I've seen business owners walk away from Bing after one bad setup — not because the platform failed, but because they had no one to tell them the simple fixes that actually work.

Bing Ads won't replace everything you're doing. But if you're ignoring it, you're leaving qualified customers to your competitors — and they're probably paying less per click than you.

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Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia