Google Ads Not Working? Try Bing Ads

For many businesses, Google Ads is the first choice when it comes to pay-per-click (PPC) advertising. After all, Google dominates the search engine market. But what happens if you’ve invested time, energy, and budget into Google Ads, only to see disappointing results? If your Google Ads campaigns aren’t delivering the ROI you expected, it might be time to look beyond Google and explore Bing Ads (now known as Microsoft Advertising).

Surprisingly, Bing can provide unique opportunities to generate qualified leads at a lower cost and in some industries, it outperforms Google Ads altogether.

Why Bing Ads Deserves Your Attention

1. Less Competition, Lower Costs

Google is crowded with advertisers, which means high cost-per-click (CPC) in competitive industries like law, healthcare, and real estate. Bing typically has less advertiser competition, resulting in significantly lower CPC. This allows your budget to stretch further, while still reaching motivated searchers.

2. A Different, High-Value Audience

Bing’s user base often includes demographics that are overlooked:

• Older professionals with higher disposable incomes
• Users browsing from desktops during work hours
• Decision-makers in B2B spaces

For many businesses, this audience aligns better with their target market than Google’s broader user base.

3. Greater Control and Transparency

Bing Ads offers advanced targeting features, such as:

• LinkedIn profile targeting (unique to Microsoft Advertising)
• Enhanced device targeting
• Time zone and demographic bid adjustments

These features can help refine your audience and deliver more precise targeting.

How to Transition From Google Ads to Bing Ads

One of the easiest ways to start with Bing Ads is by importing your Google Ads campaigns directly into Bing. Microsoft Advertising provides a seamless import tool that lets you transfer:

• Campaign structure
• Keywords
• Ad copy
• Budgets and bid strategies

This means you don’t have to rebuild campaigns from scratch. Instead, you can duplicate your Google Ads setup, then fine-tune it to align with Bing’s audience and platform features.

Best Practices for Running Bing Ads

1. Optimize Your Keywords
   Review imported Google Ads keywords, then adjust for Bing’s unique audience. Long-tail keywords often perform better with lower CPC.
2. Leverage Audience Targeting
   Test LinkedIn targeting options by job title, industry, or company size to gain an edge in B2B advertising.
3. Adjust Bids for Devices and Demographics
   Since Bing’s user base skews toward desktop users, adjusting bids for desktop clicks can yield stronger ROI.
4. Test Ad Extensions
   Bing supports extensions like call, location, and structured snippets. Proper use of extensions improves ad visibility and click-through rates.
5. Monitor Analytics Closely
   Use Bing’s reporting tools to track conversions, impression share, and keyword performance. Compare results against your Google Ads benchmarks to identify areas of strength.

When Bing Ads Can Outperform Google Ads

• Niche industries: Fewer competitors means better visibility.
• B2B companies: LinkedIn targeting provides a unique edge.
• Regional businesses: Bing often dominates in markets where desktop usage is higher.
• Budget-conscious campaigns: Lower CPC allows more clicks for the same spend.

Why Choose Fairfax SEM Company to Manage Bing Ads

At Fairfax SEM Company, we specialize in helping businesses get the most out of every advertising dollar. Our team of PPC experts understands how to:

• Transition campaigns from Google Ads to Bing smoothly
• Optimize targeting and bidding for Bing’s unique audience
• Track results transparently with detailed reporting
• Align Bing Ads with your overall digital strategy for maximum ROI

By working with us, you gain a trusted partner that delivers EEAT-backed expertise, ensuring your campaigns are effective, ethical, and future-ready.

If your Google Ads campaigns aren’t working, don’t abandon PPC altogether. Instead, try Bing Ads as a powerful alternative. With lower competition, unique targeting options, and a high-value audience, Bing offers businesses a fresh opportunity to generate leads and drive growth.

And when you partner with Fairfax SEM Company, you’ll have a proven guide to help set up, manage, and optimize campaigns that deliver real results.