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

May 17, 2026·Nataliia· 10 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.

Want More Local Customers?

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.