The Search Traffic Your Competitors Forgot to Bid On
The Problem: Almost every law firm, medical practice, and accounting firm running paid search puts the whole budget into Google. That makes sense on the surface, since Google has most of the searches. It also means every one of your competitors is bidding on the same keywords in the same auction, pushing your cost per click up every year. Meanwhile, a large pool of people are searching on Bing, Yahoo, and DuckDuckGo, often from the office computer, and hardly anyone in your market is showing them an ad.
Our Solution: We build and manage Microsoft Advertising campaigns designed for professional service firms, not copied and pasted from Google. Clevr Marketing sets up the account, tunes it for the Microsoft audience, tracks calls and consultations back to each campaign, and reports on cost per signed client so you know whether it’s pulling its weight.
What We Do
- Account build or rebuild with campaigns organized around your practice areas, services, and locations
- Google import cleanup when you already run Google Ads, fixing the bids, match types, and settings that don’t translate
- LinkedIn profile targeting, a Microsoft-only feature that lets you adjust bids by company, industry, and job function
- Negative keyword management to keep out job seekers, students, and do-it-yourself researchers
- Call and form tracking tied to your CRM, so each campaign is judged on consultations booked and clients signed
- Ad extensions and assets including call, location, sitelink, and review extensions set up for each service
- Monthly reporting in plain language with clear recommendations on where to shift budget
Why Microsoft Ads Work for Professional Services
Here’s what we typically see when professional service firms add Microsoft Advertising:
- Cost per click often runs 20 to 50 percent lower than the same keywords on Google
- Microsoft’s search network reaches several hundred million monthly searchers across Bing, Yahoo, DuckDuckGo, and partner sites
- Desktop searches make up a larger share of Microsoft traffic than Google’s, which matters for firms selling to business owners during work hours
- Firms that add Microsoft to an existing Google program commonly see 10 to 20 percent more qualified leads at a lower blended cost
- Launch to first useful data usually takes 30 to 45 days, faster than most new marketing channels
An Audience That Looks Like Your Clients
Bing’s default status on Windows computers and in the Edge browser shapes who uses it. Many searchers are on work machines, and the audience overall tends to be a bit older and higher-earning than Google’s. For an estate planning attorney, an accounting firm looking for business owners, or a specialty medical practice serving patients in their 50s and 60s, that’s a useful match.
Then there’s LinkedIn targeting. Because Microsoft owns LinkedIn, you can raise bids for searchers who work in specific industries or hold certain job titles. An accounting firm chasing construction company owners or a business law practice focused on tech startups can put more budget behind exactly those people. Google doesn’t offer anything like it.
Why Importing From Google Isn’t Enough
Microsoft makes it easy to import your Google campaigns, and plenty of agencies stop right there. The result is usually mediocre. Bid strategies behave differently, search volume is lower so some ad groups never gather enough data, and default settings like search partner distribution can send spend to low-quality sites if nobody checks.
We treat the import as a first draft. From there we consolidate thin ad groups, set bids based on Microsoft’s own auction, add Microsoft-specific negatives, and turn on the features Google doesn’t have. The goal is an account that holds up on its own numbers, not a shadow of your Google program.
How We Measure It
Clicks and impressions don’t pay your staff. We connect Microsoft Ads to your call tracking and CRM so every campaign reports on consultations booked and clients signed. If Microsoft is producing clients at a lower cost than Google, we’ll recommend moving more budget there. If it isn’t, we’ll tell you that too.
Key Takeaways
- Microsoft Advertising reaches searchers on Bing, Yahoo, DuckDuckGo, and Microsoft’s Copilot experiences, a group Google Ads can’t touch.
- Clicks often cost noticeably less than on Google because fewer competitors bid.
- Bing’s audience skews older, more affluent, and heavy on desktop work computers, which fits many professional services buyers.
- Importing Google campaigns is a starting point, not a finished account. Microsoft needs its own bids, negatives, and targeting.
- Most firms treat Microsoft Ads as a lower-cost extension of Google, typically starting at 10 to 20 percent of their search budget.
Find Out What You’re Missing on Bing
We’ll look at your current search campaigns, estimate how much Microsoft traffic exists for your services and market, and show you what a well-built account could deliver. It’s a 30-minute call with no obligation.