Bing Ads for Trades — the Channel Everyone Forgets

Microsoft Ads (Bing) handles 20–30% of UK search and almost no trade competes there. Cost-per-click is often half of Google for the same keyword.

Why it works for trades

• Bing's audience skews older and higher-income — homeowners, not renters
• Pre-installed default search on Windows and Edge — millions use it without realising
• Less competition → cheaper CPCs → lower cost per booked job

Setup in under an hour

1. Create a Microsoft Advertising account
2. Use Google Ads Import to copy your Google campaigns over
3. Adjust budgets to 25% of your Google spend
4. Track with a dedicated call tracking number

What to expect

Lower volume than Google but often 30–50% cheaper cost per booked job. Especially strong for emergency keywords.