Is Bing Ads Worth It for Small Businesses? A Milton Keynes Marketing Guide
A local perspective from Milton Keynes Marketing on Microsoft Advertising for UK small businesses
Microsoft Advertising, formerly known as Bing Ads, often sits in the shadow of Google Ads. For small businesses in Milton Keynes and across the UK, it can still deliver measurable results with careful planning. Milton Keynes Marketing, your local PPC experts, helps clients assess whether Bing Ads fits their goals, budgets, and customer journeys. This article explains the benefits, limitations, and practical steps to getting started.
Lower costs and competitive CPCs
One of the key attractions of Bing Ads for small businesses is typically lower cost-per-click. Because the platform’s market share is smaller than Google’s, CPCs can be more affordable, allowing you to reach intent-driven searchers at a lower price.
However, the lower CPC isn’t a guarantee of lower cost per conversion; it depends on competition and quality score. Efficient bidding and tight keyword mirroring can help you capitalise on the opportunity.
Access to specific segments and device coverage
Microsoft Advertising reaches users who search on Bing, Microsoft Edge, and partner networks. In certain sectors, this audience may convert more readily or be more affordable, making it worth testing as part of a broader PPC mix.
LinkedIn Profile Targeting and the Microsoft Audience Network can extend reach beyond search. These tools are particularly useful for B2B campaigns in MK where decision-makers research service providers online.
Data and reporting you can rely on
Microsoft Advertising provides UET (Universal Event Tracking) that captures conversions across your site. The platform offers attribution options and cross-channel insights that help you understand the customer path.
Linking UET with Google Analytics can provide a fuller picture of how Bing Ads contribute to goals. Be mindful of differences in attribution windows and model choices when comparing channels.
Campaign structure and bidding strategies
Bing Ads supports search campaigns, shopping, and audience-targeting options similar to Google Ads. This consistency helps when you’re diversifying across platforms to maximise reach.
Smart Bidding options, including Target CPA and Target ROAS, automate bids to meet your goals. They can be especially effective for local campaigns where conversions are particular, such as form submissions or phone calls.
Budget controls allow tight management of daily spend, while dayparting lets you focus on peak times for MK audiences. Regularly scheduling campaigns to match local behaviours can yield better results.
Comparing Bing Ads to Google Ads for small businesses
There is no one-size-fits-all answer; some sectors perform better on Bing, others excel on Google. A careful comparison of metrics like CPC, CTR, and conversion rate will reveal where Bing fits best within your overall strategy.
An integrated approach can protect you from over-reliance on a single platform and help you compare cost and quality. Importing campaigns between platforms is straightforward, enabling you to experiment with parallel ads. Use shared insights to optimise keywords and ad copy across networks.
Is Bing Ads worth it for MK sectors?
Retail, home services, professional services, and B2B sectors in Milton Keynes can see meaningful value from Bing Ads. Local intent, combined with cost efficiency, can drive qualified traffic to websites and brick-and-mortar locations.
Seasonality and local events in MK, such as shopping periods or council initiatives, can benefit from timely bidding strategies. However, some sectors with heavy competition or high search volume on Google may require more careful budget allocation.
A practical starting plan for MK businesses
Start with a modest budget to test the water, such as £300-£500 per month, focusing on branded and high-intent keywords. Use granular keyword lists, negative keywords, and compelling ad copy that reflects local language and value.
Install UET and track core conversions, like enquiries or calls, with clear attribution. Monitor results weekly and adjust bids, budgets, and ad copy accordingly.
Common pitfalls and how to avoid them
Overlooking account structure can lead to wasted spend and misaligned KPIs. Neglecting conversion tracking or misconfigured UET tags can make ROI appear worse than it is.
Ignoring seasonality, local events, or device performance can hinder results. Regular audits and a clear plan for scaling bids when ROAS improves are essential.
Frequently asked questions about Bing Ads for small businesses
1) What is Microsoft Advertising (Bing Ads)?
Microsoft Advertising is the platform behind Bing Ads. It allows you to create and manage PPC campaigns across Bing, Edge, and partner networks, with tools similar to Google Ads.
2) Is Bing Ads worth it for small businesses?
Yes, for many small businesses, particularly those with tight budgets or a local focus, Bing Ads can deliver cost-effective traffic and solid conversion rates when used strategically.
3) How do CPCs on Bing compare with Google?
CPCs on Bing are often lower than on Google, especially for non-branded, mid- to long-tail keywords. The caveat is that volume may be smaller, so you’ll need to balance reach with cost per click.
4) Can I import Google Ads campaigns into Microsoft Advertising?
Yes. Microsoft Advertising provides a straightforward import process from Google Ads, allowing you to replicate or adapt campaigns quickly and compare performance across platforms.
5) How much should I budget for Bing Ads?
A modest starting budget is sensible, such as £300-£500 per month for testing, with room to scale based on ROAS and achievement of target metrics.
6) What targeting options does Microsoft Advertising offer?
Microsoft Advertising offers keyword targeting, audience targeting via the Microsoft Audience Network, device and location targeting, and in some cases LinkedIn Profile Targeting for B2B campaigns.
7) How do I track conversions on Bing Ads?
Set up the Universal Event Tracking (UET) tag on your site, connect it to your Bing Ads account, and define the conversions that matter, such as form submissions or phone calls.
8) Is Bing Ads suitable for local markets like Milton Keynes?
Absolutely. Local search intent can respond well to targeted keywords, call extensions, and location-based bidding, helping you attract nearby customers effectively.
9) Does Bing Ads work for ecommerce campaigns?
Yes, Bing Ads supports Shopping ads and product campaigns, which can complement Google Shopping efforts and capture users who prefer Bing’s ecosystem.
10) What are best practices to maximise ROI on Bing Ads?
Focus on tight ad groups with relevant keywords, compelling ad copy that reflects local value, robust negative keyword lists, and regular bid adjustments based on performance data and seasonality.
Milton Keynes Marketing hopes this guide helps local business owners and agency partners decide whether Bing Ads should feature in their PPC mix. The platform is not a replacement for Google Ads, but rather a complementary channel that can improve reach, test bidding strategies, and potentially lower cost per conversion when managed well. If you’d like personalised help to evaluate Bing Ads for your MK business, our team can perform a quick audit, set up UET, and craft a local-optimised campaign plan that aligns with your goals and budget.