My agency, Roofing Webmasters, is one of the few that offers Bing Ads management for roofing companies. Google Ads dominates the conversation regarding search engine advertising channels, but my first-hand experience with roofing campaigns has given me unique insights into Bing’s value.
While Google Ads and Facebook Ads can be helpful to roofing contractors, Bing Ads also presents an opportunity to reach new homeowners. Bing attracts over 100 million users daily, making it a logical addition to the platforms on which roofing companies can advertise their services.
The Appeal of Bing Ads to Roofing Companies
While Google is the unanimous choice for search engine advertising through Google Ads, the emergence of ChatGPT on Bing has increased the value of its advertising space.
Bing Ads are worthwhile to roofers because Bing is the second largest traditional search engine and features a network of partner sites, including AOL, DuckDuckGo, and Yahoo.
Statistics show that Bing users are typically wealthier and older, meaning roofing companies can reach homeowners through targeted ads.
Bing vs. Google Ads
Ads on Bing present an affordable alternative to Google Ads, one that roofing companies can comfortably take advantage of.
For example, Bing is the #2 search engine in the world, and its users are predominately educated and financially stable, making it a worthwhile platform to market roofing services.
Advantages of Bing advertising include:
- Daily Budget: Set budgets by the day
- No Minimum: Advertise on any budget
- Performance Measurement: Track performance in real-time
- Results Driven: Only pay when ads are clicked
Bing accounts for about 1/3 of U.S. desktop searches, a percentage that has not increased since it adopted ChatGPT. While it’s not the majority by any means, it’s still significant enough to make advertising worthwhile.
Ads on Bing are generally less expensive than those on Google and can help generate traffic quickly for roofers on a budget.
Choosing Keywords For Bing
Bing search campaigns are similar to Google Ads campaigns. You bid on keywords for which your ad will appear. As with Google Ads campaigns, you’ll want to target keywords with commercial intent.
Commercial intent keywords are used by searchers who intend to spend money instead of people just looking for information. When researching commercial intent terms, you can analyze at the following metrics:
- CPC: The cost per click for the keyword
- CTR: The click-through rate for the keyword
- Volume: The search volume for the keyword
The goal is to find commercial intent keywords with relatively low CPC and high CTRs.
Free Bing Ads PPC Consultation
I employ a team of highly skilled webmasters, including paid advertising specialists. Contact my agency to schedule a free consultation to discuss your Ads campaign. During our call, we’ll discuss your advertising goals and how Bing Ads fits into your broader digital marketing strategy.
