Bing Ads for dental practices: a second search network to test
Most of a dental office's search budget goes to Google, and for good reason. Bing Ads (Microsoft Advertising) is the other search network, and it reaches a set of people who type into a different box. For an office with a quiet column in the book, that second box is worth a small test.
We run it as a marketing team. Ad wording and credentials stay with the practice owner and the state dental board.
Why a dental office might test a second search network
Think of a campaign on each network as a separate door to the same waiting room. The second door is not busier; it is usually quieter. A quieter door can still be useful, because fewer advertisers compete for the same searches in some towns, and the clicks a practice buys may be priced differently from the first network. We cannot tell you how much or in which towns, because the numbers differ from one place to the next and we will not guess at them here.
What an owner can do is test. Run the same service-line campaign that already works on Google, aimed at the same location, and compare what each network sends to the front desk. After a few months the call log shows whether the second network adds a few exam requests or only noise. If it adds nothing, switch it off; billing stays month to month, so nothing is stuck.
The test belongs beside Google Ads, not instead of it. Our paid ads overview explains the way campaigns are laid out across all platforms.
What a Bing Ads test for a dental practice includes
- Copy over
The Google campaigns that already reach the front desk
Campaigns for each service line and location are rebuilt for Microsoft Advertising with the same landing pages, so the comparison between the two networks is fair.
- Keep out
A negative list that travels with the campaign
Words for job seekers, dental school searches, salary searches and supply shoppers are excluded from the start, since they appear on this network too.
- Count
Separate call tracking for each network
Each network gets its own tracking, so a call lands in the right column of the monthly sheet and the practice can see which door it came through.
- Own
An ad account in the practice name
The Microsoft Advertising account sits under the practice, with our team added as manager. Click costs are paid by your card straight to the network.
Signs a dental office is ready to try Bing Ads
A second network pays off only when the first one is already tidy.
- A Google campaign or two already sending calls to the front desk
- A landing page for each service line that the new campaign can borrow
- A call log that says which calls were exam requests and which were not
- An owner willing to read the platform's health advertising policy before launch
- Willingness to run a test that might end with a decision to stop
A Bing Ads test is one of the three ad platforms on the pricing page; two or three together are priced as a set.
Questions dentists ask about Bing Ads
Does Bing Ads bring a different crowd to a dental office than Google?
It can, and it can differ from town to town. We do not quote figures about who uses it; the call log from a test tells an office more than a general statement would.
Should a one-location dental office start here?
Usually after a first campaign is steady elsewhere. The paid ads page shows how we start with the lines most likely to reach the front desk.
Who owns the Microsoft Advertising account?
The practice does. It is opened in your name, and our team is added as manager so the account and its history stay yours.
Is Bing Ads included in the one-platform price?
It is one of the choices. A single platform costs the same whichever of the three the practice picks; the pricing page lists the three levels.
Ask whether a second network suits your appointment book
Tell us which locations and service lines already do well on Google, and we will talk through whether a Microsoft test is worth the room on the sheet.
Which column of the book is thin this week?
Name the column you would like to fill first, such as new-patient exams, the hygiene schedule or larger cases, and say how many offices share the book. Rough notes are enough. Leave patient names and health details out, because this is a marketing conversation and never an appointment.
Which column of the appointment book looks emptier: new patients or hygiene?
Tell us how many operatories run on an ordinary day, which service lines you would like more exams in, and whether the gap is next week or next quarter. Rough notes and round figures are fine.
The little day sheet fills as you read. It is a picture of how a schedule can be planned, not a forecast of any practice.