Bing Ads (Microsoft Advertising) for business brokerage firms
Bing Ads, which Microsoft now calls Microsoft Advertising, is the second search window a business brokerage can hang a sign in. It sits beside Google Ads and shows the firm's ads when an owner types a question into Microsoft's search.
We build the campaigns, write the ad text and keep tracking tied to calls and form messages. The brokerage owns the account, and every conversation with an owner is held at its own desk.
Where Bing Ads fits in a business brokerage's marketing
Most brokerages think of Google first, and Google deserves that. Microsoft's search is a smaller room with its own visitors, which can make it a quieter place to try the same ad themes the firm runs elsewhere. We give no figures for how large that audience is, because they change and a firm is better off reading its own numbers on the monthly page.
Because the two platforms ask owners the same questions, the work carries over. Campaigns can usually be imported from Google Ads and then tuned on the Microsoft side, so the firm does not start from a blank sheet. The firm still reads the ad text before anything runs.
What Bing Ads carries over from Google for a brokerage firm
| Piece for a brokerage | How it comes across | What changes on the Microsoft side |
|---|---|---|
| Search themes for a business broker firm | The themes built for Google are imported as a starting point | Match types and wording are looked over again for Microsoft |
| Ad text for a business brokerage | The approved ad text moves across after the firm reads it | Lengths and extras are adjusted where the platform needs it |
| Landing page for a brokerage ad | The same page can serve both platforms | A source tag tells the monthly page which platform sent the visit |
| Exclusion list for a business sales broker | Searches from job seekers and students are copied across | New exclusions are added as Microsoft searches arrive |
Three reasons a business brokerage looks at Microsoft Advertising
A second search window for the brokerage
A firm that already runs Google Ads gets another place for the same owner questions, with its own set of visitors.
A way to compare a brokerage's two platforms
With the same ad themes on both, the monthly page shows which platform sent more calls and form messages for the firm.
A smaller room for a business broker firm to test in
Ad themes can be tried here before they are widened elsewhere, with ad spend still paid by the firm straight to Microsoft.
How Bing Ads is set up for a business brokerage
Open the Microsoft account in the brokerage's name
The advertising account is created for the firm and billed to its card.
Import the Google themes for the business broker firm
When Google Ads is running, its campaigns are brought across as the first draft.
Re-read the ad text with the brokerage
The firm reads each line again before it runs on Microsoft.
Tag the brokerage's calls and form messages by source
Tracking marks each call and message so the platforms can be compared.
Tend the exclusion list for the brokerage as searches arrive
Searches that bring the wrong readers are excluded as they appear.
Bing Ads myths heard at a business brokerage
Said across the broker's deskNobody uses Microsoft search, so skip it.
What the window says backSome owners do search there. How many, and whether it suits a particular firm, is something the firm's own numbers show better than a general claim from us.
Said across the broker's deskBing Ads is just Google Ads copied over.
What the window says backThe import is a starting point. Wording, match settings and exclusions are looked at again on the Microsoft side.
Said across the broker's deskA brokerage needs a separate team for each platform.
What the window says backOne monthly page covers the platforms we run for the firm, so there is a single place to read the numbers.
Where Bing Ads sits among the brokerage plans
Bing Ads is one of the three ad platforms in our management plans, so it is counted in the fee for one, two or three platforms. The posted amounts are on the pricing page, with ad spend billed separately by Microsoft to the firm. Search engine optimization is priced in its own plans on the same page, so a brokerage can take either service or both.
What a business brokerage keeps with Bing Ads
- The Microsoft Advertising account, in the firm's name
- The card billed for ad spend
- A reading of every ad before it runs
- The right to pause the campaigns whenever it chooses
- A shared list of searches to exclude
- The source tag on every tracked call and form message
Bing Ads questions from a business brokerage firm
What is Bing Ads for a business brokerage?
Bing Ads, now called Microsoft Advertising, shows a brokerage's ads in Microsoft's search results. We build and manage the campaigns for the firm.
Does a business broker firm need Google Ads first?
No, but running both lets the firm compare. Campaigns built for Google can be imported and tuned for Microsoft.
Who settles the click charges with Microsoft?
The brokerage does, directly, on the card tied to its account. Our fee covers management only.
How does a brokerage see which platform sent a call?
Each call and form message keeps a source tag, and the monthly page splits them by platform.
Do Bing Ads for a brokerage follow platform rules?
Ads in this field sit under Microsoft's own policies. The firm reads each ad, and we read the current rules before one runs.
Open the second window for your business brokerage
Schedule a call with our CEO and we will talk through whether Microsoft Advertising belongs beside your Google Ads.
Which line goes on the glass first?
Tell us which kinds of engagement your firm most wants to be found for, the region it serves and any local sites that already link to you. Leave out company names, buyer or seller names, financial figures and deal terms.
Ready to have your brokerage lettered on the window?
Book a half hour with our CEO. Bring the firm as you describe it to an owner who walks in, and we will talk through which of search, Maps, AI answers or paid ads belongs in the window first.
Month to month. No startup fee. No contract.