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Bing Ads for law firms: cheaper clicks, older clients.
Bing, Yahoo, DuckDuckGo and Copilot share one ad network, and it skews older, wealthier and desktop-bound. That is the person searching for a will, a trust, a probate attorney or a business lawyer, at click prices that are usually well below Google's. We run Microsoft Ads for law firms through the Microsoft Advertising API, synced from your Google structure where you have one, with its own negatives, its own copy tests and the same bar-rule filter.
N° 01Why Bing for a law firm
The practice areas Bing's audience searches for.
Microsoft's search share is small overall and much larger for some clients: people over 45, people at work on a desktop, and people whose computer came with Edge and Bing as the default. For estate planning, probate, elder law, business formation and real estate law, that is a large part of the market.
Fewer firms advertise there, so the auctions are thinner and clicks cost less. The mistake is importing the Google account and leaving it. Microsoft matches keywords more loosely, so a copied account spends on the wrong searches until someone rebuilds the negatives.
01
Structured import, then rebuilt
We mirror your Google structure through the API, then adjust match types, negatives and bids for Microsoft's looser matching.
02
Attorney-name defence on Bing
The same attorney-name ad groups as Google, because directories bid on Bing too, and the clicks cost even less.
03
Practice areas that fit the audience
More budget toward estate planning, probate, elder law and business law; less toward practice areas whose clients mostly search on phones.
04
Its own copy tests
A headline that wins on Google is a hypothesis on Bing. Microsoft's audience often responds to plainer, more direct copy, so we test it separately.
05
Bar-rule filter
The same banned-word filter as our Google work: no specialist, expert, best or outcome promises in any headline or description.
06
One combined report
Google and Microsoft side by side, cost per consultation by network, office and practice area, so budget goes where it earns.
Investment
Clear scope. Clear price.
Flat management fees, quoted against account size — never a share of spend. Media is billed by the platform to your own card, so the number you see is the whole number.
Microsoft Ads setup
from $750one-off
Account, UET tracking and a structured import from your Google campaigns.
- Account and UET tracking setup
- Structured import through the API
- Match-type and negative rebuild
- First ad variants per ad group
- Location and schedule targeting
- Offices
- up to 3
- Attorneys
- up to 25
- Ad groups imported
- up to 60
- Delivery
- 7 business days
Not included
- Ad spend (billed by Microsoft to your card)
- Ongoing management
- Google Ads work of any kind
- Landing pages or website changes
Bing add-on
from $500/mo
For firms on our Google plan: synced, tested separately, reported together.
- Structure synced with Google
- Microsoft-specific negatives and copy tests
- Weekly search-term mining
- Combined Google + Microsoft report
- Ad spend billed direct to you
- Requires
- an active Google plan with us
- Ad groups synced
- same cap as your Google plan
- Reporting
- inside your Google report and call
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by Microsoft to your card)
- A separate report or call
- Campaigns that do not exist on Google
- Intake or CRM work
- Any guaranteed lead or case count
Bing standalone
from $900/mo
Microsoft only, for firms that run Google elsewhere or not at all.
- Attorney-name defence
- Practice-area campaigns per office
- Weekly negatives and copy tests
- Monthly report + 30-min call
- Ad spend billed direct to you
- Networks
- Microsoft Search
- Offices
- up to 3 (then +$250/mo each)
- Attorneys
- up to 25
- Ad groups managed
- up to 60
- Structure changes
- 3 hours / month included
- Response time
- 2 business days; pauses same day
Not included
- Ad spend (billed by Microsoft to your card)
- Google Ads
- Landing pages or website changes
- Intake or CRM work
- Any guaranteed lead or case count
The add-on is priced low because the structure work is shared with Google. Media is billed by Microsoft to the firm's own card; Bing budgets for a law firm typically run a fifth to a third of the Google budget.
How every package works
- One package covers one firm and one ad account per network. A second brand or a second account is a second package.
- Ad spend is never inside the fee. Google and Microsoft bill your card directly, including any Local Services lead fees.
- The caps on each card are the scope. More offices, attorneys, practice areas, ad groups or hours are priced on the card or quoted before we do them, never absorbed quietly.
- Structure-change hours cover requests you send us: new attorneys, new practice areas, budget shifts, pauses. Our weekly and monthly routine does not count against them.
- Response time is for replies and pauses. New builds run on the delivery times shown.
- Month-to-month, 30 days' written notice either way. No setup fee is refunded once the build is delivered.
- You own the account, the data and everything we build in it. We hold manager access and remove it on the last day.
- We do not answer phones, run intake, manage reviews or directory profiles, or write blog content.
- Bar rules: we will not write specialist, expert, best or outcome promises into an ad, and we do not run DUI/DWI, alcohol or gambling practice areas.
- Nothing here guarantees a number of leads, consultations or cases. What we guarantee is the work on the card, on the schedule on the card.
- Anything not written on the card is not in the package. Ask before you buy; the answer is the same afterwards.
Questions
The answers we give most often.
- Is Bing worth it for a law firm?
- For estate planning, probate, elder law and business law, usually yes, as a second network. Expect a fifth to a third of your Google volume at noticeably lower click prices. For practice areas whose clients search on phones it is often not worth it, and we will say so after the first 60 days.
- Can't we just use Microsoft's Google import?
- It is a fine starting point and a poor finishing one. The import copies match types that behave differently on Microsoft, can overwrite changes made there on its schedule, and does not always carry negatives. We sync through the API and rebuild the parts that do not translate.
- Do directories bid on attorney names on Bing too?
- Yes, and the clicks are cheaper, so defending the names costs less than on Google. The same attorney-name ad groups run on both networks.
- What is Copilot advertising?
- Microsoft shows search ads inside Copilot answers, currently bundled with Bing search inventory. We report on it separately where the platform allows.
Next step
Add the network most firms skip.
Tell us your practice areas, offices and current Google spend, and we'll estimate what Bing would add in volume and cost per consultation, and whether it's worth it for you.