A studio service
Bing Ads for practices whose patients search on a desktop.
A large share of primary-care, internal-medicine and specialist patients are over 50 and search on the family computer, where Bing is often the default. Microsoft's network covers Bing, Yahoo, DuckDuckGo and Copilot, usually at lower click prices than Google. We run Microsoft Ads for medical practices through the Microsoft Advertising API, synced from your Google structure, search-only, with its own negatives and copy tests.
N° 01Why Bing for a practice
The patients Google alone misses.
Microsoft's search share looks small until you look at who uses it: older adults, people on desktops, and anyone whose computer came with Edge. For primary care, internal medicine, cardiology, endocrinology and Medicare questions, that is a large part of the patient base.
Fewer practices advertise there, so clicks usually cost less. A straight copy of the Google account wastes money, though, because Microsoft matches searches more loosely. The negative list has to be rebuilt for it.
01
Structured import, then rebuilt
Your Google structure mirrored through the API, then match types, negatives and bids adjusted for Microsoft's looser matching.
02
Provider-name defence on Bing
The same provider ad groups as Google, because directories bid on Bing too, and the clicks cost less.
03
Medicare and insurance searches
Older patients search insurance questions more often. 'Medicare doctor near me' and plan-name searches get more weight on Bing than on Google.
04
Its own copy tests
Plain, direct copy often wins with Bing's audience. Winners on Google are tested again here, not assumed.
05
Search only, no remarketing
The same rules as our Google work: no remarketing lists, no pixels on condition pages, no health questions in ad-linked forms.
06
One combined report
Google and Microsoft side by side, cost per booked appointment by network and office.
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 $600one-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 5
- Providers
- up to 40
- Ad groups imported
- up to 120
- Delivery
- 5 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 $400/mo
For practices 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
- Answering calls, booking, or CRM work
- Any guaranteed patient or appointment count
Bing standalone
from $700/mo
Microsoft only, for practices that run Google elsewhere or not at all.
- Provider-name defence
- Campaign per office
- Weekly negatives and copy tests
- Monthly report + 30-min call
- Ad spend billed direct to you
- Networks
- Microsoft Search
- Offices
- up to 5 (then +$150/mo each)
- Providers
- up to 40
- Ad groups managed
- up to 120
- 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
- Remarketing or audience targeting
- Any guaranteed patient or appointment count
The add-on is priced low because the structure work is shared with Google. Media is billed by Microsoft to the practice's own card; Bing budgets for a practice typically run a fifth to a third of the Google budget.
How every package works
- One package covers one practice 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.
- The caps on each card are the scope. More offices, providers, 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 providers, new offices, new services, 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, book appointments, manage reviews or your Business Profile, or write blog content.
- Compliance: search only, no remarketing, and no health information collected in ad-linked forms. If asked to add remarketing or symptom fields, we decline and say why.
- Nothing here guarantees a number of patients or appointments. 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 medical practice?
- For practices with many patients over 50, usually yes, as a second network after Google. Expect a fifth to a third of your Google volume at lower click prices. For pediatrics or urgent care, whose patients search on phones, it is often not worth it, and we will tell you after the first 60 days.
- Can't we just import our Google campaigns?
- 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, and does not always carry negatives. We sync through the API and rebuild the parts that do not translate.
- Is it run the same way as our Google account for privacy?
- Yes: search only, no remarketing or audiences, no pixels on condition or treatment pages, static tracking numbers, and no health questions in ad-linked forms.
- 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
Reach the patients on the family computer.
Tell us your offices, providers and current Google spend. We'll estimate what Bing would add in volume and cost per booked appointment, and whether it's worth it for you.