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Bing Ads Expert: How to Choose the Right One?

So, you’ve decided to explore the fruits of Microsoft Ads’ labour and wish to create a Bing Ads campaign, and you’ve decided to take the plunge and hire a Bing Ads agency to do the heavy lifting for you. 

The only problem is – you have no idea where to begin with either your Bing Ads campaign plan and goals, or which expert to go with….

This article covers the nuances between Bing and its biggest rival (Google Ads), as well as providing a valuable checklist for when you’re in the expert-hiring process.

Bing vs Google Ads – The Differences:

Those migrating over from Google Ads to the Bing platform will be happy to know that, in terms of campaign set-up and management, they two are very similar. That said – there are, of course, nuances.


While both platforms depend on keyword research for a productive campaign outcome, Bing has a lesser usage rate than advertising giant, Google, meaning you can expect your traffic volume to be lower than it would be for a Google ad campaign.


Bing has a major advantage over Google insofar as it allows you to schedule your ads to hit your target audience at peak time within their timezone (whereas Google only enables this in the advertiser’s own).


Both platforms cater to specific audience targeting. However, the audience segments/categories on each channel differ. So, if you plan on importing any of your current Google campaigns over to Bing, you will have to ensure the categories for your audience are as identical as possible.


Finally – and another feature where Bing reigns superior over Google – your SERPs (search engine results page) will look different on Bing. Only insofar as the results will be in bold, whereas with Google, they’re not. This may seem like a miniscule factor, but it actually makes Bing’s SERPs more attention-grabbing.

Factors to Look into When Choosing a Bing Ads Expert

If you feel that you don’t have the time to work on a Bing advertising campaign – or feel like it is something best left to professionals – here is what to consider when searching for a Bing Ads expert:

Ask industry colleagues

Your industry colleagues and contacts are perhaps the best port of call for finding a reputable Bings Ads consultant. Tried-and-tested testimonials from your respected peers will likely point you in the right direction for an expert.

Be clear when reaching out what you expect from the consultant. This includes ensuring they are within your budget region and what type of campaign type you require. Try and make sure that the people you ask for advice are as closely-matched to your business model as possible, as chances are – this will likely mean a good consultant match for your brand.

Does the Consultant Have a Client Portfolio?

This is a great way of seeing if the consultant or agency walks the walks, as well as talks the talk.

While a lack of portfolio may not necessarily be a red flag (they may be relatively new to the game), it means you will be entering into this business partnership blindly without seeing if they can provide PPC campaigns that are aligned with your needs.

What is the fee structure?

Different businesses work on different fee structures. For example, some PPC agencies may expect a flat fee, while others may expect a percentage of the advertising spend/profit. 

If your advertising budget is on a larger scale, you may benefit from going with the flat fee approach, otherwise your ROI (return-on-investment) won’t be as fruitful for you as it should be. Also, be prepared to negotiate a flat fee if you feel the presented flat fee is too high.

If you decide to go for the percentage option, be mindful that the agency/consultant may expect as much as 20% of the final cut. Again, negotiation is your friend here.

If you’re a SME (small or medium enterprise), you may be best inclined to pay for an initial audit to ensure smooth-sailing from start to finish.

What’s your minimum monthly ad spend?

Regardless of what your budget is, it is very likely that an expert will recommend a minimum monthly ad spend. This is to ensure they have the required financial resources to bid for the right/best keywords for your campaign. 

If the recommendation they make is too high in comparison with your budget, they may not be the right option for you. Transparency about budget from the very beginning is absolutely crucial when working with a third-party PPC resource. That includes how much they expect to be paid, and any set-up fees/deposits. Ask as many questions in regards to finances as is needed so that there are no nasty surprises.

Your budget also defines the amount of time your campaign can run for. 

Make sure that consulting is their primary service

Many ad agencies offer multiple services in equal measure, but finding one that’s primary goal is consulting will mean they are very likely the expert they say they are.  

Check them out on LinkedIn

This is especially beneficial if you are a B2B company. 

LinkedIn allows you to view their professional experience, as well as how they market themselves on the platform (which is a key indicator of their marketing prowess!)

Also, LinkedIn has a “Recommended” section, in which a status is awarded based on recommendations from LinkedIn users who have previously worked with the company, which is as good a testimonial as you can get.

If they offer a free consulting gig, say yes!

This is a no-brainer because it means, even if they turn out not to be the right option for you, they’ve not lost any money in exploring that avenue. 

And at best, this will give you an idea on how the company plans to approach your campaign strategy if you do decide to work with them.

Bing Ads Agency or Freelancer?

The final question is, “do you want to go with an agency or a freelancer?”

For something like a PPC campaign, you may not necessarily require a whole organisation to complete your mission. On the contrary, there are plenty of great freelancers just as able – and are often the most in-expensive option.

Other advantages of going down the freelancer route include:

  • You’re only paying one person, whereas with an agency, costs have to cover the whole business (this includes admin, HR, and so on).
  • Freelancers tend to be the best option for those with a lower budget and will be happier working on your campaign with a smaller campaign budget. Agencies tend to like higher budgets as it can mean a bigger pay-out for them, particularly if they work on a percentage fee basis.
  • Better communication. With freelancers, you deal with one person only, as opposed to delegates, admin staff, and so on, which can be the case with agencies.
  • With a freelancer, you can usually work immediately, whereas with an agency there may be a waiting time.

Advantages of an agency:

  • Hiring an agency is usually quicker and easier than seeking out the right freelancer.
  • If your campaign is a big project, this is likely to be a lot of work for just one person. This is where an agency is the best option, as they will likely have multiple people working on the project, so it’s likely to be completed sooner.
  • More flexibility with timescale.


Whether or not you opt for an agency or a freelancer, the key takeaway here is to make sure they have PPC/Bing Ads consultancy at the front of their agenda. This will ensure you end up with a smooth advertising journey, a great company rapport, and a sizable ROI.

If you’d like to learn more about how we help B2B SaaS and Tech companies grow their MRR through Bing ads, contact us online or send us an email today at to speak with someone on our team.

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