Bing Ads management for handymen, as a second campaign
Not every search for a handyman is typed into the same box. Some of them, such as handyman near me
, are typed into Bing on a desktop or a laptop. Bing Ads (Microsoft Advertising) is the platform that puts paid results in front of that search. The audience is smaller than Google's, so for a handyman business it fits best as a second campaign, run after the first has been read and trimmed.
We build and manage the account for handymen and handyman companies, starting from the job and town ad groups already written for Google, and report each call and form by where it came from.
A smaller audience and a different place to be found
Fewer people search on Bing, so fewer clicks arrive, and the daily budget stays modest. That is not a drawback so much as a fact to plan around: a second campaign for a handyman does not need to be a big one. Some of its searchers sit at a desktop rather than on a phone, which can mean a homeowner reads the whole job page before filling in the form.
Because of that, the landing pages matter as much for Bing Ads as they do anywhere. A visitor who clicked a Bing ad for a curtain rod in one town should land on the page about curtain rods in that town. The Google campaign and this one share the same pages, which is part of why running both stays manageable.
Three parts of a Bing campaign for a handyman business
- Import
The job and town ad groups, brought across
Microsoft's platform can import campaigns from Google, so the structure built around the owner's job list is the starting point. We check every ad group by hand after the import.
- Budget
A smaller daily figure set by the owner
Bing spend is chosen by the owner and billed by Microsoft to the owner's own card. It can be changed or paused when the truck is booked.
- Filters
The negative keyword list, carried over
The words blocked on the first campaign, such as do-it-yourself fixes, parts and job hunters, are copied across and extended from Bing's own search-term report.
How the Bing campaign sits beside the Google one
| Part of the handyman campaign | On Google | On Bing |
|---|---|---|
| Ad groups for each job and town | Written first from the job list the owner handed over | Imported, then checked one at a time |
| Daily budget for the route | The main figure the owner sets | A lower figure the owner chooses |
| Negative keyword list for the handyman business | Written first and grown from reports | Copied across, then added to |
Where the second platform fits in the price sheet
Managing Bing Ads beside Google, which makes two platforms, costs $1,595 a month in management; running three costs $2,295. Ad spend is separate. Microsoft bills the owner's card for Bing clicks, the same way Google bills for its own. Nothing is charged to open the account. The pricing page sets out all three paid plans.
With Bing Ads, as with the others, the owner reads every ad before it runs, and reads the platform's current ad rules too, since Google, Bing and Meta each publish their own. For the broader view of paid work, see paid ads management for handymen. Campaigns on Meta Ads (Facebook and Instagram) are covered on their own page, and SEO for home repair businesses is a separate job from any of them, handled on the search page. A handyman business SEO plan covers the organic side, while a campaign here covers the paid one.
What a handyman confirms before the Bing account opens
- The towns the truck covers, matching the first campaign
- A daily Bing budget the owner is comfortable paying Microsoft directly
- The small jobs worth advertising on this platform and the ones to skip
- A decision on whether a call button belongs on the ads
Questions about Bing Ads for a handyman company
Is Bing Ads worth adding for a handyman business?
It is worth reading the first campaign before deciding. Bing adds a smaller audience, and the calls and forms it produces are counted separately so the owner can compare the two platforms by source rather than guess.
Can the Google campaign be copied over for a handyman?
Yes, as a starting point. The platform offers an import from Google, and we then go through each ad group, each town setting and the negative keyword list before anything is switched on.
Whose card does Microsoft bill for the clicks?
The owner's. The account is opened in the owner's name, and our management fee is a separate line from the click spend.
How does a handyman tell which platform a call came from?
Each campaign carries its own source tag, and call tracking records the tag and the length of the call. What a caller says is never recorded.
Ask about adding a second search campaign
Which kind of job should we push first?
Name the jobs you would like to book more often and the towns on your route; mention any local websites that point at yours. Street addresses, customer names and payment details stay out of the message, please.
Put one more job on tomorrow's list
A single call settles which job type to push first, which towns it should reach and which plan can carry it.
Month to month. No startup fee. No contract.