Bing Ads management for accounting firms
Bing Ads (Microsoft Advertising) is the account where a firm's ads can appear on Microsoft's search results, separate from Google. We write and manage the campaigns for the lines of work the partners choose, in an account that belongs to the firm.
It can be the firm's only ad platform or the second entry beside Google Ads.
One more account on the books
A second ad platform means a second set of records. Bing Ads (Microsoft Advertising) has its own account, its own billing and its own list of campaigns, and none of it shares a ledger with Google Ads. We treat it as such: its own keyword list, its own negative keywords and its own tally of calls and forms.
Someone who types cpa accountant near me
into a Microsoft search result may see a firm's ad there, once the firm has chosen to run one. Which lines of work get ads, in which towns, and how much to spend are the owner's decisions, set with the platform. We write the ads and manage the account.
Platform rules for financial-services ads apply on Bing Ads (Microsoft Advertising) as they do elsewhere, and so do the rules on how an accounting firm may advertise. The owner reads both. The wider ad picture is on the paid ads page, and the Google Ads page describes the other search platform.
What goes into the Microsoft account
- Own account
Opened by the firm, managed by us
The owner opens the account and adds a card. We are added as manager, so the firm keeps the account whatever happens to the plan.
- Keywords
A list written for this platform
We draft a keyword list for each line of work, written fresh for Bing Ads (Microsoft Advertising) and not copied over from another platform.
- Turned away
Searches the firm does not want
Job seekers, students and software shoppers are filtered out with negative keywords, and the list is added to as search terms appear.
- Landing pages
A page for the ad to land on
Each ad points at a page about one line of work, either on the firm website or among the landing pages we write for the firm.
Pieces of a Microsoft account, sorted by owner
| Account piece | Owner reads or approves | Our part |
|---|---|---|
| Billing card | The card is the firm's, and so is the invoice from Microsoft | None: our invoice never carries click charges |
| Ad wording | Every sentence an ad shows, before it is submitted | Drafting the wording from the firm's own description of its services |
| Towns | The places the firm wants to be seen in | Matching the location settings to that list |
| Budget | The daily amount, set by the owner | Keeping the campaigns inside it and noting the result on the sheet |
| Call tracking | The business phone number the ads should ring | Setting up the tracking number and logging each call |
How the Microsoft account gets posted
The firm opens the account
The owner signs up for Bing Ads (Microsoft Advertising) and adds a card, then adds us as manager.
We draft the first campaigns
One campaign per line of work, with its keyword list, negative keywords and ad wording, all held for approval.
The month closes on one sheet
Spend is in a column and the calls and forms logged for each campaign are in the next, so the owner reads what the account did.
Questions about a second search account
Can the firm run Bing Ads (Microsoft Advertising) without Google Ads?
Yes. An ad plan covers whichever single platform the firm picks, and a second or third can be added later by the owner.
Does the ad budget go through our invoice?
No. Microsoft bills clicks to the card on the firm's account. Our invoice carries the management fee and nothing else.
May an ad claim a result for a client?
No. An ad names a line of work, a town and a way to get in touch. The owner also reads the platform rules for financial-services ads first.
Where does a click from the ad land?
On a page for that line of work: the firm's own page, or one of the landing pages we write under the search plans.
What happens to the account if the plan stops?
It stays with the firm. We are only a manager on it, and when the plan ends the owner keeps the account, the card and the campaign records.
Add Microsoft to the ad plan?
Say in the message box which service lines the account should cover. A call slot lets Ross Cohen ring you on the number you gave.
Which lines of work get the first pages?
Name the kinds of work the firm wants more of, the towns its clients come from and the referral partners who send people over. Leave out every client name and every figure from any return or statement.
Ready to post the first entry?
Book a call with the CEO by choosing a weekday and a time of day, or tell us which work the firm wants more of. Please keep client names and figures out of the note.
The pencil and its double rule are drawn for show. They forecast nothing.