A valuable second source of high-intent search traffic.
Microsoft Advertising (Bing Ads) for UK dental practices — designed to complement Google search activity and reach potential patients Google alone will not deliver.
What is Microsoft Advertising?
Microsoft Advertising (still widely called Bing Ads) is the paid search network behind Bing, Microsoft Edge, Yahoo and AOL. It works almost identically to Google Ads but reaches a smaller, distinct audience — skewed towards desktop, workplace and older users. For dental practices it functions as an incremental search channel rather than a replacement for Google.
A second search channel, managed properly rather than left on autopilot.
- ✓Campaign structure mirrored from what already works on Google
- ✓Import and adaptation of proven keywords and ad copy
- ✓Call tracking and conversion tracking configured correctly
- ✓Budget allocated only where it adds incremental enquiries
- ✓Ongoing optimisation independent from your Google account
- ✓Clear reporting on incremental volume and cost per lead
Where Microsoft Advertising works hardest.
It performs best as a complement to an already-proven Google Ads account, on the same high-intent treatments.
Bing Ads for dentists, answered.
Whether a second search channel is worth the management overhead.
Is Microsoft Advertising worth it for dental practices?
It is worth it as a complement to a Google Ads account that is already working — not as a replacement. Search volume is materially lower than Google, but competition and cost per click are usually lower too, so incremental enquiries often arrive at an attractive cost.
It rarely makes sense as a practice's only search channel.
How much cheaper is Bing Ads than Google Ads for dentists?
Cost per click is commonly lower than the equivalent Google keyword, though the gap varies by treatment and location — and has narrowed in competitive dental categories.
The more useful comparison is cost per enquiry across both channels over the same period, since cheaper clicks do not always translate into cheaper leads.
Who actually uses Bing in the UK?
Bing is the default search engine in Microsoft Edge and across Windows devices, so its UK audience skews towards desktop users, workplace computers and older age groups.
For dentistry this is commercially relevant: implant and full-arch treatments are more likely to be researched by exactly that demographic.
Can you just import our Google Ads campaigns into Microsoft Advertising?
Importing is the starting point, not the finish. A direct import copies structure, keywords and ad copy — but bids, negative keywords, audience settings and conversion tracking all need reconfiguring for a different auction and a different audience.
Imported-and-forgotten accounts are the single most common reason practices conclude "Bing doesn't work".
What budget should we allocate to Microsoft Advertising?
A common approach is to allocate roughly 10–20% of existing Google search budget initially, then adjust based on incremental cost per enquiry.
Because search volume is lower, results accumulate more slowly — the channel needs a longer assessment window before you judge it.
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