Bing Ads for Local Businesses: How to Leverage Lower CPC and Unique Audiences
- Josh Levine
- Sep 8, 2025
- 4 min read
When most local businesses think about online advertising, Google Ads is the first platform that comes to mind. But if you’re running a restaurant, salon, clinic, or neighborhood service, there’s another powerful—and often overlooked—PPC channel you should consider: Bing Ads, now Microsoft Advertising.
Bing Ads can be a game-changer for local businesses that want to stretch their ad budgets, reduce cost-per-click (CPC), and reach a high-intent audience. This guide breaks down why Bing is worth your attention and how to use it effectively.
Why Bing Ads Matter for Local Businesses in 2025
Bing powers search for over a third of desktop traffic in the U.S., and its audience continues to grow. While Google still dominates the mobile search space, Bing owns a loyal desktop-heavy user base—especially among professionals, homeowners, and older consumers.
That makes it ideal for local businesses in industries like:
Restaurants and cafes
Dental and medical practices
Spas and salons
Home repair and HVAC services
Legal or consulting firms
If your business depends on reaching people in your immediate area—especially when they’re searching from work or home—Bing Ads offers serious potential.
The Cost Advantage: Lower CPC Means More Bang for Your Buck
One of the biggest reasons local businesses avoid Google Ads is cost. CPC on competitive keywords like “best dentist near me” or “restaurants in [city]” can quickly skyrocket.
With Bing Ads, the cost landscape is much different:
CPCs are typically 35–50% lower than Google Ads
Less competition means you can rank higher in search results at a lower bid
Your budget lasts longer, allowing for more impressions and clicks
For small restaurants or service providers working with limited ad budgets, this makes Bing an incredibly cost-effective option for local PPC.
You’re Reaching a Different (and Often Better) Audience
Microsoft Advertising users tend to be:
Desktop-focused searchers
Aged 35+
Earning above-average income
Decision-makers in households or businesses
This makes Bing’s audience particularly valuable for:
Restaurants targeting date nights, business lunches, or family dinners
Dental practices offering cosmetic or premium services
Home service providers looking for affluent, ready-to-buy leads
Because of this demographic shift, ads on Bing often convert at higher rates, especially for services that require research or booking—like making a reservation or scheduling a consultation.
Local Targeting Features Are Built for Brick-and-Mortar Brands
Bing Ads includes a range of features tailored for local outreach:
Location-based targeting: Show ads to users within a specific radius of your business
Ad scheduling: Run ads during business hours or peak meal times
Call extensions and location pins: Drive direct calls or in-person visits
Sitelink extensions: Promote menu pages, online booking, or special offers
For restaurants, this means you can promote lunch specials to people searching nearby between 11 AM and 2 PM. For salons or dentists, it means capturing appointment-ready traffic during business hours.
Real-World Use Case: Bing Ads for a Local Restaurant
Let’s say you own a mid-range restaurant in Phoenix that wants to increase foot traffic during weekday lunch hours. Here’s how a Bing Ads campaign might look:
Targeting: 5-mile radius around your location, weekdays from 10:30 AM to 1:30 PM
Keywords: “lunch near me,” “restaurants in Phoenix,” “best tacos downtown”
Ad copy: Highlights your daily lunch special and online ordering option
Extensions: Call now, directions, and sitelinks to the menu or reservations
With lower CPC and less competition, you could run this campaign for a fraction of what it would cost on Google Ads—while still reaching customers who are ready to walk in.
Bing Ads + Geofencing = Hyperlocal Lead Power
One of the most powerful strategies Wise Roots LLC uses for restaurant and local clients is combining Bing Ads with geofencing.
Geofencing allows you to target users based on real-world locations—like office buildings, hotels, or competitor venues. When paired with Bing’s desktop-heavy traffic, this creates an opportunity to capture high-intent users at the exact time they’re deciding where to eat, book, or shop.
Imagine promoting your restaurant to users who just searched for “places to eat near me” from a competitor’s parking lot. That’s not just advertising—it’s digital poaching, and it works.
How to Get Started with Bing Ads for Your Local Business
Getting started doesn’t have to be complicated. Here’s a simple setup strategy:
Start with location targeting — Focus on a 3–10 mile radius from your storefront.
Use highly local keywords — Include your city, neighborhood, or nearby landmarks.
Optimize for conversions — Make sure your site or landing page is mobile-friendly, fast, and includes a clear CTA (like “Book Now” or “Order Online”).
Track everything — Monitor click-through rates, calls, and conversions. Bing’s built-in analytics make this easy.
Test and iterate — Run split tests on headlines, offers, and timing to see what performs best.
Wise Roots Tip: Don’t Just Replicate Your Google Ads Campaign
Bing’s interface is similar to Google Ads, which makes it tempting to copy and paste your existing campaign.
But the platforms behave differently.
Users search differently
Peak times vary
The audience skews older and more desktop-based
Instead, build your Bing campaigns specifically for its user behavior and platform strengths. We’ve helped local clients 2–3x their ROI simply by adapting their strategy—not just duplicating it.
Final Thoughts
If you're a restaurant, dentist, or local business looking to reach nearby customers without draining your budget, Bing Ads is an underutilized secret weapon.
Lower CPC, high-quality audiences, and flexible local targeting features make Microsoft Advertising an ideal fit for neighborhood brands ready to grow.
Want help setting up your first Bing campaign? Let Wise Roots LLC build and manage a hyper-targeted, budget-friendly strategy that brings more traffic to your door. Book your free consultation.