Should You Advertise on Bing? A Plumber's Guide to Smart PPC Choices
Hey there, I'm Tyler Williams, founder of Mammoth Marketing for Plumbers, and today we’re diving into the world of Bing Ads. Yeah, Bing. You might be asking, “Tyler, are people even using Bing?” And the answer is... well, yes—but like most marketing questions, it’s complicated.
I get asked all the time whether Bing is a good platform for plumbers to advertise on. And look, I get it. You’ve got limited time, limited budget, and a million platforms screaming for your attention. So let me walk you through the pros, cons, and what you really need to know about Bing ads for plumbing companies.
Let’s roll.
Who Even Uses Bing, Anyway?
Let’s start with the big question: who’s actually using Bing?
Now, Bing is kind of like the backup quarterback of search engines. Sure, Google is the superstar everyone talks about, but Bing still sees action on the field—especially because it comes preloaded on Windows PCs. That means anyone who didn’t change their default settings (hi, Dad!) might still be searching “emergency plumber near me” on Bing.
So who are these people?
In general:
Older users
People who aren’t super tech-savvy
Folks who don’t bother changing settings
Users on certain Samsung phones or niche browsers
Now, before you write them off, consider this: older users often own homes, have real plumbing problems, and still use phones to call you. So yeah, they might be the ideal customer—just not the trendiest.
Bing's Place in the Search Engine Ecosystem
Let’s talk market share.
Google is the clear heavyweight. It owns the majority of the search market, especially on mobile. That’s important because the majority of plumbing-related searches happen on smartphones. And guess who’s paying $20 billion to Apple to remain the default search engine on iPhones? Yup—Google.
Meanwhile, Bing kind of limps along, picking up the scraps on devices where Google isn’t dominant.
Still, scraps can be valuable if:
You're in a high-population area with more Bing users
You’re running out of space to grow on Google
You're looking to test new lead sources without breaking the bank
Just don’t expect a gold rush. Bing's more like gold flakes in the river—still valuable, just harder to collect.
Bing Users: Good or Bad Leads?
Now let’s clear up a misconception: Bing users are not “bad leads.” They’re just different.
Sure, some of them might be on fixed incomes or slower to adopt new tech, but they still have plumbing problems. And guess what? If you offer financing, you can absolutely close those leads.
It’s all about knowing who you’re marketing to and adjusting your pitch. If you’re hoping for flashy millennials using voice search on their smart fridge, Bing probably isn’t your thing. But if you want solid, traditional customers who still click on ads—this might be worth your time.
The Bing Ad Auction: It’s Still Competitive
Here’s something a lot of people don’t know: Bing ads still run on an auction system. That means the more plumbers bidding on keywords like “drain cleaning near me,” the higher the cost per click.
If you're thinking Bing is going to be some untapped secret where leads are super cheap—think again. You might still be paying a decent price per click, and not all of those clicks will turn into phone calls or booked jobs.
And unless you’ve already got great branding in your market, you’ll need to fight your way to the top spot. That means good ad copy, dialed-in targeting, and a killer landing page. Bing may be the underdog, but it’s not a free ride.
Time vs. ROI: Is It Worth It?
Now here’s where it gets real. Running a new advertising platform takes time, money, and focus. Every hour you spend managing Bing ads is an hour you aren’t optimizing Google LSA, Google Search, or even Facebook campaigns.
And let me be honest—my agency doesn’t default to Bing. We’ve done it, especially for high-budget clients or markets where Google is saturated, but it’s never our first move.
Why?
Because the return on effort is usually lower. Bing might bring in some leads, but it takes almost the same amount of work to manage as Google—sometimes more—and you’ll usually get fewer customers out of it.
The Case for Testing (and Patience)
Here’s what my PPC lead always says: “There’s no right or wrong. There’s only testing.”
That’s it. Every market is different. Your Bing results in Tampa could be very different from someone else’s in Des Moines.
If you’re curious about Bing, test it. Set a realistic budget. Don’t just throw $200 at it and call it a day. Plan to run it for 90 to 180 days.
Why so long? Because ad platforms need time to learn. The more data you feed them, the better they get. That first month is basically an awkward first date—you’re just figuring things out. But by month three or four, you can start making decisions based on real trends.
And here’s the kicker: the more you spend, the faster you get usable data. So make sure whatever you budget is sustainable for 3–6 months.
When Bing Might Be the Winner
Now, I want to be fair here. There are cases where Bing ends up outperforming Google. It doesn’t happen all the time—but it happens.
I’ve seen some clients spend half as much on Bing and get nearly the same number of leads. Why? Lower competition. And if the quality of leads is similar, well... that’s a win.
But those are exceptions, not the rule. You won’t know unless you try it—and track it carefully. Use call tracking. Watch your lead forms. Check your close rate.
Don’t Neglect Operations
One last point, and it’s a big one: ads don’t solve operations problems.
If your phone goes unanswered, or your website is junk, or you’re slow to respond—no ad platform will fix that. Doesn’t matter if it’s Bing, Google, or smoke signals. You’ve got to make sure the rest of your funnel is tight before investing in new ad platforms.
And remember, it’s okay to say no to a platform if it doesn’t fit your workflow. You’re not missing out if you’re already crushing it on Google or Facebook.
Final Verdict: Should You Advertise on Bing?
So, should you advertise on Bing?
Maybe.
Here’s the short version:
Yes, people use Bing—mostly older, less tech-savvy folks
Bing can generate leads, but usually at a lower volume
It's not a magic bullet, and takes work to manage
Try it only after you’ve dialed in your Google and Facebook strategy
Commit for at least 3–6 months if you’re going to test it
Want My Team to Take a Look at Your Marketing?
If you're sitting there thinking, "Man, I don’t even know where to start,"—don’t sweat it. That’s what we do at Mammoth Marketing for Plumbers.
And if you want someone from my crew to take a look at your business and help you figure out where to focus your marketing energy, we’d love to help.
Just head over to https://tylerwilliams.net and schedule a free consultation. We’ll chat, we’ll review your current strategy, and we’ll give you some real advice—even if you never become a client. I want to be useful before I’m salesy—and you should aim to do the same for your customers.
Catch you on the next one.
