Bing Ads as the Second Marketplace in a Practice's Plan
Bing Ads (Microsoft Advertising) is a second, smaller marketplace that sits beside Google. For a plastic surgery practice with clean Google Ads already running, Bing ads can reach people the first marketplace misses, at a modest extra effort for the coordinator's inbox.
Where Bing ads fit in a surgeon's marketing
Think of Bing ads as another bulb on the mirror, a smaller one. Some people compare practices on a work computer or in a different browser, and those searches may never touch Google. Reaching them costs less planning than starting over, because the campaigns that work on Google can usually be imported into Microsoft Advertising and adjusted for the new marketplace.
The order matters. A practice whose Google campaigns still waste money on salary and job searches will carry the same waste across to Bing. So we add Bing once the Google basics are in good order: negative keywords written, landing pages matched to ads, ad hours following the front desk. After that, Bing is a small extension of work that is already done, and the practice pays Microsoft directly for the spend. The wider paid ads management page explains how the platforms divide the work.
We judge Bing by the consult requests that reach your coordinator and not by clicks. If a month shows few requests, we say so and recommend whether to keep it or pause it.
A Bing budget can stay modest, and the practice sets the ceiling. We start small, watch which procedure campaigns bring a consult request, and widen only where the coordinator can keep up. Microsoft has its own advertising policies for cosmetic and body-related ads, so wording gets read against them before anything is submitted, and a disapproved ad is handled the way it would be on Google.
What Bing ads management covers for a surgical practice
Campaigns imported from Google by procedure
We bring across the procedure campaigns that are performing, then adjust wording and bids to the way people use Microsoft's marketplace.
Negative keywords carried over
Salary, jobs, courses, a car or house facelift, travel abroad and celebrity names are blocked on Bing from the first day.
Ad hours that follow the coordinator
Ads run when someone at the front desk can answer a consult request, matching the Google schedule.
A consult request count that stands alone
Each request is tagged with the page and source, so the practice can see what Bing sent without any personal details appearing in the report.
Signs that a practice is ready to add Bing ads
- Google Ads has run for a few billing cycles with no surprises
- The negative keyword list has been trimmed against real search terms
- Each campaign lands on a page the surgeon has approved
- The coordinator answers consult requests quickly and consistently
- The practice has an ad account on Microsoft, or is happy to open one in its own name
- The practice is comfortable with a card on file at Microsoft
If two or three of these are missing, fix them on Google first.
Bing ads questions from surgical practices
Why add Bing ads when a practice already advertises on Google?
It reaches people who search through Microsoft's products, and it costs less planning because Google campaigns can be imported. It is an extension, so it makes sense only after the Google basics are sound.
Does a surgeon approve the Bing ads separately?
Yes. Even when wording is imported from Google, the practice reads it again, since Microsoft has its own advertising policies for cosmetic and body-related ads.
Who pays Microsoft for the ad spend?
The practice does, through its own card on its own Microsoft account. Our management fee is separate and posted on the pricing page.
How will the practice know whether Bing is worth keeping?
By the consult requests it sends to the coordinator's inbox. We report them by source each month and recommend whether to keep Bing running, adjust it or pause it.
Can the practice start with Bing instead of Google?
It can, but we advise against it. Google is the larger marketplace, and the lessons learned there shape the Bing campaigns. The plastic surgeon SEO work can run beside either one.
Ask whether Bing belongs in your practice's ad plan
Tell us how your Google Ads are running today and how quickly the coordinator answers a consult request.
Which procedure pages should work hardest?
Tell us which procedures the practice most wants to be asked about, which location has room on its consult calendar, and the towns your patients travel in from. Rough notes are enough. Leave patient names, photos and medical detail out: this is a conversation about marketing and never a booking.
Draw back the curtain on the consultation calendar
Tell us which procedures the practice wants to be asked about, how many consultations the coordinator can take in a week, and what the medical board in your state and each ad platform will allow the practice to say. You get a read on where to start and one monthly price, with no forecast attached.
The curtain is decoration only. It says nothing about what any practice will see.