Do Bing Ads Work for Insurance Agencies?

With the constantly evolving digital marketing landscape, insurance agencies are looking for advertising platforms that deliver precision and performance. While Google Ads is often the first port of call for many businesses, Bing Ads - now officially Microsoft Advertising - presents a powerful but underutilized opportunity for those in the insurance space.

This blog discusses whether Bing Ads can really work for insurance agencies. From its cost and targeting advantages to features on the Microsoft Search Network, we'll explain how and why it might be a good move for insurance professionals looking to expand their digital reach.

Benefits of Advertising for Insurance Agencies

Bing Ads Can Be Beneficial for Insurance Agencies

Targeted Audiences.

Microsoft Advertising provides deep demographic targeting to users that other platforms might leave out. For insurance agencies, that means reaching a slightly older, more affluent user base - which would be ideal for life, health and auto insurance products. Bing's audience is largely populated by decision-makers with higher intent and disposable income.

This more granular targeting makes Bing a good fit for agencies looking for quality over quantity. Unlike broader platforms, Microsoft Ads offers more targeted segmentation that enables agents to avoid ad spend and speak directly to their ideal prospects.

Industry Specific Performance.

Insurance is a high-intent industry - customers search when they're ready to buy or compare quotes. Bing's lower competition in the insurance niche may mean better ad visibility and more click-through rates. This is especially true in localised markets where fewer agencies are using Microsoft Ads.

In addition, Bing integrates with sites like Yahoo and AOL to put you in front of even more prospects with relatively little effort.

Cost Effectiveness.

Bing Ads tend to be cheaper per click (CPC) than Google Ads. Insurance-related keywords are notoriously expensive, but Microsoft Advertising typically comes at a lower rate - allowing agencies to stretch their marketing budget even further.

This cost-efficiency does not mean loss of quality. Conversions on Bing are just as valuable, if not more so, because its audience is a buyer-ready audience.

Complementary Approaches.

Bing Ads should be seen as a complement to Google and not a replacement. Insurance agencies that already use Google Ads can duplicate their campaigns on Bing with minimal adjustment, reaching a new audience without reinventing their strategy.

Diversifying platforms also bring data from multiple sources together to gain more insight and reduce dependency on one ad ecosystem. For agencies looking to hedge risk and uncover growth, it's a smart move.

Microsoft Search Network

Bing is part of Windows 11, Microsoft Edge, Outlook, LinkedIn and Xbox. This integration gives Bing Ads access to a variety of touchpoints across a consumer's digital journey.

These native placements help insurance ads show up organically - often alongside relevant content - boosting brand trust and visibility. For B2C insurance products this cross-platform presence is particularly valuable.

Privacy-Friendly Solution.

As privacy becomes a top concern, Microsoft Advertising has done a good job of maintaining user trust but still giving marketers insight. Unlike some platforms, Bing does not use many third-party cookies and is thus more in line with evolving digital regulations.

Insurance agencies that store sensitive personal information also benefit from partnering with platforms that respect consumer privacy - legally and ethically.

Professional Service Ads.

Bing also offers Professional Service Ads, targeted at businesses like insurance agencies. These ad formats show services, phone numbers, and reviews without you having to click through.

This helps increase ad engagement and allows potential clients to connect quickly. It helps you increase conversions from desktop and mobile users alike.

How Effective Are Bing Ads for Insurance Agencies?

Bing Ads have worked for many insurance agencies, especially for those that optimize for conversion and know their audience well. Agencies that use geo-targeting, customize their messaging and align their offers with user intent typically see high ROI from Microsoft Ads.

Performance also depends on proper tracking and testing. Agencies that A / B test ad creatives, landing pages and calls to action often find more success on Bing and uncover insights they might not have noticed on Google alone.

Are Microsoft Ads Even Worth It for Insurance Companies?

Google may dominate the market, but Microsoft Ads should not be overlooked. With a big share of U.S. desktop searches occurring on Bing, insurance companies can benefit from a presence there.

What makes it "worth it" is the traffic, but the traffic quality. For insurance companies targeting older demographics or business users - Microsoft's audience sweet spots - the conversion potential is huge.

What Is the Difference Between Google Ads and Bing Ads?

There are some differences between PPC advertising platforms. Google Ads has a broader reach and more volume whereas Bing Ads generally have a lower cost efficiency and less competition. The setup and management processes are similar, but user behavior varies slightly between platforms.

The other difference is integration. Bing Ads integrate with LinkedIn data to target advertisers by company, job function, and industry - valuable for commercial or business insurance lines.

Is Bing Ads Better Than Google Ads?

The answer depends upon your goals. If you want volume, Google is still king. But if you're looking for cost-per-acquisition and return on ad spend (ROAS), Bing can beat you. Some insurance agencies say their Bing leads are better qualified because of the demographic alignment.

In the end, using both together often gets the best result - reaching as many people as possible on Google while taking advantage of Bing's lower costs and unique placements.

Do Google Ads Show Up on Bing?

No, Google Ads don't show up on Bing. They are two different ecosystems. If you're advertising on Google only, you're losing traffic from the Microsoft Search Network (Bing, Yahoo, AOL).

In order to reach both audiences, insurance agencies must run campaigns on each platform separately. Thankfully, you can import Google campaigns into Bing fairly easily.

Are Bing Ads Expensive?

Compared to Google Ads, Bing Ads are usually cheaper. This is especially useful for insurance agencies that want to rank for expensive keywords like "life insurance" or "auto coverage." The reduced competition leads to lower CPCs and can improve ROI.

Of course, affordability doesn't necessarily equate to success. Still low-cost Bing Ads require well-optimized campaigns, landing pages, and conversion tracking.

How Do Bing Ads Work?

Bing Ads are a pay-per-click system - you pay just if somebody clicks on your advertisement. You bid on keywords that you offer - like "home insurance in Chicago" - and your ad appears on the search results page when a user types in the phrase.

Ads may be localized by location, device, time and more. You can track performance, adjust bids and test several versions of your ad to see how it performs over time. Bing also offers keyword planning and audience insights to help agencies fine-tune their strategy.

Summary

So, does Bing Ads work for insurance companies? Absolutely - when used strategically. Microsoft Advertising provides a cost-effective way to reach a quality audience, diversify traffic sources and increase lead volume. It's not Google Ads yet, but it's a powerful supplement that many insurance marketers are missing out on.

In case you are an insurance agency looking to increase your online footprint and drive additional customers, Bing Ads ought to be part of your advertising strategy. If approached correctly, it can deliver results and improve your overall advertising performance.