Bing Ads as a second marketplace for repair and install searches
Bing Ads (Microsoft Advertising) puts your heating and air company in front of people who search on Microsoft's engine, which is a smaller crowd than Google's. We set up and manage Bing Ads for HVAC companies as an add-on beside Google, and only after the Google basics are running clean.
Why a furnace and AC company would add Bing Ads at all
Think of Google as the main highway into your service area and Bing Ads as a side road. The side road carries fewer cars. Some of them are headed exactly where you want, and the traffic on it is not crowded with every other shop in town fighting for the same click.
That is the case for Bing Ads: a smaller volume of searches from a slightly different crowd, tested without the pressure of the main campaign. Some homeowners and building managers simply keep using the search engine that came with their computer. For a company with a dispatcher and a route board, a steady trickle of those calls can fill gaps in the day that the Google campaigns miss.
The order matters, though. A second marketplace is only worth running when the first one is in good shape. Until your Google Ads have the right campaigns by job type, a clean blocked-search list and working call tracking, adding Bing Ads just spreads a small problem across two platforms. Once the Google basics are steady, the same campaigns can be imported into Microsoft Advertising, then trimmed for how Bing matches searches and tuned on their own results.
Nobody can promise how many calls Bing Ads will bring. What we can offer is a clear test: a modest budget, call tracking on every ad, and a month-end note saying whether the side road is paying its way. If it is not, we say so and you can switch it off. The wider paid ads service explains how repair, tune-up and replacement campaigns are split.
What we do when furnace and air conditioning ads move onto Bing Ads
- Import
Bring over the Google campaigns
We carry the repair, tune-up and replacement campaigns across from Google Ads, then review how each keyword matches on the Microsoft side.
- Blocking
Keep out the wrong searches again
Car ac repair, rv ac repair, window ac repair and parts searches show up on Microsoft too. The blocked list comes along, and gets tuned from Bing's own search terms.
- Tracking
Put a tracking number on every ad
Bing gets its own call tracking and form tracking, so your report can say which marketplace rang the phone.
- Hours
Match the staffed hours
The ad schedule follows your office, with the budget lowered when the vans are booked solid and raised when slots open up.
Signs your heating and air company is ready for Bing Ads
- Google Ads already run separate campaigns for repair, tune-up and replacement
- A blocked-search list exists and is updated from real search terms
- Calls and forms are tracked, and someone reads the numbers each month
- Your office can answer extra calls without dropping the ones it has
- You are willing to judge the calls yourself, by listening to what they are about
Judging the calls is yours to do. The numbers we send will tell you how many rings came in, and your own dispatcher knows which of them were real jobs.
Questions from furnace and AC owners about Bing
Should my HVAC company start with Bing Ads or Google Ads?
Google first, in nearly every case. Bing Ads makes sense as a second marketplace once the Google campaigns have stopped wasting money and the call tracking works.
Will Bing bring as many calls as Google?
Expect a smaller audience, and nobody can promise a number. We treat it as a test with a clear budget and a plain verdict at month end.
Can you copy my Google campaigns over to Bing Ads?
Yes, that is the usual start. We import the campaigns, then adjust keywords, blocked searches and the schedule for how Microsoft handles them.
Who pays for the Bing Ads clicks?
You do, straight to Microsoft Advertising, in an account under your name. Our fee only covers the management, and there is no startup fee for adding it.
What if the calls from Bing are not real jobs?
Tell us what the calls sounded like. We add the searches behind them to the blocked list, or switch the platform off if it is not earning its slot on the board. See the posted plans for how platforms are counted.
Ask whether Bing Ads belongs on your route board
Tell us what your Google campaigns look like today and how many extra calls your office could handle, and we will schedule a call to go over whether a second marketplace is worth testing.
What are the trucks doing this month?
Say how many vans you can roll, which towns you cover and whether repair calls or replacement installs should fill the schedule next. Rough notes are enough. Homeowner names and addresses stay out of the message, because this is a marketing conversation and never a service request.
Which season is your dispatch board dreading, and which one should fill it?
Tell us how many trucks you can send out, the towns you cover and whether repair calls or replacement installs should fill the next stretch. Round numbers and rough notes work fine.
The dial, the house cutaway and the condenser fan on this site are drawings. They forecast nothing and they show no company's work.