Bing Ads for ABA Therapy Practices
Bing Ads (Microsoft Advertising) is the second search network a practice can use to reach families and job seekers, and in internet marketing for ABA therapy it is best treated as a small, measured test beside your main campaigns. It will not replace Google. It may add a few inquiries at a reasonable cost in some areas, and it may not. The only way to know is to try it carefully.
Where a second search network fits
Microsoft's search results appear in the Edge browser, on Windows computers and in a number of Microsoft products, and some other search tools draw from them too. Some families and many job seekers use them without thinking about it, especially on a work or school computer. The audience overlaps with Google's but is not the same, and in some areas it is small. That is why Bing Ads is a test and not a bet.
The best reason to try it is that most of the hard work already exists. If you run a Google campaign for in-home ABA therapy near me, the keywords, the ad text and the landing page can be carried across, and the competition for the same phrases is often thinner. You do not need a new strategy, only the discipline to keep the test small. Start with our guide to Google Ads for ABA therapy if you have not built that side yet.
Set aside an afternoon, not a lunch break. Account setup is the printer that jams at 4:59 of marketing: nothing is hard, but something always asks one more question right at the end.
Side by side with Google
| Question | Google Ads | Bing Ads (Microsoft Advertising) |
|---|---|---|
| Role for your practice | The main search campaign | A small second test |
| Setup | Built from scratch around your openings | Imported from the Google campaign, then trimmed |
| Volume of searches | Usually larger | Usually smaller, and varies by area |
| Where people search | Phones and computers, at all hours | Often computers, including work and school machines |
| Competition for the same phrases | Often busy in cities | Often lighter, not always |
| Time to learn from it | A few weeks of search terms | Longer, because there are fewer clicks |
Import first, then trim
Import the best Google campaign
Pick the one with the clearest, cleanest search terms. Microsoft Advertising can import campaigns directly, so you are not retyping anything.
Trim the list
Remove keywords that never produced a fitting inquiry, and carry across your negative keywords so jobs, free materials and other meanings of the acronym stay out.
Check the location and the ads
Imports sometimes bring settings that do not match. Confirm the towns, and reread every line against the health-related wording rules.
Keep the budget small and steady
Choose an amount you would not miss. Cutting it in half after a week teaches nothing.
Review at four weeks and again at eight
Decide whether to keep, trim or stop. Both answers are useful.
What to watch during the test
- Whether the search terms resemble your family or applicant inquiries, or wander off into students and other therapies.
- How many inquiries come from your service area, not just clicks.
- Whether calls from this source are being answered and logged by your intake team.
- Which device the visitor used, since computer-heavy traffic may behave differently on forms.
- Whether any inquiry includes private details that your form should never have invited.
- Whether the ad and landing page still match after the import.
- What the test costs against what an enrolled family or hired technician is worth to your practice.
We do not promise results from any channel. A flat test is still useful information.
Keep the same standards on both networks
A second platform does not relax any of your rules. The same landing pages, the same short form and the same rule against collecting a child's name, diagnosis or insurance details apply. If your first campaign tracks calls, track them here too, so you can see whether an inquiry came from Microsoft or from Google and whether your intake team answered it.
Resist the urge to judge the test by the first week. A smaller network means fewer clicks, so patterns take longer to show. Judge by inquiries that fit your service area and by how many became completed intakes, and write down what you decided and why. That note will save you from rerunning the same experiment next year. For the wider picture of how the channels fit together, our paid ads overview is a good next read.
Questions about trying Microsoft's network
Should every ABA practice use Bing Ads?
No. Practices with a solid Google campaign and room in the budget are the best candidates. If you are just starting with paid search, build one channel first, learn from it and then add the second. Some areas will not give you enough volume to learn anything.
Can I use the same ad text?
Usually yes, after a read-through. The same rules on health-related wording apply, so keep ads descriptive and have your clinical director review them. Read the current Microsoft Advertising policies yourself, since they differ from Google's in places.
What does management cost?
Management is priced by number of platforms, and the details are on the pricing page. Ad spend is separate and goes directly to Microsoft. You can read how the channels compare in our paid ads overview.
Curious whether a small test makes sense for you?
We will look at your area, your openings and your current campaigns and say honestly whether a Microsoft test is worth it yet. Prices are on the pricing page.
Start with a message
Tell us a little about your company. You get a straight answer and a plain price, and there is nothing to prepare.
Prefer to talk? Call 704-272-2018.
Ready when you are.
Tell us about your practice whenever you like. You get a straight answer and a plain price.
Prefer to talk? Call 704-272-2018.