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Updated on August 14, 2026
Pay-per-click advertising on social media and search engines should be part of your roofing marketing strategy.
In today’s world, most consumers search online to find the products and services they need.
While Google is the dominant search engine available today, it isn’t the only search engine in the market. Here are some of the top search engines available today:
- Google (8.5 billion daily searches)
- Microsoft Bing (900 million daily searches)
- DuckDuckGo (100 million daily searches)
- Brave Search (80 million daily searches)
This blog post will focus on Microsoft Bing Ads, the second most popular search engine. Roofers can advertise their business on multiple search engines to reach a bigger audience.
Here’s how you can use Microsoft Bing in your roofing PPC strategy.
Key Takeaways
- ‍Bing is the second largest search engine, with about 900 million searches a day.
- Clicks and leads usually cost less on Bing. Microsoft Advertising averages about $41 per lead, versus roughly $70 on Google.
- Fewer roofers advertise on Bing, so you face less competition for the same keywords.
- You can import your Google Ads campaigns into Microsoft Advertising to save setup time.
- Running Bing and Google together helps you reach homeowners who use only one search engine.
What is Microsoft Bing?
Bing is a search engine owned by Microsoft. In 2020, Microsoft rebranded the search engine from Bing to Microsoft Bing.
Microsoft Bing’s search engine result pages (SERPs) resemble Google’s. Its home screen is also similar to Google, with a search bar in the center of the page.
However, Microsoft Bing includes a changing image in the background of its page. Both applications allow users to use images to search and have an AI chatbot tool.
How does Bing PPC work?
Bing PPC works similarly to advertising on Google Ads or other search engines. When you advertise on search engines, you can bid on specific keywords to display your website in the top spots on SERPs.
You’ll pay Bing based on the number of clicks your ad gets.
Keep in mind that ads on search engines are labeled as sponsored.
Benefits of Bing PPC
There are several benefits to incorporating Bing PPC into your roofing PPC advertising strategy.
Less competition for SEO rankings than on Google
There are a few key differences between Bing’s rankings and Google’s. Google has a larger user base, which can increase the reach of your PPC ads.
Bing’s smaller size means there are fewer advertisers to compete against. This difference can significantly increase the chances for roofers to get more clicks from PPC ads on Bing.
More cost-effective
Microsoft Bing can help you reach new audiences and attract users to your website. Plus, it’s often cheaper than Google. On Microsoft Advertising, the average cost per lead is about $41, compared to roughly $70 per lead on Google Ads.
More control over your ads
Bing lets users assign specific ad campaigns to different time zones. This added level of control can be helpful when you build ad campaigns on Bing.
Boost your marketing strategy
Some users may exclusively use either search engine, while others may use both search engines at different times. If you don’t advertise on Bing, you could miss out on users who never open Google for their searches.
While Google still dominates the search engine market, there are benefits to advertising on Bing. Notably, it’s cheaper and less competitive than Google. Roofers who use Bing PPC ads can achieve a high return on their investment and appeal to new users.
Building a stable marketing strategy to generate the most leads for your roofing business won’t happen overnight. JobNimbus Marketing helps roofers take control of their marketing strategy. Our team specializes in PPC advertising, roofing websites, SEO, and more.
Schedule a call with JobNimbus Marketing to learn more today
Frequently Asked Questions
Yes. Bing Ads reach a large audience at a lower cost per lead than Google, and fewer roofers bid on the same keywords. That mix can stretch your marketing budget and bring in leads Google misses.
On Microsoft Advertising, the average cost per lead is about $41, compared to roughly $70 on Google Ads. Your actual cost depends on your location, your keywords, and how much competition you face in your market.
You bid on the keywords homeowners search, and your ad can show at the top of the results page. You pay only when someone clicks. It works much like Google Ads, so you can often import campaigns you already run.
Yes, and many roofers do. Running both lets you reach people who search on only one engine. Microsoft Advertising also lets you import your Google Ads campaigns, which saves setup time.
Yes. Bing handles around 900 million searches a day and is the second most used search engine. Its users tend to be slightly older and higher income, which fits the homeowners many roofers want to reach.
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Once you've created a strong Linkedin profile, you can leverage it as part of your broader marketing strategy. Use your Linkedin to share content, join industry groups, and network with others in the contracting space.
If you're looking for additional marketing support, consider partnering with JobNimbus Marketing to maximize your business growth. Schedule a call with our team to learn how to boost your marketing efforts today.
Blog / Guide Title CTA
Once you've created a strong Linkedin profile, you can leverage it as part of your broader marketing strategy. Use your Linkedin to share content, join industry groups, and network with others in the contracting space.
If you're looking for additional marketing support, consider partnering with JobNimbus Marketing to maximize your business growth. Schedule a call with our team to learn how to boost your marketing efforts today.
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