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You only pay what you spend on your Google Ads, no commission or hidden charges
Most dental practices automatically put the majority of their advertising budget into Google — and rarely stop to question whether they might be overlooking another platform that reaches a surprisingly valuable audience.
That’s usually where Bing Ads enters the conversation. Someone brings it up during a marketing meeting, there’s a short pause, a few skeptical looks, and eventually the same question surfaces:
“Do people even use Bing anymore?”
It’s a fair reaction. Bing doesn’t dominate cultural conversation the way Google does, and for many industries, ignoring it is completely understandable. But dental marketing works differently from most industries because the value of a platform is not just about total traffic volume. It’s about who is searching there, how competitive the advertising space is, and whether those users are actually likely to become patients.
Microsoft Advertising (formerly Bing Ads) quietly reaches a large audience of high-income, desktop-based, and older users, demographics that often align closely with the kinds of patients many practices are actively trying to attract for implants, Invisalign, cosmetic dentistry, and high-value restorative care.
In some markets, Bing Ads can deliver lower cost-per-clicks, less competition, and surprisingly strong lead quality compared to overcrowded Google campaigns. In others, the volume may simply be too limited to matter. The real answer is not whether Bing is “better” than Google but understanding where it fits strategically within a modern dental marketing plan.
What, exactly, are Bing Ads worth for dental practices, how do they compare with Google Ads, and how do you decide whether they actually belong in your marketing mix in 2026? Read on in this guide to learn how to test them in a simple, structured way without wasting budget or overcomplicating your strategy.
Before deciding whether Bing Ads are worth it for dentists, it helps to understand what the platform actually is and where your ads appear when you run a campaign.
Bing Ads, now known as Microsoft Advertising, is a pay-per-click (PPC) platform that allows your dental practice to show ads when people search for services online — similar to Google Ads, but within the Microsoft ecosystem.
Your ads can appear in places like the following:
- Bing search results
- Yahoo and AOL search networks
- Microsoft Edge browser search
- Select partner websites and devices across Microsoft’s network
At its core, Microsoft Advertising works in the same way as Google Ads. You select keywords (like “dentist near me” or “Invisalign consultation”), set your bids, and create ad copy, and your ads appear when someone searches for those terms.
You are essentially competing in an auction system where ad placement is influenced by your bid, ad quality, and relevance to the search.
So if you’re wondering how Bing Ads actually function, the simple answer is this: it’s the same PPC model as Google, just operating in a different search ecosystem with its own audience behavior, competition levels, and reach patterns. Practices already familiar with Google Ads campaign management for dentists often find Bing easier to test because the platforms function similarly.
When it comes to dental PPC advertising, both Google Ads and Microsoft Ads (Bing) can generate patients — but they work very differently. The biggest differences usually come down to search volume, competition, patient behavior, and overall cost efficiency.
For most dental practices, understanding where each platform performs best is what determines whether campaigns become profitable or unnecessarily expensive.
There is no doubt that Google Ads remains the dominant player in search advertising as it controls the vast majority of online search traffic. For dental practices, this means they can access the largest possible pool of patients searching for services like emergency dentistry, cosmetic treatments, implants, and “dentist near me” queries.
On the other hand, Microsoft Ads operates on a smaller scale, particularly on mobile devices. However, Bing still reaches millions of users that many dental advertisers completely ignore. While Google delivers broader exposure, Bing often provides access to lower-cost search traffic with significantly less competition.
Google attracts a broad mix of users across all age groups and income levels, making it ideal for high-volume patient acquisition and urgent dental searches.
Bing plays a different game. Its audience tends to be older, more desktop-focused, and often more financially comfortable. These are usually the kinds of patients who take their time researching treatments before making a decision. That’s why Bing often fits naturally with elective dental treatments, where patients spend more time researching before booking.
For practices targeting high-value cases rather than pure lead volume, this audience difference can matter more than overall traffic size. Many clinics also combine Bing campaigns with audience-based dental ad strategies to improve lead quality and treatment-specific targeting.
Dental Google Ads campaigns are among the most competitive local advertising categories online. DSOs, large dental groups, lead aggregators, and local practices are all bidding aggressively on the same keywords, which drives CPCs higher year after year.
Microsoft Ads is generally far less crowded. In many markets, dental practices still aren’t actively advertising on Bing at all. That lower competition often translates into more affordable clicks, reduced cost per lead, and stronger efficiency for practices trying to stretch their advertising budget further.
Google dominates mobile search behavior, which makes it essential for emergency dental campaigns and immediate intent searches. Patients searching from mobile devices typically want quick answers, directions, or same-day appointments.
Bing performs more strongly on desktop traffic, especially in workplace and office environments. This research-heavy behavior often aligns better with treatments involving higher financial commitment, where patients compare providers and evaluate options before converting.
Both platforms support core PPC features like keyword targeting, location targeting, ad extensions, audience segmentation, and remarketing.
Google generally offers a broader advertising ecosystem and more advanced automation capabilities. Microsoft Ads, however, includes unique features like LinkedIn profile targeting, which can help practices target users based on professional characteristics and industries.
For practices marketing elective or premium dental services, these additional audience signals can create useful targeting opportunities.
Google Ads campaigns often require more active optimization due to higher competition and bidding pressure.
One of Microsoft Advertising’s biggest advantages is how easy it is to expand into the platform. Since campaigns can be imported directly from Google Ads, practices can usually launch Bing campaigns quickly without rebuilding their account structure from scratch.
This makes Bing one of the easiest ways to test additional patient acquisition channels without dramatically increasing workload.
Google Ads typically produces higher traffic volume and stronger overall reach, but that reach often comes at a higher cost, especially in competitive dental markets.
Microsoft Ads usually delivers lower CPCs and less auction pressure, which can improve blended campaign efficiency when used alongside Google. For many practices, Bing may not generate the highest number of leads, but it can still become one of the most cost-efficient lead sources in your overall PPC strategy.
Bing Ads aren’t meant to replace Google; they work best when used in the right practice type and patient scenario. In the right setup, they don’t just add traffic; they improve cost efficiency and patient quality at the same time.
1. Implant & Oral Surgery Practices (High-value treatment focus)
If your practice offers dental treatments such as implants, full-mouth rehab, or surgical dentistry, Bing is often a strong fit. These treatments involve high patient value and longer decision cycles, which align well with Bing’s desktop-heavy, higher-income audience. At the same time, it helps reduce dependence on expensive Google In-app clicks where competition is intense.
2. Cosmetic Dentistry Practices Targeting Mature Patients
Practices offering veneers, smile makeovers, bonding, and whitening often see better alignment with Bing users, especially in the 35–60 age group. These patients usually research from desktop devices, compare other providers carefully, and have stronger financial readiness for elective treatments. All this makes Bing a useful addition for high-quality cosmetic leads.
3. Orthodontic Practices Focusing on Adult Invisalign Cases
Adult Invisalign patients don’t behave like teenage ortho cases. They research more, compare more, and usually need time before making the jump. Bing’s audience naturally leans into that “measure twice, cut once” behavior. Working professionals browsing on desktops, reading reviews during lunch breaks, and evaluating financing options often line up well with Microsoft Ads traffic. For practices targeting adult aligner cases, Bing can help capture patients before competitors even get on their radar.
4. Practices in Suburban and Mid-Sized Markets
In highly competitive metro areas, Google Ads is often saturated. But in suburban or mid-sized cities, Bing Ads can offer a clear advantage because many local competitors are not actively advertising there. This creates lower CPCs, easier visibility, and a less crowded auction environment, especially for practices serving regional patient bases.
5. Practices Looking to Improve ROI Without Increasing Spend
For practices already running Google Ads, Bing is one of the simplest ways to improve overall performance without increasing budget. Since you can import campaigns directly from Google Ads, expanding into Bing usually takes very little setup time. Instead of rebuilding campaigns from scratch, practices can launch quickly, reach additional patients, and often lower their overall cost per lead without making major changes to their existing strategy. Practices that already understand effective dental advertising methods online can usually integrate Bing campaigns much more strategically.
If you've decided it's worth testing, here's how to approach setup in a way that actually generates patients rather than just spending your budget.
Microsoft Advertising has a built-in Google Ads import tool that lets you pull in your existing campaigns—keywords, ad copy, extensions, and targeting settings—in about 20 minutes. Start with your highest-performing Google campaign, typically whichever one generates the most implant or cosmetic leads. After importing, reduce your bids by 20–30% (since Bing CPCs are lower, your Google bids are often too aggressive for the Bing auction). Then check that your ad extensions transferred correctly and add any that didn't.
Don't spread a modest big budget thinly across every dental keyword you've got. Concentrate it on the treatments where the demographic advantage is strongest: dental implants, All-on-4, full-arch restoration, cosmetic dentistry, adult Invisalign, and veneers. These are the searches where an older, higher-income audience is most likely to be doing real research—and where your Google CPCs are highest, making the cost saving most meaningful. General dentistry keywords like "teeth cleaning" or "dental checkup" can stay on Google where the volume justifies the spend.
Each Bing campaign needs a dedicated landing page that matches the ad and is built around one clear action. That page should include your practice name and location prominently, a clear headline that mirrors the ad copy, a phone number that's always visible (click-to-call on mobile), a short contact form or booking widget, patient testimonials or before/after results, and your team credentials. No generic homepage traffic. Every click is too valuable to send somewhere that wasn't built to convert it.
Install Microsoft's Universal Event Tracking (UET) tag on your website and create conversion events for phone call clicks, form submissions, and booking completions. This is the Bing equivalent of Google's conversion tag—without it, your campaign optimization has no signal to work with and you won't be able to measure what Bing is actually generating. Also set up a unique call tracking number specifically for Bing Ads so you can see which phone calls came from Bing vs. Google vs. organic search.
Bing's desktop-heavy audience tends to search during business hours—on work computers between 9 am and 6 pm on weekdays. Unlike mobile Google searches that happen at all hours, Bing traffic for elective dental searches peaks in this window. Use dayparting (ad scheduling) to concentrate your bids during these hours and reduce spend late at night and on weekends, when Bing search volume drops and conversion rates fall.
Microsoft Advertising lets you adjust bids based on age and other demographic signals. For implant and cosmetic campaigns, bid up for the 45–64 age bracket—this is your most likely high-value patient. You can also apply location bid adjustments to focus spending more heavily in higher-income zip codes within your service area. These layers amplify the demographic advantage Bing already gives you and ensure your budget is working hardest where your ideal patients actually live.
Choosing between Google Ads, Bing Ads, or both really comes down to the kind of patients your practice wants to attract and how you want your marketing budget to work for you.
Google Ads is usually the go-to platform for practices that want maximum visibility and a steady flow of patient inquiries. It’s where most people search, especially on mobile, which makes it essential for emergency dentistry, general dental services, and high-volume local campaigns.
Bing Ads plays a different role. It tends to work well for practices focused on treatments where patients take more time before making a decision. Things like dental implants, Invisalign, veneers, and smile makeovers often perform well because Bing users are typically more desktop-focused and spend longer researching providers and treatment options.
Another reason many practices test Bing is cost. Since competition is usually lower than Google, clicks are often more affordable, which can help improve overall campaign efficiency without increasing budget dramatically.
For many practices combining search campaigns, local dental advertising options like LSAs can also complement Bing and Google Ads by increasing local visibility for high-intent searches.
For most dental practices, the smartest approach is not choosing one platform over the other. It’s using Google for reach and consistent patient demand, while using Bing to pick up additional high-intent leads at a lower cost. Together, they often create a more balanced and cost-effective PPC strategy overall.
Yes, in many cases, Bing Ads can work surprisingly well for smaller dental practices. Competing on Google Ads can be difficult when larger DSOs and multi-location clinics are aggressively bidding on the same keywords. Bing usually has lower competition and more affordable CPCs, which means smaller budgets can still generate meaningful visibility and qualified leads. Instead of trying to outspend bigger competitors, practices can use Bing to compete in a less crowded space where every dollar stretches further.
Not long at all. If your Google Ads account is already structured properly, campaigns can be imported directly into Microsoft Advertising using the built-in import feature. Most practices can get a basic campaign live the same day. After importing, it’s still important to review bids, ad extensions, audience settings, and conversion tracking to make sure everything is optimized correctly for Bing traffic.
Usually, no. Most practices start by importing their existing Google Ads copy, which is often the fastest and most practical approach. Over time, performance data may show that Bing users respond better to slightly different messaging. Since Bing’s audience tends to skew older and more research-focused, ad copy that highlights expertise, trust, long-term results, and treatment quality may perform better than heavily promotional messaging.
That depends on your market size and patient demand. In very rural or low-population areas, Bing’s smaller search volume may not generate enough traffic to justify active campaign management. But practices located in suburban areas or metro regions with a decent population base can still see strong results. If search volume is limited, it usually makes more sense to prioritize Google Ads, local SEO, and Google Business Profile optimization first before expanding into Bing.
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