Bing Ads (Microsoft Advertising) management for orthodontic practices
Bing Ads management means running a practice's paid search placements on Microsoft's search network, in an account the practice owns. We set up the account, write the keyword and negative lists, point each campaign to the right office page and count the calls and forms that follow.
How Bing Ads (Microsoft Advertising) works for an orthodontic practice
The platform's current name is Microsoft Advertising, and plenty of owners still say Bing Ads, so we write it as Bing Ads (Microsoft Advertising). It places text ads when a person searches on Microsoft's search. For a practice, that is one more place where a parent or an adult types something like braces near me
or orthodontist appointment near me
and might meet an office.
We do not know in advance whether a given practice will find that audience worth paying for, and we say so. That is the reason for the monthly visit: set the wire, run one campaign, read the call and form counts that belong to that platform alone, then make one adjustment. A platform that earns its place stays. One that does not can be paused by the owner at the next visit.
Ad spend is paid to Microsoft from the practice's own account, separate from our fee. Our paid ads management plans count Bing Ads as one of three platforms.
Where an orthodontic practice stands with Bing Ads, and what we look at first
| Where the practice stands | What we look at first | What the practice owner settles |
|---|---|---|
| A practice already running Google Ads | Which office campaigns exist and what each one counts | Whether to add Bing Ads (Microsoft Advertising) beside them |
| A practice with no ad account yet on any platform | The office pages the first campaign would land on | Which platform opens first, and the monthly spend |
| A group with several offices | A campaign, radius and page for each location | Which offices get ads and which wait |
| A practice with a tight consult calendar | The weeks when slots are full and weeks when they are not | When to pause and when to restart a campaign |
| A practice that wants referred families to find a page | Whether the referring-office page can carry a campaign | Whether the page wording matches how the practice speaks |
| A practice weighing a second or third platform | Call and form counts from the first platform alone | Whether a second platform has earned a visit of its own |
Six parts of Bing Ads management for a practice
A Bing Ads (Microsoft Advertising) account in the practice name
The owner holds the logins and can see every campaign. If the practice already has an account, we work inside it.
Keyword lists written from the searches an office wants
Searches for near-me forms, city names and comparisons the family makes on its own, with the lists kept readable for the owner.
Negative keywords that screen out non-prospects
Searches that come from job seekers, students, product shoppers and the wrong kind of braces are screened out and the list is revisited at each visit.
A landing page for each office, never a general page
A click lands on the page of one office, with its address, hours and form, so the parent or adult sees the right place at once.
Location and radius settings around each office
Campaigns are drawn around the towns an office serves. Where two offices sit close together, we keep their radii from tripping over each other.
Call and form counts on every ad
Each consult request is counted against the ad behind it, so the month-end note can set spend beside requests. The count is honest even when it is low.
Bing Ads next to the practice's other platforms and pages
Bing Ads rarely stands alone. Most practices that try it already have Google Ads running, and some add Meta Ads (Facebook and Instagram) for parents and adults who are scrolling instead of searching. Each platform is judged by its own counts, so the owner can tell what it adds.
The landing page matters as much as the ad. A strong office page serves ads and search work alike, and the local SEO page covers how listings and town pages are kept in step with the campaigns. The pricing page shows how the platforms are priced.
How a Bing Ads campaign gets built for an orthodontic practice
Open or review the account in the practice name
We note what is already inside, then settle who holds each login. Nothing runs until the owner says so.
Put call and form counts on the office page
The counts go in first, so a consult request is never a mystery source.
Pick the offices and towns for the first campaign
We begin with one office, drawing a radius around it, and let others follow once its counts can be read.
Write the keyword list and the negative list for the office
The owner reads both before a campaign switches on, and each list gets revisited at the monthly visit.
Draft ads for parents and adults, and have the practice approve them
Wording stays within the practice's own voice and its dental board's rules, with no patient names, photos or health details.
Read the month and change one thing at the practice's next visit
The note sets spend beside calls and forms. We then adjust a single item and read the month that follows.
What the practice has ready when Bing Ads goes live
- A list of offices that should have campaigns, with hours
- The monthly ad spend the owner will set with Microsoft
- A named person at the practice who approves ad wording
- The office page each campaign will land on, with a working form
- A place at each office where a form request is picked up
- The owner's read of Microsoft's policies for health-related ads
We count calls and forms. Answering the phone and returning a consult request stay with the practice.
Questions about Bing Ads for an orthodontic practice
What does Bing Ads management cover for an orthodontic practice?
Account upkeep, keyword and negative lists, ad drafts, office landing pages and a month-end note with calls and forms. The owner approves wording and holds the logins.
Is Bing Ads the same platform as Microsoft Advertising?
Yes. Microsoft Advertising is the current name, and many people still say Bing Ads. On this site it is written Bing Ads (Microsoft Advertising).
Should an orthodontic practice run Bing Ads beside Google Ads?
Maybe, and the first call with our CEO is where that gets weighed. Some practices run both, others hold one steady until its counts are readable. Each platform is judged on its own calls and forms.
Who pays Microsoft for the practice's ad spend?
The practice pays Microsoft directly from its own account. Our fee is the plan price alone, and the two invoices never share a line.
Who reads the platform's rules for a practice's health-related ads?
The owner. Microsoft's policies, and the practice's state dental board, shape what an ad may say. We draft marketing text and the practice decides whether it is acceptable.
Schedule a call about Bing Ads for your practice
Say how many offices the practice runs and whether Google Ads is already on. The Bing Ads work fits inside the paid plans, which the pricing page lays out by platform.
Which office should carry the next full consult calendar?
Name the offices, the towns around them, whether parents or adult patients are the group you want more of, and any referring dentists whose families should land on a page of their own. A few loose lines are plenty, and nothing about an individual patient belongs here.
Ready to string the first wire?
The first call with our CEO sorts out which offices, which towns and which service lines lead the opening month.
The case drawn below is an illustration and nothing more.