When most people think of digital marketing, they think Google first—and for good reason. Google still dominates the search landscape. But here’s the catch: if you’re only advertising and optimizing for Google, you’re leaving a huge opportunity untapped.
Microsoft’s ecosystem—which includes Bing Search, Microsoft Edge, Outlook, Xbox, and LinkedIn—reaches millions of users every single day. And thanks to Microsoft’s rapid growth in AI-powered search with Copilot, Bing is more relevant than ever in 2025 and its importance will continue to grow.
At Callan Group Communications, we help businesses expand their visibility beyond Google and get discovered where their competition isn’t looking.
Why Bing?
Here are just a few reasons to include Bing in your marketing strategy:
- Lower competition = better ROI
With fewer businesses advertising on Bing, cost-per-click (CPC) is often lower, which means more results for less spend. - A unique audience
Bing users tend to skew slightly older, more affluent, and more B2B-oriented. That means better leads for industries like professional services, healthcare, and finance. - AI-driven search with Copilot
Bing’s integration with Copilot is reshaping how people find answers. Brands that adapt now can become trusted sources in AI-powered search results. - Microsoft ecosystem reach
From Windows devices to Outlook to LinkedIn, Bing powers search where your customers already spend their time.
How Callan Group Can Help You Grow with Bing
We’ve built new service offerings designed to help our clients make the most of Microsoft’s growing search and advertising platforms.
1. Microsoft Advertising (Bing Ads)
We’ll set up, manage, and optimize ad campaigns on Bing, complete with keyword targeting, ad extensions, A/B testing, and detailed monthly reporting. Many of our clients find CPCs are lower on Bing compared to Google, which means a stronger ROI.
2. Bing SEO Optimization
Search engine optimization looks different on Bing than it does on Google. We provide technical SEO audits, metadata updates, schema markup, and image/video optimization to help your website rank higher across Bing-powered searches—including voice search via Alexa and Cortana.
3. Bing Places for Business
Just like Google Business Profile, Bing Places helps customers find you locally. We’ll claim and optimize your listing, keep information updated, and help manage your online reputation.
4. Bing Webmaster Tools Setup
We’ll handle sitemap submissions, backlink monitoring, and performance reporting so your website is fully optimized for Bing’s index.
5. AI & Copilot Search Strategy
Our team creates content structured for AI answers, helping your business show up in Bing Copilot citations—a major advantage as AI continues to transform search.
6. LinkedIn + Microsoft Ads Integration
For B2B clients, we offer ad campaigns that combine Microsoft Ads with LinkedIn’s professional targeting (job title, industry, company), unlocking powerful growth opportunities.
The Bottom Line
Google may be the biggest name in search, but it isn’t the only one that matters. By adding Bing to your marketing mix, you can reach new audiences, lower your costs, and future-proof your brand in an AI-driven search world.
At Callan Group Communications, we help clients build holistic strategies that work across platforms—not just Google.
📩 Ready to expand your reach? Contact us today to learn how we can add Bing & Microsoft Advertising to your digital strategy.
