Quick Answer: Are Bing Ads worth it for roofing companies? Yes. The Microsoft Advertising network offers lower click costs and targets an older demographic with higher home equity. Roofers can generate exclusive leads at a lower cost per acquisition compared to Google Ads.
Many roofing contractors rely entirely on Google for search engine marketing. While Google drives volume, the click costs drain budgets quickly. Adding Bing Ads to your marketing mix provides a profitable, less crowded channel to reach homeowners actively looking for roof repairs or replacements. You can learn more about our complete roofing digital marketing services to see how paid search fits into a broader growth plan.
Why Bing Ads for Roofing Companies Matters
Bing Ads for roofing companies matter because they lower your customer acquisition cost while capturing high-intent local searchers. Roofing contractors face intense local competition on Google Ads, driving click costs to unsustainable levels. At the same time, buying shared leads from directories creates a race to the bottom on price.
Ignoring the Microsoft Advertising network means leaving high-income homeowners on the table. The platform naturally attracts an older demographic that uses desktop computers and built-in Edge browsers. These users have higher home equity and more disposable income. Implementing a solid roofing Bing Ads strategy allows your business to diversify its lead sources, generate exclusive inquiries, and secure a higher return on ad spend. Here are five practical tips to make the platform work for your roofing business.
1. Target Older Homeowners with More Home Equity
The most effective strategy on the Microsoft Advertising network is tailoring your messaging to an older, more established homeowner demographic. Bing users generally skew older than Google users, meaning they are more likely to own homes, possess significant home equity, and have the disposable income required for a $15,000 roof replacement.
You must adapt your ad copy to match this audience. Focus on trust, warranties, and longevity rather than just fast service or cheap prices. Mention your years in business, your Better Business Bureau rating, and your long-term guarantees. Older demographics value stability and contractor reliability. A strong Microsoft advertising for roofers strategy highlights financing options and lifetime shingle warranties to appeal directly to their purchasing habits.
2. Optimize for a Lower Cost Per Roofing Lead (CPL)
You can achieve a significantly lower cost per roofing lead (CPL) on Bing by adjusting your bidding strategy to capitalize on the lower competition. Because fewer local roofers advertise on Bing, you do not have to bid as aggressively as you do on Google to secure the top ad position.
Start with manual bidding to control your costs tightly during the first few weeks. Monitor which keywords generate actual phone calls and booked appointments. You will likely find that high-intent keywords like “roof replacement near me” cost 30% to 50% less per click on Bing. Reinvest those savings into broader match types or remarketing campaigns.
| Metric | Google Ads (Average) | Bing Ads (Average) |
| Average Cost Per Click (CPC) | $15.00 – $25.00 | $6.00 – $12.00 |
| Competition Level | High | Low to Medium |
| Typical Lead Type | Mixed Demographics | Older, High-Equity Homeowners |
3. Import Google Campaigns but Adjust for Intent
The fastest way to launch Bing Ads for roofing companies is to import your high-performing Google Ads campaigns directly into Microsoft Advertising. However, you must adjust your bids, budgets, and negative keywords immediately after importing to account for differences in user intent and search volume.
When comparing Bing Ads vs Google Ads for roofers, you will notice that Bing delivers less overall search volume but often higher conversion rates. Do not leave your Google bids in place. Lower your starting bids by at least 30% on the Microsoft platform. Review your negative keyword lists to ensure they applied correctly during the import. Monitor the search terms report closely for the first two weeks, as Bing’s broad match algorithms behave differently than Google’s.
4. Focus on Exclusive Roofing Leads Instead of Directories
You must build landing pages that capture exclusive roofing leads rather than relying on shared directories that sell the same contact information to five different contractors. Pay-per-click (PPC) marketing for roofing only works if your website converts clicks into direct phone calls and form fills for your business alone.
When a homeowner clicks your Bing Ad, send them to a dedicated landing page, not your homepage. The landing page should prominently display your phone number, a simple contact form, and photos of your local roofing crews. Stop competing on price against other roofers who bought the same HomeAdvisor lead. Roofing lead generation on Bing gives you complete control over the customer relationship from the very first click.
5. Activate Local Search Ads for Roofers via Bing Places
You must integrate your Bing Places for Business account with your Microsoft Advertising account to run local search ads for roofers. This integration allows your ads to appear directly in the local map pack results on Bing, capturing homeowners who are searching for contractors in their immediate zip code.
Claim and verify your Bing Places profile. Ensure your business name, address, and phone number match your website exactly. Once linked to your ads account, enable location extensions. When users search for a local roofer, your ad will display your physical address, a clickable phone number, and directions. This proximity-based targeting is highly effective for emergency repair services following a severe storm.
Frequently Asked Questions
Are Bing Ads worth it for roofing companies?
Yes. Bing Ads offer lower click costs and less competition than Google Ads. They also reach an older demographic that typically has higher home equity and disposable income for major roofing projects.
How much do roofing leads cost on Bing Ads?
The cost per roofing lead (CPL) on Bing is often 30% to 50% lower than on Google. Depending on your local market and the specific services offered, roofers can expect to pay between $40 and $100 per exclusive lead.
What is a Microsoft advertising for roofers strategy?
A successful strategy involves importing successful Google campaigns, lowering bids to match reduced competition, and writing ad copy that appeals to an older, quality-focused homeowner demographic. It also requires linking Bing Places for local map pack visibility.
How does Microsoft Ads compare to Google Ads for roofers?
Google provides much higher search volume, but at a steeper cost due to heavy local competition. Microsoft Ads provides lower volume but cheaper clicks, higher conversion rates, and a more established target audience.
Can I use pay-per-click (PPC) marketing for roofing on Bing for commercial jobs?
Yes. You can target specific commercial roofing keywords and adjust your ad scheduling to run during standard business hours. B2B searchers often use desktop computers with the default Microsoft Edge browser installed.
Get More Roofing Jobs with Bing Ads
Stop wasting your entire marketing budget on expensive clicks and shared directory leads. A structured approach to the Microsoft Advertising network delivers exclusive opportunities directly to your phone. Built-Right Digital helps contractors secure more jobs through targeted paid search. We maintain a 4.9 out of 5 stars rating across major review sites. If you want a dependable lead generation system that produces consistent local leads, explore our Bing Ads management services today.
