Bing Ads management for personal injury lawyers
We manage Bing Ads (Microsoft Advertising) for personal injury lawyers as one more lane on the firm's route. The ad groups are built from the same practice areas and cities that feed the firm's site and its Maps entry, so a searcher on this platform is told what a searcher elsewhere is told.
Each ad waits for the attorney's reading, and whether a line suits the state bar's ad rules is the attorney's judgment.
One more lamp on the same route
A firm that already runs Google Ads or another platform can add a Bing Ads (Microsoft Advertising) lane without redrawing the route. The practice areas, the cities and the landing pages stay as they are. What changes is the account: the firm opens its own on this platform and we manage it from inside.
Nothing is copied across without a second look. Keyword lists are re-read for this platform, negative keywords are added as search terms arrive, and each ad group still sends visitors to the page that matches its practice area. For the wider picture, the paid ads page shows how the lanes fit together.
Platform advertising policies for legal services are the firm's to read. Our drafts stay within what the attorney approves.
What the Bing Ads (Microsoft Advertising) lane holds
- Account
The firm's own login
The firm creates the login and attaches its payment method. Charges for clicks land on that method, and our fee is for the management.
- Keywords
A list re-read for this lane
Phrases for car accident, truck accident, motorcycle and slip and fall pages are checked again before they go in, and the attorney reads the list.
- Cities
Location settings that match
Targeting follows the cities and counties on the sheet, so the ads and the Maps entry name the same places.
- Counts
A tally by ad group
Calls and forms are logged against the ad group that drew them, with nothing recorded about anyone's situation.
Which piece of the route handles what
| Piece on the platform | Set from | Read by |
|---|---|---|
| Ad group for a practice area | The practice areas on the timing sheet | The attorney, before launch |
| Headline and description lines | The landing page for that ad group | The attorney, line by line |
| Negative keyword list | The search terms that actually arrive | Us, each month |
| Location settings | The cities and counties served | The firm's front office |
| Call and form tally | The intake line and the form | The managing attorney, in the monthly summary |
Opening the lane
Copy the sheet, not the old ads
We start from the practice areas and cities on the timing sheet and write fresh copy for this platform.
Open the account together
The firm sets up a Microsoft Advertising account and attaches its payment method, then grants us access to run it.
Trim as the search terms arrive
Each month we read which searches showed an ad, add negative keywords and report calls and forms by ad group.
Questions about the Bing lane
Does a firm need Google Ads running first?
Whose account is it?
Can the same ad copy go on every platform?
What does the form on an ad's page ask for?
Do you promise anything about calls?
Open the Bing lane with us
Tell the contact form which practice areas and cities this lane should cover, and attach a slot for the CEO's call.
What should the first pages cover?
Name the practice areas your firm handles, the cities and counties it serves, and the referral sources it already has. Keep every name and every fact about a person's situation out of the message: this inbox is for marketing questions, and writing to us forms no attorney-client relationship.
Time the route from search to phone call
Tell us the practice areas your firm handles and the cities it serves. We plan the order in which a searcher meets each page, the Maps entry and each ad, and the attorney signs off on every piece.
The crossing drawn below is artwork and promises nothing about your phones.