Bing Ads management for speech therapy practices
Bing Ads, which Microsoft calls Microsoft Advertising, is a second search platform where a household or an adult may type the same search they would type elsewhere. We build and run Bing Ads campaigns for private speech therapy practices, usually beside a Google campaign, and we size them to your open weekly slots and your waitlist.
A second card for the same question
People do not all search in the same place. Some use a different search engine because their computer or browser opens it first, and for those people a practice that only runs ads elsewhere is invisible. This platform puts a card in front of that second group, for the same searches you already care about.
That is why we see it as an addition and not a replacement. A practice with a steady Google campaign can import its work into Microsoft Advertising, adjust the settings, and watch what the calls and forms say. If nothing useful comes in, the campaign is narrowed or stopped, and the practice has lost very little.
The pages behind the ads stay the same. A search for speech therapist online
should still land on a page about telehealth, and a search for a clinician close to home should land on a page about the location. The ad is the door; the page is the room.
The platform comparison sits on the Google Ads and paid ads pages.
What a campaign on this platform holds for a practice
- Import
A campaign carried over from Google Ads
When a Google campaign is already steady, we bring its structure into Microsoft Advertising and then adjust the ads, the keywords and the location settings for that platform.
- Budget
A daily cap you set
A campaign here can run at a small daily budget, so a practice can test the platform without committing much of its ad money.
- Screening
Searches kept out of the budget
Job hunters, students and unrelated searches are screened out from the first week and trimmed again as the search report shows new ones.
- Tracking
Calls and forms tied to the ad
Every call and form is linked back to the campaign that produced it, so the monthly read counts inquiries and not guesses.
Where Bing Ads sits beside the other ad cards
| Platform | Where it fits in a practice's plan | What we watch |
|---|---|---|
| Google Ads | The first search campaign for most practices, aimed at households and adults typing a search today | Calls, forms and the search report |
| Bing Ads | A second search campaign, often imported from the first and run at a smaller budget | Whether the inquiries from it are worth the space on the table |
| Meta Ads (Facebook and Instagram) | Announcements such as a new location or an opened waitlist, reaching people before they search | Whether the practice has checked the platform's medical-topic rules |
| A paid ads plan with two or three platforms | A practice that wants search and social handled by one agency | How the platforms divide the inquiries between them |
How a Bing Ads campaign comes to life for a practice
Decide whether a second search card is worth laying
We look at your slots, your existing campaigns and your budget, and tell you if this platform should wait.
Open the account under the practice's name
The Microsoft Advertising account is yours, with billing paid by you to Microsoft, and we work inside it.
Import, then rewrite
If a Google campaign exists we import it, and then we edit the ads, the keywords and the location so they fit the platform and the practice.
Switch on tracking, then switch on the ads
Call and form tracking comes first, so the first inquiry already carries its source.
Read the inquiries and trim
Each month we review the calls, forms and searches with you and decide whether to widen, narrow or pause.
Three things owners say about Bing Ads
Overheard in the waiting roomNobody in my area uses Bing, so there is no reason to look at it.
What the session book showsWe do not know that about your area, and neither does anyone else without a test. A small, tracked campaign answers it with your own calls, and you can stop it if the answer is no.
Overheard in the waiting roomA second ad platform doubles my work at the front desk.
What the session book showsTracking tells the desk where each inquiry came from, and the budget is capped, so the inbox does not outgrow your weekly slots. If it does, you tell us and we pause.
Overheard in the waiting roomRunning a Microsoft Advertising campaign means building everything over again.
What the session book showsA steady Google Ads campaign can be imported into Microsoft Advertising and then adjusted. The page it lands on is the page you already have.
What a practice checks before a second search card goes down
- At least one weekly slot is open for the kind of inquiry you want
- A landing page exists that matches the search the ad answers
- The daily budget is one you are comfortable testing
- Someone at the front desk checks calls and forms every day
- You have read the platform's rules for medical topics
- The practice name is the owner of the ad account
Ads and forms should carry no client names and no medical detail.
Questions about Bing Ads from a practice owner
Is Bing Ads the same thing as Microsoft Advertising for my practice?
Yes. Microsoft Advertising is the name of the platform, and most people still call its search ads Bing Ads. We use both names, and the account is the same one.
Can Bing Ads be added to a speech therapy campaign that already runs on Google?
Yes. We import the structure of the Google campaign, rewrite what needs to change for the platform and set a small daily budget so the practice can see what comes in.
How small can the daily budget be for a private practice on Bing Ads?
You set it. We suggest keeping it modest at first and widening only when the calls and forms from the platform make that worth doing. The budget is paid by you to the platform and is separate from our fee.
What do I check about medical-topic advertising before a clinic's Microsoft Advertising campaign begins?
Read the platform's current rules and your professional association's advertising standards. They belong to you, and nothing in our drafts replaces your reading of them.
Does a plan with Bing Ads need a waitlist notice on the landing page?
If you have a waitlist, we recommend saying so on the page the ad opens, so the inquiries match the slots you have. You decide the wording.
Ask our CEO whether a second search card makes sense
Mention your current ads and your open slots, and we will tell you if a second search card should wait.
Which weekly slots need filling, and which do not?
Jot down the services you would like to grow, the days that stay quiet and the referral sources you wish rang more often. A rough list does the job. Keep family names and anything about one particular client out of it, since this is a talk about marketing.
Tell us which weekly slots are open and which referrals you would like more of
Describe your caseload in your own words: the services you want to grow, the days that stay light, a waitlist you would rather shorten. Someone reads it, writes back, and a month later one invoice arrives for the work.
The cards dealt into the box below are a drawing, not a forecast of inquiries.