We don't sell this as a standalone service. It's part of The Partner Program when it fits your market.
TL;DR
Microsoft Ads (Bing, Yahoo, DuckDuckGo search) reach a smaller audience than Google but at lower cost-per-click. For most outdoor living contractors, the search volume is too low to justify dedicated campaigns. For contractors with mature Google Ads at higher revenue, Microsoft Ads can capture incremental high-intent traffic at 20-40% lower CPC than Google, typically worth adding at $500-$1,500/mo.
The honest starting point: outdoor living contractors under $3M in revenue should skip Microsoft Ads entirely. Above $3M with mature Google Ads operations, Microsoft can add supplementary value. It's never a primary channel, only a complement to Google Search Ads.
Below: when Microsoft Ads are worth running for outdoor living contractors, how the Bing network differs, and why most contractors correctly skip it.
What Microsoft Ads Actually Are for Outdoor Living Contractors
Microsoft Advertising runs text ads on Bing search results, Yahoo search, DuckDuckGo, AOL, and partner networks, plus audience ads on MSN, Outlook.com, and Microsoft's ecosystem. For outdoor living contractors, Microsoft Ads function similarly to Google Search Ads but with a smaller audience and different demographic distribution.
The Bing audience skews older, higher-income, and more rural than Google's, which actually aligns reasonably well with outdoor living buyer demographics. Homeowners 50+, higher household incomes, and suburban/exurban locations use Bing at meaningfully higher rates than Google averages suggest. For some outdoor living niches, this demographic alignment produces better per-impression value than Google.
The cost-per-click advantage is real. Pool builder keywords on Bing often run $8-$25, compared to $15-$45 on Google. Paver contractor keywords similar. The lower competition reflects lower overall search volume, but for markets where competition is already intense on Google, Microsoft Ads capture overflow demand at meaningful discount.
Microsoft's integration with ChatGPT (through Bing-powered search) means Microsoft Ads increasingly appear in AI search contexts. This doesn't justify primary investment yet but adds incremental value for contractors at scale.
Why Outdoor Living Contractors Rarely Need Microsoft Ads
Most outdoor living contractors who run Microsoft Ads waste time and budget for specific structural reasons.
Search volume on Bing is a fraction of Google. For most markets, Bing generates 10-20% of Google's search volume for outdoor living keywords. Running Microsoft Ads at meaningful budget levels often means paying for impressions that aren't there.
Managing two search platforms doubles tactical work. Keyword research, landing page optimization, negative keyword management, bidding strategy, all doubled. For most contractors, this overhead exceeds the incremental value.
The audience demographic alignment is overstated. While Bing skews slightly older and higher-income, the alignment isn't dramatic enough to justify primary investment. Google still captures the majority of outdoor living buyer search behavior.
Below $3M in revenue, tactical focus beats channel diversification. Spreading attention across Google AND Microsoft Ads at smaller budgets usually produces worse results than focusing budget on Google alone.
How Microsoft Ads Work by Contractor Type
Microsoft Ads value varies minimally across outdoor living niches. The core dynamic (smaller audience, lower CPC, older demographic skew) applies similarly across categories. For most niches, Microsoft Ads make sense only above roughly $3M in revenue.
Pool Builders. Secondary channel at higher revenue. Read Microsoft Ads for Pool Builders →
Pool Remodelers. Marginal value. Read Microsoft Ads for Pool Remodelers →
Paver Contractors. Marginal value. Read Microsoft Ads for Paver Contractors →
Turf Installers. Marginal value. Read Microsoft Ads for Turf Installers →
Landscape Design-Build Firms. Slightly better alignment due to older buyer demographic. Read Microsoft Ads for Design-Build →
Outdoor Kitchen Builders. Marginal value. Read Microsoft Ads for Outdoor Kitchen Builders →
Pergola Builders. Marginal value. Read Microsoft Ads for Pergola Builders →
Custom Home Builders. Best demographic alignment of any outdoor living niche. Read Microsoft Ads for Custom Home Builders →
Outdoor Living Contractors. Marginal value. Read Microsoft Ads for Outdoor Living Contractors →
How Microsoft Ads Scale as You Grow
These are typical market rates other agencies charge, not our prices. With us, it's all part of The Partner Program, $3,497/mo.
Under $3M. Not recommended. Focus on Google first.
Under $3M revenue. Not included.
Between $3M-$10M revenue. Optional test at $500-$1,000/mo once Google Ads mature.
Above $10M revenue. Standard complement at $1,000-$3,000/mo.
2026 Update: How AI Search Changed Microsoft Ads
Microsoft's ChatGPT integration through Bing-powered search makes Microsoft Ads increasingly relevant for AEO contexts. Ads appearing in AI search responses carry incremental authority value beyond direct conversions.
The 4 Mistakes That Kill Microsoft Ads for Outdoor Living Contractors
1. Running Microsoft as primary channel. Never works. Secondary only.
2. Running before Google Ads mature. Tactical complexity exceeds value.
3. Importing Google campaigns without modification. Different platform dynamics require platform-specific adjustments.
4. Expecting Google-level volume. Won't happen. Bing is 10-20% of Google volume for most outdoor living keywords.
How to Choose a Microsoft Ads Agency (5 Questions to Ask)
1. Do you actively recommend Microsoft Ads for our business stage? Honest assessment. "Always valuable"pass.
2. How do Microsoft campaigns differ from Google campaigns? Specific tactical differences. "Same strategy"pass.
3. What's your realistic Microsoft Ads ROAS expectation? Specific numbers by niche. Generic promises, pass.
4. How do you manage tactical overhead of two search platforms? Clear process. Ad hoc approach, pass.
5. When would you recommend NOT running Microsoft? Clear criteria. Always recommends, pass.
Common Questions About Microsoft Ads for Outdoor Living Contractors
Is Bing dying? No. Smaller than Google but stable audience, especially in older demographics.
What's the minimum Microsoft Ads budget that makes sense? $500-$1,000/mo for meaningful data. Below that, can't justify tactical overhead.
Can Microsoft Ads work without Google Ads? Never recommended. Microsoft supplements Google.
Does Microsoft Ads use different keyword strategy than Google? Similar keywords, different bidding dynamics and audience distribution.
Is Microsoft Ads worth it for voice search optimization? Minimal value currently. Voice search still primarily Google-driven.
Should outdoor living contractors use Microsoft Audience Network? Test at small budget. Performance varies significantly by niche.
Microsoft Ads for Your Industry
Click through to see how microsoft ads works for each contractor type we serve.
$180K pool sold in North Scottsdale for Build With You Pools.
We can get results like this for you.
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