Bing Ads management for family law firms
A family law firm thinks of Google first when it thinks of a search ad, and Bing Ads (Microsoft Advertising) tends to be the second thought, if it arrives at all. That is a reason to look at it. Bing is a smaller audience, but it is a real one, and a divorce or custody search typed on a desktop at a desk is still a search a firm can answer with a calm page and a clear contact route.
We run Bing campaigns for family law offices as one of the platforms in our paid ads management line. Fees are on the pricing page.
Where a family law firm's Bing campaign fits
A Bing Ads campaign for a firm is rarely the first ad it runs. A firm usually begins on Google, where the volume of family law searches is large, and add Bing after the Google campaign has shown which counties and matter types bring calls. The Microsoft side is smaller, so it takes a smaller budget to cover the same ground, and the competition for a click is often lighter there than on Google.
Bing Ads also leaves room for a firm to learn what a second platform adds. The audience skews toward people at a desktop, and often toward an older reader. We say that without a figure, because the mix changes and a firm should read its own reports rather than lean on a general claim. A family law firm whose callers are weighing a prenuptial agreement or a modification may well see its Bing searchers behave differently from its Google ones, and the monthly sheet is where that shows.
What does not change is the discipline: a negative keyword list from day one, a landing page for each matter type, tracking before the first click and an approval step for every ad. The Google Ads page describes the same method in more detail.
Three things to know before a family law firm adds Bing
- Import
Campaigns can be brought across from Google Ads
The ad groups, keywords and ad text of a working Google campaign can be imported into Microsoft Advertising, then trimmed by hand so that nothing the attorney did not approve goes live.
- Audience
A smaller, often desktop-first crowd of searchers
Bing searches often happen at a desk, so the landing page has to read well on a large screen as well as a phone, and the contact route should be obvious on both.
- Control
The same hard list of searches to keep out
Job seekers, form hunters, do-it-yourself readers and court clerk searches are blocked here as they are on Google, and the list is read against the Bing search terms report on a regular rhythm.
How the Bing campaign compares with the Google campaign at a family law desk
| At the intake calendar | Google Ads for the firm | Bing Ads for the firm |
|---|---|---|
| Size of the audience for divorce and custody searches | Larger, with more matter types and more counties worth covering. | Smaller, so a modest budget can cover the counties that matter. |
| Who is likely to be typing | A broad mix, mostly on phones. | Often a desktop reader, and often older. |
| What the firm sets up first | The core campaign for the practice areas and counties the firm wants. | An import of that campaign, checked line by line and approved before launch. |
How the Bing fee and the Bing clicks are billed
Bing Ads are billed the same way as the other platforms, including Meta Ads (Facebook and Instagram). Microsoft charges the firm's own card for every click, and our fee is a separate monthly line. Bing alone is the one-platform tier at $895 a month, and Bing next to Google is the two-platform tier at $1,595. Neither fee includes the clicks. No startup fee applies, no contract is signed, and nobody can promise what the Bing audience will do for a firm's calendar.
Four things to settle before the firm's Bing campaign goes live
- The attorney has approved every ad and landing page, including those imported from Google.
- The negative keyword list is loaded before the first click.
- Call tracking and the intake form, which asks for a name, an email and a phone number only, are tested.
- The firm has chosen the counties and matter types it wants on Bing, which may be fewer than on Google.
Questions about Bing Ads for a family law firm
Is Bing Ads management worth considering for a family law firm?
It is worth looking at once the Google campaign is running and the intake calendar still has room. The audience is smaller, and the competition for a click is often lighter, but whether it produces calls for a given firm is something the monthly sheet shows and we do not predict.
Can the family law firm's Google campaign be copied to Bing?
Yes, an import is the usual starting point. We then check the imported ad text, the match types and the negative list line by line, and the attorney approves the result before launch.
Who owns the Microsoft Advertising account for a family law firm?
The firm does. The account opens in the firm's name with the firm's card on file, and the logins come to the firm, as they do for every platform we manage.
Does the family law firm pay Microsoft or the agency for the Bing clicks?
Microsoft bills the firm's card for the clicks. We bill a separate monthly management fee, listed on the pricing page.
Ask whether Bing belongs in the family law firm's ad mix
Tell us which counties and matter types the firm already advertises on Google, if any. Keep case details out of the form.
Which family law matters should fill the calendar first?
Tell us which kinds of matters the firm wants more of, which counties or offices have consultation slots going unused, and how a new inquiry is handled at your intake desk today. Loose notes will do. Treat it as a conversation about marketing, and leave out names, case facts and anything about a child: nothing sent here starts an attorney-client relationship.
Settle the marketing before the next intake call rings
Tell us which practice areas and counties matter most to the firm. You will get a plain read on where the search work and the ads should start, and the monthly price that goes with it.
The room below is a drawing. It stands for no client, no office and no result.