Bing Ads for excavating companies: a smaller search stake worth a look
Bing Ads (Microsoft Advertising) is the second search platform a company can place ads on, and it reaches a different slice of people than Google does. For an excavating company that already runs search ads, Bing is less a new project than a copy of work already done: the same wordings, the same counties, the same blocked searches, set up in a second account and watched on its own terms.
A second line of stakes
Why a small excavation firm might add Bing to its search ads
The Bing audience is smaller, and a good share of it searches from a desktop computer at a work desk. That suits the callers who research a company before ringing, such as a project manager comparing names or an office administrator collecting contacts for a bid list. It is not the platform for everyone, and nothing here suggests every excavation contractor should be on it.
Competition for the same wordings is often lower than on Google, so the same budget can sometimes go further. We state that as a tendency, never as a promise, because no one can know in advance what any account will produce. The sensible way to find out is to run it, read the report each month and keep it only while the phone rings from it.
The first platform to set up is usually Google, covered on our Google Ads for excavation contractors page. Once that account is steady, Bing can be added without starting from scratch.
Three things Bing gives an excavation contractor to work with
- Import
Campaigns carried across from the Google account
Ad groups, keyword lists and ad text move over in one pass, then get trimmed to fit Bing's own search wordings. The owner reads the imported version before it runs.
- Audience
A desktop-leaning crowd that researches an excavation company
Many Bing searchers sit at a computer when they search. A bid-list builder or an office manager may be reading your service pages with several other tabs open.
- Control
County targeting and the same blocked searches
The counties come across from the Google setup, and so does the blocklist of job seekers, students, other firms by name and any search about price or paperwork.
How a Bing account compares with the Google account an excavation business already has
| What you compare | Google account | Bing account |
|---|---|---|
| Size of the searching crowd | Larger, with every sort of searcher | Smaller, with many people at a desktop |
| Competition for an excavation wording | Usually crowded | Often lower, though never certain |
| Work needed to set it up | Built from the owner's wordings and counties | Imported from the Google account, then trimmed |
What Bing bills and what stays with the company
Each Bing click is billed by Microsoft to the company's own card, in the same way Google bills its own. Our fee for managing one ad platform begins at $895 a month, rising to $1,595 for two and $2,295 for three, with the whole ladder on the pricing page. The ad account is opened under the company's name, so it stays yours.
Before anything runs, the owner reads the ads and the keyword list. A Bing campaign is also judged on its own: calls and web messages that arrive through it are counted separately from Google, so the company can see whether the second platform earns its place. The way these inquiries are read is explained under lead generation, and the third option, reminding earlier visitors through Meta Ads (Facebook and Instagram), is on the reminder-ad page.
Four marks before a Bing account for an excavating company goes live
- A Google account is already running steadily, so there is something to import.
- The imported ad text has been read by the owner and trimmed to fit Bing.
- Counties and the blocked-search list match the Google setup.
- Bing inquiries are counted on their own, apart from Google's.
Questions excavation contractors ask about Bing Ads
Should an excavation contractor start with Bing Ads or with Google?
Start with Google, since its audience is larger. Bing is a sensible second platform once Google is running steadily, because the work imports across.
Does Bing Ads for an excavating company need new keyword lists?
Not from scratch. The Google lists are imported and then trimmed, and the owner approves the result before any money is spent.
Who pays Microsoft when an excavation business runs Bing Ads?
The company does, through its own card on its own Microsoft account. Our management fee is separate and never includes the clicks.
Can Bing Ads be switched off if an excavation company does not want them?
Yes. A short message pauses the campaigns, and the account stays under the company's name for any later restart.
Add a second string line
Tell us whether a Google account is already running, and which counties you serve, and we will say whether Bing is worth adding.
Which excavation work comes first?
List the kinds of excavation work you most want calls on, the counties where you operate, and any local pages already linking to your site. Keep customer names and job-site addresses out of whatever you send.
Drive the stake in with one call
Name the kinds of excavation work you would like more phone calls on and the counties you serve, and our CEO will sketch the plan out of those two answers.
Month to month. No startup fee. No contract.