Let’s be honest—most pest control companies don’t even think about Bing Ads. But if you’re already running Google Ads, Bing can be a hidden opportunity to pick up extra leads for cheap.

Here’s exactly how I think about running Bing Ads for pest control companies.

How Bing Ads Compare to Google Ads

Google is the giant—no question. It owns 90%+ of the search market. Bing, by comparison, holds only about 6–10%. But that’s not the full story.

Bing also powers other search engines like:

• Yahoo

• DuckDuckGo

• AOL

So when you advertise on Bing, you’re showing up on those platforms too.

And Bing users tend to skew:

• Older (35+)

• Desktop-based

• More likely to be homeowners

Which just so happens to be the exact target market for pest control services. Most people searching on Bing are homeowners who haven’t switched their default browser—think your dad using AOL. And guess what? He’s the decision-maker when bugs show up.

Should You Prioritize Bing Ads?

No—but you should include them.

My general rule: whatever you spend on Google Ads, put 10% of that into Bing. Google is bigger, sure, but if you’re not showing up on Bing, you’re missing out on potential leads—especially when clicks are cheaper.

Bing Ads Cost Less

Here’s where it gets interesting: Bing clicks are often 20–30% cheaper than Google clicks.

Why? Simple supply and demand. Fewer pest control companies are advertising on Bing, so the competition is lower. That means you can get clicks for way less—sometimes at a fraction of the price of Google.

And if you’re targeting high-ticket services (like termite, bed bug, or rodent jobs), even a few extra leads can turn a profit quickly.

What Services Work Best on Bing?

It’s not so much about the platform—it’s about your service mix.

Like with Google Ads, I recommend focusing on high-value, high-intent services. You don’t want to burn ad spend on $99 ant treatments unless they lead to a long-term customer.

Instead, use Bing to promote:

• Termite treatments

• Bed bug extermination

• Mosquito control packages

• Recurring service plans

Basically, anything with a strong return on ad spend.

How to Measure Bing Ads Performance

Same rules as Google:

• Use unique tracking numbers for each campaign

• Track calls and form fills (not just clicks)

• Optimize based on actual leads—not impressions or CPC

You should know which campaigns are driving results. For Bing especially, it’s worth the $2/month for a separate CallRail number per campaign. That tiny investment will show you what’s working and what isn’t.

Setting It Up: The Easiest Way to Start

Here’s the hack nobody talks about:

You can import all of your Google Ads campaigns directly into Bing Ads. One click.

If you already have strong campaigns on Google, this makes it dead simple. Go to Bing’s dashboard (yes, it looks outdated), hit “Import from Google Ads,” and adjust your budget. That’s it.

I usually recommend starting with just 10% of your Google Ads budget, then tweaking based on performance.

Final Tip: Send Traffic to the Right Page

Please don’t just send your Bing traffic to your homepage.

Just like with Google Ads, every ad should point to a dedicated, relevant landing page. If your ad says “Mosquito Control in Atlanta,” then the landing page should be about mosquito control in Atlanta—not a general pest control blurb.

This one fix alone can double or triple your conversion rate.

Final Thoughts

Bing Ads aren’t going to change your business overnight, but they’re an easy way to scoop up cheap leads that your competitors are ignoring.

If you’re already running Google Ads, there’s no reason not to clone those campaigns into Bing and put 10% of your budget there. Monitor it once or twice a month. Test it like anything else.

Worst case, it doesn’t work and you turn it off. Best case, you start getting leads for 70 cents on the dollar.

Either way, you’re leaving money on the table if you ignore Bing entirely.