Bing Ads for fence companies bidding on commercial lots and desktop searches
Bing Ads (Microsoft Advertising) is the second search network a fence company can buy, and it behaves differently from Google Ads: a smaller audience, with more of it on desktops and work computers. We set it up as a small test beside your Google campaigns so you learn what it brings before it earns a larger share.
Where a second search network sits beside Google for a fence outfit
Google is where most estimate requests begin, and that is not changing here. Bing Ads sits next to it for the searcher on a work computer: the facility manager with a bid to send, the business owner pricing chain link around a lot, the homeowner who keeps the browser that came with the desk. How much of your market sits on Microsoft's network varies from town to town, so the account itself will tell you more than we can.
Commercial chain link and aluminum bids are the work where a desk is most likely to be in the picture. Nobody ever described a commercial bid as 'just a quick one,' which is part of why a desk and a bigger screen matter. A homeowner fencing a back yard from a phone is more likely to be a Google story, but your own numbers decide that.
Fence jobs and the search network each one can start on
| Fence job | Google Ads carries | Bing Ads can add |
|---|---|---|
| Wood fence replacement, homeowner on a phone | Most of the searches, closest to the estimate request | A small slice from desktop searchers, worth watching before funding |
| Chain link for a commercial lot | Bid-request searches from owners and managers | Desk research from facility managers on work computers |
| Aluminum or ornamental iron fence and gate | Material-first searches, strong when photos are good | A second place to show for the same material keyword |
| Builder or developer needing a crew | A handful of searches; relationships matter more | A narrow test aimed at bid-request wording |
| Storm-repair surge | Fast-moving and competitive, needs a daily look | Add only if the account shows searches worth the attention |
| Farm and acreage fence | Wording varies by region | Left off unless your crews really install it |
Import from Google Ads, then trim before a single click is paid for
Microsoft Advertising can import campaigns from Google Ads, which is why a fence company's first test here is often a copy. The copy is only a start. Trim the towns your trucks do not reach, review the negative keywords so do-it-yourself and parts searches stay out, and check that the ad text still promises no price, start date or approval.
The post-hole auger and every statement about local rules stay on your side of the fence line; we take the campaign, the keyword list and the report. Set a small budget the install calendar can absorb. Platform features and rules change, so your company reads the current published text before launch.
A short test on the Microsoft network, one run at a time
Pick the one material and the towns that go first
Start with chain link for commercial lots, or whichever material your estimator wants more bid requests for.
Import the matching Google Ads campaign
Bring over the structure, not the whole account, so the test stays small.
Trim towns, devices and keywords to the route sheet
Anything outside the trucks' reach comes off before the first click.
Read search terms before reading anything else
The words people really typed show whether the test is finding bid requests or parts shoppers.
Decide: keep, widen or switch off
A test is only useful if the outcome can be to stop it.
What to watch in a Bing Ads account for a fence company
- Search terms that sound like a bid request versus ones that sound like a supply shopper.
- Calls and request forms, counted apart from Google so the two stay comparable.
- Which towns on the route sheet produce requests and which only produce clicks.
- Whether desktop traffic is the part that turns into estimate requests.
- Negative keywords added from real search terms, not from a template.
- Ad text that still names no price, start date or approval.
- How the requests line up with what the crew calendar can actually take.
- A monthly note on whether the test earns more budget, stays small or stops.
How Bing Ads fits inside the monthly ad management fee
Bing Ads counts as one platform in our paid ads management fees, alongside Google Ads and Meta Ads (Facebook and Instagram). Our fee covers the building, writing and tuning, and the spend is paid by you directly to Microsoft. See paid ads for how a month of management runs and Google Ads for the network that usually comes first.
Questions from the estimator's desk about the Microsoft network
Should a one-truck fence shop bother with Bing Ads at all?
Often not at first. A small crew with one material and one county can learn more from a single well-tuned Google campaign. Bing Ads earns a test when Google is working and the shop wants a second source of desk-side searches.
Can the Google landing pages be reused on Microsoft's network?
Usually yes, as long as the page still matches what the ad says. A chain link ad should land on the chain link page, whichever network sent the click.
What does a Microsoft test add on our side of the fence?
It adds one more platform account, owned by your company, and one more line in the monthly sheet. Your estimator sees calls and requests from Bing Ads separately from Google, so the test can be judged on its own.
Ask whether a Bing Ads test suits your chain link and aluminum bids
Tell us about the commercial and desktop-searcher side of your work and we will say honestly whether a test is worth it. Fees are on the pricing page.
Where should the next estimate request come from?
Mention the fence styles your crews install best and the towns where you want more work. Nothing has to be ready first. Leave customer names and street addresses out; this note is about marketing, not about one particular yard.
Which yards are on next month's wish list?
Name the materials your crews like installing most, the towns you are happy to drive to and the jobs you would rather pass on. You hear back with one monthly figure and a candid view on what fits. Keep customer names and street addresses out of the note; it is a marketing inquiry, not a work order.
The fence going up across this band is a drawing. It forecasts nothing for any company, crew or yard.