Bing Ads management for independent insurance agencies
Bing Ads (Microsoft Advertising) is a second search platform that an agency can add to its drawer. We draft the ads, run them, and set the tally beside every other platform's, all within a login the owner keeps.
The owner reads each ad first, and only then does it go out.
A second search tab, filed behind the first
The cards for a search platform already exist by the time Bing Ads is added: the lines of business the owner listed, the towns on the map, the landing pages that wait behind each ad. Filing them on a second platform means rewriting the ad wording to suit it and opening an account for it. Nothing else about the drawer changes.
The account sits in the agency's name, with its own card and its own click budget, set by the owner. We work inside it at the owner's invitation. The negative list, which turns away job, exam and sign-in wording, is rebuilt in the new account, and the owner reads that list too.
Each platform posts its own wording rules; the owner reads them before any card is filed. A compliance reviewer at the agency, where there is one, sees every Bing Ads card before it goes in.
Four parts of a second search platform
- Owner's account
The login stays with the owner
Login and billing card both sit with the agency. Our work happens inside, and the owner can look in whenever the owner likes.
- Reused cards
Lines and towns carried across
The same lists that steer the first platform steer this one, so no line of business or town appears here that the owner did not name.
- Negative list
A fresh screen of skipped words
Job, exam and sign-in wording is held back in this account too, so the click budget stays with searches for an office.
- Own column
A separate line in the tally
Rings and sent forms that came by way of Bing Ads are entered in a column of their own, set beside the pages and the first platform.
Moved across, and made from scratch
| Part of the drawer | Carried over unchanged | Built new for Bing Ads |
|---|---|---|
| Lines of business | The owner's list, word for word | Ad groups that follow the list |
| Towns and counties | The same map the owner drew | Location settings inside the new account |
| Landing pages | The cards already filed in the cabinet | A tag that tells this platform's clicks apart |
| Ad wording | The statements the owner has read before | Text reshaped to this platform's layout and read again |
| Click budget | The owner's choice of how much to spend | A fresh limit in the account, billed to the agency's card |
Filing the second platform
Open the account in the agency's name
The owner makes the login, attaches a card and invites us in, so the card never leaves the owner's hands.
Reshape the cards
Each existing ad is rewritten to fit the platform, tied to its landing page and given a negative list. The owner reads the result before anything is switched on.
Tally the new column
When the month closes, the Bing Ads column is read beside the first platform and the pages. Rings and forms get counted, and nothing beyond that is claimed.
Asked while the second tab is still empty
Can Bing Ads be the only platform?
Yes. One platform is a full start, and the ad plans begin at a single platform.
Who holds the login for this platform?
The agency's. We are invited into it, and the card stays with the owner.
May two platforms point at one landing page?
They can. The landing pages are cards in the cabinet, and any platform can point at them. The tally shows which platform sent each call or form.
Do any customer details enter the ads?
None. Ads, forms and tracking keep customer names and every financial detail out.
Does this page promise calls?
No. A page can only describe what is built and counted. What the phone does next is up to the desk.
Add the second tab to your drawer
Mention whether Bing Ads would be your first platform or your next, and name the lines and towns to aim at. A callback slot is there if the CEO should ring at your chosen hour.
Which lines and towns get the first cards?
Name the lines of business you handle, the towns and counties you want calls from, and any nearby offices that pass people your way. Leave every customer name and every financial detail out of the note.
Slide the first card into the drawer
During a call we can choose the opening cards for the drawer: which line of business goes in first, which towns are added after it, and which plan matches your volume.
Treat the drawer below as a picture; it is no forecast.