What Most Marketers Miss About Google and Bing Ads - Issue 276

Hey there,

Running paid ads in 2025?

You’re not just competing for clicks - you’re competing for trust, visibility, and ROI.

And here’s the truth:

Most businesses pour money into Google Ads… while ignoring Bing.

Or they isolate PPC from SEO like they’re enemies.

That’s a big mistake.

Because when you align your paid and organic strategies and optimise across both Google and Bing - you get more visibility, better traffic, and smarter insights.

This week, we’re breaking down how to master both sides of the paid search game, while making your SEO strategy stronger in the process.

🚀 Growth Fix: Don’t Just Run Ads - Build a Visibility Engine

The Problem:

You’re running paid ads, but…

❌ Cost per click is rising

❌ SEO and PPC teams don’t talk

❌ You’re not seeing compounding results

Why This Hurts Your Business:

Paid and organic search are two sides of the same coin.

When you treat them as siloed efforts, you waste ad spend, miss ranking opportunities, and fail to create a unified funnel.

✅ The Fix:

• Run paid ads across both Google and Bing to maximize reach

• Use PPC data to refine SEO strategy

• Align your keyword strategy, landing pages, and search intent across paid and organic

A SaaS company noticed high conversion rates on a Bing Ads campaign - 38% lower CPC and higher demo signups than Google.

They doubled down on Bing for branded and competitor terms while using those same high-performing keywords to build new SEO content.

📈 Result?

+62% increase in paid conversions

+39% lift in organic rankings for bottom-of-funnel pages

+20% drop in blended CAC

Lesson? Cross-channel visibility > channel silos.

⚡ 5 Wins to Master Google & Bing Ads (and Boost SEO)

1️⃣ Advertise Where Your Competitors Don’t: Bing Still Wins

💡 The Win: Lower competition = lower cost per click = higher ROI.

🛠️ Why It Works:

Bing Ads may have lower volume, but they often convert better - especially in B2B and high-income demographics. Plus, your competitors are likely ignoring it.

🎯 Action Tip:

Run a Bing campaign for:

→ Branded search

→ Competitor comparison terms

→ High-intent keywords that are too expensive on Google

Then compare CPC, CVR, and ROAS. You might be surprised.

2️⃣ Use PPC Insights to Power SEO Content

💡 The Win: Turn paid campaign data into organic traffic drivers.

🛠️ Why It Works:

Your PPC campaign shows what users are actually clicking and converting on. Use that data to guide SEO content that answers searcher intent.

🎯 Action Tip:

→ Look at your highest converting ad copy and keywords

→ Use that language to build or update organic landing pages

→ Focus SEO efforts on terms with strong CTR + conversion in paid search

3️⃣ Align Your Landing Pages With Search Intent

💡 The Win: Increase Quality Score + boost SEO performance.

🛠️ Why It Works:

Landing pages that match user intent reduce bounce rate, increase conversion, and perform better organically. It’s a win-win.

🎯 Action Tip:

→ For TOFU keywords: Use educational landing pages

→ For BOFU terms: Use benefit-driven product pages with social proof

→ Mirror your SEO meta descriptions and ad copy for consistency

4️⃣ Combine Brand + Competitor Campaigns for Defense + Offense

💡 The Win: Protect your brand and poach market share.

🛠️ Why It Works:

Branded search keeps you top-of-mind. Competitor terms put you in the conversation when users are comparing solutions.

🎯 Action Tip:

→ Run branded ads on both Google and Bing to defend your name

→ Run competitor-focused ads to attract high-intent traffic (use comparison or “better alternative” language)

→ Create SEO pages to back those ads with long-term value

5️⃣ Track Cross-Channel Impact (PPC + SEO)

💡 The Win: Make smarter budget decisions and spot compound wins.

🛠️ Why It Works:

When users see your brand in both paid and organic results, trust increases—and so do clicks. But you need to measure it.

🎯 Action Tip:

→ Use tools like Looker Studio or Supermetrics to compare PPC + SEO performance

→ Track blended metrics: total search traffic, keyword overlaps, conversion paths

→ Identify where PPC is driving indirect SEO gains (e.g., branded searches, backlinks)

✅ Take Action This Week:

🔍 Run a Bing Ads test for one high-intent keyword set

📊 Analyse your PPC campaigns - which keywords convert best?

🛠 Turn your best-converting PPC keywords into new SEO blog posts or landing pages

💡 Review your landing pages - are they aligned to user intent for both paid and organic?

📈 Build a dashboard to track cross-channel performance (PPC + SEO combined)

Paid search shouldn’t be a short-term play.

When you integrate PPC and SEO, you don’t just get clicks — you build momentum.

Let’s build a smarter, more balanced visibility strategy — and make every search work harder for you.

Talk soon,