Hubspot Guide to Bing PPC Advertising

Hubspot marketers who want more qualified traffic beyond Google Ads can win big with Bing PPC, now known as Microsoft Advertising. This step-by-step guide walks you through planning, building, and optimizing profitable Bing campaigns using data-driven practices that mirror the successful approach highlighted in the original HubSpot Bing PPC tutorial.

Why Hubspot Marketers Should Use Bing PPC

Many digital teams focus only on Google Ads, but Bing PPC offers unique advantages that align with the structured, analytics-first mindset most Hubspot users already have.

Lower average cost-per-click in many industries
Older, higher-income audience segments
Integration across Microsoft properties (Bing, MSN, Outlook, Edge)
Less competition for high-intent search terms

Because Bing searchers often behave differently, a dedicated strategy can yield incremental conversions that complement your existing Google and Hubspot campaigns.

Step 1: Set Up Your Bing PPC Account with Hubspot in Mind

Before you build ads, you need the right account structure so your Bing data can align easily with your Hubspot reports and dashboards.

Create a Microsoft Advertising account

Go to Microsoft Advertising (Bing PPC) as explained in the HubSpot tutorial.
Sign in with a Microsoft account or create a new one.
Enter your business details, time zone, and currency.
Add billing information so your ads can go live.

Mirror your Hubspot structure

Plan campaigns so they line up with the way you segment leads and deals in Hubspot:

Use one campaign per main offer or product line.
Create ad groups around tight keyword themes.
Name campaigns to match Hubspot lifecycle stages or funnel segments.

This makes it easier to map Bing data into Hubspot reports or any external analytics tools you use.

Step 2: Bing Keyword Research with a Hubspot Mindset

Effective Bing PPC starts with focused keyword research. Since Hubspot users already think in terms of personas and lifecycle stages, use that same logic for Bing search intent.

Identify high-intent search terms

Brainstorm keywords based on:

Problems your personas want to solve
Branded search terms for your company or products
Bottom-of-funnel phrases such as “pricing”, “demo”, “quote”, or “services”

Then expand your list using Bing's keyword planner and search suggestions. Prioritize phrases that clearly show purchase intent and can easily connect to forms or landing pages in Hubspot.

Group keywords into tight ad groups

To follow best practices inspired by the HubSpot guide, keep each ad group tightly themed:

One core idea per ad group (for example, “B2B marketing software”).
Include close variations and long-tail phrases around that theme.
Avoid mixing different intents in the same ad group.

This structure improves ad relevance, click-through rate, and your ability to see which themes drive leads in Hubspot.

Step 3: Write Compelling Bing Ads Using Hubspot-Style Messaging

Your ads must match the searcher's intent and deliver a clear promise. Many of the copywriting principles you use in Hubspot emails and landing pages also apply here.

Craft high-performing text ads

Include the main keyword in your headline when possible.
State a concrete benefit, not just a feature.
Add a call to action such as “Get a demo” or “Start free trial”.
Use ad extensions (sitelinks, callouts, structured snippets) to increase visibility.

Test several variations, just as you would A/B test emails or landing pages inside Hubspot.

Match ads to Hubspot landing pages

For best performance, send clicks to landing pages that are:

Directly aligned with the search term and ad promise
Focused on a single offer (e.g., ebook, consultation, trial)
Integrated with Hubspot forms, tracking, and lead scoring

This lets you follow each Bing click through to contact creation and pipeline impact.

Step 4: Set Bids, Budgets, and Targeting for Hubspot-Friendly Data

The original HubSpot tutorial stresses the importance of control and testing. Apply the same discipline when setting your Bing PPC budget and targeting.

Choose your bidding strategy

Start with a conservative approach:

Manual CPC or enhanced CPC if you want strong control.
Target CPA or maximize conversions when you have enough data.

Monitor how these settings affect cost per lead and cost per acquisition, using your Hubspot data where possible.

Refine geographic and device targeting

Use targeting options that reflect your ideal customers:

Limit to countries, regions, or cities that you serve.
Adjust bids for devices (desktop, tablet, mobile) based on performance.
Use scheduling to prioritize business hours if that matches your sales process in Hubspot.

Step 5: Track Conversions and Connect Bing PPC to Hubspot

Without reliable tracking, you cannot prove ROI or optimize effectively. Make sure every meaningful action can be measured and, when possible, connected to your Hubspot CRM.

Set up Bing conversion tracking

Install the Microsoft Advertising UET tag on your website.
Define conversion goals such as form submissions, signups, or purchases.
Test that conversions are firing correctly in your Bing account.

Whenever possible, align these goals with the same events you track in Hubspot to keep reporting consistent.

Use UTM parameters for Hubspot reporting

Add UTM tags to your final URLs so sessions and leads from Bing appear clearly in analytics and Hubspot reports:

utm_source=bing
utm_medium=cpc
utm_campaign named to match your ad campaign

This makes it easier to see how Bing visitors move through workflows and lifecycle stages inside Hubspot.

Step 6: Optimize Bing PPC Campaigns with a Hubspot-Style Feedback Loop

Optimization is not a one-time task. Just as Hubspot users iterate on content and automation, you should continually refine your Bing campaigns.

Review performance metrics regularly

Focus on metrics that matter for revenue, not just clicks:

Click-through rate (CTR)
Conversion rate on landing pages
Cost per conversion and return on ad spend
Lead quality as observed in Hubspot pipelines

Pause underperforming keywords or ads, and shift budget to top performers.

Refine keywords and negative keywords

Use search query reports to find:

New keyword ideas to add to strong ad groups
Irrelevant queries to exclude with negative keywords

This ongoing cleanup effort, supported by insights from Hubspot lead behavior, makes your spend more efficient over time.

Advanced Tips for Hubspot Users Running Bing PPC

Once you have a stable foundation, you can apply more advanced tactics inspired by the strategic thinking common in Hubspot-driven marketing.

Align Bing PPC with your Hubspot content strategy

Promote high-performing blog posts or resources to capture earlier-stage leads.
Retarget past visitors with offers that match their Hubspot lifecycle stage.
Test different lead magnets for each persona in your database.

Coordinate with other paid and organic channels

Consider how Bing PPC interacts with:

Google Ads campaigns
Organic search efforts
Email nurturing sequences built in Hubspot

A cohesive view helps you allocate budget where it truly drives qualified opportunities.

Next Steps and Additional Resources Beyond Hubspot

To deepen your expertise, review the full Bing PPC walkthrough from the original HubSpot article and complement it with independent optimization frameworks and experimentation.

If you want professional help building or scaling multi-channel paid strategies that integrate cleanly with CRM and analytics platforms, you can explore consulting support from Consultevo, which focuses on data-driven growth.

By combining disciplined Bing PPC execution with the structured, measurement-focused approach familiar to Hubspot users, you can unlock an additional, reliable stream of high-intent traffic and leads for your business.

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Hupspot Guide to Bing PPC