Is Bing Part of Your Law Firm Marketing Plan?

Social Media Marketing PlanGoogle may be the king of the search engines (at the moment) with roughly 70-80% of internet searches, but that doesn’t mean that you should be ignoring Bing.  In fact, there are several reasons Bing needs to be part of your law firm marketing plan.

Depending on where you are located, the number of people searching for the services your firm offers could be in the hundreds, to the thousands.  That’s a lot of people!

Some estimates put the number of Bing searches at 122.8 million searches per day. PER DAY!!!! That is an insane amount of traffic to be ignoring.  That could be hundreds, or even thousands of people every day!  What would hundreds of new clients mean for your firm’s growth?

Advantages of Bing for Your Law Firm Marketing Plan

One of the largest advantages of targeting for Bing (both organically & for paid ads) is competition.  Less firms advertising and less firms optimizing their websites means there’s more opportunity for firms that are proactive.

I can tell you right now, many digital marketing firms ignore Bing entirely.  Google is important and that should be the main focus, but there are certain things you can do to target Bing and you should be doing them.  It may take a little more time, but it’s well worth it.

If you’re ready to start optimizing for Bing be sure to check out Neil Patel’s in depth article.

Bing is Cheaper for Law Firms

Naturally, since there is less competition the cost is lower.  Supply and demand right?  I ran a quick search to see how much each search engine estimates a term will cost.  Below are some results:

Personal injury lawyer:  Google – $102.62, Bing $8.40

DUI attorney:  Google – $68.05, Bing – $7.09

Divorce lawyer: Google $17.22, Bing $4.87

Now I can tell you right now that these numbers are just rough estimates, but you can see that there’s a huge disparity in cost.

In fact, there are many people who believe that because the cost is so much lower that Bing ads get a much higher ROI.  You’d have to do both to see if this is the case for your firm, but I bet it would be close.

Bing Ads are Easy to Get Started

If your law firm is already running Adwords it’s super easy to get started with Bing ads.  You can easily import your Adwords campaign into Bing.  It doesn’t get much easier than that.  You’ll have to make some minor adjustments but the bulk of the work is already done for you.  There’s really no excuse not to.

The Bing interface is also ridiculously similar to Adwords.  If you are used to Adwords but you’re afraid there will be a huge learning curve to Bing, this isn’t the case at all.  You can immediately log into Bing and know what you’re doing.

Oftentimes I dread having to learn a new software interface, but this isn’t one of those times.


With the varying degree of services your firm demographics will change you should be targeting, but I’d say with 99.9% certainty that they’re on Bing. They could there in huge numbers.

When you take a look at Bing demographics there are some oddities your firm can take advantage of.  Like…20% of Bing searches are in the South Atlantic.  Why?  I have no idea, but for some reason or another the south Atlantic uses Bing more than other areas of the country.  If your firm is in the South Atlantic you may be missing out more than other firms.

Another interesting tidbit is that a huge majority of Bing users (nearly 40%) make $100,000 or more.  That’s a lot of people, that make a good chunk of change that could potentially use your services.

What Should Your Law Firm Do?

Hopefully if you’ve made it this far you’re getting convinced that your law firm needs to be on Bing.

The first thing you should do is optimize your on and off-page SEO in order to target Bing.  Ranking higher in Bing organically can’t hurt.

Next you should start Bing ads.  It may be advantageous to law firms targeting higher end services in certain regions, but there’s plenty of searches out there for everyone.

Lower competition, lower cost, comparable ROI and ease of use are all reasons your law firm needs to stop ignoring Bing.

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