While Google Ads dominates paid search with 89.73% market share^[1], Microsoft Advertising (formerly Bing Ads) presents a valuable opportunity for Miami attorneys—particularly in competitive practice areas like personal injury. Research demonstrates that this platform delivers cost-effective leads, reaches an affluent audience, and provides strong return on ad spend.

We will explore how Microsoft Advertising complements broader marketing strategies and helps lower client acquisition costs in the greater Miami legal market. For law firms seeking to optimize their advertising campaigns, understanding the distinctions between these platforms is essential in today’s search engines landscape. Bing Ads for lawyers provides a strategic alternative that deserves serious consideration.

Cost Advantage Of Using Bing for Law Firms

Average cost-per-lead for personal injury on Google Ads can exceed $200, with some firms spending $900+ per acquired case^[2]. By contrast, Microsoft Advertising typically costs 41.5% less than Google, with legal keywords on Bing Ads averaging $1.42 per click compared to Google’s $4.66+ for similar terms^[3].

This translates to dramatic differences in client acquisition costs:

Google Ads example: $4.66/click × 4.10% conversion = $113/lead; at a 20% client conversion rate, that’s $565/case

Bing Ads example: $1.42/click × 3.50% conversion = $40/lead; at a 20% client conversion rate, that’s $200/case^[4]

Real Results: One Miami personal injury firm we worked with reduced their cost-per-acquisition by 41% in their first 60 days after implementing a Microsoft Ads campaign alongside their existing Google Ads strategy. This is from one of our clients:

This matters tremendously in Miami’s competitive market, where personal injury keywords can command $100+ per click on Google Search. The Microsoft Advertising Network allows firms to acquire similar leads at a fraction of the cost, freeing budget for other initiatives. PPC campaigns through Microsoft’s platform deliver exceptional value for law firms seeking cost-efficient growth.

Jorge Argot’s Thoughts on using Bing ads for Law firms

“I always say, the best method is to run ppc advertising on Microsoft Ads platform alongside Google Adwords,” notes digital marketing law firm professional Jorge. “The improved cost-per-lead on Bing consistently makes scaling these successful campaigns an easy decision for our legal clients who want more out of their marketing.”

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Here are some interesting benchmarks across different intersecting platforms for law firms

In legal advertising, Google Ads’s average cost per click runs approximately $4.66, while Microsoft typically offers clicks in the $1.42-$1.65 range^[5]. Conversion rates show Google benchmarking around 4.10% for legal services, with Bing converting at approximately 3.50%^[6]. Despite slightly lower conversion rates, the substantially lower CPC on Microsoft’s platforms results in more favorable overall acquisition costs.

This advantage becomes especially significant in hyper-competitive markets like Miami, where standard $4.66 keywords on Google often spike to $30-$50. Bing search ads maintain more stable pricing while reaching users across Microsoft sites and partner sites.

Implementation Tip: Start with a focused campaign targeting your highest-value practice areas. Import your best-performing Google Ads campaigns into Microsoft Advertising using their built-in import tool, then adjust bids downward by 30-40% to account for the different competitive landscape.

“What makes the Bing audience valuable is their intent,” explains Jorge. “These users typically conduct more thorough research before engaging, resulting in higher-quality prospective clients. Optimizing your Bing Ad campaign with the Bing Ads Editor and keyword research tools can further enhance performance. Many attorneys find that customizing ad delivery to match the user’s search query improves click-through rate significantly.”

Microsoft Ads has great ROI and audience quality

Microsoft Advertising reaches a distinct demographic—40% of Bing users are between the ages of 35-54, and 38% have household incomes over $100,000^[7]. This demographic alignment is particularly valuable for legal services, as these older, more affluent users often represent higher-value cases.

Some law firms report 20% higher ROI through Microsoft Advertising, outperforming Google in comparable timeframes^[8]. The reduced competition on Bing Ads enables firms to secure premium placements at lower costs, improving overall cost-per-acquisition metrics by approximately 30%^[9].

This efficiency proves especially valuable in Miami’s expensive advertising market. Sophisticated Microsoft shopping campaigns and strategically designed landing pages can further amplify these returns for law firms targeting the right audience.

Optimization Strategy: Create dedicated landing pages that speak directly to the Bing demographic’s concerns. Focus on authority, experience, and track record—elements that resonate strongly with the professional Bing audience.

“Think of Google Ads for volume and Microsoft Advertising for efficiency,” notes Jorge. “Together, they create a balanced approach. Custom ad formats for each platform typically yield the best results for attorneys looking to maximize their digital presence and reach a wider audience.”

Miami is competitive here are some important data points

Miami’s legal advertising market is notoriously expensive. One documented case showed a Tulsa law firm’s keyword cost jumping from $50 to $900 when their ads accidentally displayed in the Miami market. Local personal injury firms regularly pay $500-$1,500 per qualified lead on Google.

Microsoft Advertising provides a crucial alternative channel with reduced competition and more reasonable costs. Strategic use of negative keywords and targeted ad copy helps maximize campaign effectiveness. Many successful campaigns begin with a Bing Ad campaign that gradually scales based on performance data.

Miami Market Insight: The South Florida region shows particularly strong Bing usage among retirees and financial sector professionals—two demographics with high potential value for personal injury and estate planning practices respectively.

“Having witnessed $900 CPCs for ‘Miami personal injury lawyer’ firsthand, I can attest that diversifying to the Microsoft Advertising Network isn’t optional—it’s essential,” Jorge emphasizes. “For firms seeking potential customers across geographic locations, it provides access to clients who primarily use Bing, Microsoft Edge, or visit partner sites.”

Make sure you are targeting the right people

Beyond age and income characteristics, Bing users demonstrate distinct behavior patterns valuable to legal marketers. The platform captures approximately 12% of global search market share^[10], making it particularly effective for reaching users conducting detailed research—exactly the behavior pattern of someone seeking legal representation.

This audience characteristic aligns perfectly with personal injury practice needs. Professional demographics typically have established careers, better insurance coverage, and potentially higher-value claims. Microsoft’s targeting options allow firms to create ads that precisely target potential clients across multiple locations.

Quick Start Guide:

Identify your highest-value practice areas
Create tightly-themed ad groups with 5-10 keywords each
Write ads that speak to specific legal concerns rather than generic services
Target a 10-mile radius around your office for local services
Set initial bids at 60-70% of your Google equivalents

“Bing users conduct more methodical research,” Jorge points out. “They review case studies, investigate attorney credentials, and make deliberate decisions. Well-crafted ads that acknowledge this thoughtful approach typically generate better quality conversions for law firms seeking to stand out in search results.”

Using AI and conversational search together

Microsoft’s integration of ChatGPT into Bing has transformed search patterns, creating more conversational user interactions. Rather than typing fragmented keywords, users increasingly pose complete questions (e.g., “What compensation can I receive after a rideshare accident in Miami?”).

This shift represents a significant opportunity for forward-thinking law firms. Daily active Bing users have surpassed 100 million^[11], with many attracted by these enhanced AI capabilities. Successful campaigns require adapting to these natural language patterns rather than focusing solely on traditional keyword targeting or static images.

AI Adaptation Strategy: Review your search query reports monthly to identify conversational phrases. Create dedicated ad groups around these longer-tail conversational queries, with highly specific ad copy that directly answers the implied question.

“The evolution toward conversational search fundamentally changes how potential clients find attorneys,” explains Jorge. “Firms that align their Microsoft ads campaign strategies with these patterns can capture highly specific intent before competitors recognize the opportunity. We’ve seen law firms increase website traffic and app downloads significantly by embracing this approach.”

Here is something you can apply today into your campaign

A methodical, phased implementation maximizes Microsoft Advertising success for law firms:

Phase 1: Foundation (Weeks 1-4)

Create targeted campaigns within Microsoft’s advertising platform, establish appropriate geographic targeting for South Florida, implement conversion tracking via this free tool, and begin gathering data on potential monthly impressions with a conservative initial budget.

Phase 2: Refinement (Weeks 5-8)

Analyze search queries, add negative keywords to eliminate irrelevant traffic, adjust bidding strategies for high-performing keywords using third-party tools alongside the keyword planner, and explore expansion opportunities in promising practice areas like rideshare accidents or premises liability.

Phase 3: Optimization (Weeks 9-12)

Scale successful campaigns, implement remarketing to re-engage visitors, create ad groups to better organize your own ads, and integrate performance data with your overall marketing analytics to monitor campaign performance across search engines.

This structured approach ensures measurable results before significant investment, allowing for strategic scaling based on proven performance. Good starting point metrics will guide your optimization efforts as your Microsoft Ads campaign matures.

“This methodical implementation process minimizes risk while maximizing potential returns,” notes Jorge, an SEO specialist with extensive experience. “By testing, measuring, and scaling only what works, law firms can achieve sustainable growth even in Miami’s intensely competitive environment.”

In the end…

Microsoft Advertising represents a strategic complement to Google Ads for Miami law firms—not a replacement. The platform’s cost advantages, unique audience, and strong performance metrics make it particularly valuable in high-cost markets where Google keywords have reached prohibitive levels.

For personal injury attorneys facing Miami’s competitive landscape, incorporating Bing Ads offers a practical way to reduce acquisition costs while maintaining lead quality. The platform’s professional, research-oriented audience aligns perfectly with higher-value legal cases. Many attorneys find that visually appealing native ads perform exceptionally well on Microsoft properties and other websites within the network.

“When Google provides reach but consumes your budget, Microsoft’s platforms deliver efficiency and value,” Jorge summarizes. “The firms seeing the strongest results leverage both platforms strategically, creating a comprehensive approach that maximizes visibility while controlling costs. Online retailers have been using this dual-platform strategy for years, and it’s equally effective for attorneys looking to place ads in a competitive market.”

Want to start advertising your law firm on Bing today?

If you’re interested in implementing or enhancing Microsoft Advertising for your Miami legal practice, contact us for a consultation. We’ll help you develop a tailored approach that expands your firm’s digital presence while managing acquisition costs in one of America’s most competitive legal markets.

Lower your client acquisition costs by 25-40%
Reach affluent, high-intent potential clients
Implement a proven strategy tailored for Miami’s legal landscape
Work with certified Microsoft Advertising professionals

Footnotes

¹ Impression Digital, “Bing vs Google: Search Engine Comparison 2025,” February 2025, https://www.impressiondigital.com/blog/bing-differ-google/ ↩

² WordStream, “Google Ads Benchmarks for YOUR Industry,” March 2025, https://www.wordstream.com/blog/2024-google-ads-benchmarks ↩

³ WordStream, “Bing Ads Benchmarks for YOUR Industry,” December 2024, https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks ↩

⁴ BrightBid, “Google Ads vs Bing Ads: Why Use Both in 2025?,” March 2025, https://brightbid.com/blog/google-ads-vs-bing-ads-what-is-the-difference/ ↩

⁵ LocaliQ, “Search Advertising Benchmarks for Every Industry [2024 Data],” May 2024, https://localiq.com/blog/search-advertising-benchmarks/ ↩

⁶ AdNabu, “Bing Ads vs. Google Ads: Which Suits You The Best? 2025,” December 2024, https://blog.adnabu.com/google-ads/bing-ads-vs-google-ads/ ↩

⁷ PPC Hero, “The Most Underutilized Microsoft Advertising Features,” August 2024, https://www.ppchero.com/the-most-underutilised-microsoft-advertising-features/ ↩

⁸ MegaDigital, “How Much Does Microsoft (Bing) Ads Cost? Is It Worth in 2025?,” January 2025, https://megadigital.ai/en/blog/bing-ads-cost/ ↩

⁹ WordStream, “Bing Ads Benchmarks for YOUR Industry,” December 2024, https://www.wordstream.com/blog/ws/2017/11/06/bing-ads-performance-benchmarks ↩

¹⁰ MageComp, “Unbelievable Bing Statistics (2025) – Revenue, Usage and Market Share,” January 2025, https://magecomp.com/blog/bing-statistics/ ↩

¹¹ EarthWeb, “Bing Users: How Many People Use Bing in 2025?,” June 2024, https://earthweb.com/blog/how-many-people-use-bing/ ↩

By integrating Microsoft Advertising into your marketing strategy, your firm can leverage lower costs, reach a valuable target audience, and achieve stronger ROI while standing out in Miami’s competitive legal landscape. Contact Jorge today to discover how these tactics can help your practice grow with more cost-effective client acquisition.