You’ve probably spent hours perfecting your Google My Business listing: tweaking descriptions, uploading photos, replying to reviews. But when was the last time you checked your Bing Places for Business profile? If you’re drawing a blank, you’re not alone.
Most business owners treat Bing like that forgotten cousin at family gatherings, technically part of the family but rarely acknowledged. That oversight can cost you customers, revenue, and useful market insights. So let me show you why Bing Places deserves a seat at your marketing table, and why ignoring it might be one of your bigger mistakes.
Did you know? According to recent discussions in the Google My Business community, Bing Places can help generate leads from AI searches, which makes it more relevant in 2025’s AI-driven search market.
Bing’s market share impact
Let’s address the elephant in the room. Yes, Google dominates search with roughly 90% market share. But before you write Bing off, consider that the remaining 10% is millions of searches a day. In the UK alone, that’s roughly 6 million daily users who prefer Bing to Google.
Look at it another way. If someone offered you free access to 10% of your potential customers, would you turn it down? That’s essentially what you’re doing by ignoring Bing Places.
The demographics are more interesting still. Bing users skew older, more affluent, and surprisingly loyal. They’re often professionals using Windows computers at work, where Bing is the default search engine, or people who deliberately chose Microsoft’s ecosystem. These aren’t accidental users; they’re intentional ones.
Bing’s connection to ChatGPT and other AI tools is also reshaping its relevance. As AI-powered search becomes more prevalent, Bing’s early adoption of these technologies makes it a testing ground for how people will search next. Businesses appearing in Bing’s AI-enhanced results today are essentially beta-testing tomorrow’s search behaviour.
Key Insight: A 10% market share might seem small, but it’s a concentrated audience of decision-makers and early adopters who could be your most valuable customers.
Local search algorithm differences
Here’s where it gets interesting. Bing’s local search algorithm works on different principles than Google’s, and knowing those differences can give you a real competitive edge.
Google’s algorithm is like a hyperactive teenager: constantly changing, always experimenting, forever keeping you on your toes. Bing’s approach is more like a methodical librarian who values consistency and traditional signals. That isn’t worse, just different, and the difference creates openings.
Bing leans harder on exact-match domains and traditional SEO factors. Google has moved toward understanding intent and context, but Bing still appreciates when you spell things out clearly. Your business name, address, and phone number consistency matters more on Bing. Those old-school citation building tactics that feel dated for Google are still gold for Bing.
Social signals count for more in Bing’s algorithm too. Your Facebook engagement, LinkedIn presence, even Twitter activity influence your Bing rankings more directly than they do on Google. If you’ve built a strong social media presence, you’re already halfway to Bing success without knowing it.
The review side differs too. Google pulls reviews from various sources, but Bing relies heavily on Facebook and Yelp. Businesses with strong Facebook ratings often see better visibility on Bing, even when their Google reviews are thin.
Quick Tip: Audit your Facebook and Yelp reviews today. These platforms feed directly into Bing’s local ranking factors, making them needed for Bing Places optimisation.
Integration with Microsoft ecosystem
This is where Bing’s real strength shows. Microsoft didn’t just build a search engine; they wove it into an ecosystem that touches millions of users a day, often without those users noticing.
Windows 11 has Bing built deep into its search. Every time someone uses the Windows search bar to find a local business, they’re using Bing. Cortana, Microsoft’s virtual assistant, pulls local business information only from Bing Places. Even Microsoft Teams, used by countless businesses to communicate, includes Bing search.
And there’s more. (Yes, I sound like an infomercial, but bear with me.) Microsoft Edge, which has grown surprisingly fast lately, defaults to Bing search. Office 365 apps include Bing search. Even Outlook’s location features pull data from Bing Maps and Bing Places.
Xbox users searching for nearby gaming stores? Bing. Surface tablet owners looking for local services? Bing again. Microsoft’s automotive partnerships mean many in-car navigation systems use Bing Maps data, including your business information from Bing Places.
Success Story: A Manchester-based computer repair shop saw a 40% increase in walk-in customers after optimising their Bing Places listing. The owner discovered that most corporate clients found them through Windows search at work, where IT policies blocked Google access.
The integration reaches Microsoft’s AI work too. As Copilot and other AI assistants spread through business settings, they’ll increasingly rely on Bing’s local data to answer questions about nearby services and businesses.
Less competitive ranking opportunities
Now for the good part. Remember how everyone and their grandmother is fighting for Google rankings? Bing is like a secret fishing spot where the fish are plentiful and hardly anyone else knows about it.
Competition on Bing is refreshingly sparse. While your competitors obsess over Google My Business, many haven’t even claimed their Bing Places listing. Microsoft’s own data shows that plenty of business listings carry “low confidence” warnings simply because owners haven’t verified or updated their information.
This gives you a first-mover advantage on a mature platform, which is rare in digital marketing. You’re not competing against thousands of polished listings; you’re often up against outdated, unverified, or missing information.
Local results on Bing tend to be more stable too. Google’s results can shift daily with algorithm updates, but Bing’s rankings stay relatively steady. That stability means your work pays off longer. Invest time in your Bing Places listing today, and you’ll likely still see the benefit months or even years later.
The barrier to entry is low. ranking well on Google might demand dozens of reviews, constant posting, and perfect optimisation, but Bing often rewards basic completeness and accuracy. A verified, complete listing with a few positive reviews can lift you above competitors who’ve ignored the platform.
Myth Debunked: “Nobody uses Bing for local searches.” Reality: Bing powers local searches across many platforms including Alexa, Cortana, and plenty of in-car navigation systems. Your customers might be using Bing without knowing it.
Voice search optimisation benefits
Voice search is where Bing really performs, and if you’re not paying attention to it, you’re missing a lot. Bing powers Cortana, and it used to power Alexa (Amazon’s relationship with search providers is complex and keeps shifting, but the foundation remains).
When someone asks their smart speaker for “the nearest Italian restaurant” or “plumbers open now near me,” there’s a good chance Bing data shapes the answer. Voice searches tend to be more conversational and locally focused, which is exactly where Bing Places information earns its keep.
Voice search favours businesses with complete, accurate information. Unlike visual searches, where users can scan several results, voice assistants usually give one or two options. Being in Bing Places raises your odds of being that single recommended business.
Think about how voice search queries differ from typed searches. People don’t say “restaurant London” to their devices; they ask “Where can I get good Thai food near me?” or “What time does the nearest pharmacy close?” Bing’s natural language processing, backed by Microsoft’s AI work, handles these conversational queries well.
Optimising for Bing voice search isn’t complicated. Use natural language in your business description. Include common questions and answers in your listing. Keep your hours accurate, since voice searchers often ask about opening times. Add attributes people might request out loud, such as wheelchair accessibility, parking, or accepted payment methods.
What if every smart home device in your area recommended your business when asked for local services? With proper Bing Places optimisation, that isn’t fantasy; it’s an achievable goal.
Mobile user demographics analysis
Mobile Bing users are a distinct group that many businesses overlook. They’re not random mobile searchers; they’re specific groups with habits worth knowing.
First there are Windows Phone legacy users (yes, they still exist) who moved to Android or iOS but kept their Microsoft accounts and preferences. They’re creatures of habit who like consistency across devices. Then there are Microsoft Launcher users on Android, tech-savvy people who chose to bring Microsoft services onto their phones.
Corporate mobile users are another clear segment. Plenty of companies issue devices with managed browsers set to Bing for security or policy reasons. These users search locally during work hours, often for restaurants for client meetings, hotels for business travel, or services near their offices.
The age range skews slightly older than typical mobile users. Think 35 to 55 year olds who value privacy (Bing’s privacy stance appeals to them) and have money to spend. They’re less likely to hop between search engines and more likely to stick with what works.
| User Segment | Primary Device | Search Behaviour | Business Opportunity |
|---|---|---|---|
| Corporate Users | Managed Mobile Devices | Business hours, service-focused | B2B services, restaurants, hotels |
| Privacy-Conscious Users | Personal Smartphones | Deliberate, research-heavy | Professional services, healthcare |
| Microsoft Ecosystem Users | Cross-platform | Integrated search across devices | Tech services, modern retailers |
| Older Demographics | Tablets and Phones | Voice search, simple queries | Traditional services, local shops |
Knowing these demographics helps you tailor your Bing Places listing. Corporate users need clear hours and professional descriptions. Privacy-conscious users appreciate transparent practices in your listing. Older users benefit from simple, clear information without jargon.
Cost-effective advertising options
Let’s talk money, since that’s what most businesses care about. Bing Ads (now Microsoft Advertising) offers something Google can’t: lower costs with surprisingly good returns. And your Bing Places listing improves your paid ads at no extra charge.
When you run Microsoft Ads, your Bing Places information automatically feeds your advertisements. Location extensions, call extensions, and review extensions pull straight from your Bing Places profile. So a well-optimised listing makes your paid ads more effective without raising your ad spend.
Cost-per-click on Bing usually runs 30 to 50% lower than Google Ads for similar keywords. Volume is lower, but the conversion rates often surprise people. Remember those demographics? They’re clicking with intent, not just browsing.
Microsoft Advertising also has targeting tied to LinkedIn data (Microsoft owns LinkedIn, remember?). You can target by job title, company, or industry, which suits B2B local services. Combine that with your Bing Places presence and you’ve got a local advertising strategy your competitors probably haven’t tried.
Quick Tip: Import your Google Ads campaigns directly into Microsoft Advertising, then cut bids by 30 to 40% to start. Watch performance for two weeks before you optimise further.
The real value comes from the integration. Your organic Bing Places listing supports your paid work, creating a multiplier effect. Paid ads drive awareness, while your optimised organic listing builds trust and provides the detail. It’s a one-two punch that works well for local businesses.
Analytics and insights tools
Here’s something that might surprise you: Bing Places for Business has analytics that, in some ways, beat Google’s. Everyone knows about Google My Business Insights, but few realise how much data Bing offers.
Bing Places gives you detailed search query data, not just categories or general terms but the actual queries people used to find you. You can see whether people searched for “emergency plumber” or “24-hour plumbing service,” which gives you useful keyword insight for both organic and paid strategies.
The platform tracks where your customers come from with surprising precision. Not just city-level data, but neighbourhood breakdowns that help you understand your true service area. This geographic data ties into Microsoft’s broader analytics, giving you cross-platform insight you won’t find elsewhere.
Photo performance metrics deserve a mention. Bing tells you which photos drive the most engagement, so you learn what visual content works for your audience. Unlike Google’s vague “views” metric, Bing gives you data you can act on about photo interactions.
Pairing it with Microsoft Clarity (their free heatmap and session recording tool) opens up powerful combinations. You can track users from Bing search through to a website conversion and see the whole customer path, something Google makes hard without expensive enterprise tools.
The competitive insights feature shows how you compare with similar businesses nearby. Not just review counts or ratings, but engagement, search visibility, and customer action comparisons. It’s like a free competitive intelligence tool built into your listing platform.
Did you know? The Bing Places portal has features built to help businesses respond to emergencies and share real-time updates with customers, which makes it very useful during unexpected events.
For multi-location businesses, Bing’s bulk management tools shine. The agency bulk upload template handles complex location data better than Google’s equivalent, with clearer error reporting and more flexible formatting.
Where Bing Places goes next
So where does Bing Places fit in your future strategy? The answer isn’t only about market share or demographics. It’s about setting your business up for a multi-platform, AI-driven future where local search happens everywhere, not just in traditional search engines.
Microsoft’s heavy AI spending means Bing Places data will power the next wave of customer interactions. When someone asks Copilot for local business recommendations or uses AI to plan their day, your Bing Places information becomes the basis for those suggestions. Ignoring Bing now means being invisible in tomorrow’s AI-powered local search.
The integration story keeps getting stronger. As Microsoft pushes deeper into automotive (with Azure), gaming (with Xbox), and productivity (with Office), Bing Places becomes the thread connecting your business to customers across those points. Your listing isn’t only about search; it’s about showing up everywhere across Microsoft’s expanding world.
Smart businesses know that diversifying reduces risk. Relying only on Google for local visibility is like putting your whole pension in one stock. Research shows that businesses using both Google My Business and Bing Places get higher overall local search visibility and steadier traffic.
The effort involved is minimal. The upside is real. Most Bing Places optimisation takes hours, not days. The platform’s stability means your work lasts. The lower competition means faster results. And the audience might surprise you with high-value customers you didn’t know you were missing.
Action Step: Block 90 minutes this week to claim and optimise your Bing Places listing. That small investment could open a stream of customers your competitors never see.
Consider listing your business in quality directories that syndicate to multiple search engines, including Bing. Platforms like Jasmine Directory help you build consistent citations across the web, which supports both your Google and Bing local search presence.
The businesses winning tomorrow’s local search game won’t be the ones with the biggest budgets or the most reviews. They’ll be the ones who understood early that local search reaches beyond Google, that AI changes things, and that the best opportunities often sit where others aren’t looking.
Bing Places might not be the star of your marketing show, but it deserves more than a cameo. Give it real attention and it can become one of your most reliable supporting acts: delivering results consistently while asking for surprisingly little upkeep.
The question isn’t whether Bing Places matters. The question is whether you can afford to keep ignoring it.
