How to Improve Bing Ads CTR With Better Ad Copy

November 21, 2025
Bill Nash
4:33 pm

If you’re running Bing Ads campaigns, your click-through rate (CTR) is one of the most important performance metrics you can optimize. A higher CTR not only drives more traffic to your website but also improves your Quality Score, lowers your cost-per-click (CPC), and ultimately increases your ROI. One of the most effective ways to boost CTR is through better ad copy. In this guide, we’ll dive deep into actionable strategies for crafting Bing Ads copy that grabs attention, engages your audience, and compels clicks.

If you’re looking for expert help to create high-performing Bing Ads that maximize CTR, check out our Bing Advertising Management Services to get started today.

Understanding the Importance of CTR in Bing Ads

CTR measures the percentage of users who see your ad and then click on it. For example, if 1,000 people see your ad and 50 click on it, your CTR is 5%. A higher CTR signals to Bing’s algorithm that your ad is relevant to users, which can reduce CPC and improve ad positioning. Unlike Google, Bing has a slightly older demographic and a search audience that tends to engage with more value-focused, straightforward messaging. Therefore, tailoring your ad copy specifically for Bing’s audience is crucial.

While many advertisers focus solely on bidding strategies, the truth is that even the best bid cannot compensate for weak ad copy. A compelling ad that clearly communicates value and relevance will almost always outperform an ad with a high bid but lackluster messaging.

Start With a Strong Headline

The headline is the first thing users see, and it plays a pivotal role in whether your ad gets clicked. Here’s how to optimize it for CTR:

Include Your Target Keyword
Users are more likely to click an ad when it directly addresses what they’re searching for. If someone searches for “affordable web design services,” a headline like “Affordable Web Design Services – Boost Your Online Presence” immediately signals relevance.
Be Clear, Not Clever
While creative copy can be enticing, clarity often wins on Bing Ads. Users scroll quickly through search results, so make it immediately obvious what your ad offers.
Use Numbers or Statistics When Possible
Headlines like “Increase Website Leads by 30% in 60 Days” stand out because they offer a tangible benefit. Numbers make your claim specific and credible, increasing the likelihood of clicks.
Leverage Emotional Triggers
Words like “Proven,” “Exclusive,” “Save,” or “Limited-Time” can create urgency or build trust, motivating users to take action. For instance, “Exclusive SEO Audit – Improve Rankings Today” combines both clarity and urgency.

Crafting Compelling Descriptions

Once your headline has grabbed attention, your ad description must reinforce your value proposition and encourage action. The description offers more space than the headline, so you can provide context, benefits, or differentiators. Here’s how to maximize its impact:

Focus on Benefits Over Features
Users care about what your product or service can do for them, not just what it is. Instead of saying “We provide cloud software solutions,” say “Simplify Your Workflow with Cloud Software That Saves Time and Reduces Errors.”
Include a Clear Call-to-Action (CTA)
Always tell the user what to do next. Phrases like “Get Started Today,” “Claim Your Free Trial,” or “Learn More” can significantly improve CTR. The key is to make the action feel easy and desirable.
Use Ad Extensions Strategically
Bing Ads allows extensions such as sitelinks, callouts, and structured snippets. These extensions give users additional options and increase the real estate your ad occupies on the search results page, making it more likely to attract clicks. For instance, using sitelinks to highlight different services (“Web Design Packages,” “SEO Services,” “PPC Management”) allows users to click directly on the offer most relevant to them.
Address Objections in Your Copy
Think about why a user might hesitate to click. Incorporate reassurance in your description, such as “No Hidden Fees” or “Satisfaction Guaranteed,” to remove doubts and boost CTR.

Test Multiple Ad Variations

Even the most carefully written ad copy can perform differently depending on the audience and context. A/B testing is essential to discover what resonates best.

Create 3–5 Variations Per Ad Group
Test different headlines, descriptions, and CTAs to see which combination generates the highest CTR.
Focus on One Variable at a Time
Avoid changing everything at once. Test headlines first, then descriptions, so you know exactly which element impacts performance.
Monitor Performance Metrics
Beyond CTR, track engagement metrics like bounce rate and conversions to ensure your higher CTR also leads to meaningful results.

Leverage Bing’s Audience Targeting for Better Relevance

Better ad copy alone isn’t enough if your ad is shown to the wrong audience. Bing Ads offers robust targeting options that can amplify the effectiveness of your copy:

Demographic Targeting
Bing allows you to target users by age, gender, and device. Tailor your messaging to match your audience. For example, ads targeting professionals aged 35–50 might emphasize efficiency and ROI, while ads for younger audiences might highlight trends or innovative features.
Location Targeting
Make your ad copy more relevant by including geographic references. “Top SEO Agency in Los Angeles – Free Consultation” signals local relevance, which can increase CTR.
Remarketing Audiences
Users who’ve already visited your website are more likely to click an ad that reminds them of your offer. Use ad copy that acknowledges previous engagement, such as “Still Looking for a Web Designer? Let’s Get Started Today!”

Utilize Keywords Effectively in Your Copy

Strategic keyword placement is critical for relevance and CTR. Here’s how to approach it:

Incorporate Keywords Naturally
Avoid keyword stuffing. Instead, weave your main keyword into the headline or first sentence of your description naturally.
Use Long-Tail Keywords for Higher Intent
Long-tail keywords often have lower competition and higher intent. For example, “affordable PPC management services for small business” targets a more specific searcher than just “PPC services.”
Match Keyword Intent with Messaging
Understand whether the user is looking to learn, compare, or buy. Tailor your ad copy accordingly. A “Buy Now” CTA works for high-intent commercial searches, while “Learn More” may work better for informational queries.

Use Emotional Triggers to Increase CTR

Beyond clarity and relevance, emotional appeal can significantly improve your ad’s CTR. People often make quick, instinctive decisions when scanning search results, and emotions drive those clicks. Here’s how to integrate emotional triggers effectively:

Scarcity and Urgency
Words like “Limited Time,” “Only Today,” or “Hurry” create urgency, nudging users to act immediately rather than postpone. For example:
“Limited Time Offer – Get 30% Off PPC Management Services Today”
Fear of Missing Out (FOMO)
Highlight what the user might lose by not acting. Example:
“Don’t Let Your Competitors Outrank You – Boost Your SEO Now”
Trust and Credibility
Building confidence in your offer encourages clicks. Use phrases like “Trusted by 1,000+ Businesses” or “Certified Experts.” When users feel safe clicking, CTR rises naturally.
Excitement and Curiosity
Curiosity can compel users to click. Phrases like “Discover How to Double Your Leads in 30 Days” spark interest while promising tangible results.

Optimize for Ad Extensions to Capture Attention

Bing Ads offers several types of ad extensions that not only provide extra space but also make your ad visually dominant on the results page. Properly used, extensions can boost CTR by up to 15–20%. Key extensions include:

Sitelink Extensions
Offer multiple clickable links in a single ad to different pages on your site. For example, a digital marketing agency could include links to “SEO Services,” “PPC Management,” and “Content Marketing.”
Callout Extensions
Highlight unique selling points like “Free Consultation” or “24/7 Support.” Short, benefit-driven phrases reinforce your ad’s value.
Structured Snippets
Use structured snippets to categorize services, features, or product types. This gives users more information at a glance, increasing relevance and clicks.
Location Extensions
If you have a physical location, including it in your ad copy increases CTR for local searches by showing proximity to the user.

Craft Ads for Different Match Types

Bing Ads allows several keyword match types—broad, phrase, and exact. Align your ad copy with the user’s intent based on match type to improve CTR:

Broad Match
Use slightly broader, benefit-focused ad copy that can appeal to a wider audience. Example:
“Grow Your Online Presence With Our Marketing Solutions”
Phrase Match
Incorporate the exact phrase naturally in your headline or description to match more specific queries. Example:
“Affordable SEO Services for Small Businesses”
Exact Match
For high-intent, exact searches, tailor the ad copy to speak directly to the query. Example:
“Hire Affordable SEO Services – Start Ranking Today”

Aligning ad copy with match type ensures that your ads resonate with the searcher’s intent, driving higher CTR.

Leverage Seasonal and Contextual Relevance

Bing users respond well to timely, relevant ads. Adjusting your ad copy to reflect current events, holidays, or seasonal needs can improve CTR:

Seasonal Offers
Incorporate seasons, holidays, or events in your ad copy. Example:
“Boost Your Online Sales This Holiday Season – PPC Packages Available”
Industry Trends
Mention current trends or updates that relate to your services. Example:
“Optimize Your Site for Bing AI Search – Get Ahead of Competitors”
Local Relevance
Ads that reference local conditions, events, or promotions can stand out and appeal directly to your target audience.

Monitor, Analyze, and Refine

Improving CTR is an ongoing process. Even after implementing all best practices, continual testing and optimization are key:

Review CTR by Ad Group
Identify which ad groups perform best and which need improvement. Tailor copy and targeting based on these insights.
Analyze Audience Segments
Bing allows you to see which demographic or device segments generate higher CTR. Use this data to craft more relevant copy for specific audiences.
Use A/B Testing Insights
Monitor winning variations and iterate on them. Incorporate top-performing headlines, CTAs, and extensions into future ads.
Adjust Bids and Budgets
Higher CTR often correlates with better Quality Score. Increase bids strategically for top-performing ads to maximize impressions and clicks while controlling CPC.

Real-World Example: Increasing CTR With Better Ad Copy

Consider a hypothetical PPC agency running Bing Ads targeting small business owners searching for “affordable PPC services.”

Before Optimization:

Headline: “PPC Services Available”
Description: “We offer PPC management. Contact us.”

After Optimization:

Headline: “Affordable PPC Services – Double Your Leads Fast”
Description: “Trusted by 500+ Small Businesses. Get a Free Audit & Start Growing Today!”
Extensions: Sitelinks to “Pricing,” “Case Studies,” “Testimonials”

Results: CTR increased from 1.2% to 4.8%, and conversion rates improved due to higher relevance and stronger messaging.

This demonstrates how strategic ad copy changes—clear value proposition, urgency, trust signals, and relevant extensions—can dramatically improve CTR on Bing Ads.

Summary: Key Takeaways for Better Bing Ads CTR

Start With Strong, Relevant Headlines – Include keywords, clarity, numbers, and emotional triggers.
Craft Benefit-Focused Descriptions – Highlight value, include a clear CTA, and address objections.
Test Ad Variations Constantly – A/B testing helps identify winning combinations.
Target the Right Audience – Use demographics, location, and remarketing to increase relevance.
Use Ad Extensions Strategically – Provide additional clickable links, features, or credibility signals.
Match Copy to Keyword Intent – Align headlines and descriptions with match types.
Leverage Timely, Contextual Messaging – Seasonal, trending, and local relevance improves engagement.
Monitor, Analyze, Refine – CTR optimization is ongoing; track metrics and iterate continuously.

By following these strategies, advertisers can create Bing Ads that not only attract clicks but also deliver higher engagement and conversions. Improving CTR with better ad copy is not a one-time task—it’s a continuous optimization process that requires understanding your audience, testing different approaches, and iterating based on performance data.

Ready to see real results? Our team specializes in Microsoft Ads Management Services designed to improve CTR, lower CPC, and drive more qualified traffic.

About Marketing LTB

Marketing LTB is a full-service marketing agency offering over 50 specialized services across 100+ industries. Our seasoned team leverages data-driven strategies and a full-funnel approach to maximize your ROI and fuel business growth.

About the author, Bill Nash

Bill Nash is the CMO of Marketing LTB with over a decade of experience, he has driven growth for Fortune 500 companies and startups through data-driven campaigns and advanced marketing technologies. He has written over 400 pieces of content about marketing, covering topics like marketing tips, guides, AI in advertising, advanced PPC strategies, conversion optimization, and others.