How to Scale Winning Bing Ads Campaigns
- November 22, 2025
- 6:35 pm
Scaling winning Bing Ads campaigns is one of the most crucial steps for businesses looking to maximize their return on ad spend (ROAS) and capture more market share. Simply put, scaling is about taking campaigns that are already performing well and expanding their reach or efficiency without sacrificing profitability. If you want professional help scaling your campaigns efficiently, check out our Bing Ads Management Services to get expert guidance and results faster.
In this guide, we’ll dive deep into practical, step-by-step strategies to scale your winning Bing Ads campaigns while keeping costs under control and maintaining performance.
Understanding What “Winning Campaigns” Really Means
Before scaling, it’s essential to identify which campaigns are actually “winning.” Many advertisers mistakenly scale campaigns that look good on surface metrics like clicks or impressions, rather than those that drive real business results.
Key Metrics to Identify Winning Campaigns
Conversion Rate (CVR) – A high conversion rate indicates that your ad, keyword, and landing page combination resonates with your audience.
Cost per Acquisition (CPA) – Compare the CPA to your target profit margins. Winning campaigns have CPAs well within acceptable limits.
Return on Ad Spend (ROAS) – Campaigns with the best ROAS are ideal for scaling because they’re already profitable.
Click-Through Rate (CTR) – A high CTR can indicate strong ad relevance, which will help when expanding your reach.
Search Impression Share – Campaigns with lower impression share might have room to grow with additional budget or bid adjustments.
A campaign that consistently performs across these metrics is a prime candidate for scaling. Anything less, and scaling could magnify inefficiencies rather than profits.
Step 1: Scaling Budget Strategically
Once you’ve identified a winning campaign, the most straightforward way to scale is to increase the budget. However, increasing budgets haphazardly can disrupt campaign performance, so a strategic approach is necessary.
Best Practices:
Incremental Increases – Start by increasing the budget by 10–20% per week. This prevents Bing’s algorithm from being overwhelmed and allows you to monitor performance changes.
Observe Performance Metrics – Track CPA, CTR, and ROAS after each increase. If performance starts to dip, pause further increases and analyze what caused it.
Use Dayparting for Budget Optimization – Allocate higher budgets to peak-performing hours or days. For example, if weekends bring higher conversions, shift more budget to those days.
Pro Tip: Avoid doubling your budget overnight. Sudden changes can lead Bing Ads’ automated systems to over-optimize or misallocate impressions.
Step 2: Expand Keyword Targeting
Winning campaigns usually start with a set of core keywords that convert. Scaling involves expanding your keyword universe while maintaining relevance.
How to Expand:
Search Query Reports – Review the actual search terms that triggered your ads. Add high-converting queries as exact or phrase match keywords.
Long-Tail Keywords – Target longer, more specific phrases. These often have lower competition and cost, yet maintain strong intent.
Broad Match Modifiers – Use carefully to capture additional relevant traffic without sacrificing quality. For instance, a keyword like
+buy +running +shoescan capture a variety of user queries.Competitor Keyword Research – Identify competitor terms that are relevant and have manageable CPCs to target.
Caution: Avoid scaling by adding irrelevant keywords. Even if impressions increase, conversions may drop, harming overall ROAS.
Step 3: Geographic & Audience Expansion
Another highly effective way to scale is by expanding the audience scope of your campaigns.
Geographic Expansion
Start with regions where your winning campaigns are already delivering results.
Gradually add similar markets, either nationally or internationally.
Monitor performance closely, as different regions may have different CPCs and conversion behaviors.
Audience Targeting
Use Bing’s In-market Audiences to reach users actively searching for products or services like yours.
Test Remarketing Campaigns – Target past visitors or converters with specific offers.
Explore LinkedIn Profile Targeting via Bing Ads (if relevant to B2B campaigns).
Scaling geographically and demographically allows your campaigns to grow without changing the underlying ad creatives, maintaining efficiency and ROI.
Step 4: Leverage Automated Bidding for Scale
Bing Ads’ automated bidding strategies are powerful tools for scaling if used correctly. They allow you to optimize bids at scale based on conversion likelihood and other key metrics.
Key Automated Bidding Options:
Enhanced CPC (eCPC) – Adjusts manual bids slightly to increase conversion probability.
Target CPA – Automatically sets bids to help meet your desired cost per acquisition.
Maximize Conversions – Let Bing optimize bids to drive as many conversions as possible within your budget.
Portfolio Bidding – Combine multiple campaigns under a single bidding strategy to scale more efficiently.
Best Practice: Start automated bidding on campaigns with at least 30–50 conversions in the last 30 days. Bing’s algorithm needs historical data to optimize effectively.
Step 5: Optimize Ad Copy & Creatives for Scaling
Even a winning campaign can plateau if ad copy and creatives are not optimized for scale. As you expand reach, users may respond differently to your messaging, so continual testing is critical.
Tips for Ad Copy Scaling:
Use Dynamic Keyword Insertion (DKI) to make ads more relevant to user searches.
A/B Test Headlines & Descriptions – Test multiple variations to identify what resonates with larger audiences.
Ad Extensions – Include site links, callouts, and structured snippets. Extensions increase CTR and provide additional information to potential customers.
Tailor Ads for Audience Segments – Adjust messaging for different regions or demographic groups for higher relevance.
At this point, you’ve set up a strong foundation for scaling your campaigns: strategic budget increases, keyword expansion, geographic and audience targeting, automated bidding, and optimized ad creatives. These steps ensure that when you scale, your campaigns continue to convert profitably rather than simply spending more money.
Step 6: Test New Match Types and Campaign Structures
Scaling isn’t just about increasing budget—it’s about smart expansion. One effective method is to test new keyword match types and restructure campaigns for better performance.
Expand Keyword Match Types
Broad Match: Use cautiously to capture untapped search queries. Combine with negative keywords to avoid irrelevant traffic.
Phrase Match: Helps maintain relevance while reaching slightly more diverse search intent than exact match.
Exact Match: Continue using exact match for your highest-performing keywords. They are your campaign “anchors.”
Restructure for Scale
Break campaigns into single-product or service-specific campaigns. This allows more precise bid adjustments and better reporting.
Use ad groups focused on tightly related keywords. Granular organization improves Quality Score, which reduces CPCs and improves ad rank.
Duplicate Winning Campaigns for experimentation. For example, duplicate a top-performing campaign with a slightly higher budget or a new audience segment to test scalability without affecting the original.
Step 7: Leverage Bing Shopping and Dynamic Ads
For e-commerce and product-driven campaigns, Bing Shopping and Dynamic Search Ads (DSA) are essential tools for scaling.
Bing Shopping
Product-Specific Campaigns: Organize campaigns by product category or performance tier.
Priority Settings: Use “High” priority campaigns for your top-performing products and “Low” for testing new SKUs.
Smart Bidding for Shopping: Apply target ROAS or maximize conversion value strategies for automated scaling.
Dynamic Search Ads (DSA)
DSA automatically generates ad headlines based on your website content, allowing you to capture new traffic without creating hundreds of ads manually.
Use DSA for long-tail keywords and product variations not explicitly covered in your main campaigns.
Combine DSA with negative keywords to prevent irrelevant traffic.
Scaling with Shopping and DSA helps reach untapped audiences while maintaining relevance and conversion efficiency.
Step 8: Expand Audiences Through Remarketing and Similar Audiences
Remarketing is a powerful method for scaling because it targets users who already showed interest in your brand.
Strategies:
Standard Remarketing – Target visitors who didn’t convert on their first visit.
Remarketing Lists for Search Ads (RLSA) – Adjust bids for users who previously interacted with your website when they search on Bing.
Similar Audiences – Use Bing’s algorithm to find new users with behaviors similar to your converters.
Cross-Sell & Upsell Campaigns – Target past customers with complementary products or services.
Remarketing and similar audiences often convert at higher rates than cold traffic, making it a cost-effective way to scale campaigns.
Step 9: Monitor Metrics and Optimize Continuously
Scaling is not “set and forget.” Ongoing monitoring ensures that your expanded campaigns remain profitable.
Key Metrics to Track
Cost per Conversion – Watch for spikes as you increase budget or expand keywords.
Impression Share – Helps identify if your bids or budgets need adjustment in new markets.
Quality Score – Monitor keyword relevance, CTR, and landing page experience to avoid CPC inflation.
Conversion Lag – Some campaigns may take time to show results after scaling; patience is critical.
Optimization Tips
Pause low-performing keywords or ads promptly to prevent wasted spend.
Reallocate budget to the best-performing campaigns or ad groups.
Continuously test ad copy and landing pages to maintain high conversion rates.
Apply negative keywords aggressively to avoid irrelevant clicks, especially when expanding match types or geographic reach.
Step 10: Experiment with Cross-Channel Insights
Scaling winning Bing Ads campaigns can benefit greatly from insights across other marketing channels.
How to Use Cross-Channel Data
Google Ads Performance: Identify high-converting keywords or audiences from Google Ads and replicate them on Bing Ads.
Social Media Analytics: Determine which audience segments engage most on platforms like LinkedIn or Facebook, then target similar segments in Bing campaigns.
Website Analytics: Identify top-performing landing pages and replicate their structure or messaging across your campaigns.
Leveraging insights from other channels allows you to scale with confidence, reducing guesswork and minimizing risk.
Step 11: Advanced Bidding Techniques for Aggressive Scaling
For advertisers ready to aggressively scale, advanced bidding strategies can help maximize conversions while controlling costs.
Bid Adjustments
Device-Level Bids: Increase bids for devices with higher conversion rates (e.g., mobile vs desktop).
Location-Level Bids: Allocate more budget to regions that outperform.
Time-of-Day Bids: Scale during peak hours when users are more likely to convert.
Automated Bid Management Tools
Consider third-party bid management platforms that integrate with Bing Ads for more granular control.
Use predictive analytics to anticipate trends and adjust bids proactively.
These strategies are particularly effective for scaling campaigns that have reached saturation in their initial configuration.
Step 12: Plan for Scaling Without Sacrificing ROAS
The ultimate goal of scaling is growth without losing profitability. Here’s a checklist to ensure your campaigns stay healthy:
Budget Pacing – Gradually increase budgets rather than doubling overnight.
Performance Monitoring – Regularly check CPA, ROAS, and CTR.
Avoid Broad Expansion Without Testing – New keywords, audiences, or regions must be tested first.
Optimize Landing Pages – Higher traffic requires landing pages that convert; scale ads without scaling landing page inefficiencies.
Use Automation Wisely – Automated bidding and audience targeting tools help scale efficiently but must be monitored.
Conclusion
Scaling winning Bing Ads campaigns is a strategic process that blends data-driven insights, careful experimentation, and ongoing optimization. The most effective approach combines:
Identifying high-performing campaigns and metrics
Incrementally increasing budgets
Expanding keywords, audiences, and geographies
Leveraging automated bidding, shopping campaigns, and dynamic ads
Continuous monitoring, optimization, and cross-channel insights
By following these steps, advertisers can confidently grow their campaigns, increase conversions, and maintain or even improve ROAS. Scaling is not about spending more—it’s about spending smarter.
For businesses looking to accelerate their Bing Ads growth, expert guidance can make the difference between mediocre expansion and exponential results. Explore our Bing Ads Management Services to scale your campaigns efficiently and profitably.
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.