How to Improve Landing Pages for Higher Bing Ads Conversions
- November 23, 2025
- 2:56 pm
If you want to improve landing pages for higher Bing Ads conversions, the fastest and most reliable approach is to align your page experience with search intent, sharpen your message match, speed up the load time, and create an on-page structure that removes friction at every step of the user journey. Bing Ads performs best when your landing page is tightly connected to your keyword, your ad, and the user’s expectations, so optimizing these elements becomes the core strategy to consistently increase conversions. If you want expert help improving your Bing Ads landing pages, you can check out my full PPC service here
Improving a landing page for Bing Ads is not just about design or copy—it’s about engineering a smooth, intent-matching, fast, trust-building experience that guides the user toward one clear action. Below, you’ll learn the exact process used by experienced performance marketers across competitive industries.
Start With a Perfect Message Match
Message match is the strongest conversion lever for Bing Ads traffic. Because Bing users often search with long-tail, specific phrases, your landing page must reflect the exact promise made in your ad.
What strong message match includes:
Same or similar headline as your ad copy
Explicit repetition of the core benefit promised in the ad
Clear alignment with the user’s search intent (transactional, investigative, navigational)
For example:
If your Bing Ads headline says “24/7 Roof Repair Service – Fast Emergency Response”, your landing page must open with a headline like “24/7 Emergency Roof Repair—Response in 60 Minutes or Less.”
No generic headline. No different angle. No confusion.
Why this dramatically boosts conversions
Bing searchers often make decisions fast because their intent is strong. When your landing page instantly confirms that they’re in the right place, anxiety drops and engagement increases—leading directly to more conversions at a lower CPA.
Create a Single, Focused Conversion Goal
Landing pages with more than one primary action always convert worse than those with a single focus.
Choose one primary CTA such as:
Request a quote
Book a demo
Start a free trial
Call now
Download guide
How to structure your CTA for maximum Bing conversions:
Make it visible above the fold
Repeat it naturally throughout the page (3–5 times)
Use action-driven wording (“Get Your Quote Now”)
Use contrast to make the button instantly noticeable
Pair CTAs with micro-trust signals
Bing users skew slightly older and more research-driven than Google users. Clear instructions and confidence-building elements help them commit faster.
Improve Your Page Speed—Especially for Mobile Bing Users
Page speed is a direct ROI lever for Bing Ads. Bing’s algorithm factors landing page experience into Quality Score, meaning faster pages often reduce CPC and improve ad rank.
To optimize speed:
Compress all images (WebP format recommended)
Remove heavy scripts
Lazy-load below-the-fold images
Use a fast hosting provider
Minify CSS and JavaScript
Reduce redirects
Use a CDN if serving multiple countries
Ideal benchmarks:
Load under 2 seconds
Mobile performance score above 70
Cumulative Layout Shift under 0.1
Fast pages convert better because they reduce bounce rates and keep high-intent traffic engaged long enough to convert.
Strengthen Above-the-Fold Content (The “5-Second Test”)
The first 5 seconds determine whether a Bing Ads visitor stays or leaves.
Your above-the-fold section must communicate:
What you offer
Who it is for
Why it’s valuable
What the visitor should do next
The ideal hero section should include:
A clear headline
A supporting subheadline
A trust badge (review stars, client logos, certifications)
One strong CTA
Optional short visual (product screenshot, hero image, or benefit graphic)
Avoid clutter and unnecessary text. Bing users reward clarity and relevance.
Use Social Proof That Matches the User’s Intent
Great landing pages don’t tell they’re trustworthy—they show it.
But not all social proof is equal.
Use proof that reinforces the exact intent behind the visitor’s keyword.
Examples:
If the user searches “best CRM for small business,” use small-business case studies.
If they search “roof repair cost estimate,” display recent customer cost outcomes.
If they search “legal consultation,” highlight client testimonials mentioning fast response and expertise.
Effective forms of social proof include:
Short testimonials
Video reviews
Case studies
Client logos
Industry awards
Third-party ratings
“As featured in” media mentions
Bing users often research deeper than Google searchers. Specific, credible proof will outperform generic praise.
Structure Your Landing Page in Logical, High-Converting Sections
A well-optimized landing page uses a layout that naturally guides the user from interest → understanding → trust → action.
Best-performing landing page structure for Bing Ads:
Hero section (promise + CTA)
Clear explanation of the offer
Key benefits (3–5 bullets or icons)
Social proof
“How it works” step breakdown
Visual examples or screenshots
Trust and credibility indicators
Pricing or plan comparison (if applicable)
FAQ section
Final CTA
Every section should remove a piece of friction and reinforce the visitor’s decision.
Write Clear, Benefit-Driven Copy
Your copy must do two things simultaneously:
Support the keyword-intent that brought the user from Bing Ads
Increase the perceived value of your offer
Use benefit-driven formatting:
Short sentences
Clear bullets
Subheadings for every 2–3 paragraphs
Direct “you” language
Avoid jargon unless the audience expects it
Example of weak copy:
“Our software includes advanced data management capabilities for improved workflow performance.”
Example of strong, conversion-focused copy:
“Save 5–10 hours per week by managing all client data in one simple dashboard.”
Bing users reward clarity and straightforward language.
Add Trust and Credibility Signals Everywhere
Landing pages convert best when they reduce risk.
For Bing users—who often compare heavily—risk reduction is one of the biggest conversion drivers.
High-impact trust elements include:
Money-back guarantees
Security badges (SSL, PCI, etc.)
“Trusted by 1,200+ clients” statements
Industry compliance icons
Transparent pricing
Certifications
Awards
If you offer professional services, include:
Photos of real team members
Credentials
Years in business
Case results
Transparent brands outperform vague ones.
Optimize Forms for Maximum Conversions
Forms are often the biggest conversion barrier on a landing page.
To increase Bing Ads conversions:
Reduce fields to the minimum required
Use smart defaults and autofill
Clarify what happens after submission
Avoid corporate, vague CTAs (“Submit”)
Use motivation-based CTAs (“Get My Quote Now”)
Add micro-trust below the form (“No spam. Cancel anytime.”)
Long forms cause drop-offs. Short, frictionless forms boost conversions.
Optimize for Both Desktop and Mobile (But Not the Same Way)
Bing traffic is more desktop-heavy than Google, but mobile still accounts for a significant share.
Desktop optimization focuses on:
Wider hero layout
Visual proof
Longer content consumption
Detailed comparison charts
Mobile optimization focuses on:
Fast load time
Fewer images
Sticky CTA button
Shorter copy blocks
Instant scroll to key sections
Never assume a “responsive design” means “optimized.”
Manually review both experiences.
Use Heatmaps and Behavior Analytics to Remove Friction
To improve Bing Ads conversions consistently, you need to understand how users behave after they land on your page. Heatmaps and behavior analytics give you real-world insights—not opinions.
What to track:
Scroll depth: Are users seeing your CTA or bouncing early?
Click maps: Are visitors clicking on non-clickable elements?
Form abandonment: Which field causes the most drop-offs?
Rage clicks or dead zones: Where users get confused or stuck.
Tools to use:
Microsoft Clarity (free and highly effective)
Hotjar
Lucky Orange
Contentsquare
These tools help you identify the exact elements hurting your conversions: confusing copy, slow-loading blocks, misleading buttons, or sections people skip because they don’t provide value.
Create Versions for High-Intent Keywords
Bing searchers are often more specific than Google users. Instead of sending all traffic to one “general” landing page, create tightly matched variations based on intent.
Types of intent-based landing pages:
1. Problem-Aware Pages
For keywords like:
“fix slow website loading”
“how to remove malware from pc”
“why ads not converting”
These pages focus on diagnosing pain points and guiding users toward solutions.
2. Solution-Aware Pages
For searches like:
“best landing page builder”
“CRM for consultants”
“roof repair near me”
These pages highlight features, comparisons, and benefits.
3. Conversion-Ready Pages
For transactional searches:
“buy email list cleaning tool”
“call plumber now”
“get solar quote”
These pages prioritize urgency, social proof, pricing, and immediate CTAs.
The closer your page aligns with the user’s stage of intent, the higher your conversion rate and Quality Score.
Strengthen Your Value Proposition
Most landing pages fail because they lack a strong value proposition. Saying “we’re the best” isn’t enough. Bing users, in particular, respond well to clear, measurable outcomes.
To create a strong value proposition, answer:
What result do you help the user achieve?
Why is your solution better than alternatives?
What specific benefit makes you the right choice?
Weak example:
“We help businesses grow through PPC advertising.”
Strong example:
“Cut your acquisition cost by 30–50% using data-driven Bing Ads campaigns built for high intent searchers.”
Your value proposition should appear:
in the hero section,
in benefit blocks,
and subtly throughout the copy.
Use High-Quality Visuals (But Not Too Many)
Visuals help users understand your offer faster, but visuals must support—not distract from—the CTA.
Best practices:
Use real product screenshots, not mockups.
Use real team photos instead of stock images.
Add icons to highlight benefits.
Keep image sizes small for fast loading.
Avoid auto-play videos on mobile.
High-performing visuals include:
Before/after examples
Step-by-step visuals
Dashboard previews
Comparison infographics
Short testimonial videos
Make every image serve a purpose.
Add a Clear “Why Choose Us?” Section
Bing users compare more than Google users. A strong differentiation section can boost conversions by 20–60%.
Include:
Key advantages (speed, pricing, expertise)
Unique selling points
Competitor comparison (honest, not aggressive)
Real data or statistics
Guarantees or risk reducers
Stating your differentiators clearly helps users justify their decision.
Strengthen Your FAQ Section for Conversion
FAQs are one of the most underrated conversion elements.
A strong FAQ section:
Removes hesitation
Answers objections
Reduces form abandonment
Improves Bing Ads landing page Quality Score
Examples of high-impact FAQs:
“How long does setup take?”
“Is there a contract?”
“What results should I expect?”
“What happens after I submit the form?”
“How do refunds/guarantees work?”
Keep answers short, honest, and helpful.
Add a Sticky Header or Sticky CTA for Mobile Users
Sticky elements dramatically boost conversions by keeping your call to action in constant view.
For desktop:
Use a sticky header with a call button or CTA button.
For mobile:
Use a sticky footer with:
“Get Quote”
“Call Now”
“Start Free Trial”
“Book Appointment”
Because mobile Bing users tend to scroll more than Google users, sticky CTAs ensure they can act anytime without scrolling back.
Improve Conversion Trust With Transparency
A transparent landing page builds credibility fast.
Show things like:
Pricing or pricing ranges
Timeline expectations
What’s included or excluded
What happens after signup
Who will contact them
Real company address
Real name of the founder or team
Hidden information increases drop-offs.
Transparency improves trust, quality scores, and conversions.
A/B Test Only the Elements That Actually Move Conversions
Not everything on a landing page affects conversion equally. Focus A/B tests on the elements with the highest impact.
High-impact A/B tests:
Headlines
Hero images or visuals
CTA button text
CTA button placement
Above-the-fold layout
Form length
Social proof type
Pricing layout
Benefit section format
Low-impact A/B tests (avoid wasting time):
Colors of random elements
Extra design flourishes
Small wording changes far below the fold
Minor icon changes
Prioritize tests that meaningfully shift user behavior.
Build Dedicated Landing Pages for Each Bing Ads Campaign
Bing Ads performs significantly better when you send traffic to tightly crafted landing pages rather than general website pages.
Reasons dedicated pages convert better:
Full message match
No distractions (menus, blog links, other pages)
Focused CTA
Easier testing
Faster load time
Higher Quality Score
Lower bounce rate
Higher conversion rate
Each Bing Ads ad group should ideally map to its own landing page version.
Make Your Landing Page “Ad-Strength Compatible”
Bing Ads considers landing page relevance when calculating:
Ad relevance
Quality Score
Expected CTR
Ad position
CPC
What this means practically:
Include your target keyword in:
The headline
First 100 words
Subheadings
One CTA area (optional)
But avoid keyword stuffing.
Relevance should feel natural, not forced.
Ensure Your Landing Page Has Perfect Technical Integrity
Small technical issues can quietly destroy conversions.
Check for:
Perfect mobile responsiveness
No broken links
SSL certificate active
Clear metadata (title, description)
Browser compatibility
No duplicate content
No accessibility blockers
Accessibility matters more than people think:
Screen reader-friendly text boosts quality score
Proper contrast improves engagement
Clear buttons help older users (Bing-heavy demographic)
Small technical improvements produce major performance lifts.
Monitor Bing Ads Conversion Paths
Not all users convert on the first visit.
Bing users in particular often return 2–3 times before committing.
Track:
Multi-touch conversion paths
Assisted conversions
Post-click engagement
Return visitor conversion rates
Device switching (desktop ↔ mobile)
This shows the true value of your landing page and uncovers hidden optimization opportunities.
Update Your Landing Page Based on User Feedback
Real users can often tell you what’s missing or confusing.
Collect feedback via:
Post-conversion surveys
On-page micro surveys (“Was this page helpful?”)
Follow-up emails
Customer interviews
Ask simple questions such as:
“What almost stopped you from signing up?”
“What question did you have before converting?”
“What made you say yes?”
The answers become powerful optimization insights.
Maintain a Regular Update Cycle
Landing pages are not “set and forget.”
Search behavior changes. Competitors adjust. User expectations evolve.
Update your landing page every 30–60 days:
Swap hero visuals
Add new testimonials
Refresh case studies
Update statistics
Simplify wording
Test new CTAs
Add new trust elements
Consistent iteration turns an average landing page into a conversion machine.
Final Thoughts
Improving landing pages for higher Bing Ads conversions comes down to one principle:
Remove friction, increase clarity, and match the exact intent behind the keyword.
When your landing page aligns with your Bing Ads targeting, speaks directly to user intent, loads instantly, and builds trust step-by-step, your conversions will rise—often dramatically.
This approach works across every industry, every campaign type, and every budget level.
If you’re ready to improve your landing pages and scale your Bing Ads conversions, you can get professional help here
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.