Another search audience.A separate business decision.
Your next advertising investment should earn its place in the budget. Microsoft Advertising can reach people searching on Bing and search partner sites. Juris Digital helps law firms decide where that opportunity fits, then manages a defined campaign with its own goals, oversight and intake reporting.
Explore PartnershipMicrosoft Advertising and Bing Ads management, assessed for your practice and market.
Start with the firm
A firm with useful Google Search results may want to investigate another source of inquiries. Another firm may be starting with a narrow practice and deciding which search platform to test first. The answer depends on available demand, campaign economics and the team’s ability to handle new contacts.
We assess Microsoft on those terms. An additional platform needs a clear role, sufficient attention and a way to evaluate outcomes. We define the audience, services, locations and evidence needed before committing to expansion, as part of the firm’s broader paid-search plan.
What the engagement covers
We review the practice areas, locations and searches that could produce suitable matters. Microsoft Search ads can appear on Bing and search partner sites; the useful reach for your firm depends on the campaign and market. We set a bounded objective for the investment instead of assuming another network will reproduce Google’s volume or results.
Microsoft offers campaign imports from Google Ads, which can reduce setup work. We review the selected campaigns, keywords, ads, budgets, bidding and tracking settings before launch. Some settings require separate attention. Any recurring import also needs an agreed purpose, because later imports can change existing campaign data and undo platform-specific decisions.
We review available search-term and distribution reporting alongside costs and inquiry quality. Bing and partner traffic should be evaluated using the detail the account makes available, with campaign controls applied where supported. If a source brings unsuitable contacts, we investigate the cause rather than letting a blended account average hide the problem.
We develop ads around the services you offer, the people you can help and the locations you serve. Existing Google copy may be useful, but it still needs a Microsoft campaign review. The landing page and contact process should support the same promise, with content and design changes scoped when the experience creates unnecessary friction.
Management includes search relevance, exclusions, spend pacing, bidding, campaign settings and measurement checks. We bring recommendations back to your firm’s decisions: continue the test, adjust the market or offer, improve intake, or put the budget elsewhere. Microsoft results stay visible separately, so adding a platform does not make the overall picture harder to understand.
Bring your goals, current campaigns, and questions. We’ll discuss where this channel fits.
Explore PartnershipSee the placement
Microsoft’s example highlights a responsive search ad within Bing results. The supporting links give the searcher more ways to reach relevant information. For a law firm, each destination should match a real practice, office, or useful next step.
The example advertiser is a flower business. This illustrates the placement, not a Juris client campaign or a promise of legal-ad performance.
From attention to an outcome
A Microsoft conversion is a configured event. Your firm still needs to know whether the person had a suitable matter and became a client. We map the available tracking to your intake process and make clear which outcomes can be connected to the advertising.
We assess the website events, call tracking and conversion goals needed for the campaign. Microsoft’s Universal Event Tracking can support website conversion measurement. The setup must reflect the firm’s consent requirements and actual contact paths, with a test to confirm what each goal records.
For supported offline reporting, Microsoft’s click identifier can connect a later recorded outcome to an ad interaction. We evaluate whether your forms, website and intake system can retain that connection reliably. Calls and incomplete identifiers may need different handling; unexplained gaps belong in the report.
Your team distinguishes an unsuitable inquiry, a pending opportunity, a consultation and a signed client. Where the records and platform requirements support it, offline conversion imports can return selected outcomes to Microsoft. An intake update is useful only when the definition and timing are consistent.
Platform conversion windows and available identifiers limit what can be matched. A long-running matter may produce collected fees well after the initial inquiry. We keep campaign-attributed outcomes, pending matters and later firm revenue distinct, and explain differences between platform reports and intake records.
Investment & fit
A lower click price would not make a campaign worthwhile if the calls rarely fit your practice. We consider likely demand, costs, inquiry quality and the time your firm needs to convert an opportunity into a client. The recommendation should explain which markets and services the budget can meaningfully cover.
Media spend, management, setup and measurement work are identified separately. We agree a review period and success criteria that fit the expected volume. With small numbers, a single new matter can change a percentage dramatically; expansion should reflect the wider evidence, not one promising week.
Your paid media team
Paid media specialists working alongside the content, design, and marketing team. Your proposal defines the people and work involved in the engagement.
Senior Paid Media Manager
Senior Paid Media Specialist
PPC Specialist
“We felt valued and supported, rather than just another client.”
Before you commit
The decisions that shape your scope, budget, and expectations.
Explore PartnershipBing Ads is the older name many firms still use. Microsoft Advertising is the platform, and its Search ads can appear on Bing and search partner sites. The proposal specifies the campaign type and scope rather than treating every Microsoft advertising placement as search traffic.
No. A Microsoft campaign can be built for your firm’s priorities without importing a Google account. Existing search results can provide useful context, but the platform still needs its own assessment of demand, costs, settings and measurement before you decide what to invest.
That is a question to test in your market, not a promise we make. Costs and competition vary. We judge the campaign by suitable inquiries and recorded client outcomes alongside spend, so an inexpensive click is not mistaken for an inexpensive case.
Where the account and campaign types support it, yes. We review the import options and resulting settings, including budgets and conversion tracking. We also agree whether future imports should be scheduled, and check their effect on changes made specifically for Microsoft.
Where identifiers, consent, intake records and conversion windows support the connection, offline conversion reporting can help. We assess the integration and distinguish matched outcomes from cases without a reliable source. Call tracking and consistent intake updates are part of that assessment.
We would reconsider the investment if there is too little suitable demand, consistently poor inquiry quality, unresolved measurement or an intake constraint the firm cannot address. The review includes what we learned and whether a focused adjustment or a different use of the budget makes more sense.
Build your perspective
Let’s explore the fit
Bring your practice priorities, current results and questions about the next investment. We will assess whether a Microsoft Search test has a useful role and what it would take to evaluate it.
