How Neglecting Your Bing Profile Is Costing You Money

You're thinking, "Bing? Seriously? Who even looks at that?"

I get it. It’s the search engine that's just happy to be included. But here’s the blunt truth: while you’ve been optimizing, polishing, and obsessing over every pixel of your Google Business Profile, you've completely ignored its forgotten sibling.

And that neglect is costing you real money.

Your "Bing Places for Business" profile isn't just a low-priority task; it's an unmanaged liability. Here's how this "digital ghost town" is actively sending your customers away.

1. The "Who Even Uses Bing?" Fallacy (The Cost of Ignorance)

Let's get this out of the way. Yes, Google is the undisputed champion. But Bing isn't a rounding error.

It’s the default search engine on every Windows PC and every device running the Edge browser. It powers the search for Microsoft's ecosystem and a chunk of Yahoo's. This gives it a significant slice of the market—especially on desktop, which often includes your ideal B2B clients and demographics with high purchasing power.

When you ignore Bing, you are telling 10-20% of the potential market that you simply don't exist. That's not a rounding error; that's a revenue stream you've turned off at the source.

2. The Digital Ghost Ship (The Cost of an Unclaimed Profile)

Here’s what really happens. You didn't "create" a Bing profile? Doesn't matter. Bing (and its data partners) almost certainly created one for you.

Right now, there is a "ghost ship" profile of your business sailing around the Bing network. It was auto-generated, probably by pulling in old data from Yelp, an ancient directory, or a grainy Street View photo from 2017.

A potential customer does find you, and what do they see?

No logo.

One blurry photo.

"Hours: Not Available."

"Website: [null]"

This doesn't just make you look lazy; it makes you look like you're out of business. The customer doesn't call you; they click on your competitor, whose claimed profile has photos, hours, and a website.

3. The "Wrong Information" Disaster (The Cost of Bad Data)

This is even worse than a ghost town. Because your profile is unclaimed, Bing is trying its best to fill in the blanks. Sometimes, it gets those blanks disastrously wrong.

It pulls your old address from a directory you forgot you were on.

It displays a disconnected phone number from your old ISP.

It confidently tells customers you are "Closed" on a Tuesday afternoon.

This is an active liability. You are now paying for a digital billboard that is giving customers the wrong directions. Every customer who calls a dead number or drives to your old location is a customer you have lost forever—and you probably created a lifelong hater in the process.

4. The Unanswered Feedback Loop (The Cost of a Bad Reputation)

Like Google, Bing Places has reviews. And if you're not monitoring your profile, you have no idea what's being said.

An angry customer may have left a scathing 1-star review on Bing six months ago. To anyone in that 10-20% of the market, that is your reputation. It's a digital fire you never put out because you didn't even know the building was there.

You're also missing the 5-star reviews, making you look ungrateful and unengaged. By not managing your Bing profile, you've handed your reputation over to the void.

Your Easiest Win of the Year

Here's the good news. Fixing this is free and takes about 15 minutes.

Your Bing Places for Business profile is the lowest-hanging fruit on the entire marketing tree. Claiming it, updating your hours, adding your logo, and linking your correct website is the easiest win you will get this quarter.

Stop letting a 15-minute task cost you money. Your competitors are happy to take the customers you're ignoring.