Bing Ads lead gen - am I targeting wrong audience?

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CosmicBanana

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Hey,
Running a lead gen campaign on Bing Ads, getting clicks but leads quality is really bad. Client is complaining leads are not converting on their end.
Tried changing keywords but same result.
Anyone here who runs lead gen on Bing, how do you filter out bad traffic? Any specific audience settings you use?
Thanks
 
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Try tightening match types (exact/phrase only), exclude low-intent keywords, and use in-market or remarketing audiences if available. Also check search terms report regularly to block irrelevant traffic.
 
Does your ideal audience even use Bing? Maybe they are using other search engines. For example, tech enthusiasts with privacy concerns may not use Bing. So find out what your ideal audience uses and adjust accordingly

Or look at the keywords that are getting the leads. Are they an exact match for what your client is selling? If not, test different keywords to better match the intent
 
thing that helps is checking where the traffic is actually coming from. Audience Network traffic can sometimes bring lower-quality leads compared to pure search intent, so many advertisers separate or reduce that first before changing keywords again.
 
Tighten your keyword match types, add negative keywords for irrelevant terms, check demographic settings and exclude age groups that don't match your client's customer profile, also review search term report to see exactly what queries are triggering your ads.
 
CosmicBanana said:
Hey,
Running a lead gen campaign on Bing Ads, getting clicks but leads quality is really bad. Client is complaining leads are not converting on their end.
Tried changing keywords but same result.
Anyone here who runs lead gen on Bing, how do you filter out bad traffic? Any specific audience settings you use?
Thanks
Click to expand...
Yeah, Bing can be tricky. I usually stick to really tight geo + device targeting and add negative keywords like crazy. Also, try using LinkedIn profile targeting if your client is B2B, cuts out the random clickers. Another thing that helped me: look at the “In-market audiences” and layer it with age/gender filters, it’s not perfect but weeds out some junk leads.
 
CosmicBanana said:
Hey,
Running a lead gen campaign on Bing Ads, getting clicks but leads quality is really bad. Client is complaining leads are not converting on their end.
Tried changing keywords but same result.
Anyone here who runs lead gen on Bing, how do you filter out bad traffic? Any specific audience settings you use?
Thanks
Click to expand...
One thing worth checking is whether the issue is actually traffic quality or lead handling on the client side.
We had a campaign once where the leads looked “bad” initially, but after tracking offline conversions properly, we realized the client’s sales process was the real bottleneck.
Bing traffic sometimes converts slower too compared to Google, especially for higher-ticket services.
 
Check the partner network traffic first, a lot of junk leads come from there on Bing. I usually turn that off and stick to search only. Also tighten match types and add way more negative keywords, broad targeting burns budget fast on Bing.
 
CosmicBanana said:
Hey,
Running a lead gen campaign on Bing Ads, getting clicks but leads quality is really bad. Client is complaining leads are not converting on their end.
Tried changing keywords but same result.
Anyone here who runs lead gen on Bing, how do you filter out bad traffic? Any specific audience settings you use?
Thanks
Click to expand...
I had similar issue before on bing. A lot low quality leads came from broad targeting, after narrowing demographics and disabling some partner traffic quality got better.
 
Check partner traffic first, lot of junk leads come from there. I usually tighten it with exact match only, desktop only sometimes, and exclude low quality age groups/devices after data comes in. Also add form filters/traps because Bing traffic gets spammy fast in lead gen.
 
Bing traffic can be rough for lead gen if audience network is enabled. First thing I’d test is turning that off and stick to search only. Also tighten match types + add way more negatives. Cheap clicks mean nothing if leads are trash.
 
Check age/device data too. We had tons of low quality leads coming from older desktop traffic and partner sites.
After cutting partner traffic lead quality improved a lot even though volume dropped.
 
We had the same issue with Bing lead gen. Turning off search partners and tightening audience targeting improved lead quality a lot.
 
Bing traffic behaves very differently from Google sometimes. Older demographics and desktop-heavy audiences can changes what actually converts.
 
Bing audience skews older so add LinkedIn profile targeting available only on Bing, layer in-market audiences on top of keywords, tighten match types to exact and phrase only, also check search term report and negative out irrelevant queries, bad lead quality on Bing is almost always an audience layering issue not keyword issue
 
A lot of junk traffic on Bing comes from audience network placements, try turning those off first and watch lead quality improve.
 
Check the partner network first, lots of junk traffic comes from there on Bing. I usually keep search only + tighten match types and add heavy negatives. Also try age/income targeting if your niche allows it, made a big difference for me on lead quality.
 
Sometimes the issue isn't the traffic but the lead from itself. I've seen lead quality improve just by adding a couple of qualification questions before submission.
 
Yeah, sounds like your targeting is too broad. I usually narrow by device, location, and even time of day. Also try using negative keywords aggressively Bing sends a lot of junk clicks otherwise. Small tweaks there improved lead quality for me.
 
Ty checking location, device and time reposts also. I had similar issue before and found most bad leads were coming from new segments only.
 
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