During the post-launch workplan meeting, Asymmetric recommended expanding Cordwainer Memory Care's paid advertising footprint to include Bing Ads as a supplementary search campaign alongside existing Google Search and Meta campaigns. The rationale centers on demographic alignment and cost efficiency: Bing's user base skews older, closely matching the adult children and family decision-makers Cordwainer is trying to reach, and Bing's cost-per-click is typically a fraction of Google's.
At the time of this meeting, Cordwainer's active campaigns included:
Sebastian Gant outlined the case for Bing:
"Bing is a lot smaller of a search engine than Google, but the type of people that use Bing are very much in our target demographic. And it's very simple to copy over what we've created on Google into Bing. The budget you run there can be a fraction of what you run on Google as well."
Key advantages:
- Demographic fit — Bing's user base trends older, aligning with Cordwainer's target audience of adult children researching memory care for aging parents
- Lower CPCs — reduced competition on Bing means lower cost-per-click for the same keyword set
- Low lift to launch — existing Google Search campaign assets can be imported directly into Bing Ads with minimal rework
Bing was positioned as the third channel to activate, after stabilizing Google Search and launching Google Display/Remarketing. Two other channels were discussed but deprioritized: