Cordwainer Bing Ads Account Setup

Overview

During the February 19, 2026 alignment sync, the team decided to expand Cordwainer's paid advertising presence to Bing Ads. The account should be created and controlled under the agency team login — not handed to the client to create and invite the team into.

This is part of a broader push to diversify Cordwainer's ad platform mix beyond the existing Google Ads search campaign, which was running on a limited $300 spend with strong CTR (7%) but underreported conversions.

Setup Instructions

1. Log into Bing Ads using the team login (not a personal or client account).
2. Create a new Bing Ads account for Cordwainer under that team login.
3. Mirror the geographic targeting from the Google Ads campaign — tight radius around the Boston/South Shore region. (Memory care clients are local; no one places a parent 100+ miles away.)
4. Coordinate campaign structure with the existing Google Ads search campaign for consistency.

Owner: Sebastian Gant

Rationale

• Cordwainer has a $2,000/month total ad budget across all platforms. Bing Ads is a low-cost addition that can capture search intent not covered by Google.
• The target demographic (adults ~45 years old researching memory care for aging parents) is reachable via Bing, which skews toward an older user base.
• Agency control of the account prevents unauthorized client changes — an issue that already occurred with the Meta ad account when client owner Camel made unauthorized edits and paused campaigns.

Related Context

• ^[1] — Cordwainer client overview
• ^[2] — Companion fix for GCLID/WP Rocket conversion tracking issue on the same account
• ^[3] — CallRail setup being done in parallel to capture phone conversions
• ^[4] — Spotify audio ad campaign also planned for Cordwainer

Notes

• Account creation was estimated to take ~15 minutes.
• Display/remarketing creatives are being produced separately (assigned to the design team via Sebastian) for use across Google and potentially Bing display network.
• The Bing account setup is a prerequisite before Gilbert can begin campaign configuration.