Last Updated on January 7, 2026
Setting up a Bing business profile is one of the simplest ways to get your business listed online and discovered through Bing search and Bing Maps.
While Google commands the lion’s share of the market, Bing still gets 1.4 billion monthly searches on desktop, voice search, and Windows devices.
If you’re a business owner who wants customers to find you online and eventually contact you, this guide walks you through how to set up a Bing business profile from start to finish.
You’ll learn what a Bing business profile is, what you need before getting started, and the exact steps to add, verify, and manage your listing using Bing Places for Business.
What is a Bing business profile?
A Bing business profile is a free listing that allows your company to appear on Bing search results and Bing Maps.
It displays essential business information such as your name, address, phone number, website, and hours when people search for businesses like yours.
You can manage listings through Bing Places for Business, Microsoft’s platform for creating and managing business listings across Bing’s ecosystem. Once your business profile is live, potential customers can:
- Find your business location
- View your contact details
- Call your business directly
- Get directions through Bing Maps
For many users searching outside Google, Bing acts as the first point of discovery for local businesses, service providers, and online companies.
Why list your business on Bing?
Listing your business on Bing is about expanding your reach across search engines and making sure that your business is visible wherever customers are searching.
Here’s why setting up a Bing business listing matters:
Visibility on Bing Search and Bing Maps
Bing powers searches across Microsoft products, voice assistants, and default browsers on Windows devices.
Having a Bing listing ensures your company appears in relevant local search results.
Less competition than Google
Many businesses focus solely on getting listed on Google, which means Bing has less competition for the same types of listings.
With fewer businesses competing for visibility, your business listing is more likely to appear when customers search on Bing.
Free to get listed
Creating a Bing business profile is completely free. You don’t need to pay to appear in search results or Bing Maps.
According to Similar Web, 40.82% of Bing’s traffic comes from the United States, followed by Japan at 9.55%, China at 7.85% and the UK at 7.21%.
So if your business is based in any of these countries, you’ll benefit from putting up your listing on Bing.
Get direct calls from listings
When your business is listed, customers can contact you directly from the profile.
That’s why having a reliable business phone number is essential, especially if you want to separate personal and professional calls.
Services like Air Landline help businesses manage calls from online listings using a dedicated virtual number, so no enquiries get missed once your listing goes live.
Bing Places for Business vs Google Business Profile
Google dominates global search, but Bing still plays a significant role in how people discover businesses online.
Millions of users rely on Bing across desktop devices, Windows computers, and voice-enabled search, making it the second-largest search engine globally.
A Bing Places for Business listing and a Google Business Profile serve the same core purpose: helping businesses appear in search results and maps, while showing potential customers key information about what a business does, where it’s located, and how to get in touch.
Both platforms are free to use and allow business owners to manage their business listings directly.
Since it costs nothing to create a listing on either platform, many businesses choose to set up profiles on both Bing and Google to maximise their online visibility.
| Bing Places for Business | Google Business Profile | |
| Search engine | Bing | |
| Where listings appear | Bing search and Bing Maps | Google Search and Google Maps |
| Account required | Microsoft account | Google Account |
| Cost | Free | Free |
| Business information shown | Name, address, phone number, website, hours | Name, address, phone number, website, hours |
| Best for | Desktop users, Windows devices, voice search | Mobile-first and global search users |
What You Need Before Setting Up a Bing Business Profile
Before setting up your Bing listing, make sure you have the following information ready.
This will make creating your business listing faster and smoother.
But if you’ve already listed your business on Yelp or Google Business, then you should have no problem.
A Microsoft Account
You’ll need a Microsoft account to sign into Bing Places for Business.
If you don’t already have one, you can create it for free.
Business Name and Category
This is your official business name and the category that best describes what your business does.
How to Set Up a Bing Business Profile
Now that you know what you need to set up a Bing listing, here’s a step-by-step walkthrough showing how to create and verify your Bing business profile using Bing Places for Business.
1.) Sign In to Bing Places for Business
Start by visiting the Bing Places for Business website.
Click the sign-in option and log in using your Microsoft account, Google, or Facebook account.
If you don’t have an existing Microsoft account or want to create a new one to use as a business account, click “Create one”.
Once you’re signed in, you will have the option to import information from your Google Business Profile (if you have one) or create a Bing profile in three steps.
2.) Search for your business on Bing
When you start setting up a business profile, the first thing Bing will ask you is to search for your business to check whether a listing already exists.
This step is important because many businesses are already public data sources, even if the owner hasn’t created a profile.
Searching first helps you avoid duplicate business listings and ensures you take control of the correct profile.
To get started, enter your business name and location into the search field in Bing Places for Business.
At this point, two things will happen:
- Your business already appears in the results.
- Your business does not appear, and you’ll need to create a new listing.
If your business is already listed on Bing
If Bing finds an existing listing that matches your business, you’ll have the option to claim it.
Claiming an existing listing means confirming that you’re the legitimate business owner so you can manage the profile later.
This allows you to take control of key details, such as your business name, address, and phone number, once the setup process is complete.
At this point, you’re only identifying the correct listing.
Once you’re done, you can go straight to step 5 — verifying your listing.
If your business is not yet listed on Bing
If your business does not appear in the search results, you’ll need to create a new Bing business listing.
This involves adding your business to Bing Places, allowing it to appear in Bing search and Bing Maps.
The next steps walk you through creating a new listing and entering your business details.
3.) Add Your Business to Bing Places
If your business is not yet listed on Bing, you’ll be prompted to add your business to Bing Places.
This is where you begin creating a new Bing business profile.
First, enter your official business name.
This should be the name customers recognise and the one you use across your website and other online business listings.
Next, select a business category that accurately describes the services or products your business offers.
This helps Bing understand the type of business you operate and how your profile should be displayed in search results.
You’ll then be asked to specify whether your business has a physical business location or operates as a service-area business.
To avoid using your home address, you can opt to get a virtual address.
- If customers visit your location, you’ll enter a physical address.
- If you travel to customers or operate remotely, you can define a service area instead.
Once you’ve added your business details, continue to the next step.
4.) Enter Your Business Information
After adding your business to Bing Places, enter your business information.
This is the information customers see when they find your Bing business profile in search results or on Bing Maps.
Review your address or service area carefully to ensure it reflects how your business operates.
- If you’ve chosen to display a physical location, confirm the address is accurate and up to date.
- If you operate as a service-area business, check that the areas you’ve selected correctly represent where you serve customers.
You’ll also need to add a business phone number.
Many customers use Bing listings to contact businesses directly, often calling straight from the search results.
For example, a customer may find your business on Bing, tap the phone number on your listing, and call immediately.
If the number is incorrect, outdated, or not actively monitored, that opportunity can be lost.
This is why many businesses use a dedicated business number.
Services like Air Landline ensure calls from online listings go to the right place by providing a virtual number that can be used consistently across platforms.
If you have a website, add the URL so customers can learn more about your business before getting in touch.
Make sure the link is correct and working.
5.) Verify your Business on Bing
After entering your business details, the final step is to verify your business on Bing.
Verification confirms that you’re the legitimate owner of the business and gives you full control over your Bing business profile.
Bing may offer different verification methods depending on your business type and location.
These can include receiving a verification code by post, phone, or email.
You can choose from the available options directly in Bing Places for Business.
After you submit your verification request, Bing will review the information provided.
Verification times can vary, but once your business is verified, your listing becomes eligible to appear in Bing search and on Bing Maps.
You’ll also gain access to your Bing Places for Business dashboard, where you can manage your listing moving forward.
Until verification is complete, some features may be limited, so it’s best to complete this step as soon as possible.
6.) Access the Bing Places for Business Dashboard
After your business is verified, you’ll be able to access the Bing Places for Business dashboard.
This is where your Bing business profile lives and where you can view the listing you claimed or created.
From the dashboard, you can manage the core details shown on your listing, such as your business name, address or service area, phone number, website, and opening hours.
You can also see the status of your listing, including whether it’s live and eligible to appear on Bing search and Bing Maps.
If you manage more than one location, the dashboard is also where you can add and manage multiple business listings under the same account.
Congratulations, you’ve now set up your Bing business profile!
Any costs you may encounter are typically related to optional third-party tools or services, such as websites, call-handling solutions, or marketing software.
Bing itself does not charge for creating or maintaining a business profile.
Final Thoughts: How to Set Up a Bing Business Profile
Setting up a Bing business profile is an easy way to ensure your business is visible across Bing search and Bing Maps.
By following the steps above — searching for your business, adding accurate details, and completing verification — customers can find and contact you easily.
Once your listing is live, it becomes a direct line between your business and potential customers.
That’s why having a reliable phone number matters.
If you want an easier way to manage calls from online listings without using your personal number, Air Landline gives you a dedicated business number you can use across platforms.