Bing Places for franchise chains

Why do Bing listings matter for a chain?

Bing is Microsoft's search engine. Bing Places for Business is where you manage business listings for Bing and Bing Maps. Anyone searching on a Windows computer or through Microsoft services ends up there. That is a different group of searchers from Google, and you do not see that group in your Google figures.

For a franchise brand with dozens of locations, there is something else. Every map service builds its own picture of your business. If Bing shows old opening hours or a location that has moved, a customer gets the wrong information. That costs a visit and damages trust in your brand. The differences from the other maps are explained in the three map services side by side.

Our starting point is simple: a location's details are the same on every channel. Bing Places is a fixed part of that, alongside managing Google Business Profiles and Apple Business Connect for locations.

Should Bing listings be managed centrally or per location?

We see two models at chains. In the first, each franchisee creates a listing themselves. In the second, head office manages all locations from a single account. We recommend the second model, with clear agreements on what a location may pass on itself.

How do we get your locations into Bing Places?

We work in four steps. First we collect the NAP details (name, address, phone), opening hours and category for each location. Then we import the locations or create them. Next we verify ownership. Finally, we monitor the listings every month.

Data in one place

We start with one master file per franchise brand. It sets out exactly how each location's name, address and phone number are written. That file is the basis for Bing, Google and Apple.

AI flags, a person decides

AI helps us line up the details of all profiles and flag discrepancies. A specialist checks every discrepancy and corrects it. That keeps the work fast without anything being changed unseen.

Which metrics do you track for Bing Places?

What you do not measure, you do not improve. That is why every location has its own metrics in the dashboard. You see the status and trend per location, and we deliver a monthly report. More on how it is built can be found in reporting per franchise location.

Which mistakes do we see at chains in Bing?

Even in Google the job is often unfinished: in the Local SEO Benchmark Franchise Chains 2026 by LocalSEOLab.nl and Stichting LODAK, 40% of 500 Google Business Profiles examined were fully completed. The most common mistake is forgetting Bing altogether. A second mistake is a one-off listing without maintenance: after a year, phone numbers or opening hours are no longer correct. Third pitfall: an old account of a departed franchisee that nobody can access any more. Fourth: different spellings of the brand name per location. All these mistakes can be solved with one owner, one master file and a fixed monthly check.

What does a clean-up of Bing listings look like?

A fictional example. A franchise brand has 30 locations. The visibility scan shows 22 listings in Bing, of which 6 have old opening hours and 2 are duplicates. Eight locations are missing entirely.

What does Bing Places management cost for your locations?

We work with fixed prices per location: Basic €199, Growth €400 and Full service €600 per location per month, excl. VAT. Strategy and advice cost €65 per hour, always with a fixed quote in advance. Want to know where you stand first? Request a free scan of your locations. Bing Places is one channel within the full online services package. If you also advertise, Bing can be combined with Google, Microsoft and Meta Ads.