Microsoft Search Ads is paid search ads that appear on Bing and Microsoft search partner results.
It matters because Microsoft Advertising can reach valuable search and professional audiences that are often overlooked. Clear measurement and audience structure help the channel complement Google Ads rather than simply duplicate it.
Example
A commercial cleaning company wants to reach people searching Bing for office cleaning services. Its search campaign pairs relevant keywords with service-specific ads and a quote page, then reviews the actual search traffic and inquiries received.