Microsoft Advertising can be worth testing when your audience uses Bing, Microsoft Edge, Windows devices, Outlook, MSN, or Microsoft partner placements. It often has lower competition than Google Ads in some industries, although volume may also be lower. The best use case is not replacing Google Ads blindly, but expanding profitable paid search coverage once tracking and landing pages are working. Microsoft Advertising is especially interesting for B2B, professional services, finance, healthcare, home services, and older or desktop-heavy audiences. Performance should be judged by cost per qualified lead and revenue, not traffic volume alone.
Example
A California B2B company may find that Microsoft Ads produces fewer leads than Google Ads, but at a lower cost per qualified opportunity because the audience skews toward desktop researchers during work hours.