Bing Ads (now called Microsoft Advertising) is definitely worth using, but not necessarily as a replacement for, but rather as a complement to, Google Ads.1It's a strong platform that offers unique benefits, especially for certain businesses and goals.2 The general consensus among advertisers is that a dual-platform strategy leveraging both Google and Microsoft Advertising often yields the best overall results and Return on Investment (ROI).3Key Advantages of Microsoft Advertising (Bing Ads)While Google Ads dominates in terms of overall search volume, Microsoft Advertising has compelling strengths that make it a valuable part of a paid search strategy:1. Lower Costs and Less Competition4Lower Cost Per Click (CPC): Microsoft Advertising generally has a significantly lower average CPC than Google Ads.5 This means you can get more clicks for the same budget.Lower Competition: With fewer businesses advertising, you face less competition for key search terms, which can lead to better ad positions and a lower Cost Per Acquisition (CPA).62. High-Value and Professional AudienceOlder, More Affluent Demographic: Bing users tend to be slightly older and often have an above-average household income.7 If your target audience aligns with this demographic (e.g., finance, legal, luxury goods), Microsoft Ads can be extremely effective.Desktop Users: The Microsoft Search Network has a strong presence on desktop devices (Windows OS), which are often associated with high-intent searches and B2B activity.83. Unique Targeting CapabilitiesLinkedIn Profile Targeting (A Major Advantage): This is arguably the platform's biggest selling point, particularly for B2B (Business-to-Business) companies.9 You can target users based on their Job Title, Industry, or Company, which Google Ads does not offer natively.10Microsoft Ecosystem Reach: Your ads don't just appear on Bing search.11 They also show up across the Microsoft Audience Network, including sites like Outlook.com, MSN, Microsoft Edge, Yahoo!, AOL, DuckDuckGo, and even Xbox, giving you broader exposure to an engaged audience.124. Ease of UseSimple Google Ads Import: If you already run Google Ads, Microsoft Advertising makes it very easy to import your existing campaigns directly, saving a huge amount of setup time and effort.13When to Use Microsoft AdvertisingThe decision comes down to your specific business goals and audience:Use Microsoft Advertising If...Use Google Ads If...Use Both If...Your audience is B2B, and you need to target professionals by job title/industry.You need massive reach and high volume of traffic.You want to scale smart and reach the widest possible market.You have a limited budget and need to maximize your CPC/CPA efficiency.Your audience is mobile-first or youth-oriented.You are looking for lower overall CPA (using Bing to drive down the blended average).Your products/services appeal to a higher-income or older demographic.You need advanced, innovative ad formats (like YouTube video ads).You want to diversify your ad spend and reduce reliance on a single platform.Final Verdict: Microsoft Advertising is worth it. It's no longer a "second best" option, but a powerful platform that provides access to a distinct, high-value audience at a cost-effective price, especially when used strategically alongside Google Ads.14Do you have a specific industry or target audience in mind for your ads? I can give you more tailored advice.