Microsoft Ads is a pay per click advertising system that works across a number of Microsoft's products. Most notably Microsoft Bing. Since Microsoft introduced its ai tools the platform has seen an increase in users. Microsoft ads is also interesting as it typically has a slightly older target audience so is more suitable for certain products. Also as a result of having fewer visitors many Microsoft auctions are usually more cost effective.

This means Microsoft Ads can be great for an omnichannel approach or a cost effective method to start with lower spend in comparison to Google Ads.