Microsoft Ads operates on the Bing search engine and its syndicated partners, offering an alternative advertising platform to Google Ads. While both platforms use similar principles, Microsoft Ads often provides lower competition, potentially lower CPCs (cost-per-click), and access to a unique audience that might differ from Google’s user base. Additionally, Microsoft Ads offer unique targeting options and exclusivity to Bing search results and its partner networks, providing an additional avenue to reach potential customers.