The second search network, and often the cheaper one. Bing, Copilot and partners, with an audience that searches a lot on desktop and at work.
Volume is smaller than Google, but so is the competition. Click prices are therefore often lower. The audience searches relatively often on desktop and during working hours, which makes it interesting for business services and larger purchases.
Not copying blindly. An import is a good start, but bids, exclusions and ad copy deserve their own round. The best keywords from Google are often cheaper here.
For advertisers already profitable in Google who want more volume, and for B2B. See also SEA.
A question or project on this topic?