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Tried search ads on Bing when Google was stable. Lead volume was ~15% of what we saw on Google Ads, cost was about 60% cheaper than Google. Quality was similar.

Not bad...

Used it to generate leads extensively but shut it down later. Specific lead numbers aside as it differs from company to company but the breaking point for us was a long term analysis we did where we found that the revenue generated via bing ad leads was miniscule when attributed to various touchpoints. Not worth the effort. My guess is that people using Bing are people who’re not savvy enough to download other browsers or just don’t care (maybe very old or very young audience). May work for B2Cish SaaS categories like Shopify apps or email marketing software but anything beyond that you’re better off sticking with Google ads.

Bing is used by people who have Microsoft OS which shoves Edge as the default browser which in turns shoves bing up you ... 🙂 If you are targeting people working in companies (enterprise scale) who force MS and dont let people install stuff on the machines) could be worth trying. I haven't heard of anyone scaling Bing Ads to justify the additional headache of investing in another Ad platform. People try it out just to be say to the upper ups that we are exploring all angles and eventually give up.