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What are their specific reservations in adopting it?
Yes, absolutely run Microsoft Ads (Bing)! Here's the data-backed case for your manager: 1) Lower CPCs — Microsoft CPCs are typically 30-50% cheaper than Google for the same keywords. 2) Bing has ~6-8% of US search market share, but skews older and higher-income — great for B2B and financial services. 3) Import from Google Ads in minutes — it's not a big lift to test. 4) Less competition = less bidding war on keywords. I run both for most clients. Bing rarely replaces Google, but it's easy incremental reach at a lower CPC. Frame it to your manager as: $X test budget, import from existing Google campaigns, minimal setup time. If CPA on Bing is within 20% of Google's, you've just expanded your reach for free basically.