The former name for Microsoft Advertising's paid search product on the Bing search engine.
Bing Ads was rebranded to Microsoft Advertising in 2019 but many practitioners still use the two terms interchangeably.
It is the search-advertising component of Microsoft's paid media stack, running ads on bing.com and syndicated partners (Yahoo, DuckDuckGo, AOL).
For regulated UK firms, Bing Ads offers near-identical campaign structures to Google Ads (campaigns, ad groups, keywords, RSAs) with an Import from Google Ads tool that preserves most structures.