Bing

Bing is Microsoft's search engine and the second-largest general index in most Western markets. Since Microsoft folded a conversational model into the results page, a query can return either a ranked link list or a synthesized answer with citations.

In practice its index is deep enough for everyday research, and its image and video search is often preferred to Google's. It also powers the search inside Windows and Edge, so many people use it without choosing it deliberately.

If you run ads, Bing's audience skews older and more desktop-based, and cost per click is usually lower than Google's — worth testing rather than assuming.