Most advertisers ask us some version of this: should I be on Google or Microsoft?

It is the wrong question.

After 15 years of managing both platforms, the answer we almost always give is the same.

"Is my ROAS good?"

It is a completely fair question, and there is a real answer. But before we get to industry benchmarks, there is one thing worth understanding first.

“Can I advertise where AI is giving the answers?” is the question we get asked more than any other right now.

The answer is yes.