Google Ads, Microsoft Advertising and Meta Ads. Our FAQ lists all three in a single answer: Google Ads (Shopping, Performance Max, Search), Microsoft Advertising (Bing Shopping, Search), and Meta Ads (catalogue, prospecting, retargeting). Google is the primary engine; Microsoft extends reach at lower CPCs; Meta expands to new audiences.
On Services, the same three sit under "Three platforms, one performance engine", in a set order: Google first. Then extend. Then expand.
Google Ads is the campaign architecture for the catalogue: every SKU in the right campaign, every day. Microsoft Advertising is incremental reach your Google campaigns can't touch: lower CPCs, higher-income audience, less competition. Meta Ads covers dynamic product ads, prospecting audiences and retargeting.
Microsoft Advertising is not a side project. We don't run Microsoft Advertising in isolation. It is the second ring of the same system. Google captures the majority of purchase intent. Microsoft Advertising captures the rest, and for multi-brand resellers, that rest is worth having.
How we classify the catalogue each day is covered in a separate answer: How does your feed automation work?.