Google Ads work by running your ads across two networks - Search Network and Display Network - for maximum reach and effectiveness.
When searching for a query on Google, ads typically look like this:
Bing works differently because the Bing Ads platform is integrated with Yahoo! and AOL search, which means that when you advertise on Bing your ads will display on all three (Yahoo, Bing, and AOL).
Bing queries look like this:
Should you place an ad on either Google alone? Bing alone? Or place on both search engines?