Yes, diversifying can sometimes yield better results. Microsoft Advertising (Bing Ads), while smaller in market share, can be cheaper per click and reaches a unique audience—often slightly older or more affluent demographics. If your Essex audience fits that profile, Bing could be a goldmine. Social media ads on platforms like Facebook, Instagram, or LinkedIn can also be extremely targeted, letting you drill down by location, interests, or even job titles (for B2B). A Basildon-based gym, for instance, might use Facebook ads to target fitness enthusiasts within a 10-mile radius, while a recruitment agency in Chelmsford could use LinkedIn to find professionals seeking new roles nearby. Each platform has its strengths, so testing different channels can reveal where your local Essex audience is most responsive. Just ensure you allocate budget wisely and track each platform’s ROI to focus on the most profitable channels.