Short answer: usually yes, for commercial rental specifically — as a supplement, not a headline. Here's the honest case, and where it falls apart.

Why it works for your buyer. Microsoft's search network reaches an older, more desktop-heavy, more office-based audience — which skews toward exactly the procurement managers, site supervisors, and business owners who rent heavy equipment. Competition is thinner than Google, so CPCs are often lower, and the buyers who are there tend to be commercial. For a B2B-leaning rental yard, that's a favorable mix.

Why it's a supplement, not a strategy. The volume is a fraction of Google's. You will not build a rental business on Microsoft Ads alone — there simply aren't enough searches. Treat it as a way to pick up qualified commercial clicks cheaply after your Google account is dialed in, not as a second front to build from scratch.

The low-effort on-ramp. You can import your Google campaigns into Microsoft Ads in a few clicks. That's the easy part — and the trap. Imported campaigns carry Google's settings and often mis-serve on Microsoft's different audience and network. Import, then prune: cut the display/audience network if you only want search, re-check your negatives, and watch the search terms for the first few weeks like it's a new account, because it is.

Where it's not worth it. If you're a consumer-heavy, one-day-rental, DIY-facing yard, the commercial skew that makes Microsoft attractive works against you — the volume won't be there and the audience fit is weaker. And if your Google account still leaks (no negatives, messy conversions), fix that first. A second platform multiplies whatever system you already have — including the broken parts.

Do this Now: If your Google account is clean and profitable, import your top 2–3 commercial campaigns into Microsoft Ads, strip out the audience network, and give it 30 days on a small budget. Judge it on qualified leads, not clicks.