Microsoft on Wednesday seized on Google’s privacy flap as an opportunity to tout its own services as better for consumers.

In a national ad campaign to launch today, Microsoft says that it offers greater choice to its users and that it isn’t as interested in collecting data for behavioral advertising.

“Google is in the process of making some unpopular changes to some of their most popular products,” the ads read. “Those changes, cloaked in language like ‘transparency,’ ‘simplicity’ and ‘consistency,’ are really about one thing: making it easier for Google to connect the dots between everything you search, send, say or stream while using one of its services.”