Ask HN: What Is the Alternative to Google Ads?

I own a company that sell parts for the construction of industrial machinery.

Most of our current sales comes from people that found our Google Ads.

Problem is... Google keeps removing more and more features we use, and adding features that are detrimental to us.

It is clear we need, urgently, an alternative. But I am not finding any.

So those that figured out other ways to advertise than using Google, what you do?