Should you import Google Ads campaigns into Microsoft Ads?
Importing Google Ads campaigns into Microsoft Ads is usually the fastest way to get started, and the Bing audience overlaps enough with Google that the structure often transfers reasonably well. However, importing blindly copies the structural problems in your Google account alongside the good parts. A pre-import review of your Google campaigns reduces the risk of inheriting waste from day one.
What imports cleanly from Google Ads to Microsoft Ads?
Campaign structure (ad groups, keyword lists, match types, and negative keywords) generally imports well. Ad copy transfers in most cases, though Microsoft Ads has its own character limits and asset format differences. Remarketing audiences require re-creation using the Microsoft Advertising tag. Conversion actions need to be reconfigured using the Microsoft Ads UET tag rather than imported from Google.
What needs manual review after importing?
Budgets need adjusting. Microsoft Ads CPCs are generally lower than Google Ads for comparable placements, so transferring the same budget can lead to overspend relative to expected volume. Bidding strategies may need modification since not all Google Smart Bidding equivalents are available or perform the same way in Microsoft Ads. Ad copy should be checked against Microsoft's editorial guidelines, which differ from Google's.
How should budgets be adjusted after import?
Start with lower budgets than the Google equivalents. Microsoft Ads volume is smaller, and transferring the same budget at launch often results in poor efficiency while the campaign gathers data. A common starting approach is to set Microsoft budgets at 20-40% of the equivalent Google budget and scale based on actual volume and performance after the first 30 days.
What Microsoft Ads settings should not be blindly copied from Google?
Bidding strategies need re-evaluation: Microsoft's Smart Bidding equivalents require Microsoft conversion data, not Google data. Distribution network settings differ: Microsoft distributes to Bing, Yahoo, and partner sites, and some partner site traffic is lower quality. The LinkedIn profile targeting available in Microsoft Ads is unique and worth configuring, but does not have a Google equivalent to import.
| Setting | Imports Cleanly | Needs Manual Review | Why It Matters |
|---|---|---|---|
| Campaign structure (ad groups, keywords) | Yes | Partial: check for structural inefficiencies in Google before importing | Importing waste from Google wastes Microsoft budget from day one |
| Negative keywords | Yes | Review for Microsoft-specific terms to add | Microsoft Ads serves some different query patterns |
| Ad copy | Mostly yes | Check character limits and editorial requirements | Microsoft has different ad format specifications |
| Budgets | Yes (import copies amount) | Adjust downward for Microsoft volume | Same budget at lower volume leads to poor efficiency |
| Bidding strategies | Yes (maps to equivalent) | Re-evaluate based on conversion data availability | Smart Bidding needs Microsoft conversion data, not Google data |
| Conversion actions | No | Must reconfigure with UET tag | Microsoft uses Universal Event Tracking, not Google tags |
| Remarketing audiences | No | Re-create using Microsoft tag | Microsoft Advertising tag must be installed separately |
| LinkedIn profile targeting | No (Google does not have this) | Configure manually | Unique Microsoft feature for B2B targeting |
| Product feeds (Shopping) | No direct import | Re-submit to Microsoft Merchant Center | Separate feed submission required |
Before importing
- –Google Ads account is clean: remove campaigns with no conversion history, correct obvious structural issues, update negative keyword lists
- –Microsoft Advertising account is created and billing is confirmed
- –UET tag is installed on the website and conversion goals are configured in Microsoft Ads
Immediately after import
- –Confirm all campaigns imported at the correct structure
- –Set budgets to 20-40% of Google equivalent (adjust based on volume expectations)
- –Check bidding strategies and switch to manual CPC or maximize clicks while gathering data
- –Verify ad copy cleared Microsoft editorial review
First 30 days
- –Monitor search term reports: Microsoft serves some query patterns Google does not
- –Add Microsoft-specific negative keywords based on search term data
- –Confirm conversion tracking is firing via UET tag (separate from Google Ads tags)
- –Begin building remarketing audiences using Microsoft data
Ongoing
- –Re-import structural changes from Google quarterly or after major restructuring, not automatically
- –Do not re-import every change: bidding and budget adjustments should diverge based on Microsoft performance data
- –Add LinkedIn profile targeting where B2B audience segmentation is useful