Google Ads to Microsoft Ads: the import checklist

Microsoft Advertising includes a Google import that copies campaigns, ad groups, keywords and ads from Google Ads, and can repeat on a schedule. It is the fastest way to launch on Bing, but an import is a starting point, not a finished account.

Bidding strategies, conversion tracking, extensions and budgets often need attention after the import. Markitech compares your Google Ads campaigns with an export of the imported Microsoft Ads campaigns, so you can see what differs and what to fix.

How to do it

1. Make sure UET and conversion goals are set up in Microsoft Advertising before importing.
2. Run the Google import from Microsoft Advertising and choose which campaigns to bring over.
3. Review budgets, since Microsoft traffic volume is usually lower than Google.
4. Check bidding strategies and conversion goals on each imported campaign.
5. Compare performance with the Google Ads originals after two to four weeks and adjust.

Common mistakes

• Importing before UET is live, so smart bidding starts with no conversion data.
• Copying Google budgets unchanged.
• Letting scheduled imports overwrite changes made in Microsoft Ads.
• Forgetting to mirror new negatives added in Google Ads after the import.

Ask Markitech

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Approved by you, every time

Markitech proposes each change in chat and holds it until you approve. Nothing is published, created or changed in your accounts without that approval.

Part of the Microsoft Ads AI Agent guide.