Microsoft Ads reporting next to Google Ads

Coming soon: connecting Microsoft Advertising accounts directly, for live reporting and approval-gated campaign changes. Everything else on this page works today.

Microsoft Advertising often delivers cheaper conversions on a smaller volume, which makes it easy to under-manage. A quick comparison with Google Ads usually reveals campaigns that deserve more budget and others that should be paused.

Markitech pulls Google Ads performance directly and analyzes a Microsoft Advertising report you upload, so you can compare CPA, conversion rate and search queries across both engines.

How to do it

1. Ask for spend, conversions and CPA by campaign for the period you care about.
2. Compare the same campaigns in Google Ads to spot gaps in volume or efficiency.
3. Review search queries with spend and no conversions.
4. Check that conversion goals and the UET tag report as expected.
5. Act on the findings: Google Ads changes are made in Markitech with approval, and Microsoft Ads changes in Microsoft Advertising.

Common mistakes

• Assuming Microsoft Ads mirrors Google Ads performance after an import.
• Judging small campaigns on too little data.
• Ignoring search partners and audience network placements when CPA rises.
• Comparing platforms with different conversion definitions.

Ask Markitech

Key terms

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.