Import Google Ads to Microsoft Ads: A Step-By-Step Guide for Startups
Most startups run all their paid search budget through Google and ignore Bing entirely. That leaves money on the table. Microsoft Advertising reaches roughly 63 million searchers that Google does not, and the average cost-per-click runs lower because competition is thinner. The import tool closes the gap between intent and execution — you can have a live Microsoft Ads account in under an hour without rebuilding every campaign from scratch.
How to Import Google Ads Campaigns to Microsoft Ads
You can import Google Ads campaigns to Microsoft Ads in four steps: link your Google account, select the campaigns, run the import, and verify what transferred.
Step 1 — Link your Google account
In Microsoft Advertising, go to Tools > Import Campaigns > Import from Google Ads. You will be prompted to sign in to Google and grant read access. Microsoft needs read permissions only; nothing in Google will change.
Step 2 — Choose what to import
After authentication, you select:
- Which Google Ads account to pull from (if you manage multiple)
- Which campaigns, ad groups, or the entire account
- Whether to apply a bid adjustment automatically (Microsoft recommends starting at the same bids and adjusting after you gather data)
Step 3 — Run the import
Microsoft copies campaigns, ad groups, ads, keywords, and most extensions. The import typically finishes in a few minutes for accounts under a few thousand keywords. Larger accounts can take longer; Microsoft emails you when the job completes.
Step 4 — Review the import summary
The summary report shows what transferred, what was skipped, and what failed. Download the full report before you move on. Anything marked "Error" or "Skipped" needs your attention before the campaigns go live.
You can also schedule automatic imports so that future changes in Google — new keywords, paused campaigns, updated ad copy — sync to Microsoft on a daily, weekly, or monthly cadence. Set this up under Import Schedule on the same import screen.
What Changes During Import and What Needs Manual Adjustment
The import handles most of the structural work, but several things do not transfer cleanly and need a manual pass.
What transfers automatically: - Search campaigns, ad groups, and keyword lists - Expanded text ads and responsive search ads - Sitelink, callout, and structured snippet extensions - Negative keyword lists - Bid strategies (converted to the closest Microsoft equivalent)
What does not transfer or transfers incorrectly:
| Element | Issue |
|---|---|
| Google-specific ad formats | Some image and discovery ad types have no Microsoft equivalent and are dropped |
| Audience segments | Google Audiences (In-Market, Affinity) do not map to Microsoft; LinkedIn profile targeting is Microsoft-only and must be configured manually |
| Call extensions | Phone numbers transfer but you need to verify them in Microsoft |
| Dynamic Search Ads | Page feeds do not carry over; you must rebuild the feed in Microsoft |
| Smart campaigns | Do not import; these require rebuilding as standard campaigns |
| URLs with ValueTrack parameters | Most transfer correctly, but test final URLs after import |
Keyword match types deserve special attention. Microsoft's match type behavior is close to Google's but not identical. Broad match in Microsoft can behave more expansively than you expect, especially in smaller verticals. After import, audit your keyword list and tighten match types where volume is low and irrelevant queries are likely.
Geo-targeting transfers at the campaign level, but location bid adjustments sometimes shift. Pull a geo report in the first week to confirm traffic is hitting your intended markets.
Common Import Mistakes and How to Avoid Them
Going live without reviewing the import summary. The summary report is not optional. Skipped campaigns mean you may think you are live in a market when you are not. Read every error line before enabling campaigns.
Keeping paused Google campaigns paused in Microsoft. By default, campaigns import in a paused state. This is intentional — Microsoft wants you to review before spending. Many advertisers forget to unpause and wonder why they see no Microsoft Ads data after a week.
Copying Google bids directly without adjusting for Microsoft CPCs. Microsoft CPCs in most verticals run 20-40% lower than Google for equivalent traffic quality. If you import Google bids unchanged, you may overbid significantly and inflate your blended CPA. Start with Google bids, then reduce 15-20% and let the data guide further adjustments.
Assuming the same Quality Score logic applies. Microsoft uses a similar quality score system, but the signals weight differently. Ad relevance and expected click-through rate matter; landing page experience is assessed but weighted less heavily than on Google. An ad that performs well on Google may underperform in Microsoft if the keyword-to-ad text alignment is weaker.
Importing all campaigns when only some make sense. Brand campaigns, RLSA-heavy campaigns, and campaigns built around Google-specific audiences often do not translate well to Microsoft. Import selectively — start with non-brand, intent-based campaigns where keyword matching is the primary targeting lever.
Not excluding irrelevant LinkedIn segments. Microsoft's LinkedIn profile targeting (by company, job function, industry) is an advantage you get that Google cannot match, but it defaults to broad when you first import. If you are B2B and paying LinkedIn CPMs without intentionally opting in, your CPCs can spike without explanation.
Post-Import Optimization Checklist
Run through this list before turning campaigns live and again at the 30-day mark.
Before launch: - [ ] Download and review the full import summary report - [ ] Unpause the campaigns you want active - [ ] Verify phone numbers on call extensions - [ ] Confirm geo-targeting matches your intended markets - [ ] Rebuild any Dynamic Search Ad page feeds - [ ] Add LinkedIn audience targeting for B2B campaigns - [ ] Reduce bids 15-20% from Google baseline - [ ] Set up conversion tracking (Microsoft Universal Event Tracking tag, not the Google tag)
At the 30-day mark: - [ ] Pull a search terms report and add negatives - [ ] Compare impression share to Google — if it is dramatically lower, bids may be too conservative - [ ] Review Quality Scores by ad group; rewrite ads with scores below 5 - [ ] Check geo performance against your Google data; adjust location bid modifiers - [ ] Evaluate the scheduled import cadence — determine if daily, weekly, or manual sync fits your workflow - [ ] Assess LinkedIn profile targeting performance if you are B2B
Running Microsoft Ads as a direct copy of Google is not a strategy; it is a starting point. The accounts that generate the best results treat the two platforms as distinct channels that share a structural skeleton but require their own optimization logic.
FAQ
Does importing Google Ads campaigns to Microsoft Ads affect my Google account?
No. The import is read-only. Microsoft pulls your campaign data from Google but does not write anything back or change your Google account in any way.
How often should I sync Google Ads changes to Microsoft Ads?
It depends on how actively you manage your Google account. If you make structural changes — new campaigns, significant keyword additions, ad copy updates — weekly syncs keep Microsoft from falling behind. If your Google account is stable, monthly is sufficient. Avoid daily automatic syncs on accounts where you are still actively testing in Google; changes you intend to be temporary in Google will propagate to Microsoft automatically.
What bid strategy should I use after import?
Start with manual CPC at slightly reduced bids (15-20% below Google). This gives you the most control while the account builds conversion history. Once you have 30+ conversions in a 30-day window, consider switching to target CPA or maximize conversions. Automated bidding in Microsoft works well, but it needs data before it can outperform manual.
Will my Google Ads Quality Scores carry over to Microsoft?
No. Quality Score is platform-specific. Your Microsoft Ads Quality Score starts fresh and builds based on your actual performance on the Microsoft network. Give new imports at least two weeks before drawing conclusions about quality scores — early data is noisy.
Key Takeaways
- Microsoft Advertising's import tool copies campaigns, ad groups, keywords, and most extensions directly from Google in under an hour
- Several elements do not transfer cleanly: audience segments, Dynamic Search Ad feeds, smart campaigns, and call extension verifications all require manual work after import
- Campaigns import in a paused state by default — you must actively unpause them before spending begins
- Microsoft CPCs typically run 20-40% lower than Google; importing Google bids unchanged often leads to overbidding
- Conversion tracking requires a separate Microsoft Universal Event Tracking tag — the Google tag does not carry performance signals to Microsoft
- Treat Microsoft Ads as a distinct channel that shares Google's structure but needs its own bid adjustments, audience layers, and keyword-level optimization