Import Google Ads Campaigns to Microsoft Ads
Microsoft’s Google import saves hours: campaigns, ad groups, keywords and ads arrive in minutes. What it doesn’t do is make the settings right for Microsoft. The checks after import decide whether the test is fair.
How do you import Google Ads campaigns into Microsoft Ads?
- Sign in to Microsoft Advertising and choose Import, then Google Ads.
- Connect your Google account and choose the campaigns to import. Start with your proven search campaigns only.
- Set import options: budgets, bids and whether future imports update existing items.
- Run the import, then review the import log and errors.
- Fix tracking, AI settings, budgets and bids before the campaigns spend.
What should you check after importing?
| Check after import | Status | Why |
|---|---|---|
| UET tag and conversion goals | Set up | Google tags don’t carry over |
| AI Max on new Search campaigns | Review | On by default for new Search campaigns |
| Budgets and bids | Review | Set for Microsoft volume, not Google’s |
| Scheduled import updates | Off | Stops imports overwriting your changes |
| Negative keywords | Imported | Review search terms after week one |
Microsoft uses its own Universal Event Tracking (UET) tag. Set up UET and your conversion goals, and add offline conversions for pipeline, covered on pipeline tracking. Check AI Max settings on each Search campaign, explained on AI Max for Search.
Should you schedule recurring imports?
Scheduled imports can run automatically, daily, weekly or monthly. If updates to existing items are switched on, imports can change bids, bid strategies, budgets and campaign status to match Google (Microsoft’s scheduled import help). Scheduled imports also only fetch items that changed since the last run. That is convenient while you test, but once you tune Microsoft separately, turn off updates to existing items or pause the schedule so your Microsoft changes aren’t overwritten.
Which campaigns should you import first?
Import the search campaigns that already produce qualified pipeline on Google, grouped by intent as described on campaign structure. Leave out brand-new experiments and broad campaigns until Microsoft’s own data is clean. Performance Max and other types can follow later.
Import the structure, not the assumptions.
Keywords and ads can come from Google. Settings, budgets and tracking need to be set for Microsoft.
How should you set budgets after import?
Don’t carry over Google budgets unchanged. Microsoft volume is usually lower, so set budgets from expected clicks and your test goals, using the method on the test plan and budget page. Then watch search terms and lead quality weekly.
Frequently asked questions
Can I import Google Ads campaigns into Microsoft Ads?
Yes. Microsoft Advertising’s Google import brings across campaigns, ad groups, keywords, ads and most settings.
Does conversion tracking import from Google Ads?
Set up Microsoft’s UET tag and conversion goals separately, then add offline conversions for pipeline.
Will scheduled imports overwrite my changes?
They can, if updates to existing items are on. Bids, budgets and status may change to match Google.
Should I import all my Google campaigns?
No. Start with search campaigns proven to produce qualified pipeline, then add others.
How often should Google imports run?
While testing, weekly can work. Once you optimize Microsoft separately, pause or limit updates.
What should I check after a Google import?
Tracking, AI Max settings, budgets, bids, scheduled import updates and the import error log.
Can I undo a Google import?
You can pause or delete scheduled imports, but imported items stay in your account until you remove them.
Sources & further reading
Standards and platform rules change. These sources let you verify the current requirements directly. All screens shown are mock-ups of fictional products.