Paid Search
Microsoft Advertising: is the second channel next to Google worth it?
Microsoft Advertising ships with an import that carries over campaigns, ads, targeting and settings from Google Ads and can be scheduled, either immediately, once at a set time, daily or on a rhythm set by Microsoft ms-import. The import is the easy part. What matters is what happens afterwards: an account carried over unchanged does not reflect the quirks of the second network and therefore rarely delivers what the channel could.
What we do: We take structure and ads over via import, set up conversion tracking independently, choose the import schedule deliberately and evaluate the channel after a quarter; you get additional reach with its own measurement instead of a copy of your Google account.
By Robin Kardinal, Chief Operation Officer (COO)
Last updated on
What it is about and when it becomes relevant
What the import can do
By default Microsoft imports the supported campaigns, ads, goals, ad extensions and further settings, and allows excluding individual elements ms-import. For scheduling, the options Auto, Now, Once and Daily are available ms-import.
When it becomes relevant
When your audience is professional or searches on devices running a different default browser. And whenever demand in the main channel is maxed out and additional reach should not come from higher bids.
Why the import alone is not enough
An imported account carries the bids, exclusions and budgets of the source account. But the auction is a different one, the search terms differ, and automated strategies need their own data. Whoever touches nothing after the import ends up measuring how well Google settings work in a foreign network.
Common mistakes and how you spot them
Daily import without review
How you spot itChanges from the Google account overwrite local adjustments. Visible in an adjustment being gone again the next day ms-import.
Budgets carried over one to one
How you spot itCampaigns run permanently far below budget because the volume in the second network is smaller. The money sits locked without working.
Conversion tracking not set up independently
How you spot itThe report shows hardly any conversions although clicks arrive. Automated bids then have no foundation.
Search terms never evaluated independently
How you spot itThe exclusion lists are identical to Google's, while different terms stand out in the report.
How we go about it
Use the import as a starting point
We carry over structure and ads through the import and exclude what does not fit the second network ms-import.
Set up your own measurement
Conversion tracking gets set up and verified independently before automated bids are switched on.
Choose the schedule deliberately
Whether Auto, Once or Daily depends on how much gets maintained independently in the second account ms-import. Whoever works there does not schedule the import daily.
Reconcile after a quarter
We measure the contribution separately and decide on the number whether the channel gets budget or just runs along.
Further reading
This topic belongs to SEA.
Frequently asked questions
Can I import Google Ads campaigns into Microsoft?
Yes. By default the import carries over the supported campaigns, ads, goals and ad extensions; individual elements can be excluded ms-import.
How often can the import run?
Microsoft offers the options Auto, Now, Once and Daily; Auto leaves the rhythm to Microsoft ms-import.
Do I have to set up conversion tracking again?
Yes, it is its own account in its own network. Without their own conversion data, automated bidding strategies have no foundation there.
Is Microsoft Advertising worth it for B2B?
Often yes, because a different share of professional usage happens there. But the answer only becomes reliable once the channel has run for a quarter with its own measurement.
Is this exactly where you are stuck?
Write to us about where it is stuck. Robin Kardinal and the team will look at what is concretely behind it in your case, and tell you where the biggest lever sits.
Sources
Every statement about ad products comes from the official documentation of the respective platform, with the date we retrieved it. Products change; if something looks outdated to you, write to us and we will check it.
- ms-importMicrosoft Learn, Google Ads Importretrieved on 21.9.2026
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