Google Ads Import for Microsoft Advertising

Import from Google Ads is the native onboarding workflow inside Microsoft Advertising that lets an advertiser authenticate a Google Ads account and replicate its campaign structure into Microsoft Advertising in minutes. It is by far the most-used onboarding path for the platform and the practical reason most Google advertisers can stand up a Microsoft account in an afternoon rather than a sprint. The import is available both in the web UI (Import menu) and via Microsoft Advertising Editor (the desktop bulk-editing tool, analogous to Google Ads Editor). What imports cleanly: campaigns and their settings, ad groups, keywords (with match types), Responsive Search Ads, Expanded/standard text ads, bids, negative keywords and negative lists, most ad extensions (sitelinks, callouts, structured snippets, call extensions), Shopping campaigns linked to a Microsoft Merchant Center, and audience associations where an equivalent exists. What does not transfer cleanly: Google Performance Max campaigns have no 1:1 equivalent and convert to Microsoft's own PMax or are skipped, Demand Gen/Discovery campaigns don't map, certain audience types and remarketing lists must be recreated against Microsoft's UET tag rather than the Google tag, and YouTube-specific campaign assets are not relevant. The most important best practice is to schedule a recurring import (daily or weekly) rather than treating import as a one-time setup. This keeps new keywords, ads, and budgets synced from the Google account, but it also creates a discipline trap: advertisers who never customize beyond the imported structure leave Microsoft-specific value on the table — notably LinkedIn profile targeting, Audience Network campaigns, and bid modifiers tuned to Microsoft's older/desktop audience. The recommended pattern is to import as a baseline, then add Microsoft-native layers on top, and use the recurring sync to keep core search campaign hygiene in lockstep with Google.