Importing Google Ads to Microsoft: The Advanced Guide (2026)

We mentioned the Import tool in post 1. Now we dive deep. If you just "Set it and forget it," you will lose money. Microsoft's algorithm is different. Imports often break specific settings.

In this "Mega-Authority" guide, we cover:

1. What Transfers: Keywords, Ads, Extensions.
2. What Breaks: Automated Bidding, Location Targets, UTMs.
3. The "Update" Schedule: Auto vs Manual.
4. Field Mapping: Customizing the import.

Part 1: Bidding Strategies

• Google: You use "Target ROAS".
• Microsoft: Supports "Target ROAS"... BUT does it have enough data?
• Danger: If you import a tROAS campaign into a fresh Microsoft account with 0 conversions, it will not spend.
• Fix: On import steps, choose "Switch to Enhanced CPC" for the first 30 days until UET gathers data.

The 50% Bid Rule: Microsoft traffic is cheaper than Google. If you import your Google bids directly, you will overpay on Bing. Reduce all imported bids by 50% as a baseline, then adjust based on actual CPA data.

Example: Google Keyword bid = $2.50 → Set Microsoft bid to $1.25. Budget follows the same logic: if you import a $1,000/day Google budget without adjusting, Microsoft may attempt to spend it on lower-quality partner inventory.

Part 2: Location Targeting

Google's "Radius Targeting" sometimes converts weirdly to Bing. Bing is more Zip-Code based.

• Audit: Check your location settings immediately after import.
• Expansion: Microsoft often defaults to "United States" if it can't read the Google Geo. Ensure you aren't targeting the whole world by accident.

Part 3: Import Schedule

You can set Microsoft to import Daily, Weekly, or Monthly.

• Daily: Bad idea. If you make a mistake in Google, it instantly propagates to Bing.
• Weekly: Be careful. If you change ad copy in Google for a test, it overrides your Bing copy.
• Best Practice: Set Auto-Import: Daily, but configure Selected Attributes Only.
  • ✅ Sync: Ad Copy, New Keywords, Negatives.
  • ❌ Don't Sync: Bids, Budgets (manage these natively in Bing).
• Alternative: Do Manual Imports once a month for full control.

Part 4: Tracking Templates

Google uses {gclid}. Microsoft uses {msclkid}.

• Ensure your URL options in Import Settings are set to "Find and Replace".
• Replace source=google with source=bing.
• Replace medium=cpc with medium=cpc (Keep same).

Part 5: Summary & Checklist

Your Action Plan:

1. Run a Manual Import.
2. Uncheck "Import Bids and Budgets" (Manage these natively in Bing).
3. Check "Landing Page URLs" (Ensure UTMs are correct).
4. Review "Import Errors" logs.

Import smart, not hard.