Summarize with AI
The Microsoft Ads import tool is genuinely useful. In a few clicks, it pulls your campaigns, keywords, ads, and bids from Google and rebuilds them on a new platform. But “imported” doesn’t mean “ready to run.”
The tool copies structure. It doesn’t account for how Microsoft Ads handles match types, audiences, or network settings differently than Google. A few of these gaps can send your budget in the wrong direction before you realize what happened.
Here’s what to review before you flip the switch.
Why the Import Isn’t Plug-and-Play
The import handles the heavy lifting, but the two platforms aren’t identical. Default settings differ. Some features don’t carry over at all. Spending five to ten minutes on this checklist before activating your campaigns is well worth the time.
The Post-Import Checklist
1. Location Targeting
Microsoft and Google process location data differently, and targeting can shift during import. Open each campaign and confirm your targeted locations are exactly what you intended. It’s easy for targeting to come in broader than expected, which means your ads could serve in areas outside your market.
2. Match Type Behavior
Microsoft’s broad match tends to cast a wider net than Google’s. Keywords that performed well under controlled conditions in Google may behave unpredictably here. Review your keyword list and consider tightening match types where it makes sense, especially for any high-spend terms.
3. Conversion Tracking
This one is critical. Importing your campaigns does not set up conversion tracking in Microsoft Ads. You’ll need to install the Universal Event Tracking (UET) tag on your website and configure your conversion goals separately. Running campaigns without this means flying blind on performance.
4. Audiences
Custom audience segments from Google generally don’t transfer. If your Google campaigns rely on remarketing lists or customer match audiences, you’ll need to rebuild or reconnect those in Microsoft Ads. Don’t skip this step if audiences are part of your targeting strategy.
5. Ad Schedules
Time zone settings can shift during the import process. Pull up your ad schedules and verify they reflect your actual business hours in the correct time zone. A small error here can have your ads running at the wrong times entirely.
6. Search Partner Settings
Microsoft’s search partner network is different from Google’s, and the traffic quality can vary. By default, your campaigns may be opted into this network. Decide deliberately whether that’s the right call for your goals rather than leaving it as-is.
A Quick Note on Bids and Budgets
CPCs on Microsoft Ads are typically lower than Google, but that’s not a reason to leave your Google bids unchanged. Smart Bidding strategies don’t transfer directly, so review your bid strategy for each campaign and make sure it’s set up correctly for the Microsoft platform.
Key Takeaways
- The import tool copies structure, not strategy. Manual review is always required.
- Verify location targeting before launch: it can come in broader than intended.
- Set up your UET tag and conversion goals independently. They do not carry over from Google.
- Rebuild any audiences that didn’t transfer, particularly remarketing lists.
- Confirm ad schedules and time zones are accurate.
- Make a deliberate decision about search partner network participation.
Build a Complete Digital Advertising Program with the PPC Experts at Pink Dog Digital
At Pink Dog Digital, we specialize in helping businesses craft fully integrated digital strategies that don’t just attract attention: they drive results. From boosting visibility with social and search to closing sales, we know what it takes to build a funnel that converts.
Some of our services include:
- Digital Advertising
- Social Media Management
- Content Creation
- Search Engine Optimization (SEO)
- Web Design
Contact us at 410-696-3305 or email us at [email protected] for any inquiries or to book a service. You can also fill out our online Contact Us form or visit our website to learn more about us.
