How the import works
In Microsoft Advertising, go to Import, then Import from Google Ads, and sign in to Google. Quick import runs with Microsoft's default settings. Customize lets you set the import name, schedule, bids, budgets and entity status, and Advanced import lets you choose specific campaigns and ad groups, pick which items to import, adjust bid strategies and associate UET tags. Paused ad groups only come across if you select Show paused ad groups. From a manager account you can import up to 10 Google Ads accounts at once, though Microsoft recommends importing one Google Ads account into one Microsoft Advertising account.
One-time vs scheduled imports
Now and Once run a single time. Daily, Weekly and Monthly repeat until you pause or delete the schedule, and Auto lets Microsoft set the schedule. Scheduled imports fetch items that changed in Google Ads since the last run and can overwrite edits made in Microsoft Advertising. If Updates to existing items is on, campaign status changes such as Paused or Enabled sync too, and bids, bid strategies and budgets follow the Update bids, Update bid strategies and Update existing campaign budgets settings. Update bid strategies is on by default for all new and scheduled imports.
To stop syncing, open Import schedule & history, select the import, then choose Edit and Pause or Delete. Deleting the schedule unlinks the campaigns from Google Ads. Imports can be scheduled at both the account and manager account level, so check both.
What to check after importing
By default, Microsoft raises bids and budgets that fall below its minimums. You can opt out, but campaigns below the minimums won't import. Broad match negative keywords become phrase match negatives, video files aren't imported, and automated rules and IP exclusions have to be recreated. Demand Gen campaigns import as Audience campaigns, unsupported bid strategies fall back to Enhanced CPC (manual CPC for Audience campaigns), and without a Microsoft conversion goal a Performance Max campaign switches to Maximize clicks. We always review location and time targeting by hand, since Microsoft itself says settings from one platform will very likely not suit the other.
Common questions
How do I stop Microsoft Advertising from importing my Google Ads campaigns?
Go to Import, then Import schedule & history, select the scheduled import and choose Edit, then Pause or Delete. Check both account-level and manager-account-level schedules.
Why did my paused Microsoft Ads campaigns turn back on?
Usually a scheduled Google import. Automated imports keep syncing at the frequency you set, which can reactivate campaigns and reset settings, including the budget, to match Google Ads.
Does Google Import change my bids and budgets?
It can. By default it raises bids and budgets that are below Microsoft's minimums, and scheduled imports can update bids, bid strategies and budgets to match Google Ads unless you turn those settings off.
Does Google Import copy conversion tracking?
It can import Google Ads conversion goals when Import conversion goals is selected, but only tag-based online goals of the destination URL type created in Google Ads. Microsoft says the feature is in pilot, and you still need a UET tag on your site.
Can I schedule a file import in Microsoft Advertising?
No. Only imports from Google Ads, Meta Ads and Pinterest Ads can be scheduled. File imports run one time.