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Microsoft Ads vs Google Ads: When to Add Microsoft (2026)

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Add Microsoft Ads next to Google Ads, not instead of it, and only when your Google account is profitable and you can track conversions on Microsoft too.

Microsoft Ads (officially Microsoft Advertising) is a second search channel, not a replacement for Google Ads. It can import your Google Ads campaigns, so a test does not start from zero. Below is a four-question check I use, followed by the import steps, what differs and how I measure both.

Should you add Microsoft Ads? The 4-question check

Add Microsoft Ads when the first three answers are yes. The fourth question decides how you start. A no on any of the three means you fix that part first or stay with Google Ads for now.

When to add Microsoft Ads: four questions Four questions in order. Is Google Ads profitable now? No: fix Google Ads first. Can you add the UET tag to your site? No: set up tracking first. Do you have time for a second account? No: stay with Google for now. Do you sell to businesses? Yes: add Microsoft Ads and test LinkedIn profile targeting. No: add Microsoft Ads and import Search campaigns first. Yes Yes Yes Yes No No No No Is Google Ads profitable now? Can you add the UET tag? Time for a second account? Do you sell to businesses? Fix Google Ads first Set up tracking first Stay with Google for now Add Microsoft,test LinkedIn targeting Add Microsoft,import Search first adds to Google, never fixes it When to add Microsoft Ads: four questions Four questions in order. Is Google Ads profitable now? No: fix Google Ads first. Can you add the UET tag to your site? No: set up tracking first. Do you have time for a second account? No: stay with Google for now. Do you sell to businesses? Yes: add Microsoft Ads and test LinkedIn profile targeting. No: add Microsoft Ads and import Search campaigns first. Yes Yes Yes Yes No No No No Is Google Adsprofitable now? Can you addthe UET tag? Time for asecond account? Do you sellto businesses? Fix GoogleAds first Set up trackingfirst Stay withGoogle for now Add Microsoft,test LinkedIntargeting Add Microsoft,import Searchfirst adds to Google, never fixes it
Three yes answers, then the fourth question picks how you start. Tap an answer to see its path.
Question 1

Profit on Google first

Import copies your Google campaigns. If they lose money on Google, fix them before you copy them.

Question 3

Time for a second account

Import saves you the setup work. You still review search terms, bids and results in a second account.

These are my rules from the accounts I manage, not Microsoft's. In those accounts, Microsoft clicks usually cost less than Google clicks for the same searches. A cheaper click helps only if the cost per conversion holds, so I judge Microsoft on cost per conversion, not CPC.

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How to launch Microsoft Ads with Google Import

Start with Google Import: it copies your Google Ads campaigns into Microsoft Advertising, so you test a structure that already works. In Microsoft Advertising, hover over Import in the left menu and select Import from Google Ads.

What Google Import brings into Microsoft Advertising A Google Ads account and a Google Merchant Center feed go into Google Import in Microsoft Advertising. Search campaigns import as Search, with a limit of three enabled responsive search ads per ad group. Performance Max imports as Performance Max or Search. Demand Gen imports as Audience campaigns. Video campaigns import without the video file, so you upload it again. Only tag-based, page-visit conversion goals created in Google Ads import, and they need the UET tag. The product feed goes to Microsoft Merchant Center. With scheduled import on, bids, bid strategies and budgets may update to match Google Ads. Google Ads account Google Merchant Center feed Google Import in Microsoft Advertising check bids after every import Search Search max 3 enabled RSAs per ad group Performance Max Performance Max or Search Demand Gen Audience campaigns Video Upload the video again Conversion goals Page-visit goals only add the UET tag Merchant Center feed Microsoft Merchant Center What Google Import brings into Microsoft Advertising A Google Ads account and a Google Merchant Center feed go into Google Import in Microsoft Advertising. Search campaigns import as Search, with a limit of three enabled responsive search ads per ad group. Performance Max imports as Performance Max or Search. Demand Gen imports as Audience campaigns. Video campaigns import without the video file, so you upload it again. Only tag-based, page-visit conversion goals created in Google Ads import, and they need the UET tag. The product feed goes to Microsoft Merchant Center. With scheduled import on, bids, bid strategies and budgets may update to match Google Ads. Google Ads account Google Merchant Center feed Google Import in Microsoft Advertising check bids after every import Search Search max 3 enabled RSAs per ad group Performance Max Performance Max or Search Demand Gen Audience campaigns Video Upload the video again Conversion goals Page-visit goals only add the UET tag Merchant Center feed Microsoft Merchant Center

Each Google campaign type, goal and feed has a Microsoft match. Turn on scheduled import to see what it can overwrite.

Pick how much control you want on import. For Shopping, Microsoft can also import your complete Google Merchant Center feed into Microsoft Merchant Center.

What differs: audience, network and features

The biggest difference is targeting: Microsoft adds LinkedIn profile targeting, which it calls unique to its platform. Both platforms have responsive search ads with the same text limits, and both have Performance Max.

Google Ads vs Microsoft Advertising features, from each platform's own help pages (sources checked 25 Oct 2026).
FeatureGoogle AdsMicrosoft Advertising
LinkedIn profile targetingNoIndustry, company, job function; job seniority (announced 31 Aug 2026)
Responsive search adsUp to 15 headlines, 4 descriptionsUp to 15 headlines, 4 descriptions
Text limits30 per headline, 90 per description30 per headline, 90 per description
RSA asset ratingsPerformance label column deprecated; full stats per assetLow, Good, Best, Unrated, Learning
Performance MaxYesYes, global since 5 Mar 2024
Broad match negativesYesNo; imported as phrase match
Target CPAA Smart Bidding strategyMaximize conversions with a Target CPA value (since 4 Aug 2025)

Sources: Microsoft Advertising: Audience targeting tools; Microsoft Advertising and Google Ads feature comparison (PDF, July 2024); Microsoft Advertising blog, 31 Aug 2026; Google Ads Help: About responsive search ads; Microsoft Advertising: Responsive search ads; Microsoft Advertising: Responsive search ad limits and asset ratings; Google Ads Help: Ad-level asset report for responsive search ads; Microsoft Advertising blog, 4 Mar 2024; Microsoft Advertising: Import campaigns directly from Google Ads; Google Ads Help: About Smart Bidding; Microsoft Advertising: Bid strategies

Audience

Microsoft's media kit says its audience is 34% more likely to be in the highest income bracket than the average internet user (GWI data, Q4 2023 to Q3 2024). That covers Microsoft's audience in general, not only search users. In the accounts I manage, Microsoft buyers tend to be older and read more before they buy. So I use the full 90 characters of each description for product detail.

Network

Google includes search partners by default in new Search campaigns and has offered full placement reporting for them since August 2025. An Adalysis guide from before that change (last updated August 2024) says Microsoft gives much more insight into its search partners. Check the search partner reports on both platforms before you keep partners on.

Comparing more channels? Read Google Ads vs Meta Ads and ChatGPT Ads vs Google Ads.

How to measure Microsoft Ads next to Google Ads

Measure both platforms in one place and judge them on cost per conversion. Each platform reports conversions from its own clicks, so a buyer who clicks both ads can show up in both reports.

The first weeks of Microsoft Ads: learning, bidding and measuring Before launch: add the UET tag and set up conversion goals. When the campaign has at least 30 conversions in the previous 30 days, switch to Maximize conversions or Target CPA. In weeks 1 and 2 after the switch, the strategy learns, so do not judge results. From week 3, judge cost per conversion and change Target CPA within 10-15%, up or down. If most conversions come more than seven days after the click, skip both strategies. Every month, compare cost per conversion for Google Ads and Microsoft Ads in GA4. The monthly check is my rule; the rest is Microsoft's guidance. two weeks of learning. Wait. UET tag + conversion goals Weeks 1-2: learning Don't judge results yet. From week 3 Judge cost per conversion. Change Target CPA within 10-15%, up or down. Before 1 2 3 4 5 6 Weeks after the switch 30 conversions in the previous 30 days? Switch to Maximize conversions or Target CPA. Most conversions over seven days after the click? Skip both. Every month: compare cost per conversion in GA4. my rule The first weeks of Microsoft Ads: learning, bidding and measuring Before launch: add the UET tag and set up conversion goals. When the campaign has at least 30 conversions in the previous 30 days, switch to Maximize conversions or Target CPA. In weeks 1 and 2 after the switch, the strategy learns, so do not judge results. From week 3, judge cost per conversion and change Target CPA within 10-15%, up or down. If most conversions come more than seven days after the click, skip both strategies. Every month, compare cost per conversion for Google Ads and Microsoft Ads in GA4. The monthly check is my rule; the rest is Microsoft's guidance. UET tag + conversion goals 30 conversions in the previous 30 days? Switch to Maximize conversions or Target CPA. two weeks of learning. Wait. Weeks 1-2: learning Don't judge results yet. From week 3 Judge cost per conversion. Change Target CPA within 10-15%, up or down. Most conversions over seven days after the click? Skip both. Every month: compare cost per conversion in GA4. my rule
Microsoft's guidance: 30 conversions in the previous 30 days before Maximize conversions or Target CPA, then about two weeks of learning, and target changes within 10-15%.

Google Import brings over only tag-based, page-visit conversion goals created in Google Ads, not goals from Google Analytics. Rebuild the others in Microsoft and add the UET tag so imported goals receive conversions.

Import also replaces utm_source values such as Google or GoogleAds with bing. In GA4, import Microsoft cost data from a CSV report or the Microsoft Reporting API, then compare both platforms side by side.

If most of your conversions come more than seven days after the click, Microsoft advises against Maximize conversions and Target CPA. For B2B companies with long sales cycles, check this before you change the bid strategy.

Six mistakes after a Google Import

In my experience, most problems start when nobody checks what the import changed. Check these six after the first import and after each scheduled run.

Mistake 6

Comparing CPC only

A cheaper click is not a cheaper sale. Compare cost per conversion for both platforms in GA4.

For match types and levels, see how negative keywords work. If you want me to run Google Ads while you test Microsoft, see Google Ads management.

Microsoft Ads vs Google Ads FAQ

Is Microsoft Ads better than Google Ads?

Not as a replacement. In the accounts I manage, Google Ads stays the main search channel and Microsoft Ads is an add-on. Add it when Google is profitable and you can track conversions on Microsoft. Then judge it on cost per conversion, not on cost per click.

Which search ads platform is best for older audiences?

I found no official, dated age figure for Microsoft search users. Microsoft's media kit says its audience is 34% more likely to be in the highest income bracket than the average internet user (GWI, Q4 2023 to Q3 2024). In the accounts I manage, Microsoft buyers tend to be older. Google lets you target ages 18-24 to 65+.

Sources: Microsoft Advertising media kit (GWI data); Google Ads Help: About demographic targeting

How does Microsoft Advertising compare to Google Ads in features and performance?

Features overlap: both have responsive search ads with 30- and 90-character limits, and Performance Max. Microsoft adds LinkedIn profile targeting. I found no independent study that compares performance side by side, so compare cost per conversion in your own account. Microsoft publishes its own feature comparison (PDF, July 2024).

Sources: Microsoft Advertising and Google Ads feature comparison (PDF, July 2024); Google Ads Help: About responsive search ads; Microsoft Advertising: Responsive search ad limits and asset ratings; Microsoft Advertising blog, 4 Mar 2024

Which bid strategy should I start with on Microsoft Ads?

Microsoft recommends at least 30 conversions in the previous 30 days before Maximize conversions or Target CPA. Imported Search campaigns with unsupported strategies start on Enhanced CPC. Since 4 Aug 2025, you set Target CPA as Maximize conversions with a Target CPA value. If most conversions come more than seven days after the click, Microsoft advises against both.

Sources: Microsoft Advertising: Bid strategies; Microsoft Advertising: What gets imported from Google Ads

Can Microsoft Ads use my Google Shopping feed?

Yes. Microsoft can import your complete Google Merchant Center feed into Microsoft Merchant Center. Google Performance Max campaigns import as Performance Max or Search campaigns. Grade the feed before you import it, because Microsoft inherits the same gaps.

Grade your feed: Merchant Center feed scorecard

Sources: Microsoft Advertising blog, 25 Feb 2025; Microsoft Advertising: What gets imported from Google Ads

Does Google Import copy my conversion tracking?

Only in part. Microsoft imports only tag-based, page-visit conversion goals created in Google Ads, not goals from Google Analytics. Those goals receive conversions only after you add the UET tag to your site. Rebuild custom-event goals in Microsoft.

Why tracking fails: my conversion tracking guide

Source: Microsoft Advertising: What gets imported from Google Ads

What changed in this guide

I update this guide when Google or Microsoft changes something that affects the choice.

  • 26 Oct 2026: I rebuilt the guide around one decision. I removed market share and CPC figures I could not source, and added sections on Google Import, measurement and the August 2026 job seniority targeting.
  • Apr 2026: First version.
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Is your Google Ads account ready for Microsoft?

For accounts spending $1,500+ a month. I record a 15-minute video and show the three things I would fix first.

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Below $1,500 a month? Use my free Google Ads audit checklist.

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