Google → Microsoft Ads Import Readiness Checker
What actually transfers when you import a Google Ads account into Microsoft Advertising — and what you need to rebuild manually.
How to use
Use Microsoft's Import tool
Microsoft Advertising can import a Google Ads account directly — but not everything survives the trip.
Check what transfers
This reference table shows what carries over cleanly, partially, or not at all.
Rebuild the gaps manually
Plan for the items that need manual work before you rely on the import.
Microsoft CPCs ran roughly 19% higher YoY in recent benchmarks — even a clean import is worth a fresh look at bids, not a copy-paste.
What we check
- What transfers cleanly via Microsoft’s own Google Ads import: campaigns/ad groups/keywords, RSAs, negative keywords, and standard extensions (sitelinks, callouts, structured snippets).
- What transfers only partially: smart bidding strategy TYPE imports but with no learning history (expect a fresh learning period); Shopping campaign structure imports but needs a separate Microsoft Merchant Center feed before anything serves.
- What does NOT transfer at all: audience lists (must be rebuilt natively), Performance Max (no Microsoft equivalent — rebuild as standard Search/Shopping/Audience), conversion tracking (Microsoft’s UET tag must be installed and goals rebuilt), and Quality Score/ad rank history (Microsoft calculates its own from zero).
Related tools
- Keyword Bulk CSV Generator — Export a Microsoft-format CSV directly if you would rather build fresh than rely on the import
- Merchant Center Feed Pre-Flight Validator — Prep the separate feed Shopping campaigns need before they can serve on Microsoft
- SKAG & STAG Ad Group Builder — Build a fresh ad-group structure for anything the import does not carry over
Last updated: 19 August 2026 · Built by the CWA Europe PPC team.
Frequently asked questions
Does Performance Max import into Microsoft Advertising?
No. PMax is a Google-specific campaign type with no Microsoft equivalent, so these campaigns do not import and must be rebuilt as standard Search, Shopping or Audience campaigns.
Do audience lists transfer?
No — remarketing and customer match lists must be rebuilt natively inside Microsoft Advertising; Google's lists do not carry over.
Does conversion tracking transfer?
No. Microsoft's UET tag must be installed separately and conversion goals rebuilt — Google Ads conversion tracking does not import.