Microsoft Ads Setup & Google Ads Import

What's included

Import and cleanup

• Google Ads import scheduled with the fields that should not sync excluded
• Settings audit after import, since defaults change during transfer and rarely in your favour
• Campaign types that don't map cleanly handled manually
• Budget rebalanced for Microsoft volume rather than copied from Google
• Bid strategies reset, because imported strategies arrive with no conversion history behind them
• Duplicate and irrelevant campaigns removed rather than left paused

Tracking

• UET tag installation and verification through GTM
• Conversion goal setup with counting method and attribution window
• Conversions API for server-side event delivery
• Enhanced conversions where available
• Offline conversion import using msclkid
• GA4 reconciliation so Microsoft traffic stops landing in unassigned

Microsoft-specific work

• LinkedIn profile targeting by company, industry, and job function, which has no Google equivalent
• Audience network settings and placement exclusions, since this is where most wasted spend hides
• Microsoft Advertising Network partner sites reviewed
• Shopping campaigns and Merchant Center setup where you sell products
• Demographic and device bid adjustments recalculated for the Microsoft audience

After launch

• Two weeks of search term review and negative building
• Performance comparison against Google on the same terms
• Recommendations on where to diverge from the Google structure

Why it matters

Microsoft gets treated as a copy of Google, which is why most accounts import once and never look again. The audience is different, usually older, more desktop, more corporate, and the costs are lower. Terms that lose money on Google frequently work here.

The import is also the problem. It carries across settings that made sense on Google and defaults that never get checked, particularly the audience network, which will quietly consume a large share of the budget on placements nobody chose. Cleaning up after the import is most of the work.