Microsoft Advertising's Google Import tool copies your existing Google Ads campaigns — keywords, ad copy, extensions, and bidding structure — directly into Microsoft Ads. What would take days to build from scratch takes hours through import. For businesses already running Google Ads, this is the fastest path to incremental search volume at lower CPCs.
Microsoft Advertising's Google Import is a built-in tool that allows direct import of Google Ads campaign data into Microsoft Ads. Campaign structure, keywords, ad copy, ad extensions (sitelinks, callouts, structured snippets, call extensions), and bidding strategies are all imported automatically — creating a Bing-equivalent of your Google Ads account in a fraction of the time required to build from scratch. After import, we audit the result for Bing-specific optimisations: match type behaviour differs between platforms, some extensions need reconfiguration, and LinkedIn audience targeting can be added as a layer not available in Google. The import is a starting point, not a finished product — but it reduces setup time from 3–5 days to a few hours and provides a strategically aligned starting structure that mirrors your proven Google Ads performance.
Building Microsoft Ads from scratch replicates work already done in Google Ads. The Google Import tool makes this unnecessary — your proven campaign structure, keyword list, and ad copy transfers directly. This matters because the campaign structure that generates profitable leads on Google is based on your specific business, your audience's search behaviour, and your conversion data. Starting from that proven foundation on Bing is significantly better than starting from a blank account. Most Scalepoint clients running Microsoft Ads are up and generating leads within the first week — because the Google foundation is already validated and the Bing import gets it live immediately.
additional leads per month from Bing Search for a business that imported existing Google Ads campaigns (Scalepoint client, 2025–26)
to set up Microsoft Ads via Google Import versus 3–5 days to build from scratch — dramatically reducing time-to-first-lead
typical CPC reduction on Bing versus Google for imported campaigns in the same keyword categories
Import is the starting point. A post-import audit ensures the Microsoft Ads account is properly configured for Bing's specific behaviour.
All campaign structure imported from Google Ads: campaign hierarchy, ad group structure, keyword lists with match types and bids, negative keyword lists, and ad scheduling. The structure mirrors Google Ads exactly, giving Bing a proven keyword architecture from day one.
All ad variants imported — responsive search ads with all headline and description assets, and any remaining expanded text ads. Microsoft Ads supports the same RSA format as Google, with the same headline and description limits. Imported ad copy is reviewed for Microsoft-specific best practices.
Ad extensions imported and verified: sitelink extensions, callout extensions, structured snippet extensions, call extensions, and location extensions. Some extensions require manual reconfiguration after import — particularly call extensions if phone number format differs, and location extensions if Business Profile linkage needs updating.
After import, we audit for: match type behaviour differences (Bing's broad match is more conservative), bid adjustments needed for Bing's different auction dynamics, LinkedIn audience targeting addition, UET tag installation for conversion tracking, and any campaign settings that did not transfer correctly.
Post-import, we add LinkedIn profile targeting as audience layers on relevant campaigns — job title, company size, or industry targeting that is not available in the equivalent Google Ads campaigns. This is the primary optimisation unique to Microsoft Ads that improves on the Google structure.
When you make significant changes to your Google Ads campaigns — new ad groups, updated ad copy, expanded keyword lists — we run an updated Google Import to sync those changes to Microsoft Ads, maintaining strategic alignment between the two accounts without requiring duplicate work.
Google Import removes the main barrier to testing Microsoft Ads — setup time. Businesses that have considered Bing but not acted on it can have campaigns live and generating data within a week of engagement, without requiring significant upfront time investment.
Large accounts with many campaigns, ad groups, and keywords would take weeks to rebuild from scratch on Microsoft Ads. Google Import handles the transfer in hours regardless of account complexity, making the economics of Bing expansion viable for all account sizes.
Scalepoint uses Google Import as a standard part of Microsoft Ads onboarding for all clients who already have Google Ads — extending search coverage to Bing for every client without the overhead of building separate Microsoft accounts from scratch.
A business with a time-limited promotional campaign on Google can extend that campaign to Bing via import within hours — capturing Bing's search volume without the delay of building Bing-specific campaigns from scratch.
No call required. Tell us your business and goals — we send back a written audit within 3 business days.