Import Google Ads to Microsoft Ads: Step-by-Step 2026

2. Can You Import Google Ads Campaigns Into Microsoft Ads?

Quick Answer: Yes. Microsoft Advertising has a free Google Import tool inside its web interface and its desktop Editor. You sign in to Google, choose what to copy, and Microsoft rebuilds it on Bing. Nothing in your Google account changes, because the tool only reads from it.

Microsoft’s Google Ads Import guide says it imports most supported campaigns, ads, targets and ad extensions by default. Three things are worth knowing up front:

• It is one Google account into one Microsoft account. Multi-brand owners repeat the import per account, or use the manager-account option.
• The link lives on your Google login. If that user loses access, or you remove the “BingAdsImport” app from your Google permissions, scheduled imports stop.
• Not everything comes across. Skipped items are often still supported on Bing; you just add them by hand.

Tidy your Google account first, because the import copies its problems too. Our step-by-step Google Ads setup guide covers the basics a clean account needs.

3. What Should You Prepare Before Importing?

Quick Answer: Open your Microsoft Ads account in Malaysian ringgit, add a billing card, and check your Google login can see the right Google Ads account. Copy only campaigns that already produce leads, and get Microsoft’s UET tracking tag ready.

Work through this list before you click Import:

• Pick ringgit as the account currency. Microsoft lists the ringgit among its supported account currencies. Treat it as permanent.
• Set up billing. Add a main and a backup card, so a declined payment doesn’t pause your ads.
• Check Google access. Use a Google login that can see the Google Ads account.
• Shortlist your campaigns. Brand and top-performing campaigns first; leave experiments behind.
• Prepare tracking. Have website or Google Tag Manager access ready for the UET tag.

Running Shopping ads? Your product feed must be in Microsoft Merchant Center first, so fix any Google feed errors using our Google Merchant Center setup guide. Still choosing a sales channel? Compare Shopee Ads vs Google Shopping.

4. How Do You Import Google Ads to Microsoft Ads Step by Step?

Quick Answer: In Microsoft Ads, open the Import menu and choose Import from Google Ads. Sign in to Google, select the account, and pick the campaigns. In the advanced options, untick budget and bid updates, set the schedule, and start. Review the import summary before any ad goes live.

Microsoft moves its menus now and then, but the flow has stayed the same for years. Use the advanced path, not the one-click import, so you see every setting:

1. Open the import tool. In the target Microsoft Ads account, choose Import, then Import from Google Ads.
2. Sign in to Google. Allow read access, then select the Google Ads account to copy from.
3. Choose what to import. Select all campaigns or tick specific ones; leave out paused ones.
4. Review the import options. Untick “update existing campaign budgets” and “update bids and bid strategies” on a first import, so you set Bing values yourself.
5. Name and schedule the import. The name is only a label. For the first run, choose a one-time import.
6. Start the import and read the summary. Fix anything listed as changed or skipped.
7. Lower budgets and confirm bidding. Cut each daily budget to Bing’s share; start with manual CPC or capped Maximize Clicks.
8. Install the UET tag and check conversion goals. Confirm each goal records before launch.

Keep imported campaigns paused until steps 6 to 8 are done. Our guide to conversion tracking setup explains how to count form fills and WhatsApp clicks; mirror it in UET.

5. Which Import Schedule Should You Choose?

Quick Answer: Microsoft offers six schedules: Auto, Now, Once, Daily, Weekly and Monthly. Use Now or Once for your first import. Switch to Weekly only after unticking budget and bid updates, or each run will undo your Bing changes.

The six options come from Microsoft’s Google Ads Import documentation; the “best for” column is ours.

Two import options matter most once you schedule repeat runs:

• Delete removed items. Anything you delete in Google is deleted on Bing too. Risky if you have built Bing-only ad groups.
• Budget adjustment. You can set imported budgets a fixed percentage above Google’s. Most Malaysian SMEs need the opposite, so leave budget updates off.

6. What Gets Imported From Google Ads, and What Needs Fixing?

Quick Answer: Campaign structure, keywords, negative keywords, responsive search ads and most extensions copy across cleanly. Budgets and bid strategies come across but rarely suit Bing. Locations, audiences and tracking need checking by hand, and you install the UET tag yourself.

This is the checklist ZenWeb runs after every import. Use it alongside your import summary.

The amber rows cause most of the waste we see. A Google campaign on Maximize Conversions has months of learning; its Bing copy has none. Our comparison of manual CPC vs Smart Bidding explains why new campaigns start better on simpler bidding.

7. How Much Malaysian Search Will Your Imported Ads Reach?

Quick Answer: In September 2026, Bing, Yahoo and DuckDuckGo together carried about 7.9% of Malaysian search, against Google’s 91.27%, per StatCounter. All three show Microsoft’s search ads, so an imported campaign reaches roughly one-twelfth of the searches its Google twin can.

Figures are from StatCounter’s search engine market share for Malaysia, all devices; they measure search traffic, not users.

Reach is smaller, but clicks are usually cheaper because fewer advertisers bid on Bing. Our Microsoft Ads cost guide for Malaysia gives indicative RM click prices to compare with your Google CPC by industry.

8. How Should You Set Budgets After Importing?

Quick Answer: Set each imported campaign’s daily budget at about 10–15% of its Google budget, roughly Microsoft’s share of Malaysian search plus room for cheaper clicks. Microsoft caps monthly spend at roughly 30.4 times the daily budget (an average month), so a RM20 daily budget can spend up to about RM608 a month.

The ladder below is an illustrative scenario using our 12.5% midpoint and the 30.4× monthly limit on Microsoft’s budget options help page.

If a campaign spends its full budget daily at a good cost per lead, raise it 20–30% a week. If it barely spends, search volume is the limit, and more money won’t help. Our guides to the Google Ads minimum budget and what Google Ads costs in Malaysia cover the Google side of the same plan.

9. Should You Keep Syncing or Manage Bing Separately?

Quick Answer: Keep a weekly sync for the first one to two months, with budget and bid updates off, so new keywords and ads flow across. Once Bing has its own data, stop syncing your best campaigns and tune them on Bing directly.

Most guides treat scheduled imports as “set and forget”. In our experience, syncing helps early and hurts later:

Either way, Bing’s search terms report is where the savings are. Add junk queries as negatives using our negative keywords guide, and run the same 12-point account audit on Bing once a quarter.

10. How Do You Measure Results After the Import?

Quick Answer: After 30 days of tracked data, compare Bing’s cost per lead with Google’s for the same campaigns. If Bing’s is equal or lower, grow it. If it is higher, cut back to brand and best-converting keywords.

Use this 30-day routine after you import Google Ads into Microsoft Ads:

• Days 1–3: confirm ads are serving and a test form fill shows as a UET conversion.
• Week 1: add negatives from search terms; confirm traffic is Malaysian.
• Week 2: compare click-through rate and CPC with Google; pause keywords that spend without leads.
• Day 30: compare cost per lead per campaign, then grow, trim or stop syncing.

Count leads the same way on both networks, or the comparison is meaningless. Claim your free Bing Places for Business listing too, so local searchers can find you on Bing Maps.

11. How Does Microsoft Ads Fit With Google Ads, Meta Ads and SEO?

Quick Answer: Google Ads stays your main paid search channel in Malaysia. Importing it into Microsoft Ads adds extra searchers for little effort. Meta Ads builds demand before people search, and SEO earns free clicks on every engine. Add Bing once Google is profitable.

Microsoft Ads is one of several next channels once Google works:

• More from Google: price Gmail and YouTube with our Demand Gen ads cost guide, build recall with YouTube bumper ads, reach living rooms with connected TV ads, or drive installs with Google App Campaigns.
• Other search boxes: TikTok Search Ads, Apple Search Ads for app owners, and Waze vs Google Maps ads for walk-in businesses.
• Native and new: Taboola native ads and what to prepare for ChatGPT Ads. For Microsoft’s AI answers, see our Copilot Search guide.
• Social and organic: Meta Ads create demand, and SEO ranks you on every search engine without a cost per click.

For most Malaysian SMEs, the order is Google Ads and SEO first, Meta Ads for demand, then a Microsoft Ads import for extra searchers. Our guide to Google Ads management fees explains how Bing is usually billed alongside Google.

12. Conclusion

Quick Answer: To import Google Ads to Microsoft Ads, use the free Google Import tool, copy only campaigns that convert, and untick budget and bid updates. Then cut budgets to about 10–15% of Google’s, check locations, install UET, and judge Bing on cost per lead after 30 days.

The import takes minutes. The settings take an hour, and that hour decides whether Bing becomes cheap extra leads or a quiet budget leak.

If you would rather have specialists run the import and the first month of tuning, our Google Ads management service covers Microsoft Ads alongside Google for Malaysian businesses.

13. Frequently Asked Questions

1. Is it free to import Google Ads into Microsoft Ads?

Yes. The Google Import tool is built into Microsoft Ads and its desktop Editor at no charge. You only pay for the clicks your imported campaigns get on Bing, Yahoo and DuckDuckGo.

2. Will importing change anything in my Google Ads account?

No. Microsoft only needs read access to your Google Ads account. Your Google campaigns, budgets and bids stay exactly as they are; the import creates copies in Microsoft Ads.

3. Does the import bring over conversion tracking?

Not fully. Microsoft can import conversion goal settings, but your website still needs Microsoft’s UET tag to record leads and sales. Install the tag, link each goal to it, and test with a real form fill before launch.

4. Should I use a scheduled import?

Run a one-time import first. A weekly scheduled import is useful for the first one to two months, as long as budget and bid updates are switched off. Otherwise each run overwrites the Bing budgets and bids you have set.

5. How much budget should imported campaigns get?

As a starting point, about 10–15% of each campaign’s Google daily budget. Microsoft’s network carried about 7.9% of Malaysian search in September 2026, per StatCounter, so a full Google-sized budget usually goes unspent or wasted.