Microsoft Advertising Playbook

How to set up and run Microsoft Advertising alongside Google Ads. Ads show on Bing, partner sites, and the Microsoft Audience Network.

Account structure

Mirror your Google Ads structure and naming so reports line up.
Import campaigns with Google Import. Schedule the import if you want changes to keep syncing.
After every import, check bid strategies, budgets, negatives, ad extensions, and URL parameters. Not every setting carries over.
Set budgets for Microsoft separately. Do not copy Google budgets.

Tracking and measurement

Install the Universal Event Tracking (UET) tag on every page. Create conversion goals from it.
You can import conversion goals from Google Ads, but confirm UET is recording them.
Turn on enhanced conversions and consent mode for UET where required.
Send server-side or offline conversions with the Conversions API or offline conversion imports.
Auto-tagging adds msclkid to URLs. Make sure your site and analytics keep it.

Campaign types

Type	Use it for
Search	Text ads on Bing and partner search results.
Shopping	Product ads from a Microsoft Merchant Center feed.
Performance Max	Automated campaigns across Microsoft search and audience inventory.
Audience	Image and native ads on the Microsoft Audience Network.

Targeting

Review search terms weekly. Add negatives.
Add remarketing and in-market audiences to search campaigns, starting in observation mode.
Use LinkedIn profile targeting (company, industry, job function) as bid adjustments on search.
Exclude low-quality publisher sites from audience campaigns.

Creative

Reuse Google responsive search ads as a starting point.
Add Microsoft-specific assets, such as images and action extensions, where they are available.
Test ad copy against Microsoft search terms. Do not assume Google results carry over.

Budget and bidding

Use automated bidding: Maximize conversions, Target CPA, Maximize conversion value, or Target ROAS.
Expect lower volume than Google. Give automated bidding more time to learn.
Compare cost per acquisition with Google and move budget toward the cheaper source.

Review cadence

Daily: spend and disapproved ads.
Weekly: search terms, negatives, and any Google Import errors.
Every two weeks: audience network placements; exclude poor sites.
Monthly: cost per acquisition versus Google; rebalance budgets.

Pre-launch checklist

UET tag verified with UET Tag Helper.
Conversion goals recording.
Google Import reviewed for unsupported or changed settings.
Negatives and audience exclusions applied.
Merchant Center feed approved (if running Shopping).
Budgets set for Microsoft, not copied from Google.
msclkid and UTM parameters preserved through to analytics.