Copying from Google Ads to Microsoft Advertising destination

When the new Search Ads 360 creates new campaigns, ad groups, ads, keywords, and negative keywords, and assets as part of a copy operation, only some of the settings are copied from the source campaign, as described below.

Campaign settings for Microsoft Advertising

For each source campaign, the new Search Ads 360 creates a new campaign and copies the settings listed below.

Some Google Ads settings may have different names or require the new Search Ads 360 to make adjustments in the destination campaign.

Google Ads source	Microsoft Advertising destination campaign settings
Campaign type	Only Google Ads Search campaigns can be copied.
Name	Name
Daily budget	Daily budget: When needed, the new Search Ads 360 converts daily budget to the currency of the destination client. If the daily budget is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the daily budget to the Microsoft Advertising minimum value. If the daily budget is below the Microsoft Advertising minimum value and is a shared budget, the new Search Ads 360 sets the daily budget to the Microsoft Advertising minimum value and then pauses the destination campaign.
Ad delivery method	Campaign budget type
Ad rotation	Ad rotation: Microsoft Advertising doesn’t support campaign level ad rotation. The new Search Ads 360 copies the source campaign’s ad rotation selection to each ad group in the destination Microsoft Advertising campaign.
Bid strategy	The new Search Ads 360 sets the bid strategy of the destination campaign to manual CPC.
Start date and End date	Campaigns in Microsoft Advertising don’t specify start and end dates: The new Search Ads 360 copies the start and end dates specified in the source campaign to each ad group in the destination Microsoft Advertising campaign. If the start date in the source campaign is in the past, the new Search Ads 360 uses today's date in the destination campaign, or tomorrow’s date if the campaign is a flighted budget campaign.
Location targets	The new Search Ads 360 copies the location target from the source campaign if mapping of the same specificity is provided by Microsoft Advertising. If the same mapping isn’t provided, the new Search Ads 360 pauses the destination campaign and doesn’t copy the location target. Location targets: Country Region City Note that the new Search Ads 360 doesn’t copy metro targets to Microsoft Advertising campaigns. For the other types of location targets, the new Search Ads 360 changes the geo codes used by Google Ads into the equivalent geo codes used by Microsoft Advertising whenever possible. When Microsoft Advertising doesn't have an equivalent geo code, the action Search Ads 360 takes depends on whether the code is used to include or exclude the target. Inclusive targeting: If a Google Ads code would cause the Microsoft Advertising campaign to include a larger area than the source Google Ads campaign, the new Search Ads 360 doesn’t copy the code. The new Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the “Bulk actions” page. If a Google Ads code would cause the Microsoft Advertising campaign to include a smaller area than the source Google Ads campaign, the new Search Ads 360 copies the code and outputs a message in the “Bulk actions” page. The new Search Ads 360 doesn’t pause the Microsoft Advertising campaign. Exclusive targeting: If a Google Ads code would cause the Microsoft Advertising campaign to exclude a smaller area than the source Google Ads campaign, the new Search Ads 360 doesn’t copy the code. The new Search Ads 360 pauses the Microsoft Advertising campaign and outputs a message in the “Bulk actions” page. If a Google Ads code would cause the Microsoft Advertising campaign to exclude a larger area than the source Google Ads campaign, the new Search Ads 360 copies the code and outputs a message in the “Bulk actions” page. The new Search Ads 360 doesn’t pause the Microsoft Advertising campaign.
Languages	The new Search Ads 360 copies the source campaign’s language target to the destination campaign if the language is supported by Microsoft Advertising. If the language isn’t supported, the new Search Ads 360 pauses the destination campaign and doesn’t copy the language target. Campaigns in Microsoft Advertising don’t specify a language target. Instead, the new Search Ads 360 copies the language target specified in the source campaign to each ad group in the destination Microsoft Advertising campaign. If you copy a Google Ads campaign that targets multiple languages to Microsoft Advertising client accounts, the new Search Ads 360 chooses one of those languages and specifies it for each ad group in a Microsoft Advertising campaign, and pauses the campaign. It isn't possible to specify or predict which language the new Search Ads 360 chooses. You can manually change the language of the destination campaign.
Network	If the source campaign is opted out of the Google Display Network, the new Search Ads 360 sets the Microsoft Audience Network bid adjustment to -100%. If the source campaign is opted into the Google Display Network, the new Search Ads 360 sets the Microsoft Audience Network bid adjustment to the default 0%.
Mobile bid adjustment	Mobile bid adjustment Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids.
Tablet bid adjustment	Tablet bid adjustment Note that Microsoft Advertising tablet device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable tablet bids.
Desktop bid adjustment	Desktop bid adjustment Note that Microsoft Advertising desktop bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable desktop bids.
Labels	If the label exists in the destination account, the new Search Ads 360 applies the label to the destination campaign. If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination campaign.
Tracking template	Tracking template
Custom parameters	Custom parameters
Final URL Suffix	Final URL Suffix
Status	Status If you change the status of a source campaign to “Removed” , it isn’t updated in the destination. You’re required to manually set the destination campaign to “Removed”.
Sitelinks	Sitelinks Google Ads' account-level asset setting isn't copied to Microsoft Advertising. Instead, the sitelink is applied to the campaign. You can manually convert the sitelinks into account-level sitelinks.

The following setting isn’t copied to the destination campaign:

• Ad schedule
  • If the source campaign has an ad schedule, the new Search Ads 360 pauses the destination campaign and doesn’t copy the schedule.

Ad group settings for Microsoft Advertising

For each ad group in the source campaigns, the new Search Ads 360 creates a new ad group in the destination campaigns and copies the settings listed below.

Some Google Ads settings may have different names or require the new Search Ads 360 to make adjustments in the destination ad group.

Google Ads source	Microsoft Advertising destination ad group settings
Ad group type	The new Search Ads 360 applies the ad group type based on the destination campaign’s campaign type.
Name	Name
Default search CPC	Search bid
Mobile bid adjustment	Mobile bid adjustment Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids.
Tablet bid adjustment	Tablet bid adjustment Note that Microsoft Advertising mobile device bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable mobile bids.
Desktop bid adjustment	Desktop bid adjustment Note that Microsoft Advertising desktop bid adjustments can range from -100% to +900%. Google Ads bid adjustments can't be set from -91% to -99%. If you want to use bid adjustments from -91% to -99% in destination campaigns, you’ll need to manually set the bid adjustment after the copy operation completes. Decreasing bids by 100% will disable desktop bids.
Age bid adjustment	Age bid adjustment Note that the new Search Ads 360 matches the following age group bid adjustments between Google Ads and Microsoft Advertising: Google Ads age group of 35-44 matches to Microsoft Advertising age group of 35-49 Google Ads age group of 55-64 matches to Microsoft Advertising age group of 50-64 If the source campaign’s age group bid adjustment is 45-54, the new Search Ads 360 pauses the destination campaign and doesn’t copy the age bid adjustment. If the source campaign has age exclusions, the new Search Ads 360 doesn’t copy the age exclusions and keeps the destination campaign’s age bid adjustment at the default 0%.
Gender bid adjustment	Gender bid adjustment
Labels	If the label exists in the destination account, the new Search Ads 360 applies the label to the destination ad group. If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination ad group.
Status	Status
Tracking template	Tracking template
Custom parameters	Custom parameters
Final URL Suffix	Final URL Suffix
Sitelinks	Sitelinks

The following setting isn’t copied to the destination ad group:

• Bid strategy

Ad settings for Microsoft Advertising

For each ad in the source campaigns, the new Search Ads 360 creates a new ad in the destination campaigns and copies the settings listed below. For Google Ads settings that aren't available in Microsoft Advertising, or that are available under different names, the new Search Ads 360 makes adjustments as described below.

Any responsive search ads in the source ad group are copied into the destination as responsive search ads.

Responsive search ads

Google Ads source	Microsoft Advertising destination responsive search ad settings
Ad name	Ad name
Headline 1-15	Headline 1-15
Description line 1-4	Description line 1-4
Pinning	Pinning
Final URL	Final URL
Path 1 Path 2	Path 1 Path 2
Tracking template	Tracking template
Final URL Suffix	Final URL Suffix
Final mobile URL	Final mobile URL
Custom parameters	Custom parameters
Status	Status

The following setting isn’t copied to the destination ad:

• Labels

Duplicate ads

Duplicate ads in a Google Ads source campaign aren't copied to a Microsoft Advertising destination campaign. That is, if a Google Ads source campaign contains duplicate ads, only one of the ads is copied to the Microsoft Advertising destination campaign.

Keyword settings for Microsoft Advertising

For each keyword in the source campaigns, the new Search Ads 360 creates a new keyword in the destination campaigns and copies the settings listed below.

Google Ads source	Microsoft Advertising destination keyword settings
Text	Text Microsoft Advertising and Google Ads have slightly different rules for determining whether keywords are duplicates. For example, “shoe” and “Shoe” (initial-capped) are considered to be duplicates in Microsoft Advertising but not in Google Ads. As a result, you may see errors after a copy operation regarding duplicate keywords in Microsoft Advertising. When this occurs, one of the duplicate keywords will be successfully trafficked to Microsoft Advertising, but the others won’t appear in the client account.
Match type	Match type
Minimum bid	Minimum bid When needed, the new Search Ads 360 converts minimum bid to the currency of the destination campaign. If the minimum bid is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the minimum bid to the Microsoft Advertising minimum value.
Maximum bid	Maximum bid When needed, the new Search Ads 360 converts minimum bid to the currency of the destination campaign. If the maximum bid is below the Microsoft Advertising minimum value ($0.05 USD), the new Search Ads 360 sets the maximum bid to the Microsoft Advertising minimum value.
Labels	If the label exists in the destination account, the new Search Ads 360 applies the label to the destination keyword. If the label doesn’t exist in the destination account, the new Search Ads 360 creates the label in the destination account then applies it to the destination keyword.
Tracking template	Tracking template
Custom parameters	Custom parameters
Final URL Suffix	Final URL Suffix
Final URL	Landing page URL If the Google Ads keyword doesn't specify a landing page URL, the new keyword in the destination campaign won’t have a landing page URL, just like the original.
Final mobile URL	Final mobile URL
Custom parameters	Custom parameters
Status	Status

The following settings aren’t copied to the destination keyword:

• Bid strategy
• Membership in a landing page test

Campaign level negative keyword settings for Microsoft Advertising

For each campaign level negative keyword in the source campaigns, the new Search Ads 360 creates a new campaign level negative keyword in the destination campaigns and copies the settings listed below.

Because Microsoft Advertising doesn’t support negative keywords with the broad match type, the new Search Ads 360 doesn’t copy them into Microsoft Advertising campaigns or ad groups. Instead, the match type for broad-match negative keywords is changed to phrase when copying to Microsoft Advertising. The new Search Ads 360 does include negative keywords with the broad match type when copying to Google Ads.

Google Ads source	Microsoft Advertising destination
Text	Text
Match type	Match type For any broad-match negative keywords, the new Search Ads 360 changes the match type to phrase in Microsoft Advertising.
Status	Status

Ad group level negative keyword settings for Microsoft Advertising

For each ad group level negative keyword in the source campaigns, the new Search Ads 360 creates a new ad group level negative keyword in the destination campaigns and copies the settings listed below.

Because Microsoft Advertising doesn’t support negative keywords with the broad match type, the new Search Ads 360 doesn’t copy them into Microsoft Advertising campaigns or ad groups. Instead, the match type for broad-match negative keywords is changed to phrase when copying to Microsoft Advertising. The new Search Ads 360 does include negative keywords with the broad match type when copying to Google Ads.

Google Ads source	Microsoft Advertising destination
Text	Text
Match type	Match type For any broad-match negative keywords, the new Search Ads 360 changes the match type to phrase in Microsoft Advertising.
Status	Status

Sitelink settings for Microsoft Advertising

For each sitelink in the source campaigns, the new Search Ads 360 creates a sitelink in the destination campaigns and copies the settings listed below.

Google Ads source	Microsoft Advertising destination
Text	Text
Description 1	Description 1
Description 2	Description 2
Start date and End date	Start date and End date
Campaign and ad group associations	Campaign and ad group associations
Device preference	Device preference
Scheduling	Scheduling
Final URL	Final URL
Final mobile URL	Final mobile URL
Tracking template	Tracking template
Custom parameters	Custom parameters
Final URL Suffix	Final URL Suffix
Status	Status Microsoft Advertising doesn’t support paused assets. The new Search Ads 360 won’t copy any paused assets to the destination campaign.

Call asset settings for Microsoft Advertising

For each call asset in the source campaigns, the new Search Ads 360 creates a new call asset in the destination campaigns and copies the settings listed below.

Google Ads source	Microsoft Advertising destination
Country code Phone number	Country code Phone number
Status	Status Microsoft Advertising doesn’t support paused assets. The new Search Ads 360 won’t copy any paused assets to the destination campaign.
Scheduling	Scheduling

The following settings aren’t copied to the destination call asset:

• Conversion action
• Call interaction bid adjustment
• Device preference