How to create a Microsoft Ads campaign
This guide covers the two ways to start: importing campaigns from Google Ads, or building a Search campaign from scratch in Microsoft Advertising, with the settings to check before you go live.
Microsoft Advertising offers Search, Performance Max, Shopping, Audience, and other campaign types. When you select Create, Microsoft asks for a goal first: Drive conversions and Generate leads both include Search campaigns, and Sell products includes Performance Max and Shopping.
If you already run Google Ads, importing is usually faster than rebuilding. If you do not, or your Google account needs work, building a Search campaign directly gives you a clean start. Both paths are below.
Option A: import from Google Ads
Hover over Import in the left navigation and select Import from Google Ads. Choose Quick import to use Microsoft’s defaults or Customize to pick campaigns, budgets, and statuses. Select Sign in to Google and grant permission. Microsoft imports campaigns, ad groups, keywords, responsive search ads, extensions, and most targeting, then shows results under Import schedule & history.
Watch outScheduled imports can overwrite changes you make in Microsoft, including bids, budgets, and paused campaigns, so review the schedule settings.
Review the import before you go further
Some items do not carry over or change on the way in. Automated rules and IP exclusions must be recreated, video files must be uploaded again, and broad match negatives become phrase match. Bid strategies that need conversion goals can switch to other strategies if you have no goals yet. Bids and budgets below Microsoft’s minimums are raised by default. Check location targets and tracking templates.
Option B: start a Search campaign
Select Create in the left navigation and choose Drive conversions or Generate leads. Select Search as the campaign type and Search ads as the ad type. Under Political advertising declaration, confirm the campaign is not political advertising, then select Continue.
Fill in campaign settings
Enter your website so Microsoft can suggest keywords and assets, a unique campaign name, and your daily campaign budget. Add target locations and exclusions. Under Who should see your ads?, choose people in your locations, people searching for or viewing pages about them, or both. Set the language and confirm which conversion goals the campaign uses.
Set AI Max if your account has it
AI Max is available to some accounts. If you see it, you can turn on Enable AI Max for your campaign, then choose Text customization or Final URL expansion under Asset optimization, and decide whether to use search term matching. Use Exclude specific URLs to keep traffic away from pages you do not want advertised.
Add keywords
Select suggested keywords, use Explore keywords for more ideas, or type your own into Enter keywords and set a match type for each. Keep each ad group to one tight theme. After the campaign is saved, add negative keywords so your ads do not show for searches you would never want to pay for.
Write a responsive search ad
Choose Responsive Search ad as the ad type. Microsoft allows up to 15 headlines and 4 descriptions; entered manually you need between 5 and 15 headlines, and with autogenerated assets on you still need at least 3 headlines and 2 descriptions. Write distinct headlines covering the offer, proof, and call to action.
Add your business logo. Microsoft says Search ads need a logo to be eligible for Copilot.
Set bids, distribution, and go live
In Budget & bids, review the budget and choose a bid strategy. Under advanced settings you can set the ad schedule, start and end dates, and ad distribution, which controls whether ads run on Microsoft sites and select traffic only or the wider partner network. On the summary, select Go live. Ads become eligible after editorial review.
TipEligible campaigns are automatically opted in to Copilot placements, and Microsoft does not offer an opt-out.
Before you move on
- Import schedule settings will not overwrite changes you plan to make
- Location and audience settings match where you sell
- Each ad group has tight keywords and negatives
- Ads include a business logo
- Conversion goals are attached to the campaign
Official resources
- Microsoft Advertising Help: Create a Search campaign
- Microsoft Advertising Help: Import campaigns from Google Ads
- Microsoft Advertising Help: What gets imported from Google Ads
- Microsoft Advertising Help: Responsive Search ads
- Microsoft Advertising Help: About Ads in Copilot
Ad platforms update their tools often. This guide was last reviewed against the official documentation above in October 2026. If your screen looks different, the official help pages have the latest steps.
At a glance
- Level
- Beginner
- Time
- About 45 minutes
- What you need
- A Microsoft Advertising account with billing set up
- A UET tag and at least one conversion goal, or a plan to add them
- Your Google Ads login, if you are importing
- A landing page and keyword list for what you are advertising
- Your business logo, which Search ads need to be eligible for Copilot
Rather have it done for you?
Active Digital Marketing builds and manages Microsoft Advertising accounts for businesses doing $25,000+ a month in revenue.
Apply to work with usOr get an ad account auditWhere DIY setups go wrong
The most common problems with self-built Microsoft Ads setups, and what they cost.
Leaving a scheduled import running unchecked
Automatic imports pull Google Ads changes into Microsoft, including budgets, bids, and statuses. Paused campaigns can reactivate if a schedule is still running.
Assuming Google settings translate exactly
Location targeting, audiences, and quality score work differently on Microsoft. An imported campaign that worked on Google may need different targeting and bids here.
Ignoring ad distribution
The partner network extends reach beyond Microsoft's own sites. Without reviewing performance by placement, budget can drift toward lower-quality traffic.
Launching without conversion goals
Conversion-based bid strategies need a UET tag and active goals. Without them, you can only optimize for clicks and cannot see which keywords produce customers.
What this guide doesn't cover
Getting a campaign live is the start. Making Microsoft Advertising profitable takes ongoing search term work, separate bids and targets from Google, testing LinkedIn profile targeting for B2B, and deciding how imports and Microsoft-only changes coexist.
ADM manages Microsoft Advertising for established brands alongside Google Ads, so the two channels share learnings without one overwriting the other.
- Import strategy that keeps Microsoft-specific optimizations
- Search term and negative keyword management
- LinkedIn profile targeting and audience layering
- Performance Max and Shopping with Microsoft Merchant Center
- Partner network and placement controls
- Copilot-ready assets, including logos and images
Common questions
Should I import from Google Ads or start fresh?
Import if your Google Ads account is well structured and tracking is solid. Start fresh if the Google account needs cleanup, so you do not copy its problems.
Will my ads show in Copilot?
Eligible campaigns are automatically opted in, and Search ads need a logo to be eligible. Microsoft says there is no guarantee ads will display in Copilot.
Can I stop imports from changing my Microsoft campaigns?
Yes. Under Import schedule & history you can edit, pause, or delete a schedule, and you can turn off updates to bids, bid strategies, and budgets.
How do I run search-only ads?
Choose a Search campaign and review ad distribution. Microsoft support notes Search campaigns may also extend to some audience placements, and full exclusion is not guaranteed.
Keep learning
How to Create a Microsoft Advertising Account
Sign up for Microsoft Advertising, choose import or a fresh start, set time zone, currency and billing, add users, and complete identity verification.
Read the guideHow to Set a Microsoft Ads Budget
How Microsoft Ads daily, shared and lifetime budgets spend, the 30.4 monthly rule, beginner bid strategies, and how to change budgets safely.
Read the guideHow to Install the Microsoft UET Tag
Create and install the Microsoft Ads UET tag, set up conversion goals, add enhanced conversions and consent mode, and test with UET Tag Helper.
Read the guideHow to Create a Meta Ads Campaign
Build your first Facebook and Instagram campaign in Ads Manager: objective, Advantage+ settings, audience, placements, the ad itself, and launch.
Read the guideHow to Create a Google Ads Campaign
Build your first Google Ads Search campaign: objective, networks, locations, AI Max, keywords, responsive search ads, budget, and publishing.
Read the guideHow to Create a TikTok Ads Campaign
Build your first TikTok campaign: pick an objective, choose manual or Smart+, set targeting and placements, upload your ad, and submit it for review.
Read the guideRather have it built right the first time?
If your business does $25,000+ a month in revenue, apply and Mitch will review your accounts personally. Earlier than that? An ad account audit gives you a senior-level fix list you can work through yourself.