Importing Performance Max Campaigns From Google Into Microsoft

If you are using Performance Max campaigns in Google Ads, you might be wondering if you can import them into Microsoft Advertising. The short answer is yes, you can! While you will not get a straight Performance Max campaign in Microsoft because it literally does not exist (at least not yet), you are still able to import them as different campaign types that can still achieve great results. 

For those that do not know, Performance Max campaigns are a new type of campaign that allows you to access all of Google’s inventory from one campaign that Google automatically optimizes for your goals. The two most common ways to utilize Performance Max campaigns are to set this up to serve just shopping ads (think a glorified Smart Shopping campaign which Performance Max replaced last year), or the full all-in-one campaign type that serves on all of Google’s inventory, including text, search, shopping, video, discovery, and maps. 

The first question to ask yourself is: 

Are you using Google Merchant Center feed with your Performance Max campaigns on Google Ads?

So while you will not get a traditional Performance Max campaign into Microsoft, you will get fully functional, potentially great-performing campaigns quickly and easily.

With all that being said, below are the two ways the campaigns get imported into Microsoft.

Option 1: Microsoft Ads Interface

For those that have not imported into Microsoft before, it is very simple. Simply click on the “Import Now” button in the top navigation section, and drop down to Import from Google Ads if you are on the Microsoft Ads interface:

If you are using Microsoft Ads editor, the process is similar. Simply click on the ‘Import’ button in the top middle section, and then ‘Import from Google Ads’:

You will then be prompted to log in to your Google account. Once there, you will be able to select the Performance Max campaign (or campaigns) to import. You can choose to set up the campaign to import changes on a scheduled basis from Google Ads, or only do it as a one-time import.

Now let’s answer the big question: when is Performance Max coming to Microsoft? This year, and very soon! At a recent Microsoft Roadshow (Fast Forward With Microsoft Ads) in Chicago, Microsoft shared that they have their own Performance Max campaign type rolling out by the end of June. So whether you choose to import now or wait for Microsoft’s equivalent is up to you. 

By importing your Performance Max campaigns from Google into Microsoft Advertising, you can expand your reach and performance across different channels and platforms. You can also leverage the features and benefits of both platforms, such as audience network, responsive search ads, and automated bidding strategies.

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