In two weeks, Microsoft Advertising will roll out a new feature allowing you to import conversion goals from Google Ads. This update aims to enhance efficiency and integration across both platforms.

Key features:

• Automatic sync: Your Google Ads conversion goals will automatically sync with Microsoft Advertising, streamlining your campaign management.
• Scheduled import activation: If you have an active scheduled import, it will now include your Google Ads conversion goals.
• Maintaining existing goals: Your current conversion goals and UET (Universal Event Tracking) tags within Microsoft Advertising will remain unaffected, with new imports added alongside.
• Setting up UET tags: Ensure you have a UET tag set up with Google Tag Manager to track conversion events accurately.
• Value-based bid strategies: Imported campaigns using value-based bid strategies, such as Max Conversions, will continue optimizing based on the new conversion data.
• Opt-out option: You can pause your scheduled imports within the next two weeks if you prefer not to import conversion goals. Microsoft Advertising will notify you when the feature is live, allowing you to opt out and resume later if desired.

Microsoft advises pausing any ongoing Google Ads imports temporarily to avoid potential performance issues during the rollout. Once complete, you can re-enable the import feature and decide whether to include the conversion goal import.

This update marks the final step in mirroring Google Ads setups within Microsoft Ads, following the introduction of new campaign types like Performance Max.