Import a Google Search campaign into Microsoft Advertising safelyИмпорт Google Search в Microsoft Advertising: проверка до запуска

A familiar campaign name can conceal an unfamiliar operating setup. An air-conditioning repair business copies its Google Search campaign into Microsoft Advertising. The ads still describe a local repair service, but the imported location, spending settings or conversion goal may need different treatment. Review the destination campaign before anyone authorises paid delivery.

The useful first milestone is one identifiable campaign, retained on pause, with every material difference explained. This guide covers that import review. It assumes you already have a suitable Google Search campaign; for planning a campaign from scratch, use our Google Ads local-service guide.

Google Import is a native Microsoft Advertising feature. This article does not describe a SABSUS Google-to-Microsoft importer. Microsoft documents the choice of source account, campaigns, destination and import options in its Google Ads Import guide.

Microsoft sources were checked on 7 October 2026. The business, campaign structure, hours and monetary amounts below are invented teaching assumptions, not customer results or recommended auction prices. Availability depends on the advertiser, market and account; an English or Russian guide does not establish eligibility.

Our fictional business, Aster Cooling, repairs domestic air conditioners in two service areas. It does not sell spare parts, recruit technicians through this campaign or promise round-the-clock attendance. Its owner wants to evaluate one additional search channel without changing the existing Google campaign.

Use real account and campaign IDs in your working brief. Area A and Area B are placeholders, not names of supported Microsoft location targets. Replace them with an address-based coverage definition and then identify the targeting options available in the actual account.

Save a dated source inventory: included ad groups, keyword text and match types, negative lists and associations, ad text, destination URLs, bid strategy and conversion definitions. Include the exclusions that matter operationally. “Everything in Google” is an unhelpful acceptance criterion when nobody has recorded what everything includes.

Assign three responsibilities: the person performing the import, the person checking measurement and the owner approving spend. A small business can assign all three to one person, but the decisions should remain separate. Record any deliberate omission before import, such as a retired ad group or an offer the repair team no longer honours.

Open Microsoft Advertising in the intended destination account and use the custom or advanced import route to inspect the selection. Limit the scope to the campaign in the brief. Keep unrelated campaigns, audiences and account-wide changes outside this first exercise. Microsoft describes selecting campaigns in its Google Ads Import guide.

Choose the option to pause newly imported campaigns. Microsoft exposes this separately from importing campaigns that were already paused in Google; the API's PauseNewCampaigns option is off by default. Read the actual import settings before submitting, and verify PAUSED afterwards. Microsoft import options.

If this campaign already exists in Microsoft, stop treating the job as a new import. Establish which existing object would be updated and how its current status will be protected. Do not assume an option for newly imported campaigns pauses previously imported ones. If the selected workflow cannot establish the intended paused state before delivery, change the workflow before running it.

After import, save the destination account ID, external campaign ID, job time and import summary. Open the campaign itself and confirm its state. Inspect the ad groups and ads as well, including missing, rejected or intentionally paused items. “Job completed” is too broad to explain whether the six intended keywords and two ads are present.

Record differences using four practical labels: retained, changed, omitted and unresolved. Fix a parent campaign error before interpreting its child objects. Repeat a failed import only after identifying the affected object and the intended update; otherwise the second run can obscure the first result.

The six review gates below are an editorial checklist. Their completion does not turn the campaign on. A material gap keeps the campaign paused and identifies the next action.

Start with the business's coverage sheet, then compare it with the imported locations. Ask the dispatcher whether each included area is actually serviceable, including awkward boundaries, travel restrictions and areas where the company only accepts planned visits. The source campaign's map is a reference, not the final acceptance evidence.

Microsoft can map an unsupported location to a broader supported parent. Disabling expansion can instead leave no imported targets and worldwide coverage. Review the final location list, exclusions and targeting meaning. Microsoft's location-import guidance.

The separate conditional-pause option applies when all imported location targets are unsupported. A mixed supported/unsupported set does not trigger it. Therefore, retain the independent paused-state requirement for every campaign. Conditional location pause.

For Aster Cooling, use three address checks: an address clearly inside the service area, one just outside it and one in the broader parent region that the team cannot serve. These are desk checks against the settings and coverage policy, not claims about exact targeting accuracy or a simulated auction.

Write down why each targeting choice fits the service. Inspect whether the selected option concerns people located in the area or also people expressing interest in it. An interest in a place does not establish a serviceable repair address. Review language and distribution settings alongside geography so the campaign owner understands who may encounter the ads.

If the available targeting is broader than the business's coverage, make the limitation explicit. Choose a supported narrower arrangement where feasible, clarify coverage on the landing page and agree how out-of-area enquiries will be handled. Do not launch while the owner believes the map guarantees that every click comes from a repairable address.

Use two separate rows for the source and destination account. Record currency, proposed budget, budget ownership, bid strategy, any conversion-value currency and the schedule's time basis. Comparing bare numbers hides the difference between USD 30 and GBP 30. Record the destination amount after import even when both accounts use the same currency.

Currency conversion and minimum-budget adjustments are import choices that deserve inspection. The source amount alone is insufficient approval of the destination spending setup. Microsoft describes these considerations in its import instructions.

Treat USD 30 as the example's proposed daily setting. Microsoft explains that a daily budget is a target and calculates a monthly limit; actual daily spend can vary. Do not present USD 30 multiplied by a planned test duration as a guaranteed total cap. Review the applicable budget rules and available controls before agreeing an exposure limit. Microsoft budget options.

Ask who owns the budget and which campaigns can draw on it. Check whether the selected campaign uses an individual or shared arrangement. Write the approved amount, currency and period next to the actual setting. A manual review reminder is an operational precaution, not a technical spending lock.

Next, inspect the bidding strategy and its prerequisites. A copied strategy name does not demonstrate that the destination has the same goals, sufficient measurement history or the same permitted settings. Have the campaign owner choose from the options actually available after checking what each optimises. Avoid changing strategy merely to remove a warning without understanding its effect.

For the clock, compare the imported schedule with the fictional 08:00–18:00 telephone coverage. Confirm the effective time zone, weekdays, start and end dates, and the treatment of seasonal clock changes. Check dates at the levels exposed in the destination. A correct-looking hour range can still refer to the wrong local business hours.

Website enquiries may arrive when the phone is unattended. Decide whether the campaign should support that behaviour and explain the response time on the page. “Emergency repair” should not remain in an ad if nobody is available to accept the call or confirm attendance.

Count imported keywords, then read them. A matching count cannot reveal that a match type changed or a retired service remains included. For each positive keyword, record the text, destination match type, ad group and linked service page.

These six themes are teaching inputs, not a ready-made keyword recommendation for every market. Choose exact or phrase settings deliberately in the actual plan; inspect any broad-match entries individually. Use the terms customers actually use in the service language rather than mechanically translating this table.

Give negative keywords their own review. Google broad negatives import as phrase negatives, so their exclusion behaviour needs attention. Microsoft supports phrase and exact negative match types. Import behaviour and Microsoft negative keyword definitions.

For the fictional repair-only business, consider whether jobs, salary, training, course, DIY, manual, used units and spare parts belong in exclusions. Every term is conditional on the real offer. A service company that also sells parts would make a different decision. Avoid excluding a useful repair query simply because it contains a word associated with research.

Check both list contents and associations: which campaign receives which list, and whether any exclusion is applied at an unintended level. Test a few wanted and unwanted query examples against the chosen rules, documenting expected behaviour without claiming guaranteed delivery. Microsoft's negative-keyword conflict report can help investigate conflicts after the objects are available.

Create an exceptions sheet with the source feature, destination observation, business consequence and decision. Use it for anything omitted, mapped differently or unavailable. A good entry reads: “The source rule controlled weekend exposure; the destination needs a separately verified control before launch.” Assign an owner and a deadline for every unresolved item.

Microsoft lists automated rules and IP exclusions among items that are not imported and may require recreation. Inspect whether the source relies on either. What gets imported.

Review responsive ad text as combinations a customer might see. A copied headline offering same-day attendance can be misleading after a rota change. Confirm service scope, credentials, offer conditions, phone number and the relationship between diagnosis and repair charges. Do not invent a customer quote, certification or guarantee to improve the imported copy.

Open every destination URL through the expected redirect path. Check mobile readability, the enquiry form, telephone links, service-area information and the confirmation state. Inspect tracking templates and suffixes for old campaign labels or third-party redirects the team no longer uses. Choose a consistent Microsoft source label and verify what reaches the business record; do not assume the label survived because it appears in one settings screen.

Keep names, phone numbers, email addresses and free-text repair descriptions out of tracking URLs. The campaign reference should identify the marketing source, not expose the customer's request. If a landing-page or tracking change is required, record it separately so a later re-import cannot silently become the owner of that setting.

Universal Event Tracking and conversion goals need their own acceptance. UET reports website activity; the goal defines which action qualifies. An active tag alone does not establish that the repair-enquiry goal is correct. Use the actual tag ID and goal association. UET status checks and conversion tracking.

Build a small measurement ledger:

The ledger is a proposed test plan, not a record of completed tests. Check failure paths as well as success: an invalid form, a double click, a repeated confirmation page and an abandoned enquiry. Decide how test records will be identified and kept out of business reporting. Do not generate fake live purchases to make a dashboard appear healthy.

If a conversion goal appears after import, inspect it field by field. A familiar name does not prove the same event definition. If the desired goal is absent, configure a supported destination goal and verify the website implementation before selecting it for bidding. Keep a click on the telephone number separate from an answered, qualified repair call.

Check consent independently from enquiry processing. Microsoft's February 2026 Advanced Consent Mode guidance describes a denied default, explicit granted updates and diagnostic checks; its modeled conversions are estimates. Follow the current implementation instructions for your consent platform and jurisdiction. Microsoft's Advanced Consent Mode guidance.

Use UET Tag Helper and platform diagnostics for technical verification. A successful test event is not proof of an attributed paid-ad conversion, nor evidence of a completed repair. Preserve those separate meanings when discussing readiness with the owner.

Before handing over, inspect Import schedule & history. Microsoft warns that scheduled imports can change destination status, budgets and bids. A campaign paused locally can be affected by later synchronisation. Review the import job as well as the campaign. Scheduled-import troubleshooting.

For this first review, keep recurring synchronisation out of scope. If it is later required, agree field ownership explicitly: who controls geography, negatives, ad copy, budgets, statuses and tracking settings. Record which source edits may propagate and which destination settings should remain independently managed.

After any re-import, compare the new state with the last approved version. Review changed fields before resuming delivery. For unexpected changes, preserve the import summary, inspect the schedule and establish the cause; do not repeatedly correct the same setting while a recurring job continues to overwrite it.

SABSUS Ads includes Microsoft Advertising in its provider registry and connection interface. The project review confirms the interface and separate capability checks; it does not establish a tested live Google-to-Microsoft import through SABSUS. SABSUS Ads product overview.

Use SABSUS in the role the project actually supports: preparing campaign work, checking the selected account and permitted operations, and relating enquiries to the business process where those connections are configured. Verify reports, paused creation, launch and conversion operations independently. Our connection acceptance checklist gives the broader review method.

The reviewed SABSUS workflow separates preparation from active launch and explicit spending confirmation. This is not a claim that SABSUS overrides a native Microsoft import schedule. Do not assume a complete immutable audit journal or automatic offline-conversion delivery either. Keep the Microsoft result and the CRM outcome separately evidenced.

Give the owner a short acceptance packet: destination account and campaign IDs; current PAUSED state; reviewed locations; amount and currency; schedule; keyword and negative changes; resolved exceptions; measurement evidence; and import-schedule policy. Attach the remaining limitations in plain language.

The decision should name the exact campaign version, the spending boundary, who may enable it and who checks initial delivery. “Import approved” should not be interpreted as unlimited permission to spend. If geography, measurement or operational availability remains unresolved, retain pause and assign the correction.

After a separately authorised launch, inspect actual state and early delivery for the settings just approved. Later performance review should distinguish ad-platform conversions, suitable enquiries and completed paid work. The first import's success criterion is controlled, understandable configuration; profitability requires the business's own subsequent evidence.