If you’re struggling to scale performance with Microsoft Advertising, you may be treating it as a place to replicate a strategy developed elsewhere.
Import can get you live fast. Performance comes from adding human judgment, Microsoft-specific structure, foundational measurement, controls tailored to your business needs, and a broad range of creative assets that help AI understand your products or services.
The strongest accounts share a common approach: Import is a starting point, visual creatives unlock more demand and better performance, and AI performs best when you give it the right structure, creative, measurement, and guardrails.
Here’s how to use Microsoft-specific mechanics to improve performance while avoiding common pitfalls.
Note: I’m a Microsoft employee, and this article was written as objectively as possible. I’ve also included hidden gems sourced from the community that highlight favorite features where relevant.
1. Start with import, but don’t stop there
Import is useful because it removes friction. It can bring over structure, assets, and settings from Google, Meta, or Pinterest so you can launch faster. The mistake is assuming a successful import means your Microsoft Advertising strategy is finished.
Imported campaigns preserve yesterday’s assumptions. Microsoft Advertising still requires decisions about budget, bidding, audiences, creative, measurement, reporting, and AI-powered opportunities.
Decide whether sync helps or holds you back
One of the most important import decisions is whether future changes from the source platform should continue syncing to Microsoft Advertising. If your goal is to mirror another platform, automatic sync may reduce overhead. If your goal is to build a Microsoft-specific strategy, automatic sync can quietly erase the optimizations you make after launch.
To access the full list of import settings, go to Manual import > Advanced settings. Review which settings should stay, which should change, and which Microsoft-specific opportunities weren’t part of the original structure.
Review budgets, bids, currency, and Microsoft-only options
Imported budgets may not reflect the opportunity or efficiency available, especially if you consolidate campaigns with ad-group-level controls.Â
Imported bids may preserve assumptions from another platform instead of giving Microsoft Advertising room to optimize for its own auction dynamics, audiences, and conversion data.
Review Microsoft-specific settings after import
Import also can’t choose Microsoft-specific opportunities for you. Review these settings after launch:
- LinkedIn profile targeting: Bid up or down, observe, and use LinkedIn profile data as a Performance Max audience signal. Microsoft supports Company, Industry, Job Function, and Seniority.
- Ad-group-level scheduling and location targeting: Override campaign-level schedules and location targets at the ad group level. You have access…
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