Dayparting on Microsoft Ads: carry over the Google schedules or start clean?

When you import a Google campaign into Microsoft Ads, the ad schedule usually comes across fine, but the bid adjustments behind it don't always mean the same thing. On Google, a -30% at 2am often hides a real conversion dip that Smart Bidding already priced in. On Microsoft, device and audience adjustments interact with the schedule in ways the import doesn't show you, so a schedule that looked clean on Google can quietly overspend on desktop at night.

Volume matters too. Below roughly 30 conversions a month, hourly data is too thin to justify any schedule, so you're mostly tuning noise. I'd start Microsoft clean, let it run for a few weeks, and only add schedules once the hourly numbers show a pattern. Does anyone here keep Google's dayparting when they move over, and has it held up?

It depends on where the Google schedule came from. If it was built from hourly conversion data in that same account, I'd keep it and just watch desktop at night for a couple of weeks, since the pattern has already been tested on your audience. If it was based on opening hours or a hunch, start clean like you suggest, because otherwise you're carrying an untested assumption into a new platform. Your volume threshold is useful, but whether the schedule was earned or guessed matters more.

Same-account data is a weaker test than it looks. Bing traffic skews desktop and older, while Google is mostly mobile, so an evening dip on Google may not show up on Microsoft at all. I'd let a few weeks of Microsoft hourly data decide before copying the schedule across.

Fair, Microsoft's audience does skew desktop, so a Google dip won't map over cleanly. My rule of thumb is to copy the schedule only if the hourly conversion pattern holds on both platforms. If it doesn't, keep the bid adjustments flat until Microsoft's own data shows a gap. Desktop-heavy traffic is where a copied schedule overspends without you noticing.