Microsoft Ads import from Google: keep the bids or rebuild them for Bing?

Is anyone importing Google Ads campaigns into Microsoft Ads and just leaving the import as-is? I get why people do it. Keywords, copy, bids and most settings come across in one step, so it's the fastest way to get a Bing presence.

The catch is that Bing's audience skews older, more desktop and, in a lot of verticals, more B2B. A Google account tuned for mobile volume often carries bid adjustments that don't fit there. Say a dental clinic imports a campaign with a mobile bid boost. On Bing that boost just buys more of the wrong clicks.

My view is to import for the structure and the keyword list, then rebuild bids and device settings from Bing's own data after a few weeks. How long do you wait before trusting Bing numbers enough to change them?

Agreed on the device part, but I think the bid strategy matters more than the adjustments. A Target CPA imported from Google was learned on Google's conversion volume, and Bing usually sends far fewer conversions, so it stays in learning much longer. Hold it loosely until you have about 30 conversions on Bing.

I'm not sure the 30-conversion rule is the right trigger. Bing's CPCs and conversion rates differ enough from Google's that an imported tCPA is often wrong from day one, not just slow to learn. Run a few weeks on Maximize Clicks or manual CPC first, and you'll see Bing's real cost per conversion. That's a better number to set the target on.

Agreed with Rowan. An imported tCPA is based on Google's cost per conversion, and Bing's CPCs are often lower on the same terms, so the target can end up too strict and starve delivery from day one.

What people miss is that the conversion goal needs checking before the bid does. If the Google import pulled in an action that fires on page views or micro-events, Bing will happily optimize toward it. Your tCPA will look fine while the leads are junk. So check which actions are counted as primary on Bing first, then set the target.