Importing Google Ads campaigns into Microsoft Ads: copy as-is or rebuild?

Microsoft's import tool can bring over a whole Google account in a few clicks, and the temptation is to take everything. The problem is that some settings don't mean the same thing on Bing. A tCPA learned on Google's conversion volume gets imported as-is, but Bing's audience pool is smaller and skews older and more desktop-heavy, so a target that worked on Google can starve delivery there.

Keywords, match types and negative lists usually transfer fine. Bid strategies and audience layers are where I'd rebuild by hand. A good rule of thumb is to import keywords and ad copy, then set bidding fresh with Maximize Clicks or manual CPC and let Microsoft's own data build up before moving to a target. Has anyone seen an imported tCPA hold up without a reset?

The tCPA could be failing earlier than the bid target itself, on the conversion side. Imported goals can keep Google's count settings while UET fires on different events, so the target ends up training on a different signal than the one you think it's optimizing for. The sanity check is to compare Bing's conversion count against your own backend numbers.

I'd push back on resetting to Maximize Clicks. It feels safe because it drops the target, but it also drops the only signal telling Microsoft which clicks are worth paying for. Bing's volume is already thinner, so you'd be spending on clicks with no conversion feedback, and what you learn in that phase is mostly about traffic, not what converts.

If Jun's check shows the conversions are firing correctly, I'd keep a conversion-based strategy. Maximize Conversions with a daily budget cap gives the algorithm a signal and limits the damage. Or keep the tCPA but loosen it to around 1.3 times your historical Google CPA for the first few weeks, then tighten it once the conversion count is stable.

I'd skip the 1.3x rule. It ignores margin, and margin is what should set the target for e-commerce. Start from break-even ROAS per product group, then use Bing's own data to see whether that target is too tight.