Microsoft Advertising is rolling out a series of updates designed to make campaign management easier for advertisers working across multiple platforms.
The changes include a new Import Centre, expanded AI-powered bidding options and improved reporting tools. Together, these updates aim to reduce manual work, improve visibility and help advertisers manage campaigns more efficiently across Google Ads, Meta Ads and Microsoft Advertising.
A new Import Centre for easier campaign management
One of the main updates is the launch of a new Import Centre. This hub is designed to simplify the process of importing campaigns from Google Ads and Meta Ads into Microsoft Advertising.
Advertisers can now search and filter imports, edit or pause them, access imported campaigns and view troubleshooting guidance from one central area. Microsoft says the aim is to reduce the amount of manual checking needed when moving campaigns between platforms.
The Import Centre also provides performance recommendations once imports are complete, helping advertisers identify potential improvements sooner.
Expanded AI-powered bidding
Microsoft is also expanding its AI-powered bidding capabilities with cross-account portfolio bidding for Search and Shopping campaigns.
This feature allows advertisers to manage portfolio bid strategies across multiple accounts. By pooling signals across accounts, Microsoft says automated bidding systems can make more informed decisions and optimise budgets more effectively.
The platform has also added new reporting metrics for bid strategies, including:
- Average target ROAS
- Average target CPA
- Average target impression share
These additions are intended to give advertisers clearer insight into bid performance, conversion delays and changes to targets within the Microsoft Advertising interface.
More flexible reporting
Microsoft has also introduced improvements to custom columns, giving advertisers more flexibility when analysing performance.
Advertisers can now access all conversion metrics within custom columns, segment reports by goal name and review additional metrics such as CPA, ROAS and All Conversions.
These updates should make it easier for advertisers to understand campaign performance without needing to rely as heavily on separate reporting processes.
Previously announced bidding updates now rolling out
Microsoft also confirmed that two previously announced AI-powered bidding updates are now being rolled out more widely.
These include seasonality adjustments for portfolio bidding and shared budgets, as well as data-driven attribution for automated bid strategies.
The data-driven attribution model assigns conversion credit across different touchpoints in the customer journey. It applies to campaigns using Maximise Conversions, Maximise Conversion Value and Enhanced CPC bidding strategies.
What this means for advertisers
The updates show Microsoft’s continued focus on AI-assisted campaign management and cross-platform efficiency.
For advertisers managing campaigns across Google, Meta and Microsoft ecosystems, the new Import Centre could reduce operational friction. Meanwhile, expanded bidding and reporting tools may help teams make faster, more informed optimisation decisions.
Overall, Microsoft is making its advertising platform more automated, more transparent and easier to manage for teams running multi-platform paid media activity.
