Google Import is a Microsoft Advertising feature that imports campaigns, ads, keywords, and settings from Google Ads.
It matters because Microsoft Advertising can reach valuable search and professional audiences that are often overlooked. Clear measurement and audience structure help the channel complement Google Ads rather than simply duplicate it.
Example
An agency imports selected Google Ads campaigns into Microsoft Advertising to reduce duplicate setup work. It then reviews the import results, budgets, targeting, destination URLs, and Microsoft measurement before launch, because imported settings and subsequent scheduled updates still require platform-specific checks.