Google Ads · Status at source date: Newsletter archive
Microsoft PMax campaigns with NCA goals are now importable from Google Ads
New customer acquisition (NCA) goals for Performance Max campaigns are now importable directly from Google Ads into Microsoft Advertising, and the feature was rolled out to all advertisers this week. Google "website visitors" audience segments convert to equivalent rule-based remarketing lists; Google's auto-created "all visitors" and "all converters" lists map to Microsoft equivalents; unsupported lists such as Customer Match can be substituted with "all converters" or omitted at import.
What changed
Microsoft's key distinction: customers classified as "unknown" are treated as existing customers rather than new customers, taking a more conservative approach than Google to avoid attribution errors.
Why it matters for advertisers
For you, this means PMax NCA campaigns validated on Google Ads can now be extended to Microsoft in minutes rather than being rebuilt: worth prioritising for any account where acquisition targeting is already proven.
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Original newsletter text and archive evidence
Microsoft PMax campaigns with NCA goals are now importable from Google Ads
New customer acquisition (NCA) goals for Performance Max campaigns are now importable directly from Google Ads into Microsoft Advertising, and the feature was rolled out to all advertisers this week. Google "website visitors" audience segments convert to equivalent rule-based remarketing lists; Google's auto-created "all visitors" and "all converters" lists map to Microsoft equivalents; unsupported lists such as Customer Match can be substituted with "all converters" or omitted at import. Microsoft's key distinction: customers classified as "unknown" are treated as existing customers rather than new customers, taking a more conservative approach than Google to avoid attribution errors.
For you, this means PMax NCA campaigns validated on Google Ads can now be extended to Microsoft in minutes rather than being rebuilt: worth prioritising for any account where acquisition targeting is already proven.
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