Connect a Microsoft Ads Account Opened With Google: Open the Channel Nobody Tests

You do not need a separate Microsoft account to open a Microsoft Advertising account. Many advertisers open theirs directly with a Google account. Because these users have no Microsoft identity, however, they used to get stuck on Microsoft's sign-in screen when they tried to connect the account to Opus Growth.

We have removed that obstacle. If you opened your Microsoft Advertising account with Google, you can now connect it to Opus Growth with your Google account as well. This post explains how to connect it, why the Microsoft search network is worth testing, and three differences to keep in mind when you bring campaigns over from Google Ads.

Connecting an account opened with Google

When you connect Microsoft Advertising in Opus Growth, you see a screen with two options. Click "Sign in with Google" and choose the Google account you used to open your Microsoft Advertising account. Once the connection is made, Claude or ChatGPT can read and manage the campaigns in that account just as on the other platforms.

If you opened your account with a Microsoft identity, nothing changes and signing in with Microsoft works as before.

Why the Microsoft search network is worth testing

The Microsoft search network covers Bing and the search surfaces connected to it. It is smaller than Google, but because competition is lower in many industries, you may be able to appear for the same keyword at a lower cost per click. You can only see the real difference with data from your own account.

The audience is different as well. Desktop use and searches made at work are more prominent on this network. If you sell to businesses, that difference makes the channel especially valuable.

Setting the right expectations matters too. Search volume stays limited next to Google. The right approach is therefore not to split your Google budget in two, but to bring campaigns that have already proven themselves on Google over to Microsoft and win additional conversions.

Three differences when bringing campaigns over from Google Ads

The account structure is largely familiar: campaigns, ad groups, keywords and responsive search ads all exist here too. Microsoft Advertising even offers an option to import Google Ads campaigns. Copying a campaign one to one and leaving it there is still the most common mistake, because things differ in three places.

Reset your bids. Competition is different, so if you carry your Google bids over unchanged you often pay more than necessary. Review bids based on the data from the first weeks.

Set up conversion tracking separately. Microsoft Advertising uses its own tracking tag (UET), which has to be added to your site separately. The Google tag does not collect data on this network. Without the UET tag, smart bidding strategies that rely on conversions do not work properly.

Judge success by cost, not volume. Impressions and clicks stay below Google, and that is simply the nature of the channel. Evaluate it by cost per conversion rather than by absolute numbers.

Which campaigns not to bring over

Do not expect a campaign that performs poorly on Google to recover on Microsoft. Because volume is lower, a weak structure collects data more slowly here and the problem shows up later.

The best candidate is a campaign that brings in steady conversions on Google, with cleaned-up search terms and a settled negative keyword list. A campaign like that starts producing meaningful results on Microsoft fairly quickly.

Frequently Asked Questions

I opened my Microsoft Advertising account with Google. Can I connect it to Opus Growth?

Yes. On the connection screen, click "Sign in with Google" and choose the Google account you used to open the account. You do not need to create a separate Microsoft account.

Can I bring my Google Ads campaign over as it is?

You can bring the structure over, but you need to reset bids and set up conversion tracking separately with Microsoft's own tag. The Google tracking tag does not collect data on this network.

Are clicks really cheaper?

They can be, because competition is lower in many industries, but the difference varies by industry and keyword. You can only see the real result with your own data.

How should I split my budget?

Instead of splitting your Google budget, bring a proven Google campaign over to Microsoft and test it with a small additional budget. Judge the result by cost per conversion.