Why this matters
Microsoft Ads is our fastest-growing paid-search channel for UK advisers. Getting us access early means we can import your Google Ads account, set up conversion tracking and launch parallel campaigns in the same sprint.
Step-by-step instructions
1
Sign in to Microsoft Advertising
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2
Open Account access
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3
Request manager linking
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4
Confirm the invitation
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5
Share conversion goals
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Pro tips
- If you have not yet run Microsoft Ads, we can provision a fresh account and still link it via the manager invite.
- Use the Import from Google Ads tool on first setup - it preserves campaign structure and saves a week of manual work.
- Keep Google and Microsoft conversion names identical so reporting lines up in your dashboards.
Common mistakes
- Granting only Viewer access - we need Standard User to edit campaigns and budgets.
- Forgetting to migrate conversion tags to UET (Universal Event Tracking) - without UET we cannot optimise.
- Running Microsoft with Google-identical bids - Microsoft auctions are less competitive and need separate bid strategies.
What happens next
Once access is live and conversions are mirrored, we import your Google campaigns, rebuild ad copy for Microsoft-specific audience signals, and launch a 90-day parallel test against your Google baseline.