Microsoft Advertising is rolling out a slate of updates aimed at making Performance Max campaigns easier to manage, measure, and migrate — especially for advertisers already using Google Ads.
Driving the news. Microsoft now lets advertisers import Google PMax campaigns that use new customer acquisition (NCA) goals, a feature that has been generally available in Microsoft since early this year.
The update is now live for all advertisers.
That means marketers can more easily port over campaigns designed to prioritize first-time buyers without rebuilding them from scratch.
What’s new. Microsoft says imported Google PMax campaigns with NCA goals will carry over if they don’t already exist in the advertiser’s account. Existing Microsoft NCA settings won’t be overwritten.
For audience lists:
- Google website visitor segments will convert into Microsoft remarketing lists.
- Google’s “all visitors” and “all converters” lists will map to Microsoft equivalents.
- Unsupported lists, like Customer Match, will prompt advertisers to use fallback options.
Microsoft also says it takes a more conservative approach to “unknown” customers, classifying them as existing customers to avoid overcounting new customer conversions.
Why we care. This could make cross-platform campaign expansion faster and lower the friction of testing Microsoft’s PMax inventory removing the need of rebuilding campaigns from scratch. The added landing page reporting and search term visibility also give marketers better insight into what’s driving performance, which can help improve optimization and budget decisions.
More visbility for PMax. Microsoft is also adding landing page (Final URL) reporting for PMax campaigns. Advertisers can now see spend, clicks, impressions, conversion value, and ROAS by landing page.
They can also segment by campaign, asset group, and other dimensions.
Microsoft also said search term reporting is becoming more visible by default, with more transparency updates — including auction insights and added publisher URL metrics — planned later.
Other key updates:
- Seasonality adjustments now support portfolio bid strategies, expanding a tool advertisers use for short-term events like promotions.
- Campaign name limits are increasing from 128 to 400 characters, helping agencies and enterprise teams manage naming conventions at scale.
- Autogenerated assets are expanding to underbuilt Responsive Search Ads to improve ad relevance and performance.
- Merchant Center users can now update store names and domains directly without contacting support.
The bottom line. These updates make it easier to scale across platforms, save time on campaign setup, and get better visibility into what’s actually driving performance — giving advertisers more control over both efficiency and results.
Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
