The Google import lives its own life
Campaigns were imported from Google Ads once and never touched again: the structure still matches, but bids, negatives and search terms drifted apart long ago.
Microsoft Advertising measured on the same terms as Google
Valkiria collects Microsoft Advertising spend, clicks and conversions and normalises them into the same metrics as Google Ads and every other platform. The integration never writes to the account: plans export as an import package for Microsoft Advertising Editor.
Why Microsoft Advertising is run as an afterthought
Cheap traffic gets written off
The channel never reaches the shared table, so nobody sees its contribution to conversions — and budget flows to where the team already looks.
UET and goals are set up differently
Microsoft counts conversions by its own rules and offline import is often missing entirely, so its CPA cannot honestly be compared with Google Ads.
Three steps from data to a ready plan
Bring the data in
There is no native OAuth yet — a Microsoft Advertising developer token is required. Data arrives through an aggregator connector, a CSV export, or manual entry.
Normalise to shared metrics
Spend, impressions, clicks and conversions are normalised, so Microsoft sits in one table with Google Ads, Meta and the other twelve platforms.
Take the plan out paused
Campaigns, ad groups, keywords and ads are built in Valkiria and exported as an import package for Microsoft Advertising Editor — everything paused.
What you get on Microsoft Advertising
Read-only, with no surprises
The integration does not write to the Microsoft account at all: it physically cannot change a bid or a budget.
Three routes for the data
An aggregator connector, a CSV export from Microsoft Advertising or manual entry — the channel shows up in the report the same day.
Google and Microsoft on one scale
You can see where the search click is genuinely cheaper and how much of the conversion volume comes from Microsoft rather than the familiar Google account.
A measurement checklist
UET tag, goals reconciled against what was imported from Google Ads, and offline conversion upload — the list of what to repair first.
An Editor import package
The finished structure exports as paused files for Microsoft Advertising Editor, so moving it into the account is a mechanical step.
Platform rules up front
Microsoft's limits on gambling, finance, healthcare and its adult programme are applied while you build, not after a rejection.
In numbers
- 0
- writes to the Microsoft account — the integration only reads
- Editor
- plans export as an import package for Microsoft Advertising Editor
- 13
- ad platforms in one control room, Microsoft included
Questions about the Microsoft Advertising integration
Are Microsoft Advertising and Bing Ads the same thing?
Yes, it is one platform: Bing Ads was renamed Microsoft Advertising. In Valkiria both names resolve to the same account, so older reports and exports still labelled Bing Ads are picked up without rework.
Is there a native OAuth connection for Microsoft Advertising?
Not yet. Native access needs an approved Microsoft Advertising developer token and a registered Azure application, so until then Valkiria works with the channel read-only — through a connector, CSV or manual entry.
Can Valkiria change my Microsoft campaigns?
No. For Microsoft Advertising the integration is read-only: it holds no write token and has no route for changes. Everything Valkiria prepares is exported as a paused import package, and a person moves it into the account.
What about campaigns imported from Google Ads?
They appear next to the original Google campaigns in one table, so bid, search-term and goal drift becomes visible immediately. Fixes are prepared as a paused package, and you decide what goes into the Microsoft account.
How many Microsoft accounts can I add?
There is no limit. Accounts attach to projects and clients, and reports can be read per account or across the whole portfolio at once, alongside the other twelve ad platforms.
Find out what Microsoft search really costs you
The data connects in a few minutes, and the integration writes nothing back to the account. What moves in is your call.