Microsoft is rolling out powerful AI bids, reporting and import updates for marketers

Microsoft is introducing a series of new advertising updates aimed at simplifying campaign management and improving AI-powered functionality across its ad platform.

What’s new. Microsoft has introduced a new Import Center designed to simplify importing campaigns from Google Ads and Meta Ads to Microsoft Ads.

The new hub allows advertisers to:

• Search and filter submissions
• Schedule or pause the import
• Access imported campaigns
• View the troubleshooting guide
• Get performance recommendations after completing the import

Microsoft says the goal is to reduce troubleshooting and simplify cross-platform campaign management.

Bidding power. AI-enabled bidding capabilities are expanded with multi-account portfolio bidding for Search and Shopping campaigns.

The feature allows advertisers to manage portfolio bid strategies across multiple accounts, helping automated bidding systems integrate signals and optimize budgets more effectively.

Microsoft also added new bid reporting metrics including:

• Average. Target ROAS
• Average. Targeted CPA
• Average. Guided idea sharing

The company says advertisers can use updated reporting tools to better understand bid performance, conversion latency and target adjustments right within the UI.

Improved reporting. Reporting flexibility is expanded with new custom column capabilities.

Advertisers can now:

• Access all conversion metrics in custom columns
• Segment reports by goal name
• Analyze additional metrics including CPA, ROAS and all conversions

The company says these changes are designed to give advertisers more clarity and insights to quickly optimize within the platform.

Why do we care. Microsoft makes it easy to manage campaigns across Google, Meta and Microsoft Ads while expanding AI-powered automation and bidding. The new import center reduces operational friction for teams running multi-platform campaigns, while multi-account portfolio bidding and advanced reporting tools can help advertisers optimize budgets and performance.

Find out. Microsoft has confirmed that two previously announced AI-powered bidding updates are now rolling out:

• Seasonal adjustment of portfolio bids and allocated budgets
• Data-driven attribution for automated bidding strategies

The attribution model provides conversion credit throughout the customer journey for campaigns using Increase Conversion, Increase Conversion Rate and advanced CPC bidding strategies.

Bottom line: Microsoft is leaning heavily on AI-assisted campaign management while trying to reduce operational friction for advertisers managing campaigns across the Google, Meta and Microsoft ecosystems.