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Campaigns and ad groups — along with importing campaigns from other search engines — make it easy to organize, manage and monitor your search advertising with Bing Ads, as well as run campaigns from other search advertising tools.

Structuring Bing Ads campaigns and ad groups

Bing Ads has four levels of organization: customer, accounts, campaigns, and ad groups.

A customer contains one or more accounts. A customer has a customer ID, which is associated with your business name and your address. At the customer level, at least one person is designated as the Super Admin. Super Admins have administrative access to all accounts.

Accounts contain one or more campaigns and include information about currency, time zone, whether you want to pay in advance (prepay) or pay later (postpay), your form of payment (primary payment method), and the people who have access to each account (users).

Campaigns contain one or more ad groups, which share a campaign budget. Campaign types include Search, Shopping and Dynamic Search Ads. See targeting searches automatically with Dynamic Search Ads and Create product ads in a shopping campaign for more information.

Ad groups contain one or more closely related ads and the keywords associated with those ads.

Left diagram showing a path from company, to account, to three campaigns with separate budgets/Right diagram showing a path from campaign, to ad groups, to ads, to keywords.

Create a new ad group

Learn about ad groups and how to create ad groups to organize your campaigns by specific products or services that you offer. Ad groups are the best way to organize your campaigns by specific products or services that you offer. An ad group contains a set of keywords and ads that are related to a common theme. Not only do they make it easier to manage related ads and keywords, well-organized ad groups make your ads more relevant to users’ searches. 

For example, Sarah owns a toy store and wants to create ads to highlight specials she will be offering. She could create different ad groups for “electronics for kids” and “riding toys,” which will each contain different sets of keywords and ads. When she wants to make adjustments to these ads, she can easily make changes to all the ads in a given ad group simultaneously.

Ad group structure

Learn more about how to create and edit a new ad group.

Organizing your accounts and campaigns

When you sign up for Bing Ads, you will be given a customer ID and your first account will be created. You can create additional accounts at any time. Generally, one account is all you will need. However, you might want to set up separate accounts if you:

  • Have more than one business
  • Want to market your products in multiple countries and languages
  • Are an agency managing accounts for other businesses

Here are some suggestions on organizing your account:

  • A good place to look when you are organizing your ad groups is at the structure of your website, since it already reflects how you organize and sell your products.
  • Are you a Google Ads customer? If so, the organization of your advertising campaign is essentially the same, except in Bing Ads you can have multiple accounts under one customer.

The following is an example to illustrate a customer with multiple accounts.

Example organization

Basics of importing campaigns

Compatibility between search advertising platforms is important. If you already have campaigns in other online advertising programs, you can import them to Bing Ads, saving you the trouble of having to set them up from scratch. For example, you can import directly from your Google Ads account, or you can create an import file and upload it to Bing Ads.

There are two easy ways to get your campaigns quickly over to Bing Ads: one, import using Bing Ads Editor with a spreadsheet, or two, import using only your Google Ads login and password credentials – no spreadsheets needed.

Import from Google Ads

The Google Import tool allows advertisers to import 5 million keywords plus 4 million ads. You can also import 3 million ad group product partitions and 2 million negative keywords (ad group level and campaign level combined).

You can do this by following three steps. First, sign in to Bing Ads. Then click Import from Google Ads. Follow the steps to import your campaigns.

Import Google AdWords


Another option is to import Google Ads using Bing Ads Editor. Simply Click Import from Google, and finish by following the steps to import your campaigns.

Note: Before you begin importing campaigns from Google Ads to Bing Ads, be sure to review Importing your campaigns: Requirements. When you're finished importing, you can view your data and have the opportunity to fix any issues.

You can import from Google Ads:

  • 10 thousand Campaigns
  • 1 million Ad Groups
  • 5 million keywords
  • 4 million ads
  • 2 million ad group-level and campaign-level negative keywords combined
  • 2 million ad group product partitions
  • 200,000 all other entities combined

Importing from a file

Some Bing Ads users are currently unable to import campaigns directly from Google Ads. If you have Google 2-step verification, you need to create an application-specific password for Bing Ads. If you're still unable to import directly after several attempts, follow these steps to import campaigns using an import file:

Create a Microsoft Excel or CSV (comma-separated values) import file. You can download the import file template here. In Bing Ads, click Import Campaigns, and then click Import from file. If you have imported from a file in the past 90 days, you will see a table that tells you the Date/Time and Uploaded file.


Import file template


Another useful feature is the option to select when you want to import your Google Ads data into your Bing Ads account. For example, you have the option to schedule them to appear Once, Daily, Weekly, or Monthly.


Schedule imports


The Import Summary confirms that your import has been scheduled, when it will run and how often it will sync.

Import Summary

What gets imported

Now that you’ve imported your campaigns from Google Ads, you can check the status of your import, review error logs, and edit, pause, or delete your import schedule. Keep in mind that not all information will be imported, but that doesn’t mean it’s not supported within Bing Ads.

Some specific situations require special attention during import. There are also some items that you will need to re-create using Bing Ads, such as Automated rules, Ad-group-level Sitelink Extensions, Ad-group-level App Extensions, Ad-group-level Location Extensions, Ad-group-level Call Ad Extensions, Remarketing lists and associations, and IP exclusions.

Read more about items you should check after import.

Limits for accounts, campaigns, and ad groups

There are the limits on the number of items you can have at each level. This information can be useful in organizing your advertising campaigns, particularly if you plan on importing from Google Ads.

This level... Can contain up to...


  • 15 users
  • 6 accounts
  • 50,000,000 keywords


  • 10,000 campaigns
  • 5,000,000 keywords (and product targets combined)
  • 5 million negative keywords
  • 20 negative keyword lists (max. 5,000 keywords per list)
  • 200,000 Sitelink Extensions
  • 150,000 Ad Extensions (excluding Sitelink Extensions)


  • 20,000 ad groups
  • 20,000 negative keywords
  • 10,000 location targets
  • 5,000 shared negative keywords
  • 2,500 website exclusions
  • 100 IP exclusions
  • 1 Call Extension
  • 20 Sitelink Extensions
  • 6 Image Extensions

Ad groups

  • 100 ads, including text or product
  • 20,000 keywords (and product targets combined)
  • 20,000 negative keywords
  • 10,000 location targets
  • 6 Image Extensions

Managing Bing Ads campaigns and ad groups

Once you've finished creating or importing your campaign, you can make changes to many of the campaign and ad group settings.

Edit campaigns: To quickly change the campaign name, status or budget, go to the Campaigns page, click the checkbox in the row of the campaign you want to change, then click the Edit dropdown followed by the Edit selected rows link.

Alternatively, from the Campaigns page, you can hover over the field in the row you wish to change and click the Pen icon. To change more advanced settings, like campaign targeting, budget options and exclusions, go to the Campaigns page, click the name of the campaign, and click the Settings link.

Edit ad groups: To quickly change an ad group name, status, search bid or ad schedule, go to the Campaigns page, select the Ad groups tab, tick the checkbox in the row next to the ad group name, then click the Edit link followed by the Edit selected rows link.

Alternatively, hover over the field you wish to change in the ad group’s row, and click the Pen icon. To change more advanced ad group settings, like the ad group targeting, ad distribution, pricing, schedule and ad rotation, click on the name of the ad group, then click the Settings link.

When importing Google Ads campaign that contains multiple target languages, Bing Ads will select the campaign language with the largest market as your ad group target language. If none of your Google Ads target languages are supported in Bing Ads, Bing Ads will flag the campaign as an error.

If you are taking advantage of the new Expanded text ads option, you will need to review whether you need to set an account-level tracking template.To do this, select the account into which you want to import your Expanded Text Ads. The account should include the campaign and ad group specified in the import file.


As you set up your campaigns and ad groups, or import campaigns, keep these key points in mind:

  • Align your campaigns with your business groups or products.
  • Manage your campaigns and ad groups from the Campaigns page.
  • Import Google Ads campaigns.
  • Create an upload file and import it to Bing Ads.

Thanks for reading this training, Introduction to campaigns, ad groups and Import from Google Ads. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.