| name | platform-microsoft |
| description | Operate Microsoft (Bing) Ads through Synter — read and build Search campaigns that mirror Google, with match types, negatives, geo, schedules, and budgets, plus the real Google-to-Microsoft differences. Use when a user is working on Microsoft/Bing Ads or wants to move a Google campaign onto Microsoft. |
Microsoft (Bing) Ads Playbook
Microsoft Ads is close to a mirror of Google Ads, which is why porting between them is common. Reads are free; anything that spends money waits for explicit approval.
Confirm the account first: list_connected_accounts. Use the real ID the tool returns; never invent one. Not connected → run the connect skill.
Structure
Campaign → ad group → keywords (exact, phrase, broad) → responsive search ads, with negatives at campaign and ad-group level, plus geo/location criteria, ad schedule, and budget. If you know Google Search, you know this shape.
Read a campaign
list_campaigns(platform="microsoft") for the list and IDs. pull_microsoft_ads_performance(days=...) for impressions, clicks, spend, conversions, and CPA per campaign.
Google to Microsoft: the differences that bite
The structure maps almost 1:1, but do not assume it is identical:
- Networks: Microsoft has Search Partners and the Microsoft Audience Network. Decide whether to include them; performance can differ materially from Google search traffic.
- Bid strategies: some Google automated-bidding modes have no exact Microsoft twin. Map to the closest and say so.
- Tracking templates and final-URL syntax can differ. Verify URLs resolve on Microsoft.
- Microsoft search volume and audience skew differ from Google. Validate queries, device, and geography before scaling.
To carry a live Google campaign across, use the replicate skill. It reads the Google structure completely, maps match types and negatives, and rebuilds through Synter's plan tools. Do not describe this as Microsoft's native "Import from Google" — that is a separate platform-side path.
Build a campaign
create_campaign_plan → upsert_plan_entity per campaign / ad group / keyword / ad → forecast_campaign. Generate copy with generate_text_ad or the creative skill. Run campaign-preflight, then execute_campaign_plan + enable_campaign on approval.
Operating rules
- Enabling a campaign does not serve its ad groups if those stay paused. After enabling, re-pull and confirm the children actually serve; never trust the campaign status alone.
- Carry negatives across, not just keywords. Keywords without negatives burn budget.
- Verify geo/location criteria exist and match intent.
- Conversion tracking must exist and be attached before scaling:
ga4_list_conversions, verify_pixel_ownership.
- Guard against a fat-finger daily budget 10 to 100x intended. Adjust with
update_campaign_budget, pause with pause_campaign.
- "Created" is not "live and spending." Confirm with
list_campaigns and report the real IDs.
