---
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 do not require approval; 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

Use `create_campaign_plan` and `upsert_plan_entity` for the supported campaign structure, and `forecast_campaign` for available estimates. Write text with `create_ad_copy` and select existing advertiser assets with `list_creative_assets`. Follow **launch** for `run_launch_preflight`, explicit user approval, `approve_campaign_plan`, `execute_campaign_plan`, and verification with `get_plan_execution` before any approved activation.

## 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_get_conversions`, `get_pixel_health`.
- 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.

Use only platform and entity types accepted by the live tool schema. Follow **launch** for plan review, preflight, approval, execution, and verification. If a setting or platform is unsupported, describe the manual handoff without claiming it was applied.