---
title: "Microsoft Ads for ecommerce: Copilot, PMax and a 30-day test"
description: What Microsoft Advertising reaches, how Shopping, PMax and Google import work, which Copilot ad formats are live in October 2026, and a 30-day test plan.
image: https://roasexpert.com/hubfs/roas-expert-visuals/cover-microsoft-ads-and-copilot-for-ecommerce.png
---

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 October 5, 2026

# Microsoft Ads for ecommerce: Copilot, Shopping and a 30-day test

![Picture of Rishabh Gupta](https://roasexpert.com/hs-fs/hubfs/IMG_1011.jpeg?width=50&name=IMG_1011.jpeg) [Rishabh Gupta](https://roasexpert.com/blog/author/rishabh-gupta)

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Microsoft Advertising is worth a 30-day test for most ecommerce brands that already run Google Shopping or Performance Max and sell in the US, UK, Canada or Australia. Microsoft's own [planning data](https://about.ads.microsoft.com/en/tools/planning/search-data) puts its search network at 39.1% of US desktop searches and 33.5% in the UK. The Google import moves most of an account across quickly. The real work is tracking, the feed and the settings that don't map one to one.

Copilot changes less than the headlines suggest. You can't buy it on its own. Ads there come from your Search, Shopping and Performance Max campaigns, you [can't opt out](https://help.ads.microsoft.com/apex/index/3/en/60343), and Microsoft doesn't report them separately. Copilot Checkout is open only to English-language merchants selling to US buyers in dollars, Showroom ads were announced as a pilot for select clients in April 2025, and brand agents are a beta that runs on your own site. Judge the test on Microsoft Advertising as a whole.

## Who does Microsoft Advertising reach?

Microsoft publishes reach for its search network, which is Bing plus [partner sites](https://help.ads.microsoft.com/apex/index/3/en/60193) such as Yahoo, AOL, DuckDuckGo and Ecosia. Its [planning page](https://about.ads.microsoft.com/en/tools/planning/search-data) cites custom comScore data for December 2025, desktop traffic only.

| Market | Monthly desktop searches | Unique desktop users | Share of desktop searches |
| --- | --- | --- | --- |
| United States | 10.1 billion | 186 million | 39.1% |
| United Kingdom | 1.5 billion | 43 million | 33.5% |
| Canada | 921.5 million | 27 million | 29.9% |
| Australia | 574.7 million | 18 million | 26.6% |
| Worldwide | 22.8 billion | 782 million | 24.8% |

Microsoft doesn't publish mobile figures on that page, and the share covers the whole partner network, not bing.com alone. So size the test against the desktop revenue your Google Search and Shopping campaigns earn in the same markets.

## How do Shopping and Performance Max work on Microsoft?

### Microsoft Merchant Center and the feed

Product ads run from a Microsoft Merchant Center store. The fastest route is the [Google Merchant Center import](https://help.ads.microsoft.com/apex/index/3/en/56870). Create the store first and schedule the import daily, because imported offers expire after 30 days. Use its find and replace option to swap `google` for `bing` in URL parameters, and keep the same domain in both stores or the import fails. Microsoft's [market availability page](https://help.ads.microsoft.com/apex/index/3/en/50873) lists Shopping in the UAE, Saudi Arabia and Qatar, but the import's supported list doesn't include them, so Gulf stores should plan on a feed file or the Content API.

Microsoft's [attribute list](https://help.ads.microsoft.com/apex/index/3/en/51111) also has differences worth checking:

- `excluded_destination` isn't used, so products you keep out of Google Shopping can show on Microsoft. Exclude them in your product groups.
- `tax`, `shipping` and `shipping_weight` are ignored outside Germany, where shipping is required.
- `product_type` is read as one value, so product groups built on it must match the whole comma-separated string.
- Prices in the UK, France, Germany and Australia must include VAT.

Approved products also show free in the Bing shopping tab through [Product listings](https://help.ads.microsoft.com/apex/index/3/en/60063). Free clicks go to the `link` URL, which can't contain campaign tracking parameters, and paid clicks to `ads_redirect`. Put your tracking on `ads_redirect` only, or your analytics will mix free and paid clicks.

### Standard Shopping or Performance Max

Performance Max is [available in all Microsoft Advertising markets](https://help.ads.microsoft.com/apex/index/3/en/60159) and serves search, audience and product ads from one campaign. Exact match Search keywords still win the same query. The rule that catches Google advertisers out is priority. Microsoft [sets Performance Max to the highest priority](https://help.ads.microsoft.com/apex/index/3/en/50903) over Standard Shopping for the same products, and Shopping only bids once that budget runs out. Google now lets the two [compete on Ad Rank](https://support.google.com/google-ads/answer/13975266?hl=en), as our guide to [Performance Max and Shopping](https://roasexpert.com/blog/performance-max-and-shopping) explains, so don't copy a Google structure without checking it.

Learning takes [two to four weeks](https://help.ads.microsoft.com/apex/index/3/en/60396) or two to three conversion cycles. Negative keywords for Performance Max [arrived in March 2026](https://about.ads.microsoft.com/en/blog/post/march-2026/negative-keywords-for-pmax-and-other-product-news-for-march-2026), through campaign or account-level lists of up to 5,000, and they only apply to search and Shopping inventory. [Website exclusions](https://help.ads.microsoft.com/apex/index/3/en/60159) work at account level only and can't block msn.com, outlook.com or bing.com. Purchase-based new customer acquisition goals became [generally available in February 2026](https://about.ads.microsoft.com/en/blog/post/february-2026/ad-preview-hub-and-other-product-news-for-february-2026).

Our default for a first test is Standard Shopping plus Search, with Performance Max added later through an experiment. You see search terms and products from day one, and a learning period doesn't swallow half the test. If your Google account runs on Performance Max alone, import it, but only after conversion tracking is live.

## What carries over from a Google Ads import?

The [import tool](https://help.ads.microsoft.com/apex/index/3/en/50851) brings over campaigns, ad groups, keywords, responsive search ads, product ads, most assets (Microsoft still says extensions), negative keyword lists, ad schedules and location targets. Performance Max arrives as Performance Max with asset groups, listing groups, audience signals, final URL expansion and new customer acquisition goals, except for accounts on Microsoft's Adobe or Marin lists, which get Search campaigns. Shopping campaigns [only import](https://help.ads.microsoft.com/apex/index/3/en/60100) if a Merchant Center store exists.

It doesn't bring over:

- Video assets, stock images and anything Google generated automatically.
- Customer Match lists, Google Analytics remarketing lists, YouTube lists and affinity audiences. Remarketing durations over 180 days are cut to 180.
- Automated rules, IP exclusions, location groups and Google's 45 to 54 age group.

### Check these before you switch anything on

1. Conversion goals. Importing them is still a pilot, it only covers Google Ads goals that count visits to a URL, not custom events, and data-driven attribution arrives as last click. Build a UET purchase goal with revenue before you import. Without one, Performance Max imports on Maximize clicks.
2. Consent. For shoppers in the EEA, UK and Switzerland, Microsoft has [enforced Consent Mode or TCF](https://help.ads.microsoft.com/apex/index/3/en/60341) for UET since May 5, 2025. Without it, UET conversions and remarketing lists stop.
3. Stores. Link the right Merchant Center store at import, because a Shopping campaign's store can't be changed later. Campaigns on a draft store stay inactive.
4. Bids and budgets. Unsupported bid strategies on Search and Shopping fall back to Enhanced CPC, and budgets copy at Google's levels, so set test budgets by hand.
5. Search partners. If Include search partners is on in Google, Microsoft targets its full syndicated network.
6. Tracking. `utm_source=google` becomes `utm_source=bing`. Check tracking templates and final URL suffixes.
7. Scheduled imports. They can overwrite changes you make in Microsoft, so import only new items or pause the schedule once you optimize there.
8. AI Max. With scheduled imports, campaigns keep Google's AI Max setting, and Microsoft has turned it on by default for new Search campaigns since its [August 27, 2026 launch](https://about.ads.microsoft.com/en/blog/post/august-2026/reimagining-search-campaigns-for-the-ai-era-with-ai-max). If you keep it, read search terms weekly.

## What can you actually buy in Copilot?

Ads in Copilot aren't a campaign type. Microsoft's [help page](https://help.ads.microsoft.com/apex/index/3/en/60343) says eligible campaigns are opted in automatically with no opt-out, negative keywords still apply, and there are no Copilot-specific metrics. Product ads from Shopping and Performance Max qualify, and so do Search ads, but only with a logo. Microsoft calls Performance Max the best way to increase exposure there.

| Feature | Status in October 2026 | Who can use it |
| --- | --- | --- |
| Ads in Copilot answers | Live. Rolled out in English, French and German speaking markets by March 2025 | Eligible Search, Shopping and Performance Max campaigns |
| Offer Highlights | Introduced April 2026 and offered as a live pilot, no later update found | Retail advertisers in English-speaking markets |
| Showroom ads | Announced as an April 2025 pilot, no later update found | Select advertisers only |
| Brand agents | Beta | Shopify and WooCommerce websites |
| Copilot Checkout | Live on Copilot.com and the Copilot mobile app | English-language merchants selling to US buyers in USD |
| UCP feeds in Merchant Center | Generally available | US |

Microsoft's [March 2025 post](https://about.ads.microsoft.com/en/blog/post/march-2025/transforming-the-future-of-audience-engagement) covers the Copilot ads rollout and the Showroom pilot, and I haven't found a later one that widens Showroom access. [Offer Highlights](https://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-web) adds differentiators you enter in Merchant Center, such as free shipping or in-store pickup, to ads on product detail pages in Copilot, Edge and Bing. The same April 2026 post made UCP-ready feeds generally available in the US. [Brand agents](https://learn.microsoft.com/en-us/clarity/brand-agents/brand-agents-overview) is a Clarity shopping assistant for your own site, not an ad.

[Copilot Checkout](https://about.ads.microsoft.com/en/solutions/technology/agentic-commerce) keeps you as merchant of record, and Microsoft says it takes no commission or affiliate fee today. You need a Merchant Center account and product feed either way, then join with a UCP feed or through PayPal, Shopify or Stripe. Microsoft [said in January 2026](https://about.ads.microsoft.com/en/blog/post/january-2026/conversations-that-convert-copilot-checkout-and-brand-agents) that Shopify merchants would be enrolled automatically after an opt-out window, and Shopify's [Copilot channel](https://help.shopify.com/en/manual/online-sales-channels/agentic-storefronts/microsoft) now has a switch to opt out. The Merchant Center checkout setting is still marked pilot only. Our post on [what AI assistants need from your store](https://roasexpert.com/blog/agentic-commerce-what-ai-assistants-need-from-your-store) covers the other assistants.

None of this justifies starting on Microsoft by itself. Add a logo extension, keep the feed clean and ask your account team about Offer Highlights.

## What changed in the Audience Network since 2025?

There was no single overhaul. Microsoft's help center now describes one [Microsoft Advertising Network](https://help.ads.microsoft.com/apex/index/3/en/60193) with search and audience placements, the second on MSN, Microsoft Start, Edge, Outlook.com and publisher partners. What matters for an ecommerce test:

- Search campaigns reach audience inventory too. Both [ad distribution options](https://help.ads.microsoft.com/apex/index/3/en/60146) include search and Audience ads, so check the Website URL (publisher) report weekly and exclude sites that don't convert.
- On November 11, 2025, Microsoft's Ads Liaison said third-party syndication publishers must run Microsoft Clarity, with clicks from pages without it filtered out as nonbillable, as [PPC Land](https://ppc.land/microsoft-advertising-requires-clarity-for-third-party-publishers/) and [Search Engine Land](https://searchengineland.com/microsoft-makes-clarity-mandatory-for-publishers-464556) reported.
- Audience campaigns gained lifetime budgets in July 2025, and Microsoft added brand kits and display ad templates in October 2025, per its [changelog](https://help.ads.microsoft.com/apex/index/3/en/52036). An [enhanced ad preview hub for Audience ads](https://about.ads.microsoft.com/en/blog/post/february-2026/ad-preview-hub-and-other-product-news-for-february-2026) followed in February 2026.
- Audience generation, which builds audiences from a written prompt, is in [closed pilot](https://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-web) in the US and Canada.

Leave standalone Audience campaigns out of the first 30 days. They answer a different question.

## How should you set budgets and bids?

Conversion volume, not Microsoft's minimums, is what limits a test. Microsoft recommends [30 conversions in 30 days](https://help.ads.microsoft.com/apex/index/3/en/60396) before adding a target ROAS to Performance Max, and says automated strategies need [up to two weeks](https://help.ads.microsoft.com/apex/index/3/en/56786) of data.

Say your average order is $80 and your desktop Shopping conversion rate on Google is 2%. Thirty orders take 1,500 clicks. At an illustrative $0.70 a click, that's $1,050 for $2,400 in revenue, a ROAS of about 2.3. Compare your own version with your [breakeven ROAS](https://roasexpert.com/blog/roas-mer-poas). If the budget is more than you'll risk, test one market or one category.

- Start on Maximize conversion value with no target. Since August 4, 2025, target ROAS and target CPA [sit inside](https://help.ads.microsoft.com/apex/index/3/en/56786) Maximize conversion value and Maximize conversions for new campaigns.
- Add a loose target ROAS after 30 conversions in 30 days, and wait two weeks between changes.
- Since October 1, 2026, new non-portfolio campaigns using Maximize clicks, Maximize conversions or Maximize conversion value, with or without a target, [can't set a maximum CPC](https://help.ads.microsoft.com/apex/index/3/en/56786). Use a portfolio strategy if you need a ceiling.
- Cost per sale bidding on Shopping charges only for sales within 24 hours of a click. Microsoft suggests it after 30 to 50 conversions and warns it can overspend daily budgets.
- If you add Performance Max later, Microsoft suggests [up to two to three times](https://help.ads.microsoft.com/apex/index/3/en/60396) the budget of your standalone campaigns there.

## A 30-day test plan

1. Before day 1. Install UET with Consent Mode where needed, create a purchase goal with revenue, schedule a daily Google import into Merchant Center, add a logo extension and put tracking parameters on `ads_redirect` only so free and paid product clicks stay apart.
2. Days 1 to 14. Run brand Search, your best non-brand Search and Standard Shopping on Maximize conversion value. Review search terms and the publisher report twice a week. Don't touch budgets or bid strategies.
3. Days 15 to 30. Hold steady. Add a loose target ROAS only where a campaign has 30 conversions in 30 days.
4. Day 30. Compare the measures below with your breakeven, then scale, fix or stop.
5. After day 30. Test Performance Max with an [uplift experiment](https://help.ads.microsoft.com/apex/index/3/en/60304), which splits users 50/50 and needs at least two weeks, though Microsoft recommends eight. Use [optimization experiments](https://about.ads.microsoft.com/en/blog/post/september-2026/less-busywork-more-growth-what-new-in-microsoft-advertising-this-september), generally available since September 2026, for bidding and targeting tests.

| Measure | Where | What it tells you |
| --- | --- | --- |
| Revenue and ROAS by campaign | Microsoft Advertising, checked against store orders | Whether the channel clears breakeven |
| Brand versus non-brand revenue | Campaign report | How much is new demand |
| New customer share | Your store, filtered to utm\_source=bing | Whether it finds new buyers |
| Desktop versus mobile | Device report | Where the volume comes from |
| Free listing clicks | Merchant Center product performance tab | Free traffic to keep out of paid ROAS |
| Total paid revenue, Google plus Microsoft | Your store, against the prior four weeks | Whether Microsoft adds sales or moves them |

Copilot won't appear as its own line, and that's fine. If non-brand Search and Shopping clear breakeven, keep going. If only brand search works, you're probably paying for sales you'd have had anyway, so test a short brand pause first.

## If you want help

Our [Growth audit](https://roasexpert.com/growth-marketing) costs $1,000 and takes two to three weeks. We review your ad accounts, tracking, creative and landing pages against margin, set breakeven and target numbers for each channel, and tell you whether Microsoft is worth a test. [Book a 30-minute call](https://roasexpert.com/contact) if you'd like to talk it through first.

## Sources

- [Microsoft Advertising Network for Search, Microsoft Advertising](https://about.ads.microsoft.com/en/tools/planning/search-data)
- [About Ads in Copilot, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60343)
- [What is the Microsoft Advertising Network?, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60193)
- [Import your Google Merchant Center product offers to Microsoft Merchant Center, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/56870)
- [Market availability for Microsoft Advertising and its features, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/50873)
- [What Google feed file attributes can I use?, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/51111)
- [About Product listings, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60063)
- [About Performance Max campaigns, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60159)
- [Get started with Microsoft Shopping campaigns, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/50903)
- [Onboarding guide for Shopping ads, Google Ads Help](https://support.google.com/google-ads/answer/13975266?hl=en)
- [Best practices for Performance Max campaigns, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60396)
- [Negative keywords for PMax and other product news for March 2026, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/march-2026/negative-keywords-for-pmax-and-other-product-news-for-march-2026)
- [Ad preview hub and other product news for February 2026, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/february-2026/ad-preview-hub-and-other-product-news-for-february-2026)
- [What gets imported from Google Ads, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/50851)
- [Import Shopping campaigns from Google Ads, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60100)
- [FAQ: UET and user consent, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60341)
- [Reimagining Search campaigns for the AI era with AI Max, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/august-2026/reimagining-search-campaigns-for-the-ai-era-with-ai-max)
- [Transforming the future of audience engagement, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/march-2025/transforming-the-future-of-audience-engagement)
- [Win across all three eras of the web, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/april-2026/win-across-all-three-eras-of-the-web)
- [Brand agents overview, Microsoft Learn](https://learn.microsoft.com/en-us/clarity/brand-agents/brand-agents-overview)
- [Agentic Commerce, Microsoft Advertising](https://about.ads.microsoft.com/en/solutions/technology/agentic-commerce)
- [Conversations that convert: Copilot Checkout and Brand Agents, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/january-2026/conversations-that-convert-copilot-checkout-and-brand-agents)
- [Selling on Microsoft Copilot, Shopify Help Center](https://help.shopify.com/en/manual/online-sales-channels/agentic-storefronts/microsoft)
- [Ad distribution settings, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60146)
- [Microsoft Advertising requires Clarity for third-party publishers, PPC Land](https://ppc.land/microsoft-advertising-requires-clarity-for-third-party-publishers/)
- [Microsoft makes Clarity mandatory for Syndication Partner publishers, Search Engine Land](https://searchengineland.com/microsoft-makes-clarity-mandatory-for-publishers-464556)
- [What's new in Microsoft Advertising?, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/52036)
- [Let Microsoft Advertising manage your bids with bid strategies, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/56786)
- [Create and evaluate a Performance Max Uplift experiment, Microsoft Advertising Help](https://help.ads.microsoft.com/apex/index/3/en/60304)
- [Less busywork, more growth: What's new in Microsoft Advertising this September, Microsoft Advertising](https://about.ads.microsoft.com/en/blog/post/september-2026/less-busywork-more-growth-what-new-in-microsoft-advertising-this-september)

Facts checked on 4 October 2026.

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