Microsoft Advertising has simplified the process of launching Performance Max campaigns with New Customer Acquisition (NCA) goals by enabling the import of existing campaigns from Google Ads. This functionality rolled out to all advertisers this week.
This update converts Google’s “website visitors” audience segments into corresponding remarketing lists in Microsoft Advertising.
This update follows earlier announcements regarding NCA goals becoming generally available, which were reported February of this year.
You can read the official announcement here: Performance Max Updates and Other Product News for April 2026.