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Microsoft is worth adding if you already run Google Search ads that convert and you can afford a second platform to manage. Getting into Copilot uses the same kind of Search campaign you already know, and Microsoft names AI Max as a route onto its AI surfaces.
The two platforms document their AI placements very differently, though. Google has one help page with clear rules. Microsoft's details are spread across blog posts, some of them old. This comparison is part of our AI ads hub and was checked against both companies' pages on 9 November 2026.
Key Takeaways
- Google says existing Search, Shopping and Performance Max campaigns are automatically eligible for ads in AI Overviews and AI Mode.
- Microsoft says AI Max is "an effective way to deliver relevant ads on AI surfaces like Copilot Search and Copilot Answers."
- Google lists text and Shopping ads in AI answers. Microsoft has Offer Highlights for retail in English-speaking markets.
- Microsoft's most detailed description of Copilot ad placement dates from October 2024, so confirm it in your account.
- Google reports AI Mode ads in aggregate. We did not find a Microsoft page describing a Copilot-only report.
Side by side
| Google AI Mode | Microsoft Copilot | |
|---|---|---|
| How you get in | Existing Search, Shopping and Performance Max campaigns | Search campaigns with AI Max, named by Microsoft as a route |
| Formats named | Text ads and Shopping ads | Ads below the response (2024); Offer Highlights for retail |
| Follow-up questions | Multi-turn ads launching in the US | 2024 post: ads consider "the whole conversation within a single session" |
| Labels | "Sponsored" | Not covered in the pages we opened |
| Opt-out of AI placements | No separate opt-out | Not covered in the pages we opened |
| Reporting | Aggregate, no AI Mode segment | Not covered in the pages we opened |
"Not covered" means the pages we opened did not say. It does not mean Microsoft has no answer. Ask your Microsoft account team.
How you get into each
Google. Google's AI surfaces help page says "Existing Search, Shopping, and Performance Max campaigns are automatically eligible to serve ads within AI Overviews and AI Mode." You do not need a new campaign or budget.
Microsoft. Microsoft's April 2026 post says "AI Max is an effective way to deliver relevant ads on AI surfaces like Copilot Search and Copilot Answers." Microsoft's August 2026 announcement says AI Max is now "available to all advertisers in Microsoft Advertising."
Microsoft also says AI Max is on by default for new Search campaigns. If you import from Google, Microsoft says AI Max settings "can now be carried over from Google Ads." Our Google AI Max vs Microsoft AI Max comparison covers the details.
Where the ads appear
Google. The help page says ads can appear "directly within or alongside these AI-generated responses (including across follow-up questions in AI Mode)." Google's 28 October 2026 post says "we are launching multiturn ads in the U.S." See multi-turn ads in AI Mode.
Microsoft. Microsoft's October 2024 post said "Ads in Copilot will be featured in a new, streamlined experience below Copilot's organic response." It said ads "will be triggered considering the whole conversation within a single session and not just the last prompt."
That post is more than two years old. Microsoft's April 2026 post describes newer formats as "more than showing traditional ads below an AI response," so the 2024 description may no longer be complete. Our explainer on how ads work in Copilot covers what is current.
Formats
Google. "Text ads and Shopping ads can appear within AI Overviews and AI Mode." Google says it is also experimenting with local inventory ads and vehicle ads.
Microsoft. The April post says "Offer Highlights are now available for retail use cases in English-speaking markets." Advertisers add the differentiators they want shown in Microsoft Merchant Center.
Countries
Google's help page lists where ads appear within AI Overviews and AI Mode, in English, and says the list may not be exhaustive: the United States, Australia, Canada, India, Indonesia (AI Overviews only), Kenya, Malaysia, New Zealand, Nigeria, Pakistan (text ads only), Philippines and Singapore. See AI Mode ads countries.
The Microsoft pages we opened did not give a country list for Copilot ads. Offer Highlights is limited to "English-speaking markets." Check availability in your Microsoft account.
Controls and reporting
Google is explicit. "You can't target ads exclusively to AI Overviews or AI Mode, or opt out of showing ads in them separately from Search." Results are "included in aggregate" in your normal reports. Our guide on measuring AI Mode ads covers how to work with that.
Microsoft documents AI Max reporting. It says you can see expanded matches through an "AI optimized" match type label and review generated assets in the asset report. We did not find a Microsoft page describing a Copilot-only segment or a Copilot-only opt-out.
Is Microsoft worth adding?
There is no general answer, and we found no independent head-to-head test. Microsoft publishes Copilot engagement figures, but they are its own first-party data and not comparable to Google's. Use these questions instead.
- Do your Google Search campaigns convert profitably now? If not, fix that first. A second platform adds work.
- Can you import cleanly? Microsoft's Google Import can copy campaigns. Check AI Max and DSA settings after each import.
- Do you sell retail products with a feed? Offer Highlights draws on Microsoft Merchant Center, so a clean feed helps.
- Can you track conversions on both? Microsoft's October 2026 update says its Conversions API is now generally available.
- Can you give it a fair test? Set a budget and a review date, and judge it on conversions, not impressions.
For a wider Microsoft lead generation view, see our post on Microsoft Advertising for lead generation.
Next step
If Google Search works for you, run a time-boxed Microsoft test with imported campaigns. If you want help setting it up on both platforms, see our paid search management.
Frequently asked questions
Do I need a separate campaign for Copilot ads?
Microsoft names AI Max on Search campaigns as a route onto Copilot Search and Copilot Answers. The pages we opened do not describe a Copilot-only campaign type.
Do my Google campaigns show in AI Mode automatically?
Yes. Google says existing Search, Shopping and Performance Max campaigns are automatically eligible. There is no separate opt-in.
Where do ads show in Copilot?
Microsoft's October 2024 post said below Copilot's organic response. Its April 2026 post describes newer formats beyond that, so check current placements in your account.
Can I opt out of Copilot ads?
We did not find a Microsoft page describing a Copilot-only opt-out. Ask your Microsoft account team. Google says you cannot opt out of AI Mode separately from Search.
Which is cheaper, Copilot or AI Mode ads?
Google says AI Mode ads use the same auction and bidding as standard Search ads, and you aren't charged extra to participate. The Microsoft pages we opened did not give Copilot-specific pricing. Cost depends on your market and bids.
