Importing a Google Ads account into Microsoft Ads is important because it allows advertisers to efficiently expand their reach by leveraging existing campaign structures, strategies, and data without having to recreate them from scratch. This process saves time and ensures consistency across platforms while enabling access to Microsoft’s unique audience, which often includes older, higher-income demographics that may be less active on Google. It also provides an opportunity to diversify ad spend, reduce dependency on a single platform, and take advantage of Microsoft Ads' typically lower cost-per-click (CPC).