In short. Existing Microsoft Advertising campaigns can serve ads in Copilot when their formats and assets meet the documented eligibility requirements.
Definition: Yes. As of 17 October 2026, Microsoft Advertising automatically uses eligible existing campaign assets, including text and images, to create ads for Copilot. Eligibility depends on the ad format and its required assets.
Key facts
- Microsoft's AI Search Demystified guide identifies text ads, feed-based ads including Shopping and Tours and Activities ads, and Multimedia ads as eligible formats.
- Microsoft's Copilot advertising help says eligible campaign and ad types are automatically opted in, and Search ads must include a logo.
- Microsoft's Performance Max documentation defines Performance Max as an asset-focused campaign type using assets such as text and images across the Microsoft Advertising Network.
- Microsoft's Multimedia ads documentation describes combinations of headlines, descriptions, images, and logos, with a creation workflow for existing campaigns.
Which existing campaigns and formats qualify?
Microsoft's eligible campaign and ad types list specifies the following:
- Multimedia ads are eligible.
- Product ads qualify through Shopping campaigns and Performance Max campaigns serving Product ads.
- Search ads qualify with logo extensions or automated business logo extensions. This includes Dynamic Search ads, Responsive Search ads, and Performance Max ads serving in search placements.
- Property promotion ads and Tours and Activities ads also qualify.
The same documentation recommends Performance Max because it provides assets and variables for matching ads to consumer intent. Its eligibility list also includes the other formats above, so an existing Shopping or qualifying Search campaign is an available route.
What assets should a business check?
A logo extension adds a business logo to an ad. Microsoft's logo extension instructions give this interface path:
Campaigns > Ads & extensions > Extensions
The workflow then selects the Account, Campaign, or Ad group level, followed by Logo extensions, then Create > Add new Logo extension. It requests the business logo, business name, and website domain. For Performance Max, the documentation says an asset group's logo takes priority over an account-level logo extension.
Microsoft's Multimedia ad creation instructions use Campaigns > Ads & extensions > Ads. The advertiser selects Create ad, chooses a standard ad group in a Search campaign, and sets Ad type to Multimedia ad. The form requests headlines, ad text, a business name, a landing page URL, and images. This provides a documented way to add the visual format within an existing campaign.
How does Copilot choose ads and apply controls?
Microsoft's Copilot advertising documentation says ad selection considers the entire conversation and uses user information to surface relevant ads after the initial query is resolved. Negative keywords at account, campaign, or ad group level also apply in Copilot. Microsoft says ads are withheld from conversations flagged for potentially harmful content.
Related terms
FAQ
Do I need a separate Copilot campaign?
Microsoft's AI Search Demystified guide says ads in Copilot use assets from existing Microsoft Advertising search campaigns. It names text, feed-based, and Multimedia ads as eligible types.
Can I opt out of Copilot placements?
Microsoft's Copilot advertising help says advertisers cannot opt out of serving eligible ads in Copilot. Eligibility leaves actual delivery dependent on ad selection.
Which logo takes priority in Performance Max?
Microsoft's logo extension documentation says the asset group's logo takes priority when the campaign also has an account-level logo extension.
Sources
- Microsoft Advertising, "AI Search Demystified: A Practical Guide for Marketers", February 2026
- Microsoft Learn, "About ads in Copilot", 19 June 2026
- Microsoft Learn, "About Performance Max campaigns", 11 June 2026
- Microsoft Learn, "Multimedia ads", 26 June 2026
- Microsoft Learn, "Logo extensions: Add a logo to your ad", 11 June 2026
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