In short. Microsoft lists Multimedia ads from existing search campaigns as eligible for Copilot, using existing advertising assets.

Definition: Microsoft Multimedia ads are a Microsoft Advertising format that combines headlines, descriptions and large images, with optional logos. As of 17 October 2026, Microsoft lists Multimedia ads from existing search campaigns among the formats eligible to appear in Copilot.

Key facts

Microsoft's Multimedia ads documentation describes responsive combinations of text and images, with a landing page entered in the Final URL field.
Microsoft's AI Search Demystified guide lists Multimedia ads, text ads and feed-based ads as eligible for Copilot, using existing search campaign assets.
Microsoft's Copilot advertising announcement, dated 2 October 2024, describes ads below the organic response and a rollout beginning on copilot.microsoft.com.

How do Multimedia ads qualify for Copilot?

Microsoft's AI Search Demystified guide says that ads in Copilot come from existing Microsoft Advertising search campaigns. It explicitly includes Multimedia ads in the eligible formats and explains that existing campaign assets supply the ads. A separate Copilot campaign is therefore unnecessary under this documented approach.

The guide describes search ad eligibility in English, French, German and Spanish speaking markets where Copilot is available. It recommends Performance Max campaigns for Copilot. This is a recommendation within the guide; the eligibility statement also covers existing search campaigns.

For a website owner, the documented route involves advertising campaign assets and a destination page. The Final URL field in the format documentation identifies that destination as the landing page opened after an ad click.

Which Copilot surfaces does Microsoft describe?

Microsoft's October 2024 announcement describes an advertising experience below Copilot's organic response. Its announced rollout starts on copilot.microsoft.com, with expansion planned for the Android and iOS apps and Copilot experiences in Bing and Edge.

The same announcement explains that ad selection considers the conversation within a session. It introduces "ad voice", a summary connecting the organic response to the advertiser's message before the ad block appears. It also names Multimedia ads among the formats used in Copilot.

The announcement does not provide a current inventory of Multimedia ad placements by app and market. The guide's campaign eligibility statement is the relevant starting point for assessing participation.

How can the assets and reports be checked?

The format documentation gives this route for creating an ad in an existing campaign:

Campaigns > Ads & extensions > Ads
Create ad
Select a standard ad group in a Search campaign
Ad type: Multimedia ad

The required image selection includes an image with a 1.91 : 1 aspect ratio and a square image with a 1 : 1 ratio. Accepted image files are PNG, JPG and JPEG. The documentation specifies minimum dimensions of 703 x 368 pixels for the former and 470 x 470 pixels for the latter.

For asset reporting, the same documentation directs advertisers to View assets details below the ad. The Assets tab shows individual asset performance, while Combinations shows the asset combinations with the strongest performance. These are documented format reports; the cited instructions describe asset evaluation across the ad's delivery.

FAQ

Do I need to build a separate Copilot campaign?

Microsoft's AI Search Demystified guide says that Copilot uses assets from existing search campaigns. It lists Multimedia ads among the eligible formats.

Can I reuse text ads to make Multimedia ads?

Microsoft documents an option to copy Responsive Search ads, its text ad format, to Multimedia ads and add images. The documentation marks that copying option as subject to account availability.

Can I pin a headline in a Multimedia ad?

Microsoft's format FAQ says that auto-rotation is enforced for Multimedia ad headlines and ad text. Its reporting interface provides an Assets tab and a Combinations tab for reviewing the resulting assets and combinations.

Sources

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