Bing Ads + HubSpot
Connect Bing Ads with HubSpot to Turn Ad Clicks into Closed Deals
Sync Bing Ads leads, campaign data, and conversion signals with HubSpot automatically — so paid search and revenue stay in the same conversation.
Why integrate Bing Ads and HubSpot?
Bing Ads (Microsoft Advertising) drives high-intent traffic to your site, but without a direct connection to HubSpot, that lead data sits isolated from your CRM, your sales team, and your revenue reporting. Integrating the two means every click, form fill, and conversion gets captured, enriched, and actioned without manual work. Marketers and sales teams get a single view of where prospects came from and exactly how campaigns feed pipeline.
Automate & integrate Bing Ads & HubSpot
Use case
Automatic Lead Capture from Bing Ads to HubSpot
When a prospect submits a lead form through Bing Ads Universal Event Tracking or a landing page tied to a Bing campaign, their contact details are automatically created or updated in HubSpot. The contact record gets the campaign name, ad group, keyword, and match type — so sales reps have full context before making first contact. No more lag between ad click and CRM entry.
Use case
Sync HubSpot Offline Conversions Back to Bing Ads
Not all conversions happen online. Deals close on calls, in demos, or weeks after the first click. By pushing HubSpot deal stage changes or closed-won events back to Bing Ads as offline conversions, your bidding algorithms learn which campaigns actually generate revenue, not just form fills. This closes the attribution loop and lets Microsoft Advertising's smart bidding optimize toward real business outcomes.
Use case
Build HubSpot Audiences from Bing Ads Engagement Data
Import segments of Bing Ads audience data — such as users who clicked but didn't convert — into HubSpot to trigger targeted nurture sequences. These prospects have already shown intent, making them good candidates for email workflows, retargeting content, and personalized outreach. Audience lists stay current without manual exports.
Use case
Campaign Performance Reporting Inside HubSpot
Pull Bing Ads campaign metrics — impressions, clicks, cost, and conversions — directly into HubSpot dashboards so marketing leaders can view paid search performance alongside pipeline and deal data in one place. No more toggling between Microsoft Advertising and HubSpot reports. Budget decisions get faster when all the numbers are in front of you at once.
Use case
HubSpot Contact Updates Trigger Bing Ads Audience Adjustments
When a HubSpot contact becomes a customer, is marked as a competitor, or is disqualified, that status can automatically remove or add them to specific Bing Ads custom audiences. This stops budget from going to existing customers or bad-fit prospects, while keeping upsell and cross-sell audiences populated with the right accounts.
Use case
Lead Scoring Enrichment with Bing Ads Behavioral Data
Improve HubSpot lead scoring by factoring in Bing Ads behavioral signals — which campaign a contact came from, how many times they've clicked paid ads, or which keywords drove their first visit. Contacts from high-converting campaign segments can receive elevated lead scores, helping sales teams prioritize the warmest, most commercially relevant prospects.
Use case
Automated Deal Creation from Bing Ads High-Value Conversions
For high-intent conversion events — a pricing page visit, demo request, or contact form submission driven by a Bing Ads campaign — automatically create a deal in HubSpot with the right pipeline stage, deal value estimate, and assigned owner. This removes the manual step of sales ops creating deals from lead data and ensures no high-value conversion gets dropped.
Get started with Bing Ads & HubSpot integration today
Bing Ads & HubSpot Challenges
What challenges are there when working with Bing Ads & HubSpot and how will using Tray.ai help?
Challenge
Campaign Attribution Data Getting Lost Between Platforms
Bing Ads click IDs and UTM parameters often fail to persist through landing page redirects, form submissions, or third-party tools, so HubSpot contacts arrive without the campaign context that makes them useful for sales follow-up or attribution reporting.
How Tray.ai Can Help:
Tray.ai workflows capture and pass Bing Ads click and campaign parameters at the point of conversion, mapping them directly to custom HubSpot contact properties so attribution data is preserved end-to-end without relying on fragile URL parameter chains.
Challenge
Delayed Lead Follow-Up Due to Manual Data Entry
Without automation, Bing Ads leads are often downloaded as CSVs and manually imported into HubSpot daily or weekly. By the time a sales rep sees a hot lead, hours or days have passed and intent has already dropped.
How Tray.ai Can Help:
Tray.ai triggers in real time on new Bing Ads lead events and creates HubSpot contacts, deals, and rep notifications within seconds, so follow-up happens as fast as possible on every paid search lead regardless of time of day.
Challenge
Inconsistent Audience Membership Causing Wasted Ad Spend
Customer exclusion lists and MQL remarketing audiences in Bing Ads go stale fast when they're only refreshed manually or on an infrequent schedule. The result is ads served to existing customers or missed chances to reach known high-intent prospects.
How Tray.ai Can Help:
Tray.ai keeps Bing Ads custom audiences continuously synchronized with HubSpot lifecycle stage and contact property changes, updating audience membership within minutes of a status change so campaigns always target the right people.
Challenge
Offline Conversions Not Reported to Bing Ads Bidding Algorithm
Deals that close through sales calls, demos, or long sales cycles are invisible to Bing Ads unless offline conversions are manually uploaded, which rarely happens consistently. The bidding algorithm ends up optimizing toward surface-level conversion events rather than actual revenue.
How Tray.ai Can Help:
Tray.ai automatically sends HubSpot deal closure events and associated revenue values back to Bing Ads as offline conversions the moment a deal is marked closed-won, so the Microsoft Advertising algorithm continuously learns from real revenue outcomes.
Challenge
Fragmented Reporting Across Ad Platform and CRM
Marketing and revenue teams end up working with two separate reporting systems — Bing Ads for campaign metrics and HubSpot for pipeline and revenue data — making it slow and painful to answer basic questions like cost-per-opportunity or campaign-to-revenue ratio.
How Tray.ai Can Help:
Tray.ai pipes Bing Ads campaign performance data into HubSpot on a scheduled basis, populating custom objects and properties that enable unified dashboards where teams can view ad spend, leads, opportunities, and closed revenue side by side without switching tools.
Start using our pre-built Bing Ads & HubSpot templates today
Start from scratch or use one of our pre-built Bing Ads & HubSpot templates to quickly solve your most common use cases.
Bing Ads & HubSpot Templates
Find pre-built Bing Ads & HubSpot solutions for common use cases
Template
Bing Ads Lead Form to HubSpot Contact
Automatically creates or updates a HubSpot contact whenever a lead submits a Bing Ads lead generation form, mapping all available campaign and ad group attribution fields to the contact record and enrolling them in a relevant HubSpot workflow.
Steps:
- Trigger: New lead form submission captured in Bing Ads
- Lookup: Check if contact already exists in HubSpot by email address
- Action: Create new contact or update existing record with campaign attribution data
- Action: Enroll contact in appropriate HubSpot workflow based on campaign or ad group
- Action: Create a follow-up task and notify the assigned sales rep in HubSpot
Connectors Used: Bing Ads, HubSpot
Template
HubSpot Closed-Won Deal to Bing Ads Offline Conversion
Sends a closed-won deal event from HubSpot back to Bing Ads as an offline conversion, letting Microsoft Advertising's bidding algorithm associate that revenue with the originating keyword, ad, and campaign.
Steps:
- Trigger: HubSpot deal stage changes to Closed Won
- Lookup: Retrieve original Bing Ads click ID stored on the associated contact record
- Action: Send offline conversion event to Bing Ads with deal value and timestamp
- Action: Log conversion sync status back on the HubSpot deal for audit purposes
Connectors Used: HubSpot, Bing Ads
Template
Bing Ads Campaign Metrics Daily Sync to HubSpot
Pulls daily performance metrics from all active Bing Ads campaigns and writes them as custom HubSpot objects or updates a connected data store, enabling unified marketing performance dashboards within HubSpot.
Steps:
- Trigger: Scheduled daily run at a defined time
- Action: Fetch yesterday's campaign performance data from Bing Ads Reporting API
- Action: Transform data into HubSpot-compatible format with standardized field names
- Action: Upsert campaign metrics as custom HubSpot objects for dashboard use
- Action: Send summary email or Slack notification to marketing team
Connectors Used: Bing Ads, HubSpot
Template
HubSpot Customer List Sync to Bing Ads Exclusion Audience
Keeps a Bing Ads custom audience exclusion list current by continuously syncing closed-won contacts from HubSpot, so ad spend doesn't go to existing customers.
Steps:
- Trigger: HubSpot contact lifecycle stage changes to Customer
- Action: Add contact email to a designated Bing Ads customer match exclusion list
- Action: Verify audience update was accepted and log status on HubSpot contact
- Action: Alert marketing ops if audience API call fails for manual review
Connectors Used: HubSpot, Bing Ads
Template
Bing Ads Click Data to HubSpot Lead Score Enrichment
Enriches HubSpot contact records with Bing Ads click and campaign source data on first touch, automatically adjusting the contact's lead score based on campaign tier and keyword intent classification.
Steps:
- Trigger: New contact created in HubSpot with a Bing Ads UTM source parameter
- Action: Parse campaign name and keyword from UTM fields to classify intent tier
- Action: Update HubSpot contact properties with campaign source, keyword, and ad group
- Action: Apply lead score adjustment based on intent tier classification rules
Connectors Used: Bing Ads, HubSpot
Template
HubSpot MQL List to Bing Ads Remarketing Audience
Automatically syncs HubSpot contacts that reach Marketing Qualified Lead status into a Bing Ads remarketing audience so they can be served targeted ads to move them through the funnel faster.
Steps:
- Trigger: HubSpot contact lifecycle stage updates to Marketing Qualified Lead
- Action: Add contact email to a designated Bing Ads customer match remarketing audience
- Action: Confirm audience membership and log status back to HubSpot contact record
- Action: Notify paid search manager of audience size change for budget review
Connectors Used: HubSpot, Bing Ads