Microsoft Ads integration
Bring Bing and partner network search into the same numbers as the rest of your media, and find the incremental demand Google alone never shows you.
- Setup time
- 1 minute
- Access
- Read-only OAuth 2.0
- Sync
- Every 6 hours
Supported metrics
Standardized against every other connected source so cross-channel comparison is honest.
- Spend
- Impressions and clicks
- CTR
- Average CPC
- Conversions and conversion value
- Cost per lead
- ROAS
- Impression share
- Search versus audience network split
Microsoft Ads and Paid Lens: product overview
Microsoft Advertising is the channel most teams under-manage. It is often a fraction of Google Ads spend, it gets reviewed monthly instead of weekly, and its cost per lead is frequently better — which means the under-management is expensive.
Paid Lens imports Microsoft Ads campaign, ad group, keyword and conversion data through read-only OAuth and normalizes it against Google Ads and every other connected channel. Because the metric definitions are reconciled, a comparison between the two search platforms is finally apples to apples.
You get explicit recommendations when Microsoft is delivering cheaper qualified volume than its budget allows, and equally explicit warnings when its conversion quality is worse than the headline CPA suggests.
See how Microsoft Ads data feeds the prioritized decision queue, how metrics are reconciled in attribution and metrics, or browse setup documentation.
What data is imported
Read-only, aggregated for analysis, and never written back to Microsoft Ads.
Campaign and ad group structure
Status, bid strategy, budget and network settings.
Spend and delivery
Cost, impressions, clicks and impression share.
Conversions
Conversion goals, values and revenue where configured.
Keyword performance
Match type and query-level performance where the API exposes it.
Audience network breakdown
Search versus audience network split, so blended figures don't mislead.
Common use cases
Test whether Bing deserves more budget
Paid Lens compares cost per qualified outcome across search platforms and quantifies the expected result of shifting a defined amount of budget.
Stop double-counting search demand
Standardized conversion definitions prevent the same outcome being credited twice when both search platforms claim it.
Give a neglected channel a weekly review
Microsoft campaigns enter the same prioritized queue as everything else, so they get attention proportional to impact instead of proportional to size.
What it looks like with Microsoft Ads connected
Product imagery is being finalized — these frames show the views this integration powers.
Why connect Microsoft Ads
Every connection raises the quality of the recommendations Paid Lens can make. Read more about how access is scoped and protected on our security page.
Paid Lens cannot change budgets, pause campaigns, or edit records. Tokens are encrypted and can be revoked at any time.
Incremental reach at lower cost
Microsoft's search inventory reaches audiences Google campaigns miss, often at a materially lower cost per click.
Fairer cross-channel comparison
Without Microsoft connected, cross-channel budget recommendations are made against an incomplete picture of search demand.
No account changes
The connection is read-only. Paid Lens recommends; you decide and apply.
Microsoft Ads integration FAQ
Is this the same as the old Bing Ads?
Yes. Microsoft Advertising was formerly Bing Ads, and the Paid Lens integration covers the current Microsoft Advertising API.
Can Paid Lens edit my Microsoft Ads campaigns?
No. The integration is read-only and cannot change budgets, bids, or campaign status.
Does it separate search from the audience network?
Yes. Audience network delivery is reported separately so blended cost per lead figures aren't distorted by very different inventory.
How much history is backfilled?
Up to 24 months where the Microsoft Advertising API provides it.
More questions? Read what buyers usually ask or talk to us.
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View integrationConnect Microsoft Ads and get your first recommendations in 1 minute
No credit card, no sales call, and nothing written back to your account. Connect, wait for the backfill, and read what Paid Lens thinks you should do first.