Bing Ads + Google Ads
Run Bing Ads and Google Ads Like One Platform
Keep campaigns, budgets, and performance data in sync across both platforms — without the manual work.
Why integrate Bing Ads and Google Ads?
Bing Ads and Google Ads are the two dominant paid search platforms, yet most marketing teams manage them in complete isolation — duplicating effort, missing optimization opportunities, and never getting a clean view of combined performance. With tray.ai, teams can mirror campaigns across platforms, consolidate reporting, and maintain consistent bidding strategies without toggling between dashboards. Whether you're extending a Google Ads strategy to Bing's audience or keeping both platforms in lockstep, automation removes the friction that slows paid search teams down.
Automate & integrate Bing Ads & Google Ads
Use case
Mirror Google Ads Campaigns to Bing Ads
When a new campaign is created and activated in Google Ads, automatically replicate its structure — ad groups, keywords, match types, and ad copy — into Bing Ads. Your Bing presence keeps pace with every Google initiative without manual duplication. Teams can launch on both platforms simultaneously while only building the campaign once.
Use case
Sync Keyword Updates and Negative Keyword Lists
Keep keyword additions, removals, bid adjustments, and negative keyword lists in sync across both platforms in real time. When your team identifies a high-converting keyword in Google Ads or flags an irrelevant search term as negative, those changes propagate automatically to Bing Ads. Your two platforms stop drifting apart in targeting quality over time.
Use case
Unified Cross-Platform Performance Reporting
Pull campaign performance metrics — impressions, clicks, conversions, cost-per-click, and ROAS — from both Google Ads and Bing Ads and consolidate them into a single reporting destination like Google Sheets, a data warehouse, or a BI dashboard. Marketing leaders get a blended view of paid search performance without manually exporting and merging reports. Scheduled syncs keep reporting current.
Use case
Automated Budget Rebalancing Based on Performance
Monitor spend pacing and conversion performance across both platforms and trigger automated budget adjustments when predefined thresholds are met. If Google Ads campaigns are pacing ahead of target while Bing Ads underdelivers, tray.ai workflows can redistribute daily budgets accordingly. Total paid search spend stays on track without constant manual monitoring.
Use case
Pause and Activate Campaigns in Sync
Coordinate campaign status changes across both platforms simultaneously — pausing seasonal campaigns, activating promotional flights, or responding to inventory changes. When a campaign is paused in Google Ads due to a business rule, the same action triggers automatically in Bing Ads. This matters most for time-sensitive promotions or flash sales where messaging consistency is non-negotiable.
Use case
Alert Teams When Performance Drops Below Threshold
Set performance guardrails across both Google Ads and Bing Ads and get automated alerts via Slack, email, or Microsoft Teams when metrics like CTR, conversion rate, or Quality Score fall below defined benchmarks. Rather than catching issues in weekly reviews, teams get notified the moment either platform underperforms — before more budget is wasted.
Use case
Sync Conversion Actions and Audience Lists
When new conversion goals or remarketing audiences are defined in Google Ads, automatically create corresponding conversion actions and audience lists in Bing Ads. Your attribution model and retargeting strategy stay symmetrical across both platforms. Teams running cross-platform retargeting campaigns don't need to manually recreate audiences every time a new segment is defined.
Get started with Bing Ads & Google Ads integration today
Bing Ads & Google Ads Challenges
What challenges are there when working with Bing Ads & Google Ads and how will using Tray.ai help?
Challenge
Structural Differences Between Platform APIs
Google Ads and Bing Ads use different API schemas, field naming conventions, and campaign hierarchy models, making direct data mapping complex and error-prone when building manual integrations. A keyword match type, bid strategy, or ad format that exists in one platform may have a different name, structure, or equivalent in the other — which requires careful translation logic to get right.
How Tray.ai Can Help:
tray.ai's flexible data mapping tools let you define field-level transformations between the two APIs without writing custom code. Built-in connector schemas for both platforms handle low-level API complexity, and transformation steps let you normalize values — like matching Google's 'EXACT' match type to Bing's equivalent — before writing data to the destination platform.
Challenge
Keeping High-Volume Keyword Libraries in Sync
Enterprise advertisers often manage tens of thousands of keywords across both platforms, and even small keyword additions or bid adjustments made in one platform can quickly diverge from the other. Manual reconciliation at this scale is impractical and creates compounding inconsistencies that are hard to audit or unwind.
How Tray.ai Can Help:
tray.ai handles high-volume data operations with looping, batching, and pagination support, so workflows can process large keyword libraries incrementally and reliably. Scheduled sync workflows can run as frequently as needed — hourly or daily — to keep both platforms aligned without hitting API rate limits or creating extra work for your team.
Challenge
Rate Limits and API Quotas on Both Platforms
Both the Google Ads API and the Bing Ads API enforce rate limits and daily request quotas, which can cause integration failures when syncing large volumes of campaign data or running frequent updates. Integrations that ignore these constraints will run into throttling errors and data gaps.
How Tray.ai Can Help:
tray.ai's workflow engine has built-in retry logic, error handling branches, and configurable delays that respect API rate limits on both platforms. When a rate limit is hit, workflows back off automatically and resume without data loss, and error notifications alert your team to anything that needs attention.
Challenge
Maintaining Account and Campaign ID Mappings
Google Ads and Bing Ads assign their own internal IDs to campaigns, ad groups, and keywords, so any cross-platform sync needs a reliable mapping between corresponding entities in both systems. Without it, updates intended for one campaign may be applied to the wrong entity — or fail entirely when IDs can't be resolved.
How Tray.ai Can Help:
tray.ai workflows can store and reference cross-platform ID mappings using built-in data stores or by writing mapping records to a connected database or spreadsheet. When a campaign is created on one platform and mirrored to the other, the workflow captures both IDs and persists the relationship for all future sync and update operations.
Challenge
Authentication and Credential Management Across Multiple Accounts
Agencies and large marketing organizations often manage multiple Google Ads and Bing Ads accounts for different brands, clients, or regions. Keeping authentication tokens current, handling refresh cycles, and scoping workflows to the right account pairs gets complicated fast at scale.
How Tray.ai Can Help:
tray.ai handles OAuth token refresh automatically for both Google Ads and Bing Ads, with centralized credential management built in. Multi-account workflows can be parameterized to select the correct account context at runtime, so agencies can manage dozens of client account pairs from a single workflow template without duplicating configurations.
Start using our pre-built Bing Ads & Google Ads templates today
Start from scratch or use one of our pre-built Bing Ads & Google Ads templates to quickly solve your most common use cases.
Bing Ads & Google Ads Templates
Find pre-built Bing Ads & Google Ads solutions for common use cases
Template
Clone New Google Ads Campaigns to Bing Ads Automatically
This template watches for newly created campaigns in Google Ads and automatically replicates the full campaign structure — ad groups, keywords, bids, and ad copy — into your Bing Ads account, applying any platform-specific formatting adjustments required.
Steps:
- Trigger when a new campaign is created or set to active in Google Ads
- Retrieve full campaign structure including ad groups, keywords, match types, and creatives
- Create matching campaign, ad groups, and ads in Bing Ads with mapped field values
Connectors Used: Google Ads, Bing Ads
Template
Daily Cross-Platform Performance Report to Google Sheets
Every morning, this template pulls prior-day performance metrics from both Google Ads and Bing Ads — spend, impressions, clicks, and conversions — and writes consolidated rows into a shared Google Sheet for unified paid search reporting.
Steps:
- Schedule daily trigger to run each morning for the previous calendar day
- Query campaign performance data from Google Ads API and Bing Ads API in parallel
- Normalize and append unified rows to a Google Sheets dashboard with platform labels
Connectors Used: Google Ads, Bing Ads
Template
Sync Negative Keyword Lists from Google Ads to Bing Ads
Whenever a negative keyword is added to a shared list in Google Ads, this template automatically mirrors that exclusion in the corresponding Bing Ads campaign or shared negative keyword list, keeping wasted spend consistent across both platforms.
Steps:
- Trigger on new negative keyword additions in a specified Google Ads shared list
- Match the keyword to the corresponding Bing Ads campaign or shared list by naming convention
- Add the negative keyword with the same match type to the Bing Ads target list
Connectors Used: Google Ads, Bing Ads
Template
Cross-Platform Campaign Pause on Inventory or Business Rule Trigger
This template listens for an external business event — such as a product going out of stock in a connected inventory system — and automatically pauses the related campaigns on both Google Ads and Bing Ads simultaneously to stop wasted ad spend.
Steps:
- Trigger from an inventory system, webhook, or spreadsheet update signaling a pause condition
- Identify affected campaigns in both Google Ads and Bing Ads by label, name, or campaign ID mapping
- Execute pause action via API on both platforms and log the action with a timestamp
Connectors Used: Google Ads, Bing Ads
Template
Weekly Budget Pacing Alert for Both Platforms
This template checks weekly spend pacing against monthly budget targets on both Google Ads and Bing Ads and sends a consolidated Slack message to the PPC team summarizing each platform's pacing status, flagging any accounts that are significantly over or under target.
Steps:
- Schedule weekly trigger to run every Monday morning
- Retrieve month-to-date spend and configured monthly budget from both platforms
- Calculate pacing percentage for each platform and post a formatted summary alert to a Slack channel
Connectors Used: Google Ads, Bing Ads
Template
New Bing Ads Conversion Actions Mirrored from Google Ads
When a new conversion action is created in Google Ads, this template automatically creates a matching conversion action in Bing Ads with equivalent settings, so both platforms track the same business outcomes and attribution stays consistent.
Steps:
- Trigger when a new conversion action is created in Google Ads
- Map conversion action attributes including name, category, value, and counting method
- Create the corresponding conversion action in Bing Ads and log both IDs for future sync reference
Connectors Used: Google Ads, Bing Ads