Bing Ads + Salesforce
Connect Bing Ads and Salesforce to Turn Ad Clicks Into Closed Deals
Sync campaign performance, leads, and revenue data between Bing Ads and Salesforce automatically — so you finally know what your paid search is actually worth.
Why integrate Bing Ads and Salesforce?
Bing Ads (Microsoft Advertising) and Salesforce are both doing important work, but they don't talk to each other by default. That gap costs you. Marketers use Bing Ads to reach high-intent audiences across the Microsoft Search Network; sales teams live in Salesforce to manage leads, opportunities, and customer relationships. When the two systems are disconnected, you lose the data that actually matters — which campaigns generated your best leads, which keywords influenced your most valuable deals. That information just disappears into the void between platforms.
Automate & integrate Bing Ads & Salesforce
Use case
Automatic Lead Creation from Bing Ads Form Submissions
When a prospect submits a lead generation form through a Bing Ads campaign, their information is instantly created as a Lead record in Salesforce, enriched with campaign source, ad group, and keyword data. No more manual CSV imports, no leads falling through the cracks. Sales reps are notified immediately, cutting lead response time from hours to seconds.
Use case
Closed-Loop Revenue Attribution from Salesforce Back to Bing Ads
When an Opportunity in Salesforce is marked Closed-Won, the associated revenue and deal data is automatically pushed back into Bing Ads as an offline conversion event. Microsoft Advertising can then attribute real revenue to the campaigns, keywords, and ad groups that influenced the deal — so bidding algorithms optimize for actual revenue rather than proxy metrics like form fills.
Use case
Salesforce Campaign Member Sync for Bing Ads Audiences
Contacts or leads that meet specific criteria in Salesforce — members of a nurture campaign, customers approaching renewal — are automatically synced as custom audience lists in Bing Ads. No manual list exports needed. Audience lists stay current as Salesforce records are updated.
Use case
Ad Performance Reporting Synced to Salesforce Campaigns
Daily Bing Ads performance metrics — impressions, clicks, spend, and conversions — are automatically pulled and written into corresponding Salesforce Campaign records. Marketing managers can track paid search performance alongside email, events, and other channel data, all inside Salesforce. One dashboard, no platform-hopping.
Use case
Lead Scoring Enrichment with Bing Ads Engagement Data
As prospects engage with Bing Ads campaigns — clicking ads, visiting specific landing pages, completing micro-conversions — those behavioral signals are appended to their Salesforce Lead records and factored into lead scoring models. Leads from high-intent keywords can get elevated scores automatically, triggering priority follow-up queues. Ad engagement and sales prioritization finally work together.
Use case
Bing Ads Budget Alerts Triggered by Salesforce Pipeline Changes
When Salesforce pipeline drops below a defined threshold or a deal stage milestone is hit, an automated workflow can adjust Bing Ads campaign budgets or pause specific ad groups. Ad spend scales with sales capacity and business targets — without constant manual budget reviews from finance and marketing.
Use case
Contact and Account Updates Reflected Across Both Platforms
When key fields on a Salesforce Contact or Account are updated — industry, company size, lifecycle stage — corresponding audience segment memberships in Bing Ads are automatically refreshed. Remarketing and targeting lists stay accurate as your customers change. No manual list management required.
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Bing Ads & Salesforce Challenges
What challenges are there when working with Bing Ads & Salesforce and how will using Tray.ai help?
Challenge
Capturing Microsoft Click IDs (MSCLKID) for Offline Conversion Attribution
Closed-loop attribution only works if Bing Ads click IDs are captured at the point of lead form submission and stored on the Salesforce record throughout the entire sales cycle. Most teams don't have the technical setup to pass MSCLKIDs through landing pages into CRM fields reliably, which breaks offline conversion reporting entirely.
How Tray.ai Can Help:
Tray.ai workflows intercept lead submissions, extract MSCLKID values from URL parameters, and populate a dedicated Salesforce field automatically — preserving click ID lineage from first ad click all the way through to Closed-Won opportunity, so offline conversion imports back into Bing Ads actually work.
Challenge
Data Schema Mismatches Between Bing Ads Fields and Salesforce Objects
Bing Ads organizes data around campaigns, ad groups, keywords, and click events. Salesforce organizes it around Leads, Contacts, Accounts, and Opportunities. These are fundamentally different structures, and mapping between them requires transformation logic that's hard to build and harder to maintain manually.
How Tray.ai Can Help:
Tray.ai's visual data mapper and built-in transformation operators let teams define and maintain field mappings between Bing Ads and Salesforce without writing custom code. Conditional logic handles edge cases like duplicate leads, missing fields, or inconsistent campaign naming conventions.
Challenge
Keeping Audience Lists Fresh Without Manual CSV Exports
Building Bing Ads Customer Match audiences from Salesforce data usually means marketing ops manually exports contact lists, hashes email addresses, and re-uploads files on a regular schedule. It's slow, error-prone, and almost always running behind the actual state of your CRM data.
How Tray.ai Can Help:
Tray.ai automates the full audience sync cycle — querying Salesforce for contacts matching your segment criteria, hashing identifiers securely, and uploading the refreshed list to Bing Ads on a configurable schedule. Audience lists stay current without any manual work, which improves both remarketing accuracy and ad relevance.
Challenge
Reconciling Bing Ads Spend Data with Salesforce Campaign Budgets
Finance and marketing teams regularly struggle to reconcile actual Bing Ads spend against Salesforce Campaign budget records, especially when multiple campaigns map to a single Salesforce program. Without automation, discrepancies pile up and monthly reporting turns into a painful manual effort.
How Tray.ai Can Help:
Tray.ai aggregates Bing Ads spend data at any grouping level — campaign, ad group, or account — and writes summarized cost figures directly into Salesforce Campaign fields daily. Custom aggregation logic handles many-to-one campaign relationships, giving finance and marketing accurate, real-time budget reconciliation without spreadsheet gymnastics.
Challenge
Handling API Rate Limits and Data Freshness for Large Accounts
Enterprise advertisers running large Bing Ads accounts with hundreds of campaigns can hit Microsoft Advertising API rate limits during bulk data syncs, leading to incomplete data loads or failed workflows. Balancing data freshness against API constraints requires careful throttling and retry logic that most teams aren't equipped to build in-house.
How Tray.ai Can Help:
Tray.ai's workflow engine has built-in rate limit handling, automatic retries with exponential backoff, and pagination through large Bing Ads report responses without data loss. Enterprise teams can schedule high-volume syncs during off-peak hours and get alerts if any workflow hits persistent API errors — reliable data delivery without babysitting the pipeline.
Start using our pre-built Bing Ads & Salesforce templates today
Start from scratch or use one of our pre-built Bing Ads & Salesforce templates to quickly solve your most common use cases.
Bing Ads & Salesforce Templates
Find pre-built Bing Ads & Salesforce solutions for common use cases
Template
Bing Ads Lead to Salesforce Lead with Campaign Attribution
Automatically creates a new Salesforce Lead record whenever a prospect submits a Bing Ads lead generation form, capturing campaign name, ad group, keyword, and match type directly on the Lead record for full attribution visibility.
Steps:
- Trigger: New lead form submission detected in Bing Ads via Microsoft Advertising API
- Transform: Map Bing Ads form fields and campaign metadata to Salesforce Lead field schema
- Action: Create or upsert Lead record in Salesforce with all attribution and contact data
Connectors Used: Bing Ads, Salesforce
Template
Salesforce Closed-Won Opportunity to Bing Ads Offline Conversion
When a Salesforce Opportunity stage changes to Closed-Won, the workflow fires an offline conversion event back into Bing Ads so Microsoft's bidding engine can attribute revenue to the correct campaign, ad group, and keyword.
Steps:
- Trigger: Salesforce Opportunity Stage field updated to Closed-Won
- Lookup: Retrieve the original Bing Ads click ID (MSCLKID) stored on the Lead or Contact record
- Action: Send offline conversion event to Microsoft Advertising with deal value and close date
Connectors Used: Salesforce, Bing Ads
Template
Salesforce Contact List to Bing Ads Custom Audience Sync
On a scheduled basis, this template exports a filtered list of Salesforce Contacts matching defined criteria and uploads them as a refreshed Customer Match audience list in Bing Ads for remarketing and suppression campaigns.
Steps:
- Trigger: Scheduled workflow runs daily or on a defined cadence
- Query: Pull Salesforce Contacts matching segment criteria (e.g., lifecycle stage, industry, account tier)
- Action: Upload hashed contact list to Bing Ads as a refreshed Customer Match audience segment
Connectors Used: Salesforce, Bing Ads
Template
Daily Bing Ads Campaign Performance Sync to Salesforce Campaigns
Each morning, this template pulls the prior day's Bing Ads campaign metrics — spend, impressions, clicks, CTR, and conversions — and writes them into matching Salesforce Campaign records so marketers have a unified performance dashboard.
Steps:
- Trigger: Scheduled daily workflow fires each morning after midnight data refresh
- Fetch: Pull prior-day performance data from Bing Ads Reporting API by campaign
- Action: Update corresponding Salesforce Campaign records with latest performance metrics
Connectors Used: Bing Ads, Salesforce
Template
New Salesforce Account to Bing Ads Remarketing List for ABM
When a new Target Account is created or tagged in Salesforce, the associated company domain is automatically added to a Bing Ads remarketing list used for account-based advertising, so new strategic accounts are immediately targeted across the Microsoft network.
Steps:
- Trigger: New Salesforce Account created or ABM tag/field updated on existing Account
- Enrich: Extract domain and firmographic fields from the Salesforce Account record
- Action: Add account domain to the designated Bing Ads remarketing audience list for ABM campaigns
Connectors Used: Salesforce, Bing Ads
Template
Bing Ads Keyword Conversion Data to Salesforce Lead Source Reporting
This template pulls converting keyword data from Bing Ads and enriches Salesforce Lead and Campaign records with keyword-level attribution, so you can run revenue reporting segmented by search intent directly inside Salesforce.
Steps:
- Trigger: Scheduled workflow runs weekly to capture conversion keyword report
- Fetch: Pull keyword-level conversion report from Bing Ads Reporting API
- Action: Match conversions to Salesforce Lead records by MSCLKID and update Lead Source Detail field with keyword data
Connectors Used: Bing Ads, Salesforce