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Database ⇄ Marketing

Azure SQL Database to Bingads integration — real-time, two-way sync

Keep Azure SQL Database and Bingads in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Why teams connect Azure SQL Database and Bingads

Give your team Bingads's contacts, campaigns, and engagement in Azure SQL Database: query them with SQL, push audiences built from your own data back to Bingads, and skip the marketing API.

Bingads holds the people, audiences, and campaign activity that marketing runs on, but that data sits behind interfaces built for marketers, not for your internal systems. Engineers and analysts who need contacts, list membership, or engagement, for reporting, attribution, or product logic, end up writing integration code against a rate-limited API and maintaining it forever. Meanwhile the customer and usage data marketers want for targeting already lives in Azure SQL Database, hard to get into campaigns without manual exports.

Stacksync mirrors Accounts, Customers & Users, Performance Reports, Campaigns, Ad Groups from Bingads into Schemas, Rows and columns, Stored procedures, Change tracking / CDC tables in Azure SQL Database field by field, in real time, and in both directions. Marketing records become rows your code can query and join with product and customer data; audiences and attributes computed in Azure SQL Database, from usage, orders, or account status, sync back into Bingads to drive campaigns and ads, with Bingads kept authoritative for engagement. You decide which side owns which fields, and Stacksync resolves conflicts by rules you set.

Common use cases

  • 01 Feed an Azure SQL operational database with orders and inventory from an ERP in near real time.
  • 02 Expose SaaS data (billing, support tickets) as tables in Azure SQL for reporting teams already on Microsoft tooling.
  • 03 Pull performance Reports (campaign, ad group, keyword, geographic) into Postgres or a warehouse to blend Microsoft Advertising spend and conversions with Google Ads, CRM, and revenue data.
  • 04 Import offline conversions - closed-won deals and qualified leads - from a CRM into Microsoft Advertising with ApplyOfflineConversions so automated bidding optimizes on real outcomes.

Common sync patterns

Keep contact attributes consistent

Lifecycle stage, subscription status, or plan maintained on either side stays current on the other, ending exports and dual data entry.

Query Bingads like a database

Contacts, leads, audiences, and campaign metrics from Bingads live in Azure SQL Database as ordinary tables or collections, joinable with the rest of your data and reachable without touching the vendor API.

Build audiences from your own data

Segments computed in Azure SQL Database from product usage, orders, or account status sync into Bingads as lists or audiences, so campaigns and ads target the people your data says they should.

What you can sync between Azure SQL Database and Bingads

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure SQL Database objects Bingads objects How this pairing syncs
Schemas Namespaces that organize tables and control which objects a sync user can reach. Ads Responsive search ads, expanded text ads, image and responsive ads; created and updated through Campaign Management so ad copy is managed from a source of truth. Schemas is specific to Azure SQL Database and Ads to Bingads — each maps to any object or custom field on the other side.
Rows and columns Standard relational records with typed columns; primary keys anchor upserts. Keywords & Negative Keywords Bidded keywords and account/campaign/ad-group negative keywords with match types; CRUD, and the Bulk service is recommended for large keyword changes. Rows and columns is specific to Azure SQL Database and Keywords & Negative Keywords to Bingads — each maps to any object or custom field on the other side.
Stored procedures Existing business logic that some teams invoke on write instead of direct table inserts. Budgets & Bid Strategies Shared budgets and automated bid strategies (e.g. Maximize Conversions, Target CPA); read and write so finance-approved spend and bids apply to live campaigns. Stored procedures is specific to Azure SQL Database and Budgets & Bid Strategies to Bingads — each maps to any object or custom field on the other side.
Change tracking / CDC tables System-maintained change records used to drive incremental sync. Audiences & Remarketing Lists Remarketing, customer-match, in-market, and similar audiences; read and create/associate to keep audience lists aligned with a CDP or CRM. Change tracking / CDC tables is specific to Azure SQL Database and Audiences & Remarketing Lists to Bingads — each maps to any object or custom field on the other side.
Tables The primary sync target; rows map one-to-one to records in the paired system. Conversion Goals & Offline Conversions Conversion goals (read/create) plus ApplyOfflineConversions, which imports offline conversion events (closed deals, qualified leads) back into Microsoft Advertising to inform bidding. Tables is specific to Azure SQL Database and Conversion Goals & Offline Conversions to Bingads — each maps to any object or custom field on the other side.
Views Read-only projections used when the sync should expose a curated shape rather than raw tables. Ad Extensions (Assets) Sitelink, callout, image, call, and other extensions/assets associated to campaigns and ad groups; CRUD via Campaign Management. Views is specific to Azure SQL Database and Ad Extensions (Assets) to Bingads — each maps to any object or custom field on the other side.

How changes propagate between Azure SQL Database and Bingads

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure SQL Database Bingads Sub-second propagation

DetectionChanges in Azure SQL Database are captured at the source via change data capture — no polling loop against its API. Change data capture or change tracking, both supported on Azure SQL Database.

DeliveryEach detected change is written to Bingads through its API, with automatic retries and rate-limit backoff.

Bingads Azure SQL Database Interval-based propagation

DetectionStacksync polls Bingads for changes on an incremental schedule, reading only records changed since the previous pass. No webhooks or change-data-capture.

DeliveryEach detected change is applied to Azure SQL Database as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Bingads: Service-specific throttling rather than one global limit. Ad Insight caps calls per user per minute with a 60-second sliding window at the customer level. The Bulk service caps download/upload calls and, once hit, returns 'no more bulk upload or download calls will be permitted for this account,' clearing after up to 15 minutes; Campaign Management caps entities per call, so large changes go through Bulk.
What ships with Azure SQL Database ⇄ Bingads

Connect Azure SQL Database and Bingads for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure SQL Database–Bingads connection.

Real-time

Two-way sync

Changes in Azure SQL Database or Bingads instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure SQL Database or Bingads data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure SQL Database or Bingads record.

Observability

Monitoring

Track your Azure SQL Database ⇄ Bingads sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure SQL Database and Bingads.

How the Azure SQL Database and Bingads connectors work

Azure SQL Database

Integration surface
SQL wire protocol (TDS), the same protocol as SQL Server; T-SQL over standard drivers
Authentication
SQL authentication (database credentials) or Microsoft Entra ID authentication
Change detection
Change data capture or change tracking, both supported on Azure SQL Database; polling as a fallback
Capabilities
read · write · CDC

Bingads

Integration surface
SOAP web services (Bing Ads API v13): Campaign Management, Bulk, Reporting, Customer Management, Customer Billing, and Ad Insight services, plus offline conversion import. SDKs for C#, Java, Python, and PHP; a Sandbox environment mirrors production.
Authentication
OAuth 2.0 (Microsoft identity platform / Azure AD) access tokens passed in the SOAP AuthenticationToken header, plus a Microsoft Advertising Developer Token that authorizes API access; calls are scoped by CustomerId and account (CustomerAccountId).
Change detection
No webhooks or change-data-capture. Reporting is asynchronous - submit a report request, poll until it completes, then download the file. Current campaign state is refreshed via scheduled Bulk downloads (full or by last-sync date) or entity list calls.
Capabilities
read · write
Rate limits
Service-specific throttling rather than one global limit. Ad Insight caps calls per user per minute with a 60-second sliding window at the customer level. The Bulk service caps download/upload calls and, once hit, returns 'no more bulk upload or download calls will be permitted for this account,' clearing after up to 15 minutes; Campaign Management caps entities per call, so large changes go through Bulk.
How it works

How to connect Azure SQL Database to Bingads — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure SQL Database and Bingads with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure SQL Database connected
    Bingads connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure SQL Database and Bingads objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure SQL Database ⇄ Bingads
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure SQL Database Bingads
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure SQL Database and Bingads integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

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SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 401 integrations available for Azure SQL Database and Bingads.

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