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Data warehouse ⇄ Marketing

BigQuery to Bingads integration — real-time, two-way sync

Keep BigQuery 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 BigQuery and Bingads

Put modeled data to work and measure what it drives: BigQuery and Bingads keep contacts, audiences, and campaign results in step in real time, in both directions.

BigQuery is where your team models customers, product usage, and revenue into trusted tables; Bingads runs the campaigns, audiences, and messages that reach those people. The two overlap wherever the same person, account, or segment matters to both, and when the bridge between them is a nightly export or a hand-built list, marketing targets stale data while analytics never sees what the campaign returned.

Stacksync syncs Datasets, Projects, Tables, Partitioned tables in BigQuery with Ads, Keywords & Negative Keywords, Budgets & Bid Strategies, Audiences & Remarketing Lists in Bingads field by field, in real time, and in both directions. You decide which system owns which fields — a computed score or segment can flow out to Bingads while sends, opens, and conversions flow back to BigQuery — and Stacksync keeps every copy consistent and resolves conflicts by rules you set.

Common use cases

  • 01 Activate modeled BigQuery tables by syncing computed attributes back into sales and marketing tools
  • 02 Maintain a customer master table in BigQuery joined across CRM, billing, and support sources
  • 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 the contact and audience list current

New and updated contacts, leads, or audience members flow between BigQuery and Bingads, so the marketing audience reflects the people in your warehouse and corrections propagate instead of the two sides drifting apart.

Suppression and consent stay aligned

Unsubscribes, bounces, and consent or opt-out flags held in either system propagate to the other, so no one is messaged after opting out and BigQuery holds the current state for auditing.

Enrich records with warehouse context

Product-usage counts, plan tier, region, or account owner computed in BigQuery appear on the matching record in Bingads, so targeting, routing, and personalization use up-to-date context.

What you can sync between BigQuery 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.

BigQuery objects Bingads objects How this pairing syncs
Tables The syncable unit: only tables can be synced per the Stacksync docs. 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. Tables is specific to BigQuery and Audiences & Remarketing Lists to Bingads — each maps to any object or custom field on the other side.
Partitioned tables Synced like regular tables; partition columns map to target fields. 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. Partitioned tables is specific to BigQuery and Conversion Goals & Offline Conversions to Bingads — each maps to any object or custom field on the other side.
Clustered tables Supported; clustering is transparent to the sync. Ad Extensions (Assets) Sitelink, callout, image, call, and other extensions/assets associated to campaigns and ad groups; CRUD via Campaign Management. Clustered tables is specific to BigQuery and Ad Extensions (Assets) to Bingads — each maps to any object or custom field on the other side.
Datasets Organizational container — you pick which dataset’s tables to sync. Accounts, Customers & Users Customer Management hierarchy - accounts, customers, and users - read and managed to mirror agency/MCC-style structure and access into an internal database. Datasets is specific to BigQuery and Accounts, Customers & Users to Bingads — each maps to any object or custom field on the other side.
Projects Connection scope: the service account grants access per project. Performance Reports Campaign, ad group, keyword, geographic, and audience performance via the asynchronous Reporting service (submit, poll, download); read-only spend and conversion data. Projects is specific to BigQuery and Performance Reports to Bingads — each maps to any object or custom field on the other side.

How changes propagate between BigQuery 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.

BigQuery Bingads Sub-second propagation

DetectionChanges in BigQuery are captured at the source via change data capture — no polling loop against its API. Real-time notification service deployed into your Google Cloud project: Eventarc ("a notification service that enables real-time updates to happen").

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

Bingads BigQuery 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 BigQuery as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • BigQuery: Subject to Google Cloud quotas on queries, DML, and streaming; DML is supported but the platform favors append-heavy batch and streaming loads over row-at-a-time writes.
  • 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 BigQuery ⇄ Bingads

Connect BigQuery and Bingads for flexible, real-time data sync.

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

Real-time

Two-way sync

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

No-code + pro-code

Workflow automation

Trigger automated workflows whenever BigQuery 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 BigQuery or Bingads record.

Observability

Monitoring

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

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between BigQuery and Bingads.

How the BigQuery and Bingads connectors work

BigQuery

Integration surface
GoogleSQL via the BigQuery REST API, client libraries, JDBC/ODBC drivers, and the Storage Read/Write APIs
Authentication
Google Cloud service account: create a dedicated service account, grant roles (BigQuery Data Editor, BigQuery Job User, Cloud Functions Service Agent, Cloud Run Developer, Eventarc Event Receiver
Change detection
Real-time notification service deployed into your Google Cloud project: Eventarc ("a notification service that enables real-time updates to happen") with a Cloud Run "secure portal for real-time notification service in
Capabilities
read · write · CDC
Rate limits
Subject to Google Cloud quotas on queries, DML, and streaming; DML is supported but the platform favors append-heavy batch and streaming loads over row-at-a-time writes
BigQuery setup guide

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 BigQuery 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 BigQuery 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
    BigQuery connected
    Bingads connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the BigQuery 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 · BigQuery ⇄ 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
    BigQuery Bingads
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

BigQuery 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

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