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Marketing ⇄ Database

Bingads to Google Cloud Spanner integration — real-time, two-way sync

Keep Bingads and Google Cloud Spanner 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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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Bingads and Google Cloud Spanner

Give your team Bingads's contacts, campaigns, and engagement in Google Cloud Spanner: 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 Google Cloud Spanner, hard to get into campaigns without manual exports.

Stacksync mirrors Ad Groups, Ads, Keywords & Negative Keywords, Budgets & Bid Strategies from Bingads into Views, Databases, Tables, Rows in Google Cloud Spanner 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 Google Cloud Spanner, 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 Push billing or entitlement changes from finance tools into Spanner tables the application reads at runtime.
  • 02 Use change streams to feed near-real-time copies of operational tables into an analytics warehouse.
  • 03 Import offline conversions - closed-won deals and qualified leads - from a CRM into Microsoft Advertising with ApplyOfflineConversions so automated bidding optimizes on real outcomes.
  • 04 Mirror Accounts, Customers, and users from Customer Management into an internal database for agency/MCC-style hierarchy and access reporting.

Common sync patterns

Query Bingads like a database

Contacts, leads, audiences, and campaign metrics from Bingads live in Google Cloud Spanner 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 Google Cloud Spanner 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.

Engagement and results next to the customer

Opens, clicks, sends, RSVPs, or ad activity from Bingads land in Google Cloud Spanner beside the matching customer record, ready for reporting and revenue attribution.

What you can sync between Bingads and Google Cloud Spanner

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.

Bingads objects Google Cloud Spanner objects How this pairing syncs
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 Relational tables mapped one-to-one to sync targets. Audiences & Remarketing Lists is specific to Bingads and Tables to Google Cloud Spanner — each maps to any object or custom field on the other side.
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. Rows The unit of read and write in each sync cycle, keyed by primary key. Conversion Goals & Offline Conversions is specific to Bingads and Rows to Google Cloud Spanner — each maps to any object or custom field on the other side.
Ad Extensions (Assets) Sitelink, callout, image, call, and other extensions/assets associated to campaigns and ad groups; CRUD via Campaign Management. Interleaved tables Child rows physically co-located with parents; synced as related records. Ad Extensions (Assets) is specific to Bingads and Interleaved tables to Google Cloud Spanner — each maps to any object or custom field on the other side.
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. Secondary indexes Used to make incremental read queries efficient on non-key columns. Accounts, Customers & Users is specific to Bingads and Secondary indexes to Google Cloud Spanner — each maps to any object or custom field on the other side.
Performance Reports Campaign, ad group, keyword, geographic, and audience performance via the asynchronous Reporting service (submit, poll, download); read-only spend and conversion data. Change streams Capture inserts, updates, and deletes for log-style change data capture. Performance Reports is specific to Bingads and Change streams to Google Cloud Spanner — each maps to any object or custom field on the other side.
Campaigns Search, Audience, Shopping, and Performance Max campaigns with budget, status, and campaign-type settings; full create/read/update/delete through the Campaign Management service (or Bulk for scale). Views Read-only projections useful for shaping data before it leaves Spanner. Campaigns is specific to Bingads and Views to Google Cloud Spanner — each maps to any object or custom field on the other side.

How changes propagate between Bingads and Google Cloud Spanner

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.

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

Google Cloud Spanner Bingads Sub-second propagation

DetectionChanges in Google Cloud Spanner are captured at the source via change data capture — no polling loop against its API. Change streams (log-style CDC), or timestamp-based polling queries.

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

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.
  • Google Cloud Spanner: Throughput is bounded by the instance's provisioned compute capacity rather than a fixed API quota.
What ships with Bingads ⇄ Google Cloud Spanner

Connect Bingads and Google Cloud Spanner for flexible, real-time data sync.

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

Real-time

Two-way sync

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

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Bingads or Google Cloud Spanner 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 Bingads or Google Cloud Spanner record.

Observability

Monitoring

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

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Bingads and Google Cloud Spanner.

How the Bingads and Google Cloud Spanner connectors work

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.

Google Cloud Spanner

Integration surface
gRPC/REST client API with SQL query surface (GoogleSQL and PostgreSQL-interface dialects)
Authentication
Google Cloud IAM (service accounts)
Change detection
Change streams (log-style CDC), or timestamp-based polling queries
Capabilities
read · write · CDC
Rate limits
Throughput is bounded by the instance's provisioned compute capacity rather than a fixed API quota.
How it works

How to connect Bingads to Google Cloud Spanner — 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 Bingads and Google Cloud Spanner 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
    Bingads connected
    Google Cloud Spanner connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Bingads and Google Cloud Spanner 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 · Bingads ⇄ Google Cloud Spanner
    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
    Bingads Google Cloud Spanner
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Bingads and Google Cloud Spanner 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 385 integrations available for Bingads and Google Cloud Spanner.

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