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Marketing ⇄ ERP

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

Keep Bingads and SAP 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 SAP

Feed the real customer, order, and revenue records from SAP into Bingads so campaigns run on who actually bought what, and let contact and consent changes flow back in real time.

Marketing runs on lists of people, but the list rarely knows which of those people are paying customers, what they ordered, or what they are worth. SAP holds exactly that: Inventory / Stock, Cost Centers, Business Partners, Materials (Products) that record who the customer is, what they bought, and what they owe. When the two are joined only by a periodic export, campaigns go out against stale audiences, existing customers get prospecting emails, high-value accounts look the same as cold leads, and a canceled order still counts toward a segment.

Stacksync syncs Inventory / Stock, Cost Centers, Business Partners, Materials (Products) in SAP with Performance Reports, Campaigns, Ad Groups, Ads in Bingads in real time, and where both sides accept writes, in both directions. Customer, order, and invoice data maps field by field onto the contacts, audiences, or accounts Bingads works with, so segmentation and personalization run on current purchase history instead of a month-old snapshot. Contact details and consent changes that originate in Bingads flow back onto the record in SAP.

The strongest bridge between the two is identity and purchase history, who the customer is and what they have bought, so that is where most of the value sits. Because the sync is field-level, each system keeps the attributes the other has no use for; only the shared records are held in agreement.

Common use cases

  • 01 Keep MES and WMS systems aligned with production orders and goods movements.
  • 02 Expose sales order and delivery status to customer portals through a synced Postgres database instead of direct SAP access.
  • 03 Sync shared budgets and automated bid strategies so finance-approved spend and bids in an internal tool apply to live Microsoft Advertising campaigns.
  • 04 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.

Common sync patterns

Where Bingads captures new people: signups become customer records

Registrations, form fills, or new subscribers in Bingads create or update the corresponding record in SAP, so the back office sees them without anyone re-keying.

Consent and contact changes travel

Email, address, or subscription-status changes stay aligned across both systems, so a customer who updates their details or opts out is respected everywhere.

Purchase history drives segmentation

Orders, invoices, and revenue totals from SAP land on the matching contact or account in Bingads, so audiences are built from what customers actually bought and spent rather than from guesses.

What you can sync between Bingads and SAP

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 SAP objects How this pairing syncs
Ad Extensions (Assets) Sitelink, callout, image, call, and other extensions/assets associated to campaigns and ad groups; CRUD via Campaign Management. Inventory / Stock Plant and storage-location quantities synced to storefronts and planning tools. Ad Extensions (Assets) is specific to Bingads and Inventory / Stock to SAP — 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. Cost Centers Controlling masters read for mapping costs in finance integrations. Accounts, Customers & Users is specific to Bingads and Cost Centers to SAP — 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. Business Partners The unified customer and supplier master in S/4HANA, the anchor object for CRM and procurement syncs. Performance Reports is specific to Bingads and Business Partners to SAP — 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). Materials (Products) Item master with plant and sales views, synced to commerce, PLM, and CRM systems. Campaigns is specific to Bingads and Materials (Products) to SAP — each maps to any object or custom field on the other side.
Ad Groups Ad groups under a campaign with bids, network and audience targeting, and status; CRUD via Campaign Management, so structure can be pushed in from a database. Sales Orders Order documents written from external channels and read for status and fulfillment. Ad Groups is specific to Bingads and Sales Orders to SAP — each maps to any object or custom field on the other side.
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. Purchase Orders Procurement documents synced with supplier portals and spend tools. Ads is specific to Bingads and Purchase Orders to SAP — each maps to any object or custom field on the other side.

How changes propagate between Bingads and SAP

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 SAP 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 written to SAP through its API, with automatic retries and rate-limit backoff.

SAP Bingads Sub-second propagation

DetectionSAP notifies Stacksync of record changes through webhook events. Business events via SAP Event Mesh on S/4HANA.

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.
  • SAP: Throttling is configured at the gateway and tenant level rather than as a single published rate limit.
What ships with Bingads ⇄ SAP

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

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

Real-time

Two-way sync

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

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Bingads or SAP 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 SAP record.

Observability

Monitoring

Track your Bingads ⇄ SAP 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 SAP.

How the Bingads and SAP 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.

SAP

Integration surface
OData (v2/v4) APIs on S/4HANA; BAPI/RFC and IDoc on ECC and on-prem systems; SOAP services
Authentication
OAuth 2.0 or basic auth via communication arrangements on cloud editions; SAP user credentials for RFC on-prem
Change detection
Business events via SAP Event Mesh on S/4HANA; change pointers with IDocs or timestamp polling on ECC
Capabilities
read · write · webhooks
Rate limits
Throttling is configured at the gateway and tenant level rather than as a single published rate limit
How it works

How to connect Bingads to SAP — 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 SAP 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
    SAP connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

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

Bingads and SAP 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.

Learn more about security
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DPF US-EU-UK-CH
→ SECURITY WITH BENEFITS

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 488 integrations available for Bingads and SAP.

Popular · 8 of 488
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