How do I connect HubSpot to Microsoft Ads to see which Bing ads drive pipeline?

TofuAnswer by the Tofu team · checked

Two large pipelines run side by side down a wooded valley in autumn, beside a narrow rail track

Use HubSpot's own Microsoft Advertising integration. Microsoft announced on September 30, 2026 that Microsoft Advertising is "now live in HubSpot," and HubSpot lists it for all products and plans. Connect the account in HubSpot's settings under Marketing > Ads, turn on auto-tracking, and HubSpot ties Bing ad clicks to contacts and closed-won deals. Breaking results out by MQL, SQL and opportunity, or cost per deal, needs Marketing Hub Professional or Enterprise. You can also send lifecycle stage changes back to Microsoft as conversions to bid on.

As of November 2026.

What changed, and when?

Microsoft's September 30, 2026 product post says "Microsoft Advertising is now live in HubSpot." It lists three uses: reach your HubSpot contacts in Microsoft ads, start a follow-up in HubSpot when a campaign captures a lead, and connect ad clicks to the contacts and deals you track. HubSpot added it to its September 2026 product updates (posted October 1) as available "for all hubs and tiers." One loose end: HubSpot's tracking article, updated October 15, 2026, still says a Super Admin can opt the account into a "Microsoft Advertising Integration beta." So if Microsoft isn't in your connect dialog, a Super Admin may need to opt in.

Which HubSpot plans include the Microsoft Advertising integration?

The basics come with every plan. HubSpot's connection, tracking and conversion event articles all say "All products and plans." The deeper reporting and automation depend on your subscription:

What you wantPlan HubSpot lists
Connect accounts, track ads, see attributed contacts and closed-won dealsAll products and plans
Send lifecycle stage changes to Microsoft as conversionsAll products and plans (how many events depends on your subscription)
Sync a contact segment to Microsoft as an audienceMarketing Hub Starter, Professional or Enterprise
Lead, MQL, SQL and opportunity columns, cost per deal, revenue from dealsMarketing Hub Professional or Enterprise
Attribution reports other than "Last ad interaction"Marketing Hub Professional or Enterprise
Workflows that start on an ad interactionMarketing, Sales, Service, Data, Smart CRM or Revenue Hub Professional or Enterprise
Limit who can see each ad accountMarketing Hub Enterprise

How do I connect Microsoft Ads to HubSpot?

In HubSpot, click the settings icon, go to Marketing > Ads, and on the Ad accounts tab click Connect account, then Microsoft Advertising. Log in to Microsoft, click Allow, tick the accounts you want and click Connect. You need Publish access to HubSpot's ads tool and the Super Admin role on each Microsoft ad account. HubSpot's article lists these catches:

  • Google sign-in. Microsoft Advertising doesn't support Google sign-in for this. If you log in with Google, create a separate sign-in first and give it the Super Admin role.
  • Customer accounts. HubSpot connects individual ad accounts only, not a Microsoft customer account, so agencies and multi-account teams connect each ad account one by one.
  • Company Microsoft logins. If your organization manages your Microsoft account, a Microsoft Entra admin may need to approve the "HubSpot Ads Production App" first.
  • Cancelled accounts. A cancelled Microsoft ad account can't be connected, and HubSpot disconnects one that is cancelled later.
  • Ad blockers. Turn them off while you connect and while you use the ads tool.

How does HubSpot know which Bing ad a contact came from?

Through auto-tracking. When you turn it on, HubSpot adds UTM and hsa_ parameters through an account-level Final URL Suffix and turns on Microsoft click ID (msclkid) auto-tagging, so don't override that suffix. The landing page needs the HubSpot tracking code, and the contact usually has to convert on a HubSpot form or a form that uses HubSpot's Forms API. Tracking only counts clicks after you turn it on. HubSpot tracks Search, Shopping, Hotel, App and Performance Max campaigns but only reports on Audience campaigns, so Audience ads show impressions and clicks in HubSpot with no attributed contacts.

Where do I see which Microsoft ads drive pipeline?

On HubSpot's ads dashboard (Marketing > Ads). HubSpot's September update says Microsoft reporting and attribution sit "next to your other channels." Pick an attribution report, then click Manage columns. HubSpot's article on these columns still names only Facebook, Google and LinkedIn, so check that your Microsoft campaigns show them. On any plan you get attributed contacts and Deals, which counts closed-won deals linked to those contacts; with Marketing Hub Professional or Enterprise you can add MQLs, SQLs, Opportunities, cost per MQL or SQL, cost per deal and revenue from deals. Two catches from HubSpot's docs: a deal counts only if its contact is in HubSpot's default Customer lifecycle stage (custom stages are left out), and HubSpot lists no open-deal column, so the closest view of open pipeline is Opportunities, which counts attributed contacts whose current stage is Opportunity.

For long B2B cycles, the attribution report matters. Free and Starter accounts get only "Last ad interaction," which needs the contact created in the same session as the click. Professional and Enterprise add "First ad interaction," "Re-engagement" and "All ad interactions."

Can Microsoft Ads bid on HubSpot lifecycle stages like MQL and SQL?

Yes. In HubSpot go to Marketing > Ads, click Create, then Conversion event, and choose Sync lifecycle stage changes. Pick your Microsoft ad account, your Microsoft pixel (HubSpot's pixel guide calls it the Microsoft UET tag), the lifecycle stage, the Microsoft conversion event to report it under and a value, then choose the consent property and contact fields to share for matching. Only stage changes after you create the event are sent, and Microsoft may count them differently from HubSpot.

On the Microsoft side, a goal counts toward automated bidding only while "Include in Conversions" is checked, according to Microsoft's API reference. Keep it checked for the stage you want Microsoft to bid on and uncheck it for stages you only want to watch. Our page on Microsoft's Conversions API covers other ways to send CRM stages.

Can I target my HubSpot lists in Microsoft Ads?

Yes, with Marketing Hub Starter or higher. In Marketing > Ads, click Create audience, choose Contact segment, pick the segment and your Microsoft ad account. HubSpot says Microsoft needs at least 300 users in an audience. You can also build website visitor audiences from your Microsoft pixel. HubSpot's company segment audiences (target accounts and tiers) sync only to LinkedIn, so for account-based targeting on Microsoft see our guide to targeting named companies.

Can HubSpot follow up on Microsoft ad leads automatically?

Yes, with workflows, which need a Professional or Enterprise subscription. Use the Ad interaction enrollment trigger, narrow it by ad network or interaction type, then add actions such as assigning an owner or sending a nurture email. HubSpot's workflow article doesn't list which networks that filter offers, and it says a record must exist before the event to be enrolled, so test the workflow with a brand-new lead before you rely on it.

Why don't HubSpot's numbers match Microsoft's?

They measure different things. Impressions, clicks, spend and network conversions come from Microsoft, while contacts, MQLs, deals and revenue are calculated by HubSpot from your CRM, and HubSpot advises against comparing the two sets. HubSpot also recommends using the same time zone in HubSpot and your ad accounts so daily spend lines up. If an ad account shows as Inactive, HubSpot says to check Microsoft for billing problems, policy violations or long inactivity.

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