Connect Microsoft Ads to Azure SQL Database — Bing Search Data in Azure

Log into the Supermetrics Hub, create a new data transfer, select Microsoft Ads as the source and Azure SQL Database as the destination. Authorize your Microsoft Ads account, provide your Azure SQL connection string, choose the fields you want, set a schedule, and start the transfer. Supermetrics writes data using optimized T-SQL bulk operations, so no custom ETL code, stored procedures, or Azure Data Factory pipelines are required — tables are created and managed automatically with full SQL Server compatibility.

Supermetrics is SOC 2 Type II certified and fully GDPR compliant. All Microsoft Ads credentials are encrypted at rest and in transit. Data flows directly from the Microsoft Ads API to your own Azure SQL Database — Supermetrics does not store your marketing data on its servers. Azure SQL Database provides multiple security layers: Transparent Data Encryption (TDE) encrypts data at rest automatically, Azure AD authentication replaces passwords with enterprise identity, row-level security restricts which teams see which data, and Advanced Threat Protection monitors for anomalous access patterns. Your marketing data gets the same enterprise security as any mission-critical Azure workload.

That is one of the biggest advantages of storing marketing data in Azure SQL Database. Once Microsoft Ads lands in your database, you can JOIN it with any other table — CRM records, ERP data, product catalogs, other ad platforms — using familiar T-SQL, the same query language your team already knows from SQL Server. Because Azure SQL Database is fully compatible with the SQL Server ecosystem, you can connect Power BI, SSRS, Excel, or any ODBC/JDBC tool directly. Supermetrics supports 170+ data sources that can all land in the same database for unified analysis.

All standard Microsoft Ads reporting fields are available, including Impressions, Clicks, Spend, Conversions, Revenue, CPA, and many more. You select exactly which metrics and dimensions to transfer during setup, and you can add or remove fields at any time without losing historical data. Azure SQL Database supports columnstore indexes for analytics workloads — if your Microsoft Ads tables grow large, adding a clustered columnstore index can speed up aggregation queries by 10x or more, bringing warehouse-class performance to a managed relational database.

Data freshness depends on your transfer schedule. You can run transfers hourly, daily, or weekly. Most users schedule daily transfers so yesterday's complete data is ready each morning. Supermetrics uses incremental loading — only new and updated records are transferred — so even large accounts refresh quickly. Azure SQL Database scales compute independently of storage, so you can temporarily bump to a higher service tier during peak load windows and scale back down when transfers finish, keeping costs predictable.

Yes. Both Microsoft Search (Bing) and Audience Network data are available in your Azure SQL tables.

Yes. Load both sources into the same schema and JOIN on campaign name or keyword to compare CPC, CPA, and conversion rates side by side.