Supermetrics for BigQuery
Connect Microsoft Ads to BigQuery — Cross-Engine Search Analytics
Warehouse your Microsoft Ads data alongside Google Ads in BigQuery. Compare cross-engine search performance, find keyword arbitrage opportunities, and optimize budget allocation with SQL.
Why Connect Microsoft Ads to BigQuery?
Warehouse your Microsoft Ads data in BigQuery for unlimited historical analysis and cross-source SQL.
- Both Google Ads and Microsoft Ads land in the same BigQuery project. JOIN on keyword to find terms that convert cheaper on Bing — a single serverless query replaces hours of spreadsheet comparison.
- Microsoft Ads' unique LinkedIn audience data lands in BigQuery where you can train ML models on professional targeting signals. Predict which job titles and industries drive the lowest CPA — all in SQL.
- BigQuery feeds Looker natively. Build a single LookML model that compares Microsoft Ads vs Google Ads keyword performance with drill-downs, without any intermediate data prep.
How to Connect Microsoft Ads to BigQuery
Three steps. Under two minutes. Zero code.
- 1
Create a data transfer
Log into Supermetrics, select your data source and BigQuery as your destination.
- 2
Authorize and configure
Connect your data source account, choose your BigQuery project and dataset, and select the data you want to transfer.
- 3
Set schedule and start transfer
Choose your refresh frequency (hourly, daily, or weekly) and click Start. Your data begins flowing into BigQuery automatically.
Microsoft Ads Data Schema in BigQuery
Supermetrics creates and maintains clean, typed tables automatically. Here's what your Microsoft Ads data looks like in BigQuery.
Data Freshness & Scheduling
Microsoft Ads data typically available within 4-8 hours. Daily transfers recommended.
What Microsoft Ads Data Can You Pull into BigQuery?
Supermetrics gives BigQuery access to your full Microsoft Ads reporting data — metrics and dimensions you already know from the Microsoft Ads interface.
Key Metrics
- Impressions
- Clicks
- Spend
- Conversions
- Revenue
- CPA
- ROAS
- CTR
- CPC
- Quality Score
- Impression share
- Average position
- Cost per conversion
- Conversion rate
- Assisted conversions
Key Dimensions
- Campaign name
- Ad group name
- Keyword
- Search term
- Match type
- Device type
- Network
- Location
- Age
- Gender
- Ad distribution
- Bid strategy type
Resources & Guides
Marketing data warehousing 101
Build vs. buy: data pipeline decisions
Supermetrics is Google Cloud Ready — BigQuery
PPC reporting: extract insights from paid campaigns
FIFCO: saved $70k + 160 hrs/month
Why Supermetrics for BigQuery?
Purpose-built for marketing data since 2009. 200,000+ companies trust Supermetrics to move 15% of global ad spend into reporting and analytics destinations.
No Vendor Lock-In
Your data lands in BigQuery — infrastructure you own and control. Use any BI tool, any transformation layer, any ML platform. If you ever switch providers, your data and dashboards stay with you.
170+ Marketing Data Sources
Purpose-built for marketing data — not a generic ETL tool. Supermetrics covers 99% of metrics and dimensions from each source, with pre-structured tables ready for analysis. No transformation layer required.
Managed Schema
Supermetrics creates and maintains your Microsoft Ads tables automatically. Schema changes from the source API are handled for you — no broken pipelines, no manual migrations.
Your Data, Your Infrastructure
Supermetrics moves data directly to your destination — nothing is stored on our servers. SOC 2 Type II certified, GDPR and CCPA compliant. Your data stays in infrastructure you control, simplifying privacy and compliance reviews.
Flat-Rate, Predictable Pricing
Fixed annual pricing regardless of data volume — no per-row charges, no surprise bills during peak campaign seasons. Transfer as much Microsoft Ads data as you need without worrying about cost spikes.
No Data Limits
Query any date range, any number of campaigns, any level of granularity. No row limits, no sampling, no restrictions on the data you can pull.
Frequently Asked Questions
- Log into the Supermetrics Hub, create a new data transfer, select Microsoft Ads as the source and BigQuery as the destination. Authorize your Microsoft Ads account, choose your BigQuery project and dataset, pick the fields you want, set a schedule, and start the transfer. No code or SQL knowledge required — Supermetrics creates and manages the tables automatically.
- 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 BigQuery project — Supermetrics does not store your marketing data on its servers. Your BigQuery IAM policies control who can access the tables.
- That is one of the biggest advantages of warehousing your data. Once Microsoft Ads lands in BigQuery, you can JOIN it with any other table — GA4 sessions, CRM deals, revenue data, other ad platforms — using standard SQL. Supermetrics supports 170+ data sources, and they all land in the same BigQuery project for easy cross-source 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.
- 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.
- Yes. Both Microsoft Search (Bing) and Audience Network data are available.
- Yes. With both in BigQuery, you can JOIN on campaign name, keyword, or date to compare cross-engine performance.
Also Connect to BigQuery
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