Microsoft Ads (Bing)

Analyze Microsoft Advertising through GoMarble. The connector reads Microsoft Ads; it can't change campaigns. When a change is needed, give the user the exact edit to make in Microsoft Advertising, or to import from Google Ads.

Tools

Need	Tool
Accounts	bing_ads_list_accounts (start here)
Performance at account, campaign, ad group, keyword or ad level	bing_ads_get_performance
Campaigns with status, budget and bid strategy	bing_ads_list_campaigns
Ad groups in a campaign	bing_ads_list_ad_groups
Keywords in an ad group, with bids and quality score	bing_ads_list_keywords
Ads in an ad group (all types)	bing_ads_list_ads. A filtered zero count doesn't mean the ad group has no ads.
Shared budgets and which campaigns use them	bing_ads_list_budgets
What changed, and when	bing_ads_get_change_history
Keyword ideas with volume, competition and bid estimates	bing_ads_keyword_ideas (US, UK, CA, AU, FR and DE only; English, French or German)

How to analyze

Microsoft Ads search campaigns work like Google Search, so apply the Google methodology:

• Search terms and keywords: Q1–Q5 classification and rank vs budget pressure (google-ads-search-analysis).
• Keyword research: intent first, real volume and bids only, never estimates (google-ads-keywordplanner).
• Guardrails: at most 20% per budget move, don't raise bids with wasteful terms present, and don't change bids and budget together (google-ads-guardrails).

Microsoft-specific checks:

• Imported from Google? Many accounts are imported. Settings that don't translate (bid strategies, audiences, extensions) and stale imports are common problems.
• Quality score from bing_ads_list_keywords explains high CPCs.
• Search partners and syndication can drive cheap, low-quality traffic; compare partner performance where reported.
• Shared budgets mean one campaign can starve another. Check bing_ads_list_budgets before recommending budget changes.

Output

Performance against target, the specific waste and opportunities, and recommendations written as Microsoft Advertising steps (negatives to add, bids to change, budgets to move).

For cross-channel questions, use diagnose-performance or build-reports.