Microsoft Advertising integrates with HubSpot ahead of the holiday season

Microsoft Advertising is rolling out a series of updates ahead of the holiday season. The most notable is a new integration with HubSpot that helps directly connect advertising campaigns with leads, sales pipelines, and revenue.

Marketing teams will be able to automate more processes from lead generation to conversion and better understand which advertising campaigns are actually contributing to sales.

Microsoft Advertising integrates with HubSpot

Microsoft Advertising is now available in HubSpot. This allows advertisers to use CRM data to build audiences and reach potential customers across Bing, Copilot, Outlook, Xbox, and other Microsoft properties.

The integration also provides access to professional LinkedIn audiences and allows advertisers to connect advertising activity with contacts and deals stored in HubSpot.

For example, when an advertising campaign generates a new lead, marketers can automatically trigger specific actions in HubSpot — assign the potential customer to a sales representative or add them to an email sequence for further nurturing.

This allows advertisers to see which Microsoft Advertising campaigns contribute to the sales funnel and revenue, as well as compare their performance with other advertising channels.

More opportunities for B2B advertising

Microsoft is also increasing the LinkedIn company lists limit from 1,000 to 10,000 companies.

This makes it easier for B2B marketers to launch account-based marketing campaigns targeting large lists of companies.

Advertisers can upload companies in bulk and combine these lists with LinkedIn audience targeting in Search and Audience campaigns.

According to Microsoft, the feature is available in supported markets worldwide. However, consumer data used for this feature does not include users in the EEA, UK, and Switzerland.

Optimization experiments become more accessible

Another update is the full rollout of optimization experiments for Search, Shopping, Audience, and Performance Max campaigns.

Advertisers can run controlled A/B tests of bids, targeting, creatives, and other changes, compare the results with the original campaigns, and apply successful changes.

This approach allows marketers to test new settings before rolling them out across the entire advertising budget.

Microsoft continues the transition from SOAP to REST

Microsoft has also extended the deadline for migrating Microsoft Advertising integrations from SOAP to REST.

Developers now have until January 31, 2027, to complete the migration.

Microsoft had previously planned to make new features available only through REST starting October 1. However, the company has extended SOAP support for new features and updates until the final deprecation date.

What this means for advertisers

The latest Microsoft Advertising updates focus on three key areas: automation, scaling B2B advertising, and more accurate performance measurement.

The HubSpot integration helps connect advertising not only with lead generation but also with how potential customers move through the sales funnel and contribute to revenue. Larger LinkedIn company lists expand the possibilities for account-based campaigns, while experiments allow marketers to test changes before applying them across the entire budget.

For marketing teams, these updates are particularly relevant ahead of the holiday season, when it is important to scale campaigns quickly, control spending, and understand which advertising activities are actually driving business results.

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