Microsoft Advertising adds HubSpot integration ahead of holiday season

Microsoft Advertising is rolling out a series of updates ahead of the holiday season, led by a new HubSpot integration that connects ad campaigns more directly to leads, pipeline and revenue.

Marketing teams can automate more of the work between generating a lead and converting it, while getting a clearer picture of which campaigns are actually contributing to sales.

Driving the news. Microsoft Advertising is now available in HubSpot, allowing advertisers to use CRM data to build audiences and reach prospects across Bing, Copilot, Outlook, Xbox and other Microsoft properties.

The integration also gives advertisers access to LinkedIn professional audiences and connects advertising activity with contacts and deals stored in HubSpot.

When a campaign generates a lead, marketers can automatically trigger actions in HubSpot, such as assigning the prospect to a sales rep or starting a nurture email sequence.

That connection also means advertisers can see which Microsoft campaigns are contributing to pipeline and revenue and compare their performance with other advertising channels.

Why we care. These updates make it easier to connect ad spend to actual business results while cutting manual work. The HubSpot integration ties Microsoft Ads to leads, pipeline and revenue, larger LinkedIn company lists make B2B targeting more scalable, and expanded experiments let advertisers test changes before committing budget.

Meanwhile. Microsoft is expanding LinkedIn company lists from 1,000 to 10,000 companies, making it easier for B2B marketers to run account-based campaigns against large groups of target businesses.

Advertisers can upload the companies at once and combine the lists with LinkedIn profile targeting in Search and Audience campaigns. Microsoft says the feature is available in supported markets globally, although the underlying consumer data excludes users in the EEA, U.K. and Switzerland.

Microsoft is also making optimization experiments generally available for Search, Shopping, Audience and Performance Max campaigns. Advertisers can run controlled A/B tests of bidding, targeting, creative and other changes, compare the results with their original campaigns, and then apply successful changes.

What’s next. Developers have until Jan. 31, 2027 to move Microsoft Advertising integrations from SOAP to REST. Microsoft had planned to make new features REST-only beginning Oct. 1, but has extended SOAP support for new features and enhancements through the January deprecation date.

The bottom line. The updates give advertisers more automation, larger B2B audiences and better measurement just as marketing teams head into the holiday rush — while giving developers a little more time to complete Microsoft’s REST migration.