Free Microsoft Ads to BigQuery Connector by OWOX: Centralize, Scale, and Own Your Search Data

Advertising on Microsoft Ads (Bing Ads) is easy. But accessing and using that data in BigQuery? That’s where things get complicated.

If you’ve ever tried exporting Microsoft Ads data manually, you’ve felt the frustration. Manual exports slow you down - with outdated numbers, messy formatting, and no control over field selection or refresh cycles.

That changes now.

With this free, no-code connector from OWOX, you can seamlessly import, refresh, and manage Microsoft Ads data in BigQuery in just a few clicks. Best of all, you maintain full control over your Bing Ads to BigQuery flow: performance metrics, spend, and structure - all right inside BigQuery. 

Why We Made This Free Connector

At OWOX, we believe analysts shouldn’t have to rent access to their own Microsoft Ads (Bing Ads) data or waste time wrestling with manual exports and rigid dashboards just to run performance analysis.

That’s why we built this connector and made it completely free. No subscriptions, no feature restrictions, and no hidden limits on what you can do when sending data from Bing Ads to BigQuery.

Our goal is to help data and marketing teams take full control of their reporting workflows - without relying on slow, third-party tools. With this connector, you get the transparency, flexibility, and ownership to analyze your Microsoft Ads data directly in BigQuery.

Whether you're monitoring budgets, tracking campaign performance, or fueling advanced reporting pipelines, this connector gives you unrestricted access to the metrics that matter, with zero compromise.

Join the Open-Source Movement

We’re not just releasing a free connector – we’re inviting you to help shape the future of open marketing analytics tools.

At OWOX, we believe that data access and transparency should be a right, not a luxury. That’s why this connector is 100% open-source – giving you full control over how it works, what it does, and how far it can go.

If you like what we do, please ⭐ star our GitHub repo to show your support – it helps us reach more analysts and grow the number of available connectors.

Also, feel free to:

• Explore the code and customize it to fit your needs.
• Contribute to this data connectivity ecosystem by suggesting new connectors, pulling new connectors, and/or providing documentation to support the wider community.
• Join our community & share your feedback.

Why Choose OWOX Free Connector for Microsoft Ads to BigQuery

Most data tools claim to simplify Microsoft Ads integrations—but under the surface, they often restrict access, obscure processes, or rely on closed systems you can't fully trust or modify.

The OWOX connector is different.

It’s built for data analysts, digital marketers, and reporting teams who need clarity, precision, and autonomy over how Microsoft Ads data lands in BigQuery.

• Purpose-built for Microsoft Ads to BigQuery pipelines — no generic workarounds or one-size-fits-all connectors 
• Transparent by design — inspect the open-source code to understand and adapt every step of your data flow
• Scripted in Google Apps Script — runs in your Google environment, giving you full control with no external servers involved.
• Customizable logic — adjust filters, field mappings, or workflows to fit your specific reporting requirements
• Built for scale and collaboration — support your entire team without worrying about paywalls, user caps, or row restrictions

Whether you're troubleshooting performance issues, feeding BI pipelines, or fueling multi-source attribution, this connector gives you more than access; it gives you ownership.

Why Bring Microsoft Ads Data into BigQuery?

If you've ever tried digging into Microsoft Ads performance beyond native dashboards, you know the struggle:
❌ Rigid reporting formats with limited customization
❌ No simple way to merge Microsoft Ads data with GA4, CRM, or other platforms
❌ Expensive ETL tools that increase your costs as you scale

That’s where BigQuery becomes a game-changer — and this free connector makes the integration seamless:
✅ Send raw Microsoft Ads data directly into BigQuery for flexible, SQL-powered analysis
✅ Join it with data from GA4, Salesforce, internal tools, or offline conversions
✅ Build refreshable dashboards and pipelines without manual exports or third-party tools

Connecting Bing Ads to BigQuery gives you full ownership  — scalable, transparent, and built for custom reporting.

And with the OWOX connector, it’s 100% free and requires zero coding.

Google BigQuery

Data sources

Free Microsoft Ads Connector to Google BigQuery

Download template

How the Connector Works

This Microsoft Ads to BigQuery connector delivers what most tools leave out — full flexibility without the overhead.

It runs entirely through a Google Sheets using open-source Apps Script — no third-party services or platforms required.

Here’s how it works:

• Connects directly to the Microsoft Ads API to fetch campaign, ad group, keyword, and performance data.
• Sends that data straight into your BigQuery tables — no CSV downloads, manual uploads, or data wrangling in between.
• Gives you full transparency and control — customize the script, define your schema, and tailor your refresh cadence.

Completely free — no hidden fees, no locked features, and no usage restrictions.

If you want to bypass costly ETL tools and take control of your Microsoft Ads reporting in BigQuery, this connector is built for you.

Step-by-Step: Import Microsoft Ads Data to BigQuery

This connector lets you send raw Microsoft Ads data directly into BigQuery, no engineering help or coding required.

Here’s how to get started:

Step 1: Copy the BigQuery Template ( ~1 min)

Start with a ready-made template designed for Bing Ads data to BigQuery – no need to build one from scratch.

1. Copy the Microsoft Connector template in BigQuery.
2. Rename the copy as desired.

Master Microsft Ads to BigQuery Reporting With Our Free Template!

Skip manual exports and complex setup – this ready-to-use BigQuery template lets you import Microsoft Ads data in just a few clicks.

Download your FREE template today!

Step 2: Configure the Template ( ~2 min)

Before you begin the import, fill out a few essential fields in the template. These inputs define what to fetch and how it flows from Bing to BigQuery.

1. Fill in the Start Date

• In the Config sheet of your copy of the template, specify the Start Date when the data import should begin. 
• Note: Using a long date range may cause the import to fail due to high data volume.

2. Locate Account ID and Customer ID

• Log in to ads.microsoft.com.
• You’ll find both the Account ID and Customer ID in the browser’s address bar.

• Paste these values into the corresponding fields in the Config tab.

3. Select the Fields You Need

• Go to the Fields tab in the spreadsheet.  

• Check the boxes next to the metrics and dimensions you'd like to import. 

4. Choose Aggregation Level

• In the Config tab, use the dropdown to choose how your data should be aggregated (e.g., Daily, Weekly).
• Refer to the Microsoft Ads documentation to learn more.

5. Define the Reporting Timezone

• Pick the correct timezone for how your reporting dates should align.

6. Configure the BigQuery destination fields:
   - Enter your Destination Dataset ID in this format: projectid.datasetid
   - Specify the Destination Location (e.g., US, EU)

If the specified dataset doesn’t exist yet, it will be created automatically when you run the import.

Further Specify the Fields with the Following Parameters:

• MaxFetchingDays: Max number of days to fetch per run (default: 31)
• ReimportLookbackWindow: Days to look back when reimporting data (default: 2)

This ensures your Bing Ads to BigQuery data flow has a proper landing zone - clean, structured, and ready for analysis. 

Step 3: Obtain Credentials for the Microsoft Ads Source (~10 seconds)

To authorize the connector, you’ll need to generate the following Microsoft Ads credentials:

• Account ID
• Customer ID
• Developer Token
• Client ID
• Client Secret
• Refresh Token

1. Register an App in Microsoft Azure

• If you haven’t already, sign up and log in to the Microsoft Azure Portal.
• In the search bar, type and select App registrations.

• Click New registration and fill out the form:
• Name – Choose any name for your app (e.g., OWOX Connector)
• Supported account types – Select:  Accounts in any organizational directory (Any Microsoft Entra ID tenant - Multitenant) and personal Microsoft accounts
• Redirect URI:
  
  • Platform: Web
  • URI: http://localhost:8080
• Click Register.

2. Generate a Client Secret

• In your registered app, go to:
  Client credentials → Certificates & secrets → New client secret

• Description: e.g., “Client secret for OWOX App”
• Expiration: Choose the maximum allowed (e.g., 730 days)
• Click Add

⚠️ Important: Copy and save the secret now. You won’t be able to retrieve it later.

• At this point, you have:
  
  • Client ID
  • Client Secret
  • Redirect URI: http://localhost:8080

3. Retrieve Account ID and Customer ID

• Visit ads.microsoft.com and log in.
• Your Account ID and Customer ID are located in the URL after login.

4. Generate a Developer Token

• In the Bing Ads interface, go to:
  Settings → Developer Settings 

• Now, click on Request Token, and copy the generated Developer Token.

5. Generate Authorization Code

• Replace CLIENTID in the following URL with your actual Client ID:

https://login.microsoftonline.com/common/oauth2/v2.0/authorize?client_id=CLIENTID&response_type=code&redirect_uri=http://localhost:8080&scope=https://ads.microsoft.com/msads.manage offline_access

• Open the link in your browser, log in, and click Accept.
• After accepting, you’ll be redirected to a page like: http://localhost:8080/?code=YOUR_CODE

• Copy the code parameter from the URL.
• Example:
  If the URL is: http://localhost:8080/?code=M.C519_BAY.2.U.0a895e39-774a-e677-b4bb-8589ce3e0beb

• Then your Authorization Code is:

M.C519_BAY.2.U.0a895e39-774a-e677-b4bb-8589ce3e0beb

6. Exchange Authorization Code for Refresh Token

• Make a POST request to this endpoint:

https://login.microsoftonline.com/common/oauth2/v2.0/token

• Use the following parameters in the body:
  
  • client_id = YOUR_CLIENT_ID
  • client_secret = YOUR_CLIENT_SECRET
  • grant_type = authorization_code
  • code = YOUR_AUTHORIZATION_CODE
  • redirect_uri = http://localhost:8080
  • scope = https://ads.microsoft.com/msads.manage offline_access

7. Save the Refresh Token

• If successful, the response will include a Refresh Token. 
• Save it securely. This token will be used to authenticate API requests going forward.

Step 4: Input Access Token into the Template ( ~1 min)

1.  Open the Credentials Menu

• From the top menu in your Google Sheet, go to → OWOX → Manage Credentials

2. Authorize the App Script

When prompted:

• Click "OK" to allow the Apps Script to authorize and access your Google Sheet.
• This enables the connector to fetch and insert data. 

3. In the Bing Credentials section, enter the Account ID, Customer ID, Developer Token, Client ID, Client Secret, and Refresh Token.

Step 5: Run the Connector & Import Your Data ( ~1 min)

1. Once your credentials are saved, go to:
   OWOX → Import New Data

• The process is complete when the Log sheet shows:
  "Import is finished"

Note: To import more data:

• Select additional fields in the Fields tab.
• Go to OWOX → Import New Data again

📊 Real-Time Reporting with OWOX Reports

Looking to get more value from your Microsoft Ads data?

The OWOX Reports Extension for Google Sheets makes it easy to transform raw Bing Ads data into live dashboards, no coding or Looker Studio required.

With OWOX Reports, you can:
📥 Import data directly from Microsoft Ads into Google Sheets
📊 Create auto-updating dashboards your team can rely on
✅ Share campaign performance across teams instantly

No SQL. No manual exports. Just fast, reliable reporting.

What’s Next?

This free connector is only the start of our journey to make data ownership easy, open, and accessible for all.

Here’s what’s coming up next:
🔗 Additional free connectors – including LinkedIn Ads, Criteo, and other top platforms
🎥 Easy-to-follow video tutorials – to guide you through every setup step
📊 Ready-made dashboard templates – for instant insights and reporting

Explore our GitHub repo, drop us a ⭐ star, and help us shape the future of open marketing analytics.

Google BigQuery

Data sources

Free Microsoft Ads Connector to Google BigQuery

Download template