Question 1

What can I sync from BigQuery into Microsoft Ads?

Accepted Answer

Custom audiences, where the rows in your model become the members, and offline conversion events, which let you report conversions that happened away from the click. Audiences are the common starting point. Conversions matter when the sale actually completes in your CRM or billing system rather than on a landing page, since that is exactly the data your warehouse already holds.

Question 2

How do I build an audience model in BigQuery?

Accepted Answer

Any table or SQL query can be the model, so the audience is whatever your query returns. That is the point of doing it this way: the definition can combine product usage, billing status and CRM stage in a way the ad platform could never express on its own. Keep the model narrow, selecting only the identifier columns you map, because a wide model costs more to scan on every run without improving the audience.

Question 3

Which identifiers work for Microsoft Ads audiences?

Accepted Answer

Email only for audiences at present. Meta and TikTok also accept phone numbers, and Reddit takes a mobile advertising ID, but the Microsoft audience path is email based. Plan the model around that, since the audience can only be as large as the set of people you hold a good email address for, and match rates will follow how clean those addresses are.

Question 4

Do people leave the audience when they stop matching the model?

Accepted Answer

Only if you pick a mode that removes them. Add mode is add only, so membership grows and never shrinks. Remove mode takes people out. Mirror mode is what most teams actually want, since it makes the audience match the model on each run, adding and removing as needed. Microsoft Ads supports mirror, which not every platform does, so a suppression audience built here genuinely stays accurate.

Question 5

Why use reverse ETL for ad audiences instead of uploading a list?

Accepted Answer

Because a list is a snapshot and audiences move constantly. The set of your best customers, or people you want to stop paying to reach, changes every week. Reverse ETL ties the audience to a model in your data warehouse so it updates on a schedule using the same definitions as your reporting, and it can draw on everything you know rather than what happens to sit in the ad platform.

Sync BigQuery to Microsoft Ads (Bing Ads)

Sync BigQuery to Microsoft Ads (Bing Ads) with Polytomic

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