Bing Ads can drive leads and sales, but success depends on the quality of the conversion data used to optimise campaigns. The platform’s algorithm relies on conversion signals to refine targeting, adjust budgets, and create lookalike audiences.
However, not all tracked conversions are equal. For example, a form fill or checkout might look like a win, but many demo leads never progress beyond qualification, and in e-commerce, some campaigns generate higher-value purchases than others.
When Bing Ads lacks visibility into lead quality or true purchase value, it can’t fully optimise for the prospects most likely to impact revenue. This leads to wasted spend, low-quality leads, and suboptimal performance.
Offline conversions add another challenge. Sales closed over the phone, in-store purchases, or leads from events often go untracked, leaving the algorithm with an incomplete picture.
To fix this, use a first-party data platform to track click IDs for all online conversions and apply multi-touch attribution for full journey visibility. Then, align conversions with your CRM and send enriched signals back to Bing, such as when leads become SQLs. This enables Bing to optimise campaigns for prospects more likely to convert.
Step 1: Create your conversion in Bing Ads
Before sending your qualified and offline conversion data to Bing Ads, you’ll need to set up your conversion goals.
Ruler’s first-party tracking tag makes it easy by capturing every touchpoint in a user’s journey. It tracks details like UTMs, click IDs, cookie IDs, page views, devices, and more.
Using the MSCLKID that Ruler grabs from a visitor’s landing page URL as soon as they hit your site, you can import those conversions into Bing Ads.
You just need to create a matching conversion goal for a New Ruler Event.
It’s worth noting, in addition to form submissions, Ruler tracks first-party conversion events from phone calls, live chat, e-commerce purchases, and even self-reported survey responses.
This provides more comprehensive conversion tracking than Bing Ads, which is primarily limited to online actions i.e. form fills.
Here’s how to get started:
1. Log into your Microsoft Bing Ads account.
2. Go to Conversions and then Conversion Goals.
3. Click Create.
Step 2: Choose what kind of conversion you want to track
You’re setting up data tracking for events that happen outside your website, so you need to select “Offline” from the options below.
For the Goal Category, pick whatever fits best, there’s no wrong choice here.
When naming your Conversion Goal, we recommend using the following settings based on the event you’re sending from Ruler.
You can choose from:
| Event Type | Recommended Conversion Name |
| New Phone Call | Ruler Phone Call |
| New Form Completion | Ruler Form |
| New Live Chat | Ruler Live Chat |
| New Opportunity | Ruler Opportunity |
| New Revenue | Ruler Revenue |
If you prefer to customise the name, that’s totally fine. Just let us know, and we’ll update the configuration on our end.
Under “Advanced Settings,” feel free to adjust things to suit your reporting and attribution needs.
You can also enable “Enhanced” Conversions if you want. Ruler can send hashed versions of any email addresses or phone numbers collected from your site, but keep in mind that the key value here is the msclkid, so your choice doesn’t affect the overall setup.
When you’re done, save the new Conversion and reach out to your onboarding manager. They’ll help you get the data transfer set up, which usually takes about 24–48 hours to start syncing.
Step 3: Benefit from improved data in Bing Ads
Once your data is up and running, the real benefits start kicking in.
The first thing you’ll notice is how much easier it is to see the actual business value behind your campaigns, rather than just focusing on basic metrics like conversions and cost per lead.
Let’s face it, those are often vanity metrics. They look good on paper, but they don’t always tell the full story.
As we’ve already discussed, a conversion doesn’t automatically mean a quality lead, and not every lead ends up turning into a sales-qualified lead (SQL) or a closed deal.
So, by shifting your focus to actual revenue and qualified leads, you get a much clearer picture of what’s really working.
More importantly, when you start sending high-quality data, like SQLs and closed deals, back into Bing Ads, your targeting gets way more precise.
The more accurate your data, the better your campaigns perform, because you’re reaching the right people with the right message.
And, when you have this solid, reliable data showing that your campaigns are driving real business results, it becomes a lot easier to justify your budget.
Need help sending offline conversion data to Bing Ads?
If you want to get more out of your Bing Ads campaigns, you need to send in your qualified and offline conversions. This data can help you figure out which users, campaigns, and keywords are giving you the best return on your ad spend and optimise your ad targeting for maximum efficiency
Remember, Ruler is a tool that can help you automate the upload of offline conversions to Bing Ads from your CRM.
If you’re interested in learning more about Ruler, book a demo today. We’ll show you how easy it is to get started and start seeing better results from your Bing Ads campaigns.