Less busywork, more growth: What’s new in Microsoft Advertising this September

Holiday season is weeks away, and there’s never enough time to do it all. Building audiences, following up on leads, and testing changes can take hours your team doesn’t have. This month’s updates take manual steps off your plate, so you can spend more time driving growth. Here’s what’s new:

• See which Microsoft Advertising campaigns drive pipeline and revenue, right in HubSpot
• Reach B2B accounts at scale with bigger LinkedIn company lists
• Test changes with confidence using optimization experiments
• Keep your integrations running by moving to REST API before January 31, 2027

This month’s top story: See which Microsoft Advertising campaigns drive pipeline and revenue, right in HubSpot

Microsoft Advertising is now live in HubSpot. Use your customer relationship management (CRM) data to reach high-value audiences, automate lead follow-up, and see how Microsoft Advertising drives pipeline and revenue. Reach your HubSpot contacts and unique, higher-income audiences in Microsoft Advertising. That includes verified LinkedIn professionals across Bing, Copilot, Outlook, Xbox, and more. Engage and retarget prospects and customers while they work and play across the Microsoft ecosystem. The result is a more connected customer journey and faster pipeline growth.

The integration also takes manual steps out of lead follow-up. When your Microsoft Advertising campaign captures a new lead, it can automatically kick off a next best action you’ve set up in HubSpot, such as assigning a sales representative or sending a nurture email, so leads don't go cold.

By connecting ad clicks to the contacts and deals you track in HubSpot, you can see which ads drive pipeline and revenue. Compare performance across channels side by side to spot which campaigns need a closer look and where to shift budget.

Connect your Microsoft Advertising account in HubSpot today to start reaching Microsoft audiences and turning customer data into growth. To learn more about requirements, including eligible subscription plans, access levels, and setup guidance, visit the HubSpot knowledge base article.

Reach B2B accounts that matter most with bigger LinkedIn company lists

We are making it easier to run account-based marketing at scale and reach the professionals who matter most to your business. You can now add up to 10,000 company names per list, up from 1,000. Instead of entering companies one at a time, add them all at once during campaign setup or in your audience library. Then use your lists with LinkedIn profile targeting in your Search and Audience campaigns.

For example, say you sell B2B software and want more demo requests from 8,000 target accounts. You can add them all to one company list. Then show your demo offer to people who work at those companies across your Search and Audience campaigns.

LinkedIn company lists are available to advertisers globally in supported markets. Company names are displayed mostly in English. The underlying consumer data excludes users in the EEA, the UK and Switzerland.

Test changes with confidence using optimization experiments

Reaching the right customers is part of the job. Another part is knowing which changes will improve results. With the holidays ahead, now is a good time to test and lock in what works. That gives your campaigns time to build a stable baseline before demand peaks. Optimization experiments are now generally available for Search, Shopping, Audience, and Performance Max campaigns. Run controlled A/B tests for bidding, targeting, creative, and more to see how a change affects performance before you roll it out. A unified results page helps you compare your experiment against your original setup side by side. When a change wins, it can easily be applied to the original campaign or used to create a new one. Learn more in our Experiment with your campaigns help resources.