Can't track Bing ads ROI? That's about to change...

Reading the five most recommended leadership books cover to cover takes most people a year. With Shortform, it takes a week.

Start with:

Each guide gives you the key ideas, real examples, and how to apply them at work.

Start learning!

Good Morning {{first_name}}!

It’s Tuesday - which means it’s time for The Lifecycle Brief! This week, let’s talk about a new app that just hit the HubSpot Marketplace. Yup, if you run paid ads and you’ve struggled to get proper tracking for Microsoft ads in HubSpot, your days of waiting are over.

HubSpot can now show which Microsoft ad turned into a signed deal!

Let’s dive in. 👀

HubSpot tends to release an absurd amount of updates. But if you work in paid media or are responsible for revenue attribution, you’ll be happy with this new update. The new Microsoft Ads integration allows you to see reporting and attribution next to all of your other tracked ad channels.

Here’s a fun twist.

Microsoft says advertisers can reach their HubSpot contacts plus verified LinkedIn professionals across Bing, Copilot, Outlook, Xbox and more, and that a new lead can automatically trigger a next step in HubSpot, like assigning a rep or sending a nurture email.

The timing of this news is amazing.

Right now, plenty of companies are setting marketing and advertising budgets for 2027. And they want to invest in what they can track.

UTMs have been buried in traffic sources but can’t attribute contacts to a specific ad. Custom fields don’t always count in these ad attribution settings, so this is worth working through when setting up Microsoft attribution reporting.

Keep in mind that the plan you are on may influence how much drill-down data you have available to you in terms of UTMs.

UTMs are not necessarily easily worked into custom fields

Here’s the thing - ads are becoming more costly every quarter. Meta’s average price per ad rose 14% worldwide and 23% in the US and Canada in Q3, while ad impressions grew 10%, the slowest in the five quarters Meta charted. That means you are paying more for slower growth.

That means a few things - you have to nurture every lead that comes in much more than usual. They will take longer to close, and the lead growth may be lower because costs are higher. Unless you increase budget to match your CPL, you may see lead counts decrease.

Follow the deals and plot the attribution backwards - you’ll quickly identify your strongest lead sources to scale.

🩷 Microsoft Advertising is now live in HubSpot

Microsoft’s own roundup called the integration its top story of the month. The same update also expanded LinkedIn company lists to make B2B targeting more scalable and added experiments so advertisers can test changes before committing budget.

🧡 Meta charges 23% more per ad in the US and Canada

The US and Canada price-per-ad increase has climbed for three straight quarters, from 14% to 20% to 23%, while impression growth in the region fell to 8%.

💛 Meta makes advertisers responsible for its AI ad edits

Meta’s revised terms, effective October 30, make advertisers solely responsible for anything its AI tools generate or alter in their ads, even when Meta switched the tool on.

💚 Google Ads now pulls promotions from your website by default

Starting October 12, Google began extracting promotions from advertiser websites and applying them to Search and Performance Max campaigns with linked location assets, and advertisers are opted in unless they turn it off.

💙 Pipeline influenced is now marketing’s top metric

B2BMX’s 2026 benchmark puts pipeline influenced at the top of the scorecard, overtaking opportunities generated, MQLs and SALs from 2025.

With Lovable, you'll have a working version of your client's site ready for the first meeting. Plus:

Start building, $5 off

_{^{Discount of $5 applies to first month of any paid plan. You need to sign up via this webpage in order to claim the discount. The discount applies to new and returning users without an active paid plan. Terms apply.}}

Microsoft Ads in HubSpot is a real opportunity for B2B teams priced out of LinkedIn, but the revenue report only works when customers sit on the default stage and deals are associated to the people who clicked.

Imagine that.

The cost of ignoring it? Well, you may be spending money you can’t track and by not tracking it, you may cut the budget to a source or channel that may be driving significant revenue.