mcp-bing-ads

Bing Ads MCP Server

Production-grade MCP server for Microsoft Advertising (Bing Ads) API. Enables Claude to manage Bing/Microsoft Ads accounts with full campaign, ad group, keyword, and performance analysis capabilities.

Features:

• 10 tools -- production-tested
• Campaign, ad group, and keyword management
• Keyword performance analysis with quality scores
• Search term reporting & bid automation
• Budget & bid strategy optimization
• Campaign-level budget updates
• Negative keyword management (shared + campaign-level)

Note: ⚠️ First open-source Bing Ads MCP with comprehensive tooling

• No serious alternatives exist in the ecosystem
• Battle-tested across multiple accounts

Installation

npm install mcp-bing-ads

Configuration

Security: Never share your .mcp.json file or commit it to git -- it may contain API credentials. Add .mcp.json to your .gitignore.

• Get OAuth credentials:

  • Go to Microsoft Azure Portal
  • Create an Azure AD app registration
  • Grant API permissions: Microsoft Advertising API
  • Scopes: https://ads.microsoft.com/msads.manage offline_access

• Create config.json:

  cp config.example.json config.json
  

• Fill in your credentials:

  {
    "oauth": {
      "client_id": "YOUR_AZURE_CLIENT_ID",
      "client_secret": "YOUR_AZURE_CLIENT_SECRET"
    },
    "clients": {
      "default": {
        "customer_id": "YOUR_CUSTOMER_ID",
        "account_id": "YOUR_ACCOUNT_ID",
        "name": "My Account"
      }
    }
  }
  

• Set environment variables (recommended):

  export BING_ADS_DEVELOPER_TOKEN="your_developer_token"
  export BING_ADS_CLIENT_ID="your_client_id"
  export BING_ADS_REFRESH_TOKEN="your_refresh_token"
  # Optional:
  export BING_ADS_CLIENT_SECRET="your_client_secret"
  # Optional: opt into mutating tools (read-only by default)
  export BING_ADS_MCP_WRITE="true"
  

Environment Variables

Variable	Required	Default	Description
BING_ADS_DEVELOPER_TOKEN	yes	--	Microsoft Advertising developer token
BING_ADS_CLIENT_ID	yes	--	Azure AD app client ID
BING_ADS_REFRESH_TOKEN	yes	--	OAuth refresh token
BING_ADS_CLIENT_SECRET	no	--	Azure AD app client secret (if confidential client)
BING_ADS_MCP_WRITE	no	false	Set to true, 1, or yes to expose mutating tools (pause/update/add). Any other value -- or unset -- keeps the server read-only.

Read-only by default

Mutating tools (bing_ads_pause_keywords, bing_ads_update_campaign_budget, bing_ads_add_shared_negatives) are hidden from the tool list and refused at call time unless BING_ADS_MCP_WRITE=true is set in the server environment. This is a safety gate against casual write actions -- for example, pausing a keyword or editing a budget based on a throwaway chat message. To make write changes, set the env var explicitly in your .mcp.json or shell profile for the session that needs it, then unset it afterwards. Read tools (list/report/performance) are always available.

Usage

Start the server

npm start

Use with Claude Code

Add to ~/.claude.json:

{
  "mcpServers": {
    "bing-ads": {
      "type": "http",
      "url": "http://localhost:3002"
    }
  }
}

Claude Desktop: Add to ~/Library/Application Support/Claude/claude_desktop_config.json (macOS) or %APPDATA%\Claude\claude_desktop_config.json (Windows).

Example API Calls

// Get client context
bing_ads_get_client_context({ working_directory: "/path/to/project" })

// List campaigns
bing_ads_list_campaigns()

// Get campaign performance
bing_ads_get_campaign_performance({
  start_date: "2026-01-01",
  end_date: "2026-03-01"
})

// Get keyword performance
bing_ads_keyword_performance({
  start_date: "2026-02-01",
  end_date: "2026-03-01"
})

// Create negative keywords
bing_ads_add_shared_negatives({
  shared_list_id: "list_123",
  keywords: [
    { text: "cheap", match_type: "Phrase" },
    { text: "discount", match_type: "Exact" }
  ]
})

API Reference

Context

• bing_ads_get_client_context(working_directory) -- Detect account from working directory

Campaigns

• bing_ads_list_campaigns() -- List all campaigns
• bing_ads_get_campaign_performance(start_date, end_date) -- Campaign metrics
• bing_ads_update_campaign_budget(campaign_id, daily_budget) -- Update daily spend

Ad Groups

• bing_ads_list_ad_groups(campaign_id) -- List ad groups in campaign

Keywords

• bing_ads_keyword_performance(start_date, end_date, [campaign_ids]) -- Keyword metrics & QS
• bing_ads_search_term_report(start_date, end_date) -- Search terms that triggered ads
• bing_ads_pause_keywords(ad_group_id, keyword_ids) -- Pause keywords

Negative Keywords

• bing_ads_list_shared_entities([type]) -- List shared negative lists
• bing_ads_add_shared_negatives(list_id, keywords) -- Add to shared list

Performance Reports

• Campaign performance (ROI, conversions, CTR, CPC)
• Keyword performance (QS, expected CTR, ad relevance, landing page experience)
• Search term insights (which queries are converting)

Key Metrics & Definitions

Quality Score (QS): 1-10 rating of keyword quality

• 1-3: Poor
• 4-6: Average
• 7-10: Excellent

Expected CTR: 1-9 rating of expected click-through rate Ad Relevance: 1-9 rating of relevance to search query Landing Page Experience: 1-9 rating of landing page quality

CLI Tools

npm run dev                 # Run in dev mode (tsx)
npm run build             # Compile TypeScript
npm test                  # Run contract tests

Architecture

Files:

• src/index.ts — MCP server, OAuth flow, tool handlers
• src/tools.ts — Tool schema definitions
• src/errors.ts — Error handling & classification
• config.json — Credentials & client mapping

Error Classification:

• Authentication errors (token expired)
• Rate limit errors (retry with backoff)
• Service errors (API temporarily unavailable)
• Validation errors (bad input)

Development

Adding a New Tool

• Define schema in src/tools.ts
• Add handler in src/index.ts tool dispatch
• Add contract test in .contract.test.ts
• Test with npm test

Testing

npm test -- --run        # Single run
npm test -- --watch      # Watch mode

Troubleshooting

Config file not found

cp config.example.json config.json
# Fill in your Azure credentials and Bing Ads IDs

Missing required credentials

Check that:

• BING_ADS_DEVELOPER_TOKEN, BING_ADS_CLIENT_ID, and BING_ADS_REFRESH_TOKEN are set
• BING_ADS_CLIENT_SECRET is set (if using a confidential app)
• OAuth token is valid (expires, may need refresh)

Rate limit exceeded

Bing Ads applies rate limits. The server handles common retries automatically. If you hit limits frequently:

• Batch operations when possible
• Reduce query frequency
• Wait before retrying

Quality Score is 0

QS = 0 means keyword hasn't been shown enough times yet. Increase impressions or wait for more data.

License

MIT

Contributing

Contributions welcome! Please:

• Add tests for new features
• Update README
• Follow existing code style
• Tag releases

Support

• Issues: GitHub issues for bugs/feature requests
• Docs: See docs/ folder for detailed API reference
• Community: GitHub Discussions

Built By

Mark Harnett — Demand generation leader and paid media practitioner building AI-powered ad management tools. This is the first comprehensive open-source Bing Ads MCP server — born from managing real campaigns across multiple accounts and wanting Claude to do the heavy lifting.

Built with production workloads in mind: resilient API calls (circuit breakers, retry with backoff, response truncation), full Quality Score diagnostics, and negative keyword management at scale.

Also by Mark: mcp-linkedin-ads -- LinkedIn Ads MCP server with 7 tools.

Last Updated: 2026-03-13