Case Study: Bing Ads achieves extreme scale and zero-downtime migration with Microsoft Corporation Azure SQL Database

Bing Ads Extreme Scale using Azure SQL Database

Bing Ads, the large-scale search advertising platform, faced growing performance and scalability challenges as its campaign management system expanded to millions of customers, hundreds of millions of campaigns, and tens of billions of keywords and ads. To keep pace, Bing Ads partnered with Microsoft Corporation and used Azure SQL Database to move away from an on-premises architecture that could no longer support its extreme scale requirements.

Microsoft Corporation helped Bing Ads fully migrate and re-architect its database environment with zero downtime, using sharding, transactional replication, elastic database jobs, columnstore indexes, and geo-replication. The result was nearly unlimited scale, lower management overhead, and major performance gains: BI requests improved from over 10 seconds at the 95th percentile to about 2 seconds at the 99.9th percentile, while query capacity grew from 50,000 to 8 million keywords.

Bing Ads