diff --git a/src/azure/Elastic.Apm.Azure.ServiceBus/AzureMessagingServiceBusDiagnosticListener.cs b/src/azure/Elastic.Apm.Azure.ServiceBus/AzureMessagingServiceBusDiagnosticListener.cs
index cc5bed502..3495f04e3 100644
--- a/src/azure/Elastic.Apm.Azure.ServiceBus/AzureMessagingServiceBusDiagnosticListener.cs
+++ b/src/azure/Elastic.Apm.Azure.ServiceBus/AzureMessagingServiceBusDiagnosticListener.cs
@@ -126,9 +126,13 @@ private void OnMessageStart(KeyValuePair<string, object> kv, string action)
 
 			_onMessageCurrent = currentSegment switch
 			{
-				Span span => span.StartSpanInternal(name, ApiConstants.TypeMessaging, ServiceBus.SubType, action.ToLowerInvariant()),
+				// NOTE: We explicity set the SpanId here to match the Activity (value of the payload) to ensure that span linking on the
+				// receiver works as expected. The Azure SDK attaches the diagnostic-id and traceparent to the message automatically.
+				// On the receiving end, we need to be able to correctly link the consuming span to the producer.
+
+				Span span => span.StartSpanInternal(name, ApiConstants.TypeMessaging, ServiceBus.SubType, action.ToLowerInvariant(), id: activity.SpanId.ToString()),
 				Transaction transaction => transaction.StartSpanInternal(name, ApiConstants.TypeMessaging, ServiceBus.SubType,
-					action.ToLowerInvariant()),
+					action.ToLowerInvariant(), id: activity.SpanId.ToString()),
 				_ => _onMessageCurrent
 			};
 		}