Strategy

Meta ad set rules: scale, keep, refresh or kill

Applies a clear scale, keep, refresh or kill rule to every active Meta ad set using 7-day, 28-day, week-over-week and lifetime data, then previews budget and status changes for your approval.

When to use it

When you need to decide which Meta ad sets to scale, leave alone, refresh with new creative or pause.

What you get

A table of every active ad set labelled scale, keep, refresh or kill with the exact budget or status change, previewed and applied only after your approval.

Does it change anything in my account?

Only with your approval. The assistant first shows a preview of every change and waits for your go-ahead.

Works with

Meta Ads

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[Meta ad account][target CPA]

Apply a scale, keep, refresh or kill rule to every active ad set in [Meta ad account]. Use the last 7 days for the decision and the last 28 days as context. Benchmark: [target CPA]. 1. List campaigns and ad sets. Note each ad set's optimization goal, start date and budget, and whether its campaign carries the budget (campaign budget optimization). Budgets in these lists are in cents, so convert them before proposing amounts. 2. Pull ad set level insights for the last 7 days and for a 28-day date range: spend, results, cost per result, CTR, frequency and CPM. Count "results" as the action that matches each ad set's optimization goal and say which action you used. 3. For the week-over-week trend, pull the last 14 days in 7-day increments at ad set level and compare cost per result and CTR between the two weeks. 4. Pull lifetime results per ad set (maximum date range) for the learning check. 5. For ad sets that might need a refresh, pull ad level CTR and frequency for the last 7 days, and the ad list with ids and statuses. Rules, checked in this order: 1. Kill: spent more than 2x the target with zero results, or cost per result more than 50% above target in both the 7-day and the 28-day window. Propose pausing it. If the ad set started less than 7 days ago, flag it instead of pausing. 2. Refresh, not kill: cost per result rose versus the previous week, frequency is above 3.5 and CTR fell week over week. Name the specific ads to replace. Propose pausing a tired ad only once its replacement is live, and tell me what new creative to brief. 3. Scale: 7-day cost per result at least 20% below target, at least 15 results and frequency under 3. Propose a budget increase of no more than 20%. 4. Keep: within 20% of target, or fewer than 50 results since launch (likely still in learning). Ad sets in campaigns with a campaign-level budget cannot be scaled at ad set level. Flag those and propose no ad set budget change. Output a table sorted by spend with these columns: ad set, spend, results, cost per result, frequency, CTR trend, label, exact change (with the new budget in currency units). Show all budget and status changes as a preview, and apply only the ones I approve.

Apply a scale, keep, refresh or kill rule to every active ad set in [Meta ad account]. Use the last 7 days for the decision and the last 28 days as context. Benchmark: [target CPA].

1. List campaigns and ad sets. Note each ad set's optimization goal, start date and budget, and whether its campaign carries the budget (campaign budget optimization). Budgets in these lists are in cents, so convert them before proposing amounts.
2. Pull ad set level insights for the last 7 days and for a 28-day date range: spend, results, cost per result, CTR, frequency and CPM. Count "results" as the action that matches each ad set's optimization goal and say which action you used.
3. For the week-over-week trend, pull the last 14 days in 7-day increments at ad set level and compare cost per result and CTR between the two weeks.
4. Pull lifetime results per ad set (maximum date range) for the learning check.
5. For ad sets that might need a refresh, pull ad level CTR and frequency for the last 7 days, and the ad list with ids and statuses.

Rules, checked in this order:
1. Kill: spent more than 2x the target with zero results, or cost per result more than 50% above target in both the 7-day and the 28-day window. Propose pausing it. If the ad set started less than 7 days ago, flag it instead of pausing.
2. Refresh, not kill: cost per result rose versus the previous week, frequency is above 3.5 and CTR fell week over week. Name the specific ads to replace. Propose pausing a tired ad only once its replacement is live, and tell me what new creative to brief.
3. Scale: 7-day cost per result at least 20% below target, at least 15 results and frequency under 3. Propose a budget increase of no more than 20%.
4. Keep: within 20% of target, or fewer than 50 results since launch (likely still in learning).

Ad sets in campaigns with a campaign-level budget cannot be scaled at ad set level. Flag those and propose no ad set budget change.

Output a table sorted by spend with these columns: ad set, spend, results, cost per result, frequency, CTR trend, label, exact change (with the new budget in currency units).

Show all budget and status changes as a preview, and apply only the ones I approve.

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StrategyChanges after your approval

Shift budget between Google Ads and Meta based on 30-day CPA

A single campaign table across Google Ads and Meta and a line-by-line budget reallocation plan built on a clear CPA rule.

When to use itWhen one platform is clearly cheaper per conversion than the other and you need to decide where your monthly budget should go.

Compare my Google Ads and Meta campaigns over the last 30 days and tell me where my budget should move. My monthly ad budget is [monthly budget] and my target cost per conversion is [target CPA].

1. For every active campaign on both platforms, pull spend, conversions, cost per conversion, conversion rate and current daily budget. Use the same date range for both platforms.
2. Build one table sorted by cost per conversion. Include each campaign's share of total spend and its share of total conversions.
3. Mark any campaign with fewer than 10 conversions as "low confidence" and do not move its budget yet.
4. For Google Search campaigns, add impression share lost to budget.

Decision rule:
- A campaign with at least 10 conversions and a CPA more than 30% above target loses budget.
- A campaign below target CPA that loses more than 20% impression share to budget, or is a Meta ad set spending its full budget, gains budget.
- Never change any single budget by more than 20% in one step.

Deliver a reallocation table with these columns: campaign, platform, current daily budget, proposed daily budget, reason. Do not change anything yet. I will mark which lines I accept. Then show me a preview of those exact changes and wait for my confirmation before you apply them.

StrategyChanges after your approval

Month-end pacing check across Google Ads and Meta

A projection of total month-end spend against your monthly budget, plus a previewed rebalance that lands total spend within 5% of target.

When to use itWhen the month is half over and you want to be sure your ads will not overspend or underspend your fixed monthly budget.

I have a fixed monthly ad budget of [monthly budget] split across Google Ads and Meta. Check whether I will land on it this month.

1. Run budget pacing for Google Ads. Note which campaigns will overspend and which will underspend by month-end.
2. Pull Meta spend month-to-date for each campaign and ad set, along with their current daily budgets. Project month-end spend at the current daily rate.
3. Show one table with these columns: campaign/ad set, platform, spend so far, projected month-end spend, current daily budget, cost per conversion this month. Add the projected combined total versus my budget.

If the projected total is off by more than 5%, propose new daily budgets for the remaining days that bring it back within 5%. Follow these rules when you rebalance:
- Take money first from campaigns whose cost per conversion is above [target CPA].
- Add money first to campaigns with the lowest cost per conversion that are not already spending their full budget.
- Do not cut any campaign by more than 30%.

List each proposed change with the old value, the new value and the reason. Preview all changes and wait for my approval before applying anything.

StrategyRead-only

Check that conversions are comparable before moving budget between channels

A trust table that compares platform-reported conversions to GA4 and shows each channel's comparable cost per conversion.

When to use itWhen Google Ads, Meta and GA4 report very different conversion numbers and you do not know which one to trust before comparing channels.

Before I move any money between Google Ads and Meta, I need to know whether their conversion numbers can be compared at all. Use the last 30 days.

1. Google Ads: audit conversion tracking health. List the primary conversion actions with their counting type (every or one), click-through and view-through lookback windows, and attribution model.
2. Meta: list the pixels with their last fired time, the custom conversions, and the conversion events my campaigns optimize for. Note that Meta's default attribution includes view-through conversions.
3. GA4: pull key events by session source/medium for the same 30 days. Confirm which key events correspond to the platform conversions.
4. Build a table per channel with these columns: platform-reported conversions, GA4 key events from that channel, ratio, spend, platform CPA, GA4-based CPA.

Flag every issue that inflates or hides results:
- Counting set to "every" on lead actions.
- Duplicate or secondary actions being counted.
- A pixel that has not fired in 24 hours.
- A platform-to-GA4 ratio above 1.5.

Finish with a clear answer: which CPA should I use to compare channels, and what must be fixed first. Do not change any setting. If a fix is needed, describe it and I will ask for a preview separately.

StrategyRead-only

New client onboarding: one-page competitive landscape brief

A one-page brief mapping who advertises in the client's market, where, with what message, and where the client stands today.

When to use itWhen you are about to start with a new client and need to understand who they compete against in paid and organic search before the kickoff call.

We are onboarding [client name] (domain [client domain], Google Ads account [account]). Build a competitive landscape brief before our kickoff call.

1. Get an account snapshot so we know current spend, conversions and active campaign types.
2. Run a live SERP analysis for the client's 5 most important commercial queries: [5 core queries]. Record which domains show in paid positions and which show in the top 5 organic results.
3. Take the 4 domains that appear most often in paid positions. For each one, pull its paid keyword footprint (keyword count and estimated paid traffic) and its live ads from public ad libraries.
4. Run a keyword gap between the client domain and those 4 competitors.

Deliverable, one page:
- competitor table with these columns: domain, paid presence (queries appeared on out of 5), organic presence, estimated paid keyword count, channels with live ads, main message
- where the client is stronger, where it is weaker and where it is absent
- 5 prioritized questions to ask the client at kickoff, such as margins, which competitor they lose deals to, and which offers they can legally match

Read-only. No changes to the account.