Strategy

Rebalance prospecting vs retargeting spend on Google and Meta

The current prospecting vs retargeting spend split with ROAS and frequency per bucket, plus a recommended target split with previewed changes.

When to use it

When retargeting ROAS looks amazing but sales are not growing, and you suspect too much budget sits on people who would have bought anyway.

What you get

A prospecting vs retargeting table per platform with spend share, ROAS and frequency, plus a recommended split and specific budget moves previewed for 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

Google Ads, Meta Ads

Fill in before sending

[max retargeting share][target ROAS]

Retargeting ROAS usually looks great because it harvests buyers that prospecting created. Check whether we are overfunding it. Last 30 days: 1. Meta: classify each ad set as retargeting or prospecting. - Retargeting: targets website, engagement or customer list custom audiences. - Prospecting: everything else, including lookalikes and broad targeting. - Report spend, ROAS, frequency and CPM per bucket. 2. Google Ads: classify campaigns and ad groups the same way, based on attached remarketing or Customer Match lists. Report spend and ROAS per bucket. Deliverable: - A table per platform with these columns: bucket, spend share, ROAS, and frequency (Meta only). - Decision rules: - If retargeting takes more than [max retargeting share] of spend, or Meta retargeting frequency is above 4 over 7 days, retargeting is saturated. Shift budget to the prospecting ad sets with the best ROAS. - If prospecting ROAS is below 60% of [target ROAS], keep the current split. Flag the creative or audiences as the problem instead of the budget. - Specific budget moves per ad set or campaign. Preview every change and wait for my approval.

Retargeting ROAS usually looks great because it harvests buyers that prospecting created. Check whether we are overfunding it.

Last 30 days:
1. Meta: classify each ad set as retargeting or prospecting.
   - Retargeting: targets website, engagement or customer list custom audiences.
   - Prospecting: everything else, including lookalikes and broad targeting.
   - Report spend, ROAS, frequency and CPM per bucket.
2. Google Ads: classify campaigns and ad groups the same way, based on attached remarketing or Customer Match lists. Report spend and ROAS per bucket.

Deliverable:
- A table per platform with these columns: bucket, spend share, ROAS, and frequency (Meta only).
- Decision rules:
  - If retargeting takes more than [max retargeting share] of spend, or Meta retargeting frequency is above 4 over 7 days, retargeting is saturated. Shift budget to the prospecting ad sets with the best ROAS.
  - If prospecting ROAS is below 60% of [target ROAS], keep the current split. Flag the creative or audiences as the problem instead of the budget.
- Specific budget moves per ad set or campaign.

Preview every change and wait for my approval.

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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.