The VigilDog skills library: 135 playbooks

• Meta Advantage+ · Configure Advantage+ Audience

  Configures how Meta's Advantage+ audience finds buyers in a Sales, Leads, or other Advantage+ campaign: run fully broad, attach audience suggestions (interests, lookalikes, customer lists) as a soft bias on early…

  ↓configure-advantage-plus-audience.md · 8 KB
• Meta Advantage+ · Enable Advantage+ Placements (and When to Exclude)

  Configures placement delivery for a Meta ad set: defaults to Advantage+ placements (formerly "automatic placements"), Meta's recommendation for the lowest cost per result and the most optimization freedom across Feed,…

  ↓enable-advantage-plus-placements.md · 8 KB
• Meta Advantage+ · Launch an Advantage+ Sales Campaign

  Builds and launches an Advantage+ Sales campaign - Meta's highly automated OUTCOME_SALES setup (formerly Advantage+ Shopping/ASC) where audience, placement, and creative choices are largely automatic.

  ↓launch-advantage-plus-shopping.md · 9 KB
• Meta Advantage+ · Set the Existing-Customer Budget Cap in Advantage+ Sales

  Configures the existing-customer budget cap inside an Advantage+ Sales campaign: attaches an existing-customer list to the campaign's cap control and picks the percentage of budget Meta may spend re-engaging that list…

  ↓set-existing-customer-budget-cap.md · 8 KB
• Audiences · Build Meta Custom Audiences

  Creates Meta custom audiences from every first-party source - website/pixel events, app activity, engagement (video viewers, page/profile engagers, lead-form openers), and hashed customer lists - picking the subtype…

  ↓build-custom-audiences.md · 8 KB
• Audiences · Build and Maintain Customer Match Lists

  Builds and maintains Google Ads Customer Match lists end to end: pulls contacts out of HubSpot, Salesforce, or a spreadsheet, normalizes identifiers, creates the user list, uploads members, verifies match rate and…

  ↓build-customer-match-lists.md · 9 KB
• Audiences · Build Lookalike Audiences

  Builds Meta lookalike audiences by ranking seed quality - purchasers, high-LTV segments, and value-based lists rank far above plain engagement, which ranks above all-site-traffic - then sizing the 1%-10% country-scoped…

  ↓build-lookalike-audiences.md · 8 KB
• Audiences · Design a Retargeting Ladder

  Lays out Meta's warm audiences as an intent-and-recency ladder - product/page viewers, then video 50%+ viewers or IG/FB engagers, then AddToCart/InitiateCheckout non-purchasers, then short-recency cart abandoners -…

  ↓design-retargeting-ladder.md · 7 KB
• Audiences · Audience Expansion Readiness and Routing

  A gatekeeper for audience growth: before any reach expansion, it audits three foundations in strict order, PMax asset-group signal quality, Video/Demand Gen targeting configuration, and Customer Match health, and stops…

  ↓expand-audience-reach.md · 10 KB
• Audiences · Audience Performance Review and Cleanup

  The recurring audience review for Video and Demand Gen campaigns: pulls segment-level performance with GAQL, classifies every attached audience (remarketing vs prospecting), applies explicit keep/adjust/pause…

  ↓optimize-audience-performance.md · 11 KB
• Audiences · Set Audience Exclusions, Suppression, and Overlap Control

  Keeps Meta targeting non-overlapping: excludes existing customers and purchasers from every prospecting and lookalike ad set, excludes downstream retargeting tiers from upstream ones, builds account-wide suppression…

  ↓set-exclusions-and-suppression.md · 8 KB
• Audiences · Configure PMax Audience Signals

  Configures the audience signal stack on a Performance Max asset group so the campaign starts learning from the best available first-party data instead of guessing.

  ↓set-up-audience-signals.md · 10 KB
• Audiences · Set Up Video and Demand Gen Audience Targeting

  Sets up audience targeting for Video and Demand Gen campaigns: matches segment choice to the campaign goal (remarketing, prospecting, awareness, or pure data collection), validates list health before attaching…

  ↓set-up-audience-targeting.md · 10 KB
• Audiences · Upload and Hash a Customer-List Audience

  Turns CRM or spreadsheet contacts (via hubspot_search_contacts, salesforce_soql_query, or sheets_get_values) into a Meta customer-list audience: normalizes then SHA-256 hashes every identifier client-side so raw PII…

  ↓upload-customer-list-audience.md · 9 KB
• Bidding strategy · Allocate Budget Across Campaigns

  Turns growth and efficiency goals into concrete daily budgets per campaign: computes the monthly spend floor from the goal math (target volume times target cost, or target revenue over target ROAS), stress-tests that…

  ↓allocate-budget-across-campaigns.md · 8 KB
• Bidding strategy · Calculate CPA / ROAS / Profit-Based Bid Targets

  Derives defensible CPA, ROAS, or profit-per-spend targets from the account's real unit economics: compute the breakeven point where ad spend consumes all gross profit, pick how much of that profit the business is…

  ↓calculate-bid-targets.md · 8 KB
• Bidding strategy · Resolve Budget-Limited Campaigns

  Diagnoses and resolves a campaign pinned against its daily budget.

  ↓handle-budget-limited-campaigns.md · 8 KB
• Bidding strategy · Migrate from Manual CPC to Smart Bidding

  Moves a campaign off Manual CPC or Maximize Clicks onto automated conversion/value bidding without losing the performance the manual setup earned.

  ↓migrate-from-manual-to-smart-bidding.md · 9 KB
• Bidding strategy · Bid Strategy Health Check and Maintenance

  The recurring six-part checkup for every active bid strategy in the account: learning status (hold flags on anything still calibrating), conversion-volume sufficiency against per-strategy thresholds, target-vs-actual…

  ↓monitor-and-maintain-bid-strategy-health.md · 10 KB
• Bidding strategy · Optimize the Ad Schedule

  Finds which hours and weekdays convert at acceptable cost and shifts spend into them: builds an hour-by-day performance matrix from 30-60 days of data, classifies each slot by deviation from the campaign average, then…

  ↓optimize-ad-schedule.md · 8 KB
• Bidding strategy · Optimize Segment Bid Modifiers (Manual CPC)

  The segment-level bid tuning pass for Manual CPC campaigns: exports device, location, schedule, audience, and demographic performance, flags segments deviating 30%+ from the campaign average on data that clears minimum…

  ↓optimize-bid-modifiers.md · 8 KB
• Bidding strategy · Scale Bids and Budgets Toward the Profit Optimum

  Pushes a stable campaign or portfolio beyond its current plateau by locating the net-profit optimum on the target/volume curve and moving toward it deliberately, via a 50/50 experiment for big moves or 10-15%…

  ↓scale-bids-and-budgets.md · 8 KB
• Bidding strategy · Select an Initial Bidding Strategy

  Picks the right initial bid strategy for a campaign by crossing three inputs: the optimization objective (visibility, traffic, conversions, or value), the account's measured conversion volume for that campaign type,…

  ↓select-a-bidding-strategy.md · 8 KB
• Bidding strategy · Configure Conversion-Volume Bidding (Maximize Conversions / Target CPA)

  Configures a campaign to run on Maximize Conversions or Target CPA and shepherds it through the learning period to stable performance.

  ↓set-up-conversion-based-bidding.md · 9 KB
• Bidding strategy · Pool Campaigns Under a Portfolio Bid Strategy

  Builds a portfolio bid strategy that pools conversion data across several campaigns sharing one efficiency goal, optionally pairing it with a shared budget and a carefully-bounded CPC ceiling.

  ↓set-up-portfolio-bid-strategies.md · 9 KB
• Bidding strategy · Configure Value-Based Bidding (Max Conversion Value / tROAS / Profit-Valued)

  Configures bidding that optimizes conversion VALUE rather than conversion count: Maximize Conversion Value or Target ROAS on revenue data, profit-valued bidding once margin data flows into the conversion, and an…

  ↓set-up-value-based-bidding.md · 10 KB
• Bidding and budgets · Calibrate Cost Cap and ROAS Goals

  Turns a chosen COST_CAP, LOWEST_COST_WITH_BID_CAP, or LOWEST_COST_WITH_MIN_ROAS strategy into an actual number, calibrated from real breakeven unit economics rather than a wish.

  ↓calibrate-cost-cap-and-roas-goals.md · 8 KB
• Bidding and budgets · Manage the Learning Phase

  Manages the Meta learning phase - the exploration window an ad set enters at launch or after a significant edit, where delivery is broader while the algorithm hunts its ~50 optimization events in a rolling 7-day window.

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• Bidding and budgets · Select a Meta Bid Strategy

  Chooses the Meta bid_strategy enum for a campaign or ad set by weighing cost control needed against delivery data available to calibrate it.

  ↓select-bid-strategy.md · 8 KB
• Bidding and budgets · Set the Minimum Viable Budget

  Sizes the daily or lifetime budget an ad set needs to plausibly exit learning, using the floor heuristic daily budget ~ target cost-per-result x 50 / 7 - enough headroom to bank roughly 50 optimization events within a…

  ↓set-minimum-viable-budget.md · 8 KB
• Bidding and budgets · Set Up Value Optimization and Value-Based Bidding

  Switches an ad set's optimization_goal to VALUE so the auction chases purchase value, not count, and pairs it with LOWEST_COST_WITH_MIN_ROAS once a real ROAS target exists.

  ↓set-up-value-optimization.md · 9 KB
• Campaign structure · Choose Advantage Campaign Budget (CBO) vs Ad-Set Budgets (ABO)

  Decides where budget control lives for a campaign: Advantage Campaign Budget (CBO), set once at the campaign level and redistributed by Meta across ad sets toward whichever is delivering the lowest cost per result,…

  ↓choose-cbo-vs-abo.md · 7 KB
• Campaign structure · Consolidate a Fragmented Account to Escape Learning Limited

  Repairs an account where too many ad sets are splitting the same conversion pool: audits every campaign with mads_list_campaigns/mads_list_adsets plus a mads_run_insights pull of the last 7-14 days, flags ad sets…

  ↓consolidate-fragmented-account.md · 8 KB
• Campaign structure · Design the Meta Account Structure

  Turns a chosen objective into a concrete campaign-to-ad-set-to-creative map before the first mads_create_campaign call: one campaign per ODAX objective (not per audience), an ad-set count capped by how many cells the…

  ↓design-account-structure.md · 7 KB
• Campaign structure · Map a Full-Funnel Campaign Structure

  Lays out a top-of-funnel (TOF) prospecting, mid-funnel (MOF) engagement, and bottom-of-funnel (BOF) retargeting campaign structure with hard audience exclusions between every stage, so the same warm user isn't served…

  ↓map-full-funnel-structure.md · 8 KB
• Campaign structure · Select the Campaign Objective and Optimization Event

  Picks the Meta campaign objective and ad-set optimization event before a dollar is spent: the objective locks the available optimization goals, billing events, and placements, and the optimization event is what…

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• Catalog and commerce · Build Collection Ads and Product Sets

  Builds two things that pair together: product sets (filtered catalog subsets by category, price band, margin, or performance tier) used for targeting and segmentation, and Collection ads, a hero image or video plus a…

  ↓build-collection-ads-and-product-sets.md · 7 KB
• Catalog and commerce · Launch Advantage+ Catalog Ads

  Turns a populated, pixel-matched catalog into live Advantage+ catalog ads (formerly Dynamic Ads/DPA) - one ad auto-generated per product instead of a hand-built single-image ad.

  ↓launch-advantage-plus-catalog-ads.md · 7 KB
• Catalog and commerce · Maintain Catalog Feed Hygiene and Pixel Matching

  Keeps a live catalog clean and matched once ads are running: works the Commerce Manager diagnostics queue (errors before warnings), verifies availability, price/currency, image quality, GTIN, and brand on a sample of…

  ↓maintain-catalog-feed-hygiene.md · 7 KB
• Catalog and commerce · Set Up a Meta Product Catalog

  Builds a Meta product catalog from zero to live and populated: inventories any catalogs that already exist, picks the data source (scheduled feed URL, pixel/microdata, a partner platform connector, or direct API upsert…

  ↓set-up-product-catalog.md · 8 KB
• Creative · Diagnose and Fix Creative Fatigue

  Reads whether a previously-winning Meta creative has fatigued, rising frequency (roughly >2-3 in a short window), declining CTR/hook rate, and rising CPM/CPA, all on the SAME creative and trending gradually, by pulling…

  ↓diagnose-creative-fatigue.md · 7 KB
• Creative · Improve Hook Rate and Hold Rate

  Defines and improves the two numbers that decide whether a Meta video ad gets watched: hook rate (3-second video views / impressions, the thumbstop rate) and hold rate (ThruPlay or 15-second views / impressions).

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• Creative · Produce a UGC Creative Brief

  Turns a product/offer and a funnel stage into a shoot-ready UGC creative brief: one core angle, an arc matched to the funnel stage (problem-agitate-solve for cold, testimonial/proof for warm/retargeting), 3-5 distinct…

  ↓produce-ugc-creative-brief.md · 6 KB
• Creative · Audit, Prune, and Refresh Ad Extensions

  Monthly maintenance pass over the extension (asset) layer: audits every campaign against minimum coverage, pulls 30-60 days of asset-level performance, flags underperformers against hard thresholds (zero clicks, clicks…

  ↓review-and-optimize-ad-extensions.md · 8 KB
• Creative · Systematic RSA Asset Testing Across Ad-Group Clusters

  The ongoing, hypothesis-driven RSA testing system: enforce a shared slot template across a cluster of same-intent ad groups, pool asset-level data across the cluster to beat the small-sample problem, classify every…

  ↓rsa-testing-with-the-iteration-loop.md · 9 KB
• Creative · Cross-Format Creative Testing Cycle

  The monthly cross-format creative testing coordinator: writes explicit hypotheses per format, snapshots baselines, deploys variants for Search RSAs, PMax asset groups, Demand Gen, display, and video inside one…

  ↓run-a-creative-testing-cycle.md · 10 KB
• Creative · Run a Meta Creative Testing Framework

  Runs Meta creative through a hypothesis-led testing cycle: a standing campaign splits each hypothesis into ABO cells with equal budget per creative for a clean read, or a Dynamic Creative ad set for broad exploration…

  ↓run-creative-testing-framework.md · 7 KB
• Creative · Select Ad Formats and Placements

  Matches Meta ad format to placement before creative gets built: single image/video for one clear message, carousel (2-10 cards) for multiple products or a sequential how-to, collection plus Instant Experience for…

  ↓select-formats-and-placements.md · 7 KB
• Creative · Build Out the Ad Extension Stack

  Stands up the full ad extension (asset) stack for a new account or newly launched campaigns: the universal core at account level (sitelinks, callouts, image, business name and logo), campaign-specific types where they…

  ↓set-up-ad-extensions.md · 9 KB
• Creative · Feed-Driven Ad Customizers for Prices, Stock, and Promotions

  Connects live business data, current prices, stock status, active promotions, to responsive search ad copy through ad customizer attributes, so the ad text updates itself whenever the underlying feed changes.

  ↓set-up-dynamic-ad-customizers.md · 9 KB
• Creative · Set Up Dynamic Creative (DCO)

  Builds a Meta Dynamic Creative (DCO) ad set: one asset feed, multiple images/videos, multiple primary texts, multiple headlines, multiple CTAs, assembled via mads_create_creative so Meta auto-combines components per…

  ↓set-up-dynamic-creative.md · 7 KB
• Creative · Keyword-Level Ad Customizers for Relevance Without Fragmentation

  Gives one responsive search ad per-keyword text control, singular versus plural, with or without a descriptor, full phrase versus short form, so you can merge many small ad groups into one consolidated group without…

  ↓set-up-keyword-level-ad-customizers.md · 9 KB
• Creative · Compose and Deploy a Testing-Ready Responsive Search Ad

  Builds and deploys a complete, testing-ready responsive search ad: 7-8 headlines each carrying a distinct persuasion job, 2-3 descriptions that extend rather than repeat them, and the full supporting extension set…

  ↓write-compelling-rsas.md · 9 KB
• Experimentation · Manage the Experiment Backlog

  Keeps a Google Ads testing program organized: harvests test ideas from account data (search terms, RSA asset performance, auction insights), forces each idea into a falsifiable hypothesis, scores it on impact ×…

  ↓manage-experiment-backlog.md · 12 KB
• Experimentation · Run a Campaign Experiment

  End-to-end driver for one Google Ads custom experiment: form a testable hypothesis, size the sample and duration, create and schedule a 50/50 split against a base campaign, apply exactly one treatment change, watch…

  ↓run-a-campaign-experiment.md · 12 KB
• Landing pages · Landing Page Audit and Conversion Fix Cycle

  Diagnoses why a live landing page converts below expectations and produces an evidence-backed, prioritized fix list, then verifies the fixes actually moved conversion rate.

  ↓audit-and-optimize-an-existing-landing-page.md · 8 KB
• Landing pages · Build a Dedicated Ecommerce Landing Page

  Plans and validates a dedicated, navigation-free ecommerce landing page for paid campaigns - promo pushes, seasonal offers, single-product or bundle drops aimed at cold Display/YouTube/Demand Gen traffic.

  ↓build-a-high-converting-ecommerce-landing-page.md · 8 KB
• Landing pages · Build a Lead-Gen / SaaS Landing Page

  Guides the construction of a new dedicated landing page for lead-gen or SaaS campaigns: lock the offer first, size the page to the visitor's awareness level, structure the persuasion sections, write message-matched…

  ↓build-a-high-converting-landing-page.md · 8 KB
• Landing pages · Build an Ecommerce Product Page

  Structures a standard ecommerce product page - the destination for Shopping PLAs, PMax product traffic, and product-intent search - around seven sections in a deliberate order: gallery and identity, purchase terms…

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• Landing pages · Repair the Landing-Page Component of Quality Score

  A one-time repair job for the landing-page component of Quality Score: find the keywords Google has rated Below Average on landing-page experience, diagnose which baseline requirement the page fails (message match,…

  ↓improve-landing-page-experience.md · 9 KB
• Landing pages · Recurring Landing Page Performance Review

  The recurring landing-page sweep: pull per-URL performance across the account, flag pages breaching CVR/CPA/ROAS, bounce, speed, and mobile thresholds, segment flags by campaign and keyword routing to find the real…

  ↓monitor-landing-page-performance.md · 8 KB
• Landing pages · Cart and Checkout Flow Optimization

  Finds and fixes the revenue leaks between add-to-cart and payment: measure the funnel step by step in GA4, locate where buyers abandon, then remove the classic killers - surprise shipping costs, forced account…

  ↓optimize-cart-and-checkout-flow.md · 9 KB
• Landing pages · Landing Page A/B Test

  Runs a disciplined landing-page split test end to end: pick the page with the best volume-to-upside ratio, write a falsifiable hypothesis, change exactly one element, split traffic 50/50, hold the line for 14+ days and…

  ↓run-a-landing-page-a-b-test.md · 8 KB
• Measurement · Auction Insights Competitive Analysis

  Turns the Auction Insights report into a competitive read you can act on: pulls impression share, overlap, outranking and position metrics per competitor over a 3-month window, classifies competitors, flags significant…

  ↓analyze-auction-insights.md · 8 KB
• Measurement · Configure Aggregated Event Measurement (AEM) and Domain Verification

  Configures the post-iOS14.5/ATT measurement protocol Meta uses for opted-out iOS users, where only the single highest-priority event per person per domain counts.

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• Measurement · Configure Attribution Settings

  Sets the per-ad-set attribution window via mads_create_adset/mads_update_adset, how long after a click or view Meta credits a conversion to an ad, plus the separate reporting window exposed by mads_run_insights's…

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• Measurement · Conversion Adjustments (Restate / Retract)

  Keeps Smart Bidding honest after the sale by pushing post-conversion corrections into Google Ads: restate a conversion's value after a partial refund or upsell, or retract it entirely after a cancellation, fraud, or…

  ↓configure-conversion-adjustments.md · 8 KB
• Measurement · Google Consent Mode v2 Rollout Support

  Guides a compliant Consent Mode v2 rollout, certified CMP, the four consent signals, correct GTM firing order, and conversion modeling eligibility, for accounts serving EU/EEA/UK users or preparing for enforcement.

  ↓configure-google-consent-mode.md · 8 KB
• Measurement · Implement the Conversions API (CAPI)

  Sends server-side conversion events to Meta so browser signal loss from ATT opt-outs, ad blockers, and Safari ITP stops deflating the pixel's event volume.

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• Measurement · Enhanced Conversions for Web

  Adds hashed first-party data (email, optionally phone) to the web conversion tags so Google can match conversions to signed-in users that cookie-based attribution loses, typically recovering 15-25% more attributed…

  ↓implement-enhanced-conversions.md · 8 KB
• Measurement · Server-Side Tagging Support

  Supports moving conversion measurement onto a first-party server container so data stops leaking to ad blockers, tracking prevention, and script weight, routing browser hits through a custom subdomain to a server-side…

  ↓implement-server-side-tagging.md · 8 KB
• Measurement · Transaction ID Deduplication

  Stops conversion inflation from page refreshes, back-button revisits, and multi-fire tags by ensuring every conversion event carries a unique transaction identifier that Google Ads deduplicates on.

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• Measurement · Improve Event Match Quality (EMQ)

  Raises the 0-10 Event Match Quality score Events Manager assigns per event, how confidently Meta ties a pixel or CAPI event to a real person, because a higher score directly improves both auction optimization and…

  ↓improve-event-match-quality.md · 7 KB
• Measurement · Monthly Performance Review

  The monthly deep pass that weekly reviews cannot do: month-over-month and year-over-year KPI assessment with full-year trajectory, tracking-integrity reconciliation against backend/GA4 numbers with explicit discrepancy…

  ↓run-a-monthly-performance-review.md · 8 KB
• Measurement · Quarterly Business Review

  The strategic reset that questions what monthly reviews assume: quarter-over-quarter and year-over-year performance with an annual-trajectory verdict, a retrospective on the quarter's improvement sprints, validation of…

  ↓run-a-quarterly-business-review.md · 8 KB
• Measurement · Weekly Performance Review

  The 30-minute tactical cadence: pull the week's KPIs against targets and the prior period, scan four weeks of trend for momentum flags, drill exactly one issue to root cause by walking the metric decomposition…

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• Measurement · Run Incrementality and Conversion Lift Tests

  Answers the question attribution windows can't: how many credited conversions would have happened anyway.

  ↓run-incrementality-and-lift-tests.md · 7 KB
• Measurement · Cart Data and Profit Tracking Setup

  Gets product-level cart data and COGS-based gross profit flowing into Google Ads so Shopping and PMax reports show profit per product, cost of goods sold, and average cart size instead of revenue alone.

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• Measurement · Conversion Custom Variables Setup

  Adds business-specific dimensions (lead score, service type, plan tier, booking details) to Google Ads conversions via conversion custom variables, so campaign reports can be segmented by the dimensions that actually…

  ↓set-up-custom-variables.md · 8 KB
• Measurement · Data Exclusions for Corrupted Conversion Periods

  Protects Smart Bidding after a conversion-data corruption event, tag outage, checkout down, payment gateway failure, duplicate-count spike, by pinpointing the exact corrupted window from hourly data and getting a data…

  ↓set-up-data-exclusions.md · 8 KB
• Measurement · Google Ads Conversion Tracking Setup

  Stands up native Google Ads conversion tracking end to end: audit what already exists, create the conversion actions with correct category/count/value/window settings through VigilDog, coordinate the human GTM/gtag…

  ↓set-up-google-ads-conversion-tracking.md · 8 KB
• Measurement · New vs Returning Customer Tracking

  Makes Google Ads distinguish first-time buyers from repeat buyers on the purchase conversion, then optionally turns on customer-acquisition bidding for Performance Max so the account can pay a premium for genuinely new…

  ↓set-up-new-customer-tracking.md · 8 KB
• Measurement · Offline Conversion Tracking from CRM

  Closes the loop between the ad click and the CRM for lead-gen and SaaS accounts: creates import-type conversion actions for downstream stages (qualified lead, closed deal, paid conversion), gets GCLID and/or…

  ↓set-up-offline-conversion-tracking.md · 8 KB
• Measurement · Set Up the Meta Pixel and Standard Events

  Installs the base Meta Pixel on every page and wires the standard event vocabulary - PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, Lead, CompleteRegistration, Subscribe - with the…

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• Offers and economics · Validate Unit Economics Before Committing Ad Spend

  Establishes whether a business's margins can actually support profitable Google Ads before money is spent, and derives the real break-even and operating targets (tROAS, CPL, allowable CAC) from backend financial data…

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• Offers and economics · Extract and Prioritize Offer Message Angles

  Turns a solid offer into a prioritized inventory of message themes, each with proof points and headline-length phrasing, weighted for how much the searcher in a given campaign already knows.

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• Offers and economics · Design an Offer Worth Advertising

  Strengthens the commercial offer itself, value, differentiation, reason-to-act-now, and risk reversal, before any ad money amplifies it.

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• Operations · Build an Automated Alert Net for a Google Ads Account

  Stands up a scheduled monitoring layer for a Google Ads account: baselines normal spend, CPC, and conversion volume, then defines nine threshold checks (overspend, zero spend, budget-limited, zero conversions, volume…

  ↓configure-account-alerts.md · 8 KB
• Operations · Root-Cause an Unexpected Performance Change

  A time-boxed, read-only root-cause investigation for an unexpected Google Ads performance change: confirm the move is real (volume, magnitude, persistence), rule out internal changes via gads_get_change_history,…

  ↓investigate-performance-anomalies.md · 8 KB
• Operations · Review Google's Recommendations Without Ceding Control

  A monthly, strategy-first pass over the Google Ads Recommendations queue: pulls everything outstanding via gads_list_recommendations, audits the last 30 days of change history for auto-applied changes that slipped in,…

  ↓manage-google-recommendations.md · 8 KB
• Operations · Prepare, Run, and Revert a Seasonal Peak

  End-to-end management of a Google Ads account through a dated peak event (Black Friday, Christmas, an industry sale): builds the year-over-year baseline with gads_run_gaql_query, stages seasonal keywords,…

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• Operations · Diagnose and Clear Ad Disapprovals

  Restores ad serving after policy disapprovals: inventories every disapproved or limited ad and asset via gads_get_disapproved_ads and policy-summary GAQL, prioritizes ad groups left with zero eligible ads, diagnoses…

  ↓resolve-ad-disapprovals.md · 8 KB
• Operations · Daily Damage-Detection Triage

  A strict 10-15 minute read-only morning triage of a Google Ads account: verifies conversion actions are still recording (gads_list_conversion_actions), compares yesterday's spend and conversions to normal…

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• Operations · Post-Peak Cleanup and Seasonal Retrospective

  Cleans up a Google Ads account one to two weeks after a seasonal peak (Black Friday, Christmas, any dated sale): mines the post-event search terms report for stale seasonal queries still eating budget, builds a…

  ↓run-post-peak-season-normalization.md · 8 KB
• Performance Max · Launch Performance Max for Lead Gen / SaaS

  End-to-end build of a Performance Max campaign for a lead-gen or SaaS business, where there is no product feed and everything rides on three inputs: an imported quality conversion signal (MQL/SQL/revenue), strong…

  ↓launch-pmax-for-lead-gen-saas.md · 11 KB
• Performance Max · PMax Search-Term Routing and Brand Defense

  Takes back keyword-level control of the queries Performance Max is winning: mine 30 days of PMax search-term data, merge it with Search-campaign terms, identify converting non-brand queries worth owning, and add them…

  ↓manage-pmax-search-terms-and-brand-defense.md · 10 KB
• Performance Max · Ecommerce Performance Max Optimization Cycle

  Recurring maintenance loop for ecommerce Performance Max campaigns (both feed-only and full-asset builds): gate on learning-period status, sweep search terms weekly and push waste into shared negative lists, tier…

  ↓run-pmax-ecommerce-optimization-cycle.md · 11 KB
• Performance Max · Lead-Gen / SaaS Performance Max Optimization Cycle

  Recurring maintenance loop for lead-gen and SaaS Performance Max campaigns, built around one non-negotiable: the campaign must bid on an imported quality signal (MQL, SQL, or revenue), not raw form fills.

  ↓run-pmax-lead-gen-saas-optimization-cycle.md · 11 KB
• Policy and compliance · Appeal Rejected Ads and Account Restrictions

  Turns a disapproved Meta ad or a restricted ad account into a resolved item: read the actual reason from mads_get_ad (ad_review_feedback and effective_status), diagnose whether it names a real violation or a system…

  ↓appeal-rejections-and-restrictions.md · 8 KB
• Policy and compliance · Declare Special Ad Categories and Comply with Restricted Targeting

  Declares the correct Special Ad Category (SAC) on any Meta campaign touching Housing, Employment, Credit, Social Issues/Elections/Politics, or Financial Products & Services, then locks the ad set's targeting to what a…

  ↓declare-special-ad-categories.md · 8 KB
• Policy and compliance · Navigate Restricted-Content Verticals

  Classifies a product against Meta's restricted and prohibited ad categories before creative or targeting is built, and turns that into a written go/no-go plus outstanding certifications.

  ↓navigate-restricted-verticals.md · 8 KB
• Policy and compliance · Pass Ad Review and Avoid Rejection

  Runs the pre-submit self-check that gets a Meta ad through review clean the first time.

  ↓pass-ad-review-and-avoid-rejection.md · 7 KB
• Policy and compliance · Set Up Social Issues, Elections & Politics (SIEP) Ad Authorization

  Sequences everything a Social Issues, Elections & Politics (SIEP) campaign needs before it is eligible to deliver: advertiser authorization (identity confirmation plus location confirmation, a HUMAN STEP that can take…

  ↓set-up-political-ads-authorization.md · 9 KB
• Scaling · Diagnose and Exit Learning Limited

  Diagnoses why a specific ad set is stuck in Learning Limited, structurally unable to reach ~50 optimization events within 7 days, by checking, in order, recent edit churn, budget floor (daily_budget x 7 / target…

  ↓exit-learning-limited.md · 8 KB
• Scaling · Scale Budget Vertically Without Resetting Learning

  Grows spend on a proven, already-performing campaign or ad set by raising budget in controlled 10-20% increments every ~2-3 days, so the increase never crosses Meta's significant-edit threshold and re-triggers learning…

  ↓scale-budget-vertically.md · 8 KB
• Scaling · Scale Horizontally with Duplication and New Audiences

  Grows total spend by duplicating a winning ad set into a new audience, geo, lookalike percentage, or creative concept instead of forcing more budget through an already-saturated cell, the move for when…

  ↓scale-horizontally-with-duplication.md · 8 KB
• Scaling operating system · Scaling OS, Constraint-Driven Account Operation

  The operating guide for constraint-driven Google Ads scaling: state the goal as an equation, measure the gap, walk the account top-down to find the single layer currently limiting output (tracking integrity, business…

  ↓scaling-os.md · 13 KB
• Scaling operating system · Set Campaign Goals and KPIs

  Turns a stakeholder's business ambition into a written, numeric Google Ads goal with a three-tier KPI framework (primary targets, hard guardrails, diagnostic metrics) and then reality-checks that goal against search…

  ↓set-campaign-goals-and-kpis.md · 12 KB
• Search · Keyword Triage and Action Cycle

  Runs the recurring keyword triage for a Search campaign: pulls per-keyword efficiency and visibility data, sorts every keyword with enough clicks into four action groups (scale the proven winners, repair the expensive…

  ↓analyze-and-optimize-keyword-performance.md · 10 KB
• Search · Search Term Report Hygiene

  The recurring query-hygiene pass over Search traffic: scans the search term report for queries that are plainly unrelated to the business and negates them into a shared exclusion list, and separately flags converting,…

  ↓analyze-search-term-reports.md · 9 KB
• Search · Build a Search Campaign Structure

  Turns finished keyword clusters into a live-but-paused Search campaign skeleton in Google Ads: campaign map with a consolidate-by-default bias, ad groups cut along creative themes, keywords with maturity-appropriate…

  ↓build-search-campaign-structure.md · 10 KB
• Search · Cluster Keywords and Map Landing Pages

  The bridge between keyword research and campaign build: takes a raw researched keyword list and produces named clusters that each pass a one-ad coverage test, ranked into launch tiers, tagged with dominant search…

  ↓cluster-and-map-keywords.md · 9 KB
• Search · Roll Out AI Max on a Search Campaign

  Prepares, gates, and measures the rollout of Google's AI Max expansion suite (search term matching, AI text customization, final URL expansion) on an existing Search campaign.

  ↓configure-ai-max-for-search.md · 10 KB
• Search · Repair Ad Relevance

  Repairs the ad relevance component of Quality Score by fixing the structural mismatch between an ad group's keywords and its RSA copy: it audits whether one ad can honestly cover the group's intent, splits and…

  ↓improve-ad-relevance.md · 9 KB
• Search · Diagnose and Repair Expected CTR

  Diagnoses why Google predicts an ad will be clicked less often than competing ads (expected CTR = below average) and produces a prioritized gap list plus repaired copy candidates.

  ↓improve-expected-ctr.md · 9 KB
• Search · Quality Score Constraint Router

  The routing playbook for low Quality Score: it does not "optimize QS" directly, because QS is an output, it ranks the account's keywords by impression-weighted severity ((10 − QS) × impressions), then walks the three…

  ↓improve-quality-score.md · 9 KB
• Search · Launch a Search Campaign

  The last-mile skill that takes a fully built, paused Search campaign live safely: a tool-driven pre-flight audit of settings, structure, ads, extensions, bidding, budget, and brand separation; a policy pre-check; a…

  ↓launch-a-search-campaign.md · 9 KB
• Search · Geographic Performance Optimization

  The recurring geographic performance pass: pulls location-level metrics, benchmarks each location against its own campaign's CPA/ROAS, sorts locations into bid-up, bid-down, and exclude tiers, and applies the changes…

  ↓optimize-geographic-targeting.md · 9 KB
• Search · Promote Search Terms to Keywords

  Decides which live search queries earn their own keyword and executes the promotion without fragmenting Smart Bidding data.

  ↓promote-search-terms-to-keywords.md · 9 KB
• Search · Keyword Research and Discovery

  The discovery layer for Search: builds a comprehensive, de-duplicated keyword list with volume, competition, and CPC data by expanding business-derived seeds through the planner tools (keyword and URL-seeded ideas,…

  ↓research-keywords.md · 9 KB
• Search · Structural Review of Search Campaigns

  The quarterly structural audit for Search accounts: builds a 90-day per-campaign snapshot, flags structural disease (sub-30-conversion campaigns, 20%+ query overlap between campaigns, budget fragmentation, 3x CPA…

  ↓review-and-optimize-campaign-structure.md · 10 KB
• Search · N-gram Waste Analysis and Exclusion

  Finds the word patterns quietly draining spend across a Search account by decomposing search terms into one- and two-word fragments, aggregating cost and conversion metrics per fragment, and negating the proven losers…

  ↓run-n-gram-analysis.md · 9 KB
• Search · Search Campaign Optimization Cycle

  The master recurring routine for Search campaigns: a fixed-order sweep that checks account health first, then works query hygiene, keyword triage, Quality Score, ad testing, bids and budgets, extensions, and the…

  ↓run-search-campaign-optimization-cycle.md · 10 KB
• Shopping feeds · Launch a Feed-Only Performance Max Campaign

  Launches a Performance Max campaign built deliberately WITHOUT creative assets or audience signals, so delivery concentrates on Shopping placements, automated Shopping bidding without Display/YouTube spread.

  ↓launch-pmax-feed-only-campaign.md · 9 KB
• Shopping feeds · Launch a Full-Creative Performance Max Ecommerce Campaign

  Launches an ecommerce Performance Max campaign with the complete creative loadout, images, logos, text assets, video, audience signals, so products serve across Shopping, Search, Display, YouTube, Gmail, and Discover.

  ↓launch-pmax-full-assets-ecommerce-campaign.md · 10 KB
• Shopping feeds · Launch a Standard Shopping Campaign

  Launches a Standard Shopping campaign, the maximum-control variant with manual or smart bidding, campaign priorities, full search-term visibility, and hand-built product-group trees.

  ↓launch-standard-shopping-campaign.md · 9 KB
• Shopping feeds · Shopping Campaign Optimization Cycle

  The recurring maintenance routine for live Standard Shopping campaigns: a fixed-order sweep through account health, feed quality flags, product-level winners and losers, search-term waste, bids and budgets, monthly…

  ↓run-shopping-campaign-optimization-cycle.md · 9 KB
• Shopping feeds · Build and Optimize the Product Feed

  Establishes the product feed that every Shopping and PMax campaign stands on: export from the ecommerce platform, attribute mapping and title/description optimization, identifier and image compliance, custom-label…

  ↓set-up-and-optimize-product-feed.md · 10 KB
• Shopping feeds · Segment Shopping Campaigns by Product Performance Tier

  Restructures Shopping spend around historical product performance: products get tiered by trailing ROAS into a custom label, and each tier gets its own campaign bucket with its own budget but a shared ROAS target.

  ↓set-up-performance-based-shopping-segmentation.md · 9 KB
• Shopping feeds · Segment Shopping Campaigns with a Weighted Product Score

  Upgrades Shopping segmentation from single-metric ROAS tiers to a weighted composite score that blends performance with business inputs like margin, stock level, and price competitiveness, then maps score bands to…

  ↓set-up-scoring-model-segmentation.md · 9 KB
• Upper funnel · Demand Gen Campaign Launch

  End-to-end build of a conversion-optimized Demand Gen campaign, the Google Ads campaign type that serves across YouTube (in-stream, in-feed, Shorts), Discover, Gmail, and Display inventory, and the only one that offers…

  ↓launch-a-demand-gen-campaign.md · 11 KB
• Upper funnel · Video (YouTube) Campaign Launch

  Builds and launches a YouTube Video campaign for awareness or consideration goals, subtype selection (efficient reach, non-skippable, target-frequency, ad sequence, or view-based), CPM/CPV bidding, audience and content…

  ↓launch-a-video-campaign.md · 10 KB
• Upper funnel · Placement Audit and Exclusion (Demand Gen, Video, PMax)

  The deep placement audit for Demand Gen, Video, and (read-only) PMax: exports where ads actually showed, applies always-exclude rules (mobile app categories, parked/ad-farm domains, high-risk TLDs), evaluates…

  ↓manage-demand-gen-and-video-placements.md · 11 KB
• Upper funnel · Demand Gen Optimization Cycle

  The recurring tuning pass for live Demand Gen campaigns: health gate, per-audience CPA triage, channel-mix and view-through sanity checks, monthly creative-fatigue review, and a staged bidding-maturity ladder (clicks →…

  ↓run-demand-gen-optimization-cycle.md · 11 KB
• Upper funnel · Video Campaign Monthly Checkpoint

  A time-boxed monthly checkpoint for live YouTube Video campaigns: verifies serving health, spot-checks the top placements and audience segments against hard CPA thresholds, benchmarks each creative (view rate, CTR,…

  ↓run-video-campaign-optimization-cycle.md · 10 KB

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