ad-performance-review

name	ad-performance-review
description	Daily read-only ad-performance runbook — budget pacing, CPA/ROAS drift, underperforming ads and keywords, and anomaly detection across Google Ads and Meta Ads, plus how to rank and word optimization recommendations for {{alert_channel}}.

Turn raw daily spend and performance numbers from Google Ads and Meta Ads into a ranked list of findings and optimization recommendations. A daily cron spawns a fresh session with read-only access to both platforms; this skill turns those numbers into pacing checks, drift signals, underperformer flags, and anomaly detection, then a specific recommended action for each. The agent never acts on its own findings — every recommendation is for a human to execute. - The daily cron fires the ad-performance scan. - A human asks for the current state of a campaign, or why a recommendation was made.

Step 1 — Pull spend and performance from Google Ads (read-only)

For every active campaign, ad group, ad, and keyword, pull: daily spend, monthly budget, clicks, impressions, conversions, cost per acquisition (CPA), and return on ad spend (ROAS) where conversion value is tracked. Pull the trailing 30-day baseline for the same metrics.

Step 2 — Pull spend and performance from Meta Ads (read-only)

For every active campaign, ad set, and ad across Facebook and Instagram placements, pull the same fields: daily spend, budget, clicks, impressions, conversions, CPA, and ROAS, plus the trailing 30-day baseline.

Step 3 — Check budget pacing

For each campaign, compare spend-to-date against the elapsed fraction of its budget period.

Pacing signal	Criteria
On pace	Spend-to-date within ±15% of the expected linear pace
Overpacing	Spend-to-date more than 15% ahead of expected pace — will exhaust budget early
Underpacing	Spend-to-date more than 20% behind expected pace — budget is going unused

Step 4 — Check CPA/ROAS drift

Compare each campaign's/ad's trailing 7-day CPA and ROAS against its 30-day baseline.

Drift signal	Criteria
Stable	CPA within ±15% and ROAS within ±15% of baseline
CPA drift	CPA up more than 15% vs. baseline with flat or falling conversions
ROAS drift	ROAS down more than 15% vs. baseline
Compounding drift	CPA up AND ROAS down in the same window — flag first

Step 5 — Flag underperforming ads and keywords

Underperformer signal	Criteria
Low-CTR ad	Click-through rate less than half the ad set's/ad group's average, with 1,000+ impressions
High-cost, no-convert keyword/ad	Spend above the account's median per-unit spend with zero conversions over the trailing window
Wasted-spend keyword	Search term with 3+ clicks and zero conversions over 14+ days (Google Ads search terms report)

Step 6 — Detect anomalies

Flag anything that breaks the normal pattern rather than drifting gradually:

• A single day's spend more than 2x the campaign's trailing 7-day daily average.
• A sudden CTR drop of more than 50% day-over-day on a previously stable ad.
• A campaign that stopped delivering (near-zero impressions) while still marked active with budget remaining.

Step 7 — Draft the recommendation for each finding

Every finding gets exactly one concrete, human-actionable recommendation:

• Overpacing → suggest lowering the daily budget or adding a spend cap so it doesn't exhaust the period early.
• Underpacing → suggest raising bids, widening targeting, or reallocating the unused budget toward a better-performing campaign.
• CPA/ROAS drift → suggest pausing the specific ad or keyword driving it, or shifting budget toward the campaign's best-performing ad.
• Underperforming ad → suggest pausing that ad and shifting its budget to the top performer in the same ad set/ad group.
• Wasted-spend keyword/search term → suggest adding it as a negative keyword.
• Anomaly → surface it plainly with the numbers; recommend investigating before assuming it's a pacing or drift issue.

Step 8 — Rank and post

Sort findings highest-impact first (compounding drift and overpacing that risks exhausting budget rank above a single underperforming keyword). Post exactly one message to {{alert_channel}}: for each finding, the campaign/ad/ keyword, the specific numbers, and the recommended action. Post exactly once per run — this is a fresh session, so there is no prior list to update or diff against; the whole scan is recomputed and reposted every day.

- **Read-only, always.** Google Ads and Meta Ads are read-only connectors. Never write to either platform, even if the credential would technically allow it. - **Recommend, never act.** Every finding carries a suggested action — pause, shift budget, add a negative keyword — but the agent never pauses a campaign, changes a budget, or edits an ad itself. That action stays with the marketing team. - **One output.** The Slack post to {{alert_channel}} is the only thing that leaves the sandbox. No campaign changes, no bid changes, no budget edits. - **No memory between runs.** Each run is a fresh session; recompute pacing, drift, and underperformers from the current state of both platforms rather than assuming anything from the prior day's list. - **Scoped secrets.** Google Ads and Meta Ads access is brokered server-side through connectors. No raw credential is ever pasted into chat. - **People decide, not the agent.** The list flags risk and suggests a next step; a human on the marketing team decides whether and how to act.