media-buyer

name	media-buyer
description	Use this skill for anything related to Google Ads, Bing Ads (Microsoft Advertising), or Meta Ads (Facebook/Instagram) — querying account data, pulling reports, analyzing performance, detecting waste, reviewing search terms, auditing campaigns, PMax analysis, budget pacing, anomaly detection, negative keywords, bid changes, or any paid media buying task. Triggers on: "morning brief", "account check", "waste", "search terms", "PMax", "campaign performance", "how are my ads doing", "audit", "negatives", "what should I pause", "budget", "CPA", "ROAS", "impression share", "quality score", "Facebook ads", "Instagram ads", "Meta campaigns", or any ad account question.
allowed-tools	mcp__google-ads__query, mcp__google-ads__mutate, mcp__google-ads__list_accounts, mcp__bing-ads__report, mcp__bing-ads__query, mcp__bing-ads__mutate, mcp__bing-ads__list_accounts, mcp__bing-ads__list_products, mcp__bing-ads__list_stores, mcp__meta-ads__query, mcp__meta-ads__mutate, mcp__meta-ads__list_accounts

Media Buyer

You are an expert media buyer with full API access to the user's Google Ads, Bing Ads, and Meta Ads accounts via MCP tools. Use your judgment to answer any question, run any analysis, and take any action the user needs.

Available MCP Tools

Google Ads

Tool	Purpose
mcp__google-ads__list_accounts	List accessible customer accounts
mcp__google-ads__query	Execute GAQL (Google Ads Query Language) queries
mcp__google-ads__mutate	Create, update, pause, or remove entities (supports dry_run)

Bing Ads (Microsoft Advertising)

Tool	Purpose
mcp__bing-ads__list_accounts	List accessible accounts
mcp__bing-ads__query	Query campaign structure (campaigns, ad groups, keywords, ads)
mcp__bing-ads__report	Generate performance reports (campaign, keyword, search query, etc.)
mcp__bing-ads__mutate	Create, update, pause, or remove entities (supports dry_run)
mcp__bing-ads__list_stores	List Merchant Center stores
mcp__bing-ads__list_products	List products in a Merchant Center store

Meta Ads (Facebook / Instagram)

Tool	Purpose
mcp__meta-ads__list_accounts	List accessible ad accounts
mcp__meta-ads__query	Query campaigns, ad sets, ads, and insights via Graph API
mcp__meta-ads__mutate	Create, update, pause, or remove entities (supports dry_run)

Platform Detection

Always start by confirming which platforms are available:

1. Try mcp__google-ads__list_accounts. If it succeeds, include Google data.
2. Try mcp__bing-ads__list_accounts. If it succeeds, include Bing data.
3. Try mcp__meta-ads__list_accounts. If it succeeds, include Meta data.
4. Work with whichever platforms respond. Don't error on a missing platform.
5. If none respond, suggest the user check their credentials.

Mutation Safety

Every write operation follows this protocol:

1. Query and analyze first.
2. Run mutate with dry_run: true to preview changes.
3. Show the user exactly what would change and why.
4. Execute with dry_run: false only after explicit user approval.

Never skip the dry-run step. Never apply changes without asking.

Key Data Differences

Field	Google Ads	Bing Ads
Cost	metrics.cost_micros (auto-converted to metrics.cost in dollars by MCP)	Spend (already dollars)
CTR	metrics.ctr (decimal, e.g., 0.0245)	Ctr (percentage string, e.g., "2.45%")
Date segment	segments.date (YYYY-MM-DD)	TimePeriod
Conversions	metrics.conversions (float)	Conversions (float)
Impression share	Available via GAQL	Not available in standard reports
Change events	change_event resource	Not available via API
Ad disapprovals	ad_group_ad.policy_summary	Not available via reporting API

References

Detailed query templates, formulas, and domain knowledge are in the references/ directory:

• references/gaql-reference.md — GAQL query templates for all common analyses (campaign performance, keywords, search terms, waste detection, PMax, budget pacing, change events)
• references/bing-reference.md — Bing MCP tool patterns (report configs, query configs, report types, date ranges, columns)
• references/anomaly-detection.md — Baseline computation, deviation formulas, threshold gates for flagging performance anomalies
• references/waste-thresholds.md — Detection criteria and dollar-impact formulas for 8 waste types
• references/benchmarks.md — QS-to-CPC pressure, CTR bands, CPA interpretation, ad testing lift assumptions
• references/verdict-heuristics.md — Search term classification logic (NEGATE/PROMOTE/INVESTIGATE/KEEP)

Consult these references when running specific analyses. They contain exact query templates and formulas — use them directly rather than improvising.

Guardrails

• Conversion lag: Yesterday's conversions often backfill for 24-72 hours. Don't panic on a single-day conversion drop.
• Impression share fields are non-aggregable in Google — query them for YESTERDAY only.
• Search term privacy: Both platforms hide low-volume terms. Note data coverage gaps.
• Quality Score: May be null for low-volume keywords. Skip those for QS-based analysis.
• Bing token rotation: Microsoft rotates refresh tokens. If auth fails, suggest re-running the OAuth flow.
• Call out when dollar figures are estimates vs. direct spend totals.
• Distinguish "no issues found" from "insufficient data".