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Expand targeting without wrecking CPA — lookalike ladders, seed quality, audience layering, and exclusion hygiene across platforms. Use when a user wants to scale beyond exhausted audiences, build lookalikes, fix audience fatigue, or set up exclusion lists.

Build a post-cookie first-party data strategy — Enhanced Conversions, server-side tracking, Consent Mode v2, and activating owned data for targeting. Use when a user wants to recover lost conversion data, set up Enhanced Conversions or CAPI, implement consent mode, or plan for cookie deprecation.

Verify that ad campaigns actually target the geographies they claim — location criteria exist, presence-only matching is set, and click geography matches intent. Use when auditing campaigns, investigating cheap clicks or missing conversions, or reviewing any campaign before and after launch.

Diagnose and improve Google Ads Quality Score — Expected CTR, Ad Relevance, and Landing Page Experience — to cut CPCs and lift Ad Rank. Use when CPCs look high for the vertical, impression share is capped by rank, or keywords sit at QS 5 and below.

Optimize Google Shopping — product feed quality, titles, Merchant Center disapprovals, supplemental feeds, custom-label segmentation, and Shopping vs Performance Max structure. Use when Shopping impression share is low, products are disapproved, or feed titles and labels need work.

Design and run incrementality tests that measure true lift from ads — geo holdouts, platform lift studies, significance math, and iCPA decisions. Use when a user wants to know whether ads actually cause conversions, design a holdout test, or decide budget based on real lift.

Build LinkedIn Ads audiences with job title, seniority, and company targeting, ABM company lists, lookalikes, and lead gen form optimization. Use when building LinkedIn audiences, setting up ABM, choosing ad formats, optimizing lead gen forms, or estimating LinkedIn costs.

Diagnose Meta Ads delivery and performance problems — Learning Phase stalls, creative fatigue, audience overlap, CPM spikes, and Advantage+ vs manual structure. Use when a Meta campaign underperforms, delivery is limited, or CPMs and frequency are climbing.

Optimize Google Ads Performance Max — asset group structure, asset performance labels, audience signals, search term insights, negatives, and channel allocation. Use when managing or auditing PMax campaigns, replacing Low assets, or diagnosing where PMax spend actually goes.

Audit client-side pixels and server-side Conversions API implementations across Meta, Google, TikTok, LinkedIn, Reddit, and Microsoft — setup, Event Match Quality, deduplication, and click-ID capture. Use when conversion counts disagree between platforms, EMQ or match rates are low, or tracking needs verification before scaling spend.

Design multi-stage retargeting funnels with recency windows, sequential messaging, frequency caps, and exclusion lists across platforms. Use when a user wants to build a retargeting or remarketing funnel, segment audiences by recency, or stop over-serving ads to the same people.

Plan ad budgets around seasonal peaks — holiday scaling, CPM inflation, pre-season/peak/post-season phasing, and Smart Bidding seasonality adjustments. Use when a user wants to plan Black Friday or holiday budgets, forecast peak-season costs, or build a seasonal campaign calendar.

Build UGC creator briefs with hook formulas, shot lists, platform format specs, and compensation frameworks. Use when briefing UGC creators, planning creator campaigns, writing creator-style hooks, or generating UGC-style ads.

Write platform-specific video ad scripts with second-by-second timing marks — YouTube bumpers and pre-roll, TikTok native, Reels, and 30s narrative ads. Use when writing video scripts, storyboarding an ad, improving hook rates, or briefing video generation.

Write ad copy that fits the platform and passes policy — Google RSA headlines and descriptions, social primary text and hooks, and variations for testing. Use when a user needs ad copy, headlines, descriptions, RSA assets, or fresh variants for underperforming ads.

Catch spend spikes, CTR or conversion-rate drops, budget runaway, and metric outliers across campaigns, and set sane alert thresholds. Use when a user asks why spend or performance changed suddenly, wants monitoring or alerts, or something looks off in the numbers.

Measure which platforms and touches actually drive conversions across channels, compare attribution views, and read assisted conversions and conversion paths. Use when a user asks what is really working, wants cross-platform attribution, or questions a single platform's self-reported numbers.

Recommend and apply bid and bid-strategy changes from performance data — CPC targets, device and audience modifiers, and target CPA/ROAS moves. Use when a user wants to lower CPCs, hit a target CPA or ROAS, or adjust bids across campaigns.

Pre-launch checks for an ad campaign — structure, conversion tracking, UTMs, geo targeting, negatives, budget, and schedule. Use before enabling a paused campaign, after building a new one, or when a user asks to review or check campaign settings before spend.

Audit a Google Ads account's structure — ad group focus, keyword duplication, match-type distribution, cross-campaign conflicts, and naming consistency. Use when a user wants an account audit, asks why an account is hard to manage, or suspects duplicate keywords or messy structure.

Research competitors' advertising — the creative they run, their angles and offers, and where they compete for the same auctions. Use when a user wants competitive research, creative inspiration, to see what rivals are running, or market positioning for ads.

Verify and fix conversion tracking before spend goes live — pixels, Conversions API, GA4 conversions, GTM tags, and that the right action is attached to the campaign. Use when a user sets up tracking, suspects conversions are not recording, or before launching or scaling anything.

Structure and read creative A/B tests across platforms — set up variants, decide when a result is real, and pick winners without fooling yourself on noise. Use when a user wants to test ads, compare creative variants, run an A/B test, or choose a winning ad.

Analyze hour-of-day and day-of-week performance and set ad schedules and bid modifiers to spend when conversions happen. Use when a user wants to optimize ad scheduling, set dayparting, find the best times to run ads, or cut spend during dead hours.

Build C-suite and board ad reports — blended ROAS, month-over-month and year-over-year, pacing, and a plain-English narrative of what happened and what to do. Use when a user wants an executive summary, a board report, or a monthly performance review across platforms.

Find high-intent, low-waste keywords for Search campaigns and add them to the right ad groups. Use when a user wants keyword ideas, to expand a Search campaign, improve targeting, or find terms to bid on for Google or Microsoft Ads.

Decide whether to kill or scale a campaign, ad set, or creative, with minimum-data guardrails and platform-safe budget-step limits. Use when a user asks whether to pause, cut, kill, scale, or increase budget on something, or wants rules for when to do it.

Build a full media plan — objective, channel mix, budget split, projected CPM/CPC/CPA, and a first test flight — before any campaign is built. Use when a user wants a media plan, a budget allocation across platforms, or a go-to-market for a launch.

Plan and reallocate budget across platforms by ROI, with revenue projections and shift scenarios. Use when a user asks where to put budget across channels, the true ROI of each channel, what happens if they move spend from one platform to another, or how campaigns are pacing.

Mine and manage negative keywords from search-term reports to stop wasted spend, and detect match-type bleed and cross-campaign conflicts. Use when a user wants to cut wasted spend, clean up search terms, build negative lists, or fix irrelevant clicks on Google or Microsoft Ads.

Amazon Ads and Amazon DSP playbook — Sponsored Products/Brands/Display, ACOS/TACOS, retail readiness, and programmatic. Use when planning, reading, auditing, or launching Amazon Ads or DSP, or porting a campaign to Amazon.

Ground channel-mix and budget-split decisions in typical CPM, CPC, and CPA ranges per platform, and set realistic performance expectations. Use when a user asks what to expect on a platform, how to split budget across channels, or whether their numbers are normal.

Operate Google Ads through Synter — read and build Search, Performance Max, Display, Demand Gen, and Video campaigns, with the right structure, match types, negatives, geo, and bid strategy. Use when a user is working on Google Ads, asks about Search/PMax/Shopping, or wants to read or change a Google campaign.

Operate LinkedIn Ads through Synter — read and build B2B campaigns with job-title, company, and ABM targeting, the right ad format, and realistic CPL expectations. Use when a user is working on LinkedIn ads, B2B lead gen, or account-based targeting.

Operate Meta (Facebook and Instagram) Ads through Synter — read and build campaigns with the right objective, ad-set structure, audiences, and creative, and handle the Learning Phase and creative fatigue. Use when a user is working on Meta, Facebook, or Instagram ads.

Operate Microsoft (Bing) Ads through Synter — read and build Search campaigns that mirror Google, with match types, negatives, geo, schedules, and budgets, plus the real Google-to-Microsoft differences. Use when a user is working on Microsoft/Bing Ads or wants to move a Google campaign onto Microsoft.

OpenAI Ads playbook — campaign structure, appearances in AI answers, and aggregation levels. Use when planning, reading, auditing, or launching OpenAI Ads, or porting a campaign to OpenAI Ads.

Reddit Ads playbook — community vs interest targeting, ad formats, tone, and moderation reality. Use when planning, reading, auditing, or launching Reddit Ads, or porting a campaign to Reddit.

TikTok Ads playbook — campaign structure, objectives, Spark Ads, audiences, and native video creative. Use when planning, reading, auditing, or launching TikTok Ads, or porting a campaign to TikTok.

X (Twitter) Ads playbook — objectives, targeting, ad formats, and realistic expectations. Use when planning, reading, auditing, or launching X Ads, or porting a campaign to X.