mureo

Strategy Context: Manage business strategy files (STRATEGY.md, STATE.json) for strategy-driven ad operations.

Google Ads: Manage campaigns, ad groups, ads, keywords, budgets, and performance analysis.

Meta Ads: Manage campaigns, ad sets, ads, insights, and audiences on Facebook/Instagram.

Detect creative fatigue across active ads — rising frequency, declining CTR week-over-week, and CPM drift — score each ad FATIGUED / WATCH / FRESH, and hand the evidence to a creative refresh. Use when the user asks whether creatives are worn out, why CTR is falling, if frequency is too high, when to rotate or refresh ads, or requests クリエイティブ疲弊チェック / 広告の疲弊を確認 / フリークエンシーが高い / CTRが落ちてきた / そろそろ差し替え時か. Reads active ads per platform, applies documented fatigue thresholds with noise guards, and routes fatigued ads to /creative-generate or /creative-refresh.

Audit who your ads actually target and where they run, compare it against the STRATEGY.md Persona, and surface exclusions, bid adjustments, lookalikes, and placement pruning tied to that Persona. Use when the user asks to review targeting, audiences, demographics, placements, or device performance, to check whether spend matches the Persona, to find wasted placements (e.g. Audience Network with no conversions), or requests オーディエンスレビュー / 配置レビュー / ターゲティング見直し / ペルソナと配信のズレを確認 / 除外設定を提案して. Reads Persona + Target Audience from STRATEGY.md and drives the read-only targeting tools.

Month-to-date spend vs the monthly budget target, projected month-end landing, and pace alerts across all configured platforms. Use when the user asks about pacing, burn rate, whether they will overspend or underspend this month, monthly-budget tracking, landing/forecast, 'are we on budget', or requests 予算ペーシング / 着地予測 / 予算消化ペース. DISTINCT from /budget-rebalance (which reallocates budget between campaigns) — this manages total-spend trajectory toward a monthly target. Reads STRATEGY.md Guardrails / a Monthly Budget section and STATE.json.

Rebalance campaign budgets across all configured platforms based on strategy and performance signals. Use when the user asks to optimize budgets, redistribute spend, scale efficient campaigns, or cap overspending ones. Reads STRATEGY.md goals, analyzes campaign efficiency, and proposes budget changes with rationale. Also use when the user asks in Japanese (予算を最適化して / 予算の再配分 / 好調なキャンペーンに予算を寄せて / 予算リバランス).

Scan competitor activity using auction insights and market signals. Use when the user asks about competitors, market dynamics, impression share changes, competitor moves, or competitive positioning. Also use when the user asks in Japanese (競合の動きを調べて / 競合分析 / インプレッションシェアの変化を確認 / 競合にシェアを取られていないか).

Generate creator-quality ad creatives — text-free key visuals plus composed banners — from a strategy-grounded brief. Use when the user asks to create ad creatives, generate ad images or banners, make banner variations, design display / social ad creatives, or asks in Japanese (クリエイティブ作成 / バナー作成 / 広告画像を生成 / バナーのバリエーションを作って). Runs a 6-step workflow (brief → copy → visuals → art-direction scoring loop → HTML/CSS composition → delivery) via the creative_studio_* MCP tools, then hands approved banners to the existing upload tools.

Refresh ad copy and creative assets based on performance signals and brand voice. Use when the user asks to refresh creative, propose new ad copy, A/B test creatives, update RSA assets, rotate underperformers, or visually evaluate / compare banner (image) creatives. Also use when the user asks in Japanese (クリエイティブを刷新して / 広告文の改善案がほしい / RSAアセットの入れ替え / バナーを比較評価して).

Run a daily health check on all configured ad accounts (Google Ads, Meta Ads, Search Console, GA4). Use when the user asks for a daily review, health check, status update, anomaly detection, or 'how are my campaigns doing today'. Reads STRATEGY.md and STATE.json, runs platform-specific health diagnostics, checks goal progress, evaluates pending action_log observations, and reports findings as Healthy / Watch / Action-needed. Also use when the user asks in Japanese (デイリーチェック / 今日のアカウント状況は / 異常がないか確認して / 日次ヘルスチェック).

Design, run, and evaluate a controlled A/B test (split test) on your ad accounts with evidence discipline — one variable, a falsifiable hypothesis, a fixed window, and a per-variant outcome verdict. Use when the user asks to run an A/B test, split test, or experiment, to 'test whether X beats Y', to validate a creative-refresh or learning hunch properly, or requests A/Bテスト / スプリットテスト設計 / 実験を回したい / どちらが勝ったか評価して / 仮説を検証したい. Forces a designed experiment instead of an ad-hoc change, records the baseline in action_log, and forbids peeking-based decisions before the window closes.

Review Goal progress against STRATEGY.md targets. Use when the user asks to evaluate goal achievement, review KPI progress, assess strategy performance, or check if targets are being met. Also use when the user asks in Japanese (目標の進捗を確認 / KPIレビュー / ゴール達成状況は / 目標に届きそうか).

Close the learning loop after a rescue or incident — reconstruct the timeline from action_log, run root-cause analysis (platform / site / measurement / external), produce a structured postmortem document, distill reusable insights via /learn, and propose preventive guardrails. Use after a /rescue, a CPA spike, a conversion drop, or a runaway-spend event has been handled, or when the user asks for a postmortem, retrospective, root-cause writeup, or requests インシデント振り返り / ポストモーテム / 事後分析 / なぜ起きたのか / 再発防止策. Read-and-document only — makes no ad-platform writes.

Create a Meta Instant Form (Lead Ad form) through a one-question-at-a-time interview. Use when the user asks to create a lead form, Instant Form, CV form, or similar. The agent collects required parameters via a guided dialogue, confirms, then calls meta_ads_lead_forms_create. Also use when the user asks in Japanese (リードフォームを作成 / インスタントフォームを作って / CVフォーム作成).

Save a marketing diagnosis insight to the pro-diagnosis knowledge base so it is applied in future operations across all platforms. Use when the user runs /learn, explicitly teaches the agent a marketing insight, corrects the agent's analysis, or asks to remember/record an operational learning for next time. Also use when the user asks in Japanese (この学びを記録して / 次回から反映して / 運用の気づきを覚えておいて).

Stakeholder / client-facing monthly digest across all configured platforms: the previous full calendar month with month-over-month comparison, per-Goal attainment, an action-log recap grouped by command with outcome verdicts, budget utilization, and next-month recommendations. Use when the user asks for a monthly report, month-end summary, client report, monthly recap / digest, or requests 月次レポート / 月次まとめ / クライアント向けレポート. Written in plain language for a client audience.

Evidence-based marketing decision framework: statistical thinking for AI agents operating ad accounts.

mureo: Shared patterns for authentication, security rules, and output formatting.

Initial account setup — create STRATEGY.md and STATE.json from scratch, import platform data, and establish baseline metrics. Use when the user is starting fresh with mureo, has no STRATEGY.md yet, or asks to set up a new account. Also use when the user asks in Japanese (初期セットアップ / STRATEGY.mdを作成して / mureoを使い始めたい / アカウントの立ち上げ).

Emergency performance fix when an ad account is in trouble. Use when the user reports a sudden CPA spike, conversion drop, runaway spend, or asks for an urgent performance rescue. Sets Operation Mode to TURNAROUND_RESCUE and applies stabilization actions. Also use when the user asks in Japanese (CPAが急に悪化した / CVが激減した / 広告費が暴走している / 緊急で立て直して).

Audit and clean up search terms (negative keywords, intent classification, query hygiene). Use when the user asks to clean up search queries, add negative keywords, review search term reports, or improve match quality. Cross-references Search Console, GA4, and ad platform data. Also use when the user asks in Japanese (検索語句のクリーンアップ / 除外キーワードを追加して / 無駄な検索クエリを止めたい).

Sync STATE.json with current campaign data from all platforms. Use when the user asks to refresh state, sync campaigns, update STATE.json from live data, or pull latest campaign snapshots. Also use when the user asks in Japanese (STATE.jsonを更新 / 最新データに同期して / キャンペーン情報を取り込み直して).

Preventive audit of conversion tracking across all configured ad platforms — Meta pixels + CAPI, Google Ads conversion actions — with a GA4 cross-check. Use when the user asks to check tracking, audit conversion measurement, verify pixels / tags, diagnose why conversions stopped or look wrong, sanity-check CV counting, or requests a 計測ヘルスチェック / タグ・計測監査 / 計測が壊れていないか確認. Reads STRATEGY.md and STATE.json, produces a per-platform tracking scorecard (OK / Watch / Broken per check) and a fix list ranked by revenue risk.

Generate a weekly summary report across all platforms. Use when the user asks for a weekly report, summary, recap, end-of-week review, or weekly digest. Also use when the user asks in Japanese (週次レポート / 今週のまとめ / 週報を作成して).

Professional marketing diagnostic frameworks: expert-level campaign analysis that grows with your experience.