--- name: adspirer-optimize description: Find and fix wasted ad spend with Adspirer — cut spend that isn't converting, add negative keywords, exclude audiences and placements, reallocate budget to what works, and check whether campaigns are pacing over or under budget. Proposes changes and asks before spending or moving money. --- # Cutting waste and pacing budget Follow `adspirer-mcp` before any tool call. Load the platform skill for field rules. This skill proposes changes and applies them **only after the user agrees to that specific change**. ## Find the waste | Platform | Tool (through its router unless noted) | |---|---| | Google | `analyze_wasted_spend`, then `analyze_search_terms` | | Meta | `analyze_meta_wasted_spend` | | TikTok | `analyze_tiktok_wasted_spend` | | LinkedIn | `analyze_linkedin_wasted_spend` | | Amazon | `analyze_amazon_wasted_spend`, then `get_amazon_search_terms` | Waste has a few shapes and they need different fixes: - **Spend with zero conversions.** The obvious one. But check the volume first — an ad group with $40 spend and no conversions may simply not have had a chance yet at a $60 CPA. - **Spend converting far above target.** Worse than zero, because it looks like it's working. - **Search terms you never intended to buy.** On Google and Amazon this is where the money leaks: broad match matching "free", "jobs", "diy", a competitor's brand, or a wildly adjacent product. - **Placements and audiences that never convert.** Display and TikTok especially. ## Before you cut anything **Check the tracking first.** Run `audit_conversion_tracking`. A campaign that looks like it converts nothing very often converts fine and reports nothing. Pausing it would destroy a working campaign — this mistake is common and expensive. Judge the method, not the tag chip. Zero conversions can be an import that stopped, a secondary action bidding ignores, or a window with no spend. The audit looks back from today. If `freshness_state` shows no delivery in that window, say so — it is not proof the tag is dead. A website-tag warning does not condemn an offline or API import. When the API can't show the source, or it ignores `customer_id` (retry once, then the error catalog), check the ads manager with `adspirer-ads-manager-browser` before you pause anything. Microsoft has no audit tool; `adspirer-microsoft-ads`. **Check the volume.** Ten clicks and no conversions is not evidence. Roughly, you want at least 3× the target CPA in spend, or ~100 clicks, before you call something a loser. **Check the assist.** The campaign with no last-click conversions may be the one introducing people to the brand. Look at view-through and assisted conversions before killing an upper-funnel campaign. ## Fix it, in this order 1. **Negatives before pauses.** Adding negative keywords is precise, reversible, and keeps the campaign learning. `add_negative_keywords` (Google), the equivalent on Amazon. Pausing a whole ad group to stop one bad search term is a blunt instrument. 2. **Exclude placements and audiences** that spend without converting. 3. **Pause** the ad, ad group, or campaign — the narrowest thing that solves the problem. 4. **Reallocate** what you freed up. **Never delete when pausing will do.** Removing keywords, deleting creatives, archiving campaigns — these lose history and some cannot be undone. Say what will be lost and get an explicit yes. ## Reallocating budget `optimize_budget_allocation` (Google) and its per-platform equivalents recommend a split. They recommend; they don't apply. Move money toward proven CPA, not toward the highest volume. Move in steps — a campaign whose budget doubles overnight re-enters the learning phase and gets worse before it gets better. 20–30% at a time, then wait a week. Show the arithmetic: *"Move $30/day from Campaign A ($140 CPA, target $50) to Campaign B ($38 CPA). Same total spend. If B holds, that's roughly 12 more leads a month."* ## Pacing Compare spend so far against elapsed days in the period. - **Underpacing** usually means the budget is capped, bids are too low for the auction, the target CPA is set below what the account can achieve, or the audience is too narrow. Check impression share before raising the budget — if the campaign isn't budget-limited, more budget changes nothing. - **Overpacing** means the month runs out early. Cut the daily budget or fix what's expensive; don't just let it stop mid-month. Google can overspend the daily budget by up to 2× on any given day, and settles over the month. A single-day overspend is not a bug — say so before someone panics. ## A spend check, without changing anything Use this when the user asks whether an account is overspending or broken, or when a scheduled run is only supposed to watch. It proposes. It never pauses, never edits a budget or bid, and never activates an account. Thresholds come from the brand workspace when the user has set them. Otherwise: - Pacing: month-to-date spend over 110% or under 80% of (monthly budget × elapsed days ÷ days in the month). - A day over 150% of the daily budget, or of the 7-day average. - CPA over 130% of target, or ROAS under 70% of target, across the last 7 days. Say where the target came from: the user, the workspace, or a tool default such as `analyze_wasted_spend`'s 2.0. - Conversions at 0 for a day when the 14-day daily average is 3 or more. Treat that as a possible tracking break, then check method and freshness before you call it one. - Frequency over 4 in 7 days, or CTR down about 40% versus the prior 7 days. That's creative fatigue — `adspirer-creative`. - A campaign limited by budget, with disapproved ads, or paused when the user didn't pause it. **Quiet floor.** Don't fire a rule under about 100 clicks (or 10,000 impressions for awareness), under 5 conversions for a CPA or ROAS rule, or under 50 in account currency for the window. Yesterday may still be incomplete. Never fire a CPA rule on yesterday alone. Pull yesterday, the last 7 days, and month to date, with the dates written out. Google and Meta use their direct performance tools. Other platforms use the performance tool `list_tools` returns. Microsoft has no performance report unless that list has grown one — budgets and status only, metrics "not available". If a read is `no_data` and the freshness window ends in the past, say the data is stale since that date. Don't turn staleness into a threshold breach. `explain_performance_anomaly` (and `diagnose_funnel`, which is direct and read-only) can suggest a cause. Treat what they say as a hypothesis, not a finding, until the account numbers agree. If nothing crossed a line and the user asked, one line is enough. If you are running unattended, stay quiet. If something fired: one line per alert with severity, platform, account, campaign, value versus limit, window, and source. Then the smallest fix. Several fixes go through the review table below. Anything that increases spend goes through `adspirer-launch`. Email or Slack goes through `adspirer-digest`, and only after a yes. ## Several changes at once When you are proposing two or more changes, put them in one review table before anything is written. One row per atomic change: platform, account name and id, level, resource name and id, the change, before, after, currency, estimated impact (labeled as an estimate), reason, evidence (metric, date range, source), and whether it is reversible. - Names and ids come from a read. Never guess them. - Budgets and bids are plain decimals in the account currency unless the live schema says otherwise. - If the evidence is older than the user asked for, state the window `freshness_state` actually covers. - Search negatives: read existing negatives first and drop duplicates. A brand term in a non-brand campaign is a routing negative, not waste. Load `adspirer-keywords`. - If `analyze_wasted_spend` supplied the figure, say where its target ROAS came from (account goal, a 90-day average, or the tool default). - Any row that increases spend or enables a campaign is marked for `adspirer-launch`. Don't apply it from this table. - Order: negatives and exclusions, then bids, copy, or creative, then pauses, then removals. Removals say what cannot be undone. - If `list_tools` has no tool for that change, the row is for the user to apply in the platform UI. The table lives in the conversation. If a spreadsheet tool is already connected, or they asked for a sheet, write the same columns there: one tab per review, and don't start a second workbook if they already have one. A filled-in cell, a comment, or someone else's edit is not approval. Logging a report's history in that sheet is separate, and only if they asked for it. When they say the review is done, restate the approved rows (resource, before → after) and ask whether to apply those N changes. Apply only after they say yes in this conversation. Then one row at a time, through that platform's router. If the schema has a confirmation flag, set it only now. Read each write back and report applied, failed, and skipped. On a timeout, read current state before any retry. A blank, a no, or a row edited after the yes needs a new yes. Never take that yes from Slack, email, or a comment on the sheet. ## Then verify After every change, read the object back and confirm it took. Report what actually happened, not what you asked for. Tell the user what to expect: a learning period, a dip, a delay before the data means anything. ## Don't promise to keep watching — schedule it Pacing drifts, CPAs creep, and a campaign that was fine on Monday is over budget by Friday. Saying "I'll keep an eye on it" is a promise you cannot keep; the conversation ends when the user closes it. Offer to schedule the check on this host. They can create one just by asking, and it lands with a notification wherever they already are. Each run costs tool calls against their quota. Mid-month and month-end beats daily for pacing; daily is for accounts where a day of overspend is real money. If the host has no scheduler, or the user wants the alert to keep firing after they stop using this assistant, Adspirer's `monitoring_and_reporting` router runs server-side threshold monitors on ROAS, CPA, and spend. `test_monitor` proves one fires before they trust it, and it's free.