Campaigns

The Campaigns page is for watching your campaigns, pausing and enabling them, and setting daily budgets. Everything else you do by asking your AI assistant (see Connect your AI).

Open Campaigns in the sidebar of your workspace to see the campaigns of every connected ad account, or Campaigns on one account on the Ad accounts page to see only its campaigns.

Your assistant handles the rest:

• bids, bidding and conversion goals: see Bidding and conversion goals;
• campaign settings, ad text, keywords and negative keywords, and new ad groups, ads and keywords: see Edit campaigns with your AI;
• new campaigns: see Create campaigns with your AI;
• sitelinks and other assets: see Sitelinks, callouts and other assets.

To exclude searches as negative keywords, use the Search terms page.

Finding your way

• Campaigns is a table of every campaign with its platform's logo, its ad account, status, daily budget, and spend, conversions and ROAS for the chosen period (7 days, 30 days or 90 days). ROAS shows n/a for ad accounts that don't report conversion value.
• Status shows only the Active items. Pick Paused, Archived or All statuses to see the others. It applies to the list you are on; opening a campaign or ad group shows its active items again. New items your AI assistant creates start paused, so pick Paused to find them.
• Ad account shows the campaigns of one account. Campaign opens one campaign's ad groups.
• Select a campaign's name to open its ad groups, and an ad group's name to open its ads, with a switch to its keywords (and their match types).
• The keywords show what the ad platform reports about each one: see Quality Score and first page bid.
• Search campaigns and their ad groups show their impression share: see Impression share.
• Ads and keywords the ad platform disapproved, limited or is still reviewing have a badge: see Policy review.
• Ad groups and keywords show their Max bid. A keyword without its own bid shows Uses ad group bid.
• The actions of each row are icon buttons (hover or focus one for its name): Budget (campaigns) and Pause or Enable.
• Search terms, on the list of campaigns and of a campaign's ad groups, opens the Search terms page for that ad account or campaign.
• An ad account, campaign or ad group you open also lists its assets under its table.

The links at the top take you back up.

A Change pending badge means a change to that item is on its way to the ad platform. Another change of the same kind (status, budget, bid or settings) is refused until it is done. The page checks again every few seconds and shows the new value once the ad platform has applied it.

Quality Score and first page bid

The keywords of an ad group have two more columns:

• Quality Score: the ad platform's score from 1 to 10. Hover over it, focus it or tap it to see:
  • its three parts (expected click-through rate, ad relevance and landing page experience), each below average, average or above average;
  • the top of page and first position bid estimates;
  • the platform's reasons, and when Roasby last read them.
• First page bid: the bid the platform estimates your ad needs to show on the first page of results, in the ad account's currency.

Under a keyword's name you may see Below first page bid (with the estimate) or Rarely shown (low search volume): these come from the ad platform. Its policy review has a badge of its own: see Policy review.

Roasby never makes these numbers up. When the platform gives none, the column says why:

• Not enough data yet: the keyword has had too few searches for a score or an estimate. New and quiet keywords often show this.
• Not offered under automated bidding: the campaign's bidding sets each bid itself, so the platform gives no bid estimates.
• Not reported yet: Roasby hasn't read the campaign's bidding yet; it shows after the next sync.

The details of a keyword without a score still show what the platform reported, such as the other estimates and its reasons.

To find the keywords to work on, choose Quality Score up to 3, 5 or 7 (keywords without a score are left out) or Below first page bid above the list.

The values are as of the ad account's last sync. To raise keywords to their first page bid, ask your assistant: see Changing bids.

Impression share

Campaigns and ad groups have an Impression share column for the chosen period: the share of the searches your ads could have shown on that they did show on. Under it you see what the rest was lost to:

• Lost to rank: your ad didn't rank high enough to show, because of its bid, its quality or the competition. Raising the bid or improving the ad and its keywords helps.
• Lost to budget: the daily budget ran out before the day was over. A higher budget helps, if the campaign converts. A budget belongs to the campaign, so Google Ads reports this for campaigns only: its ad groups show only what they lost to rank.

Hover over it, focus it or tap it to see both, plus the top of page share (above the search results) and the absolute top share (the very first position).

Roasby never shows a number the platform doesn't give:

• <10% and >90%: Google Ads reports an impression share below 10% and a lost share above 90% only as that bound, so Roasby shows the bound.
• ≤45% or ≥12%: some days of the period were only reported as a bound, so the period's share is at most (or at least) that. ~30% means bounds went both ways, so it is about that.
• Microsoft Ads may mark a value with < or >; Roasby keeps it as a bound the same way.
• Not enough data: the platform reported no share, for example on days without enough searches.

A period's share counts each day by the searches it could have shown on, not as a plain average of the days. Display, shopping and other campaigns that don't run on search have no impression share (–).

Policy review

Google Ads and Microsoft Ads review every ad and keyword against their advertising policies. When one is not fully approved, a badge shows under its name:

• Disapproved: it doesn't show at all.
• Limited: it shows only in some countries, to some people, or for some searches.
• Under review: the platform hasn't finished its review yet (usually within two days).
• Policy issue: the ad is approved, but a headline or description of it was limited or refused.

Select the badge to see each finding:

• the policy, in plain words (or the platform's own name for a policy Roasby doesn't know yet);
• whether it stops the ad or only limits it;
• the headline or description it is about, when the platform says;
• what the platform flagged: words, a website, a URL that doesn't work with its error;
• the countries where it can't show;
• what you can change, such as new wording or fixing the landing page.

Microsoft Ads also says whether you can appeal, and Google Ads whether an appeal is open.

To find them all, choose With a policy issue in the Policy menu above the ads or keywords of an ad group. It lists the disapproved and limited ones and those with a finding, not those only under review.

Roasby never asks a platform for a review, an exception or an appeal. Instead:

• change what the finding names (for example, ask your assistant to add an ad with new wording, then pause the old one);
• or request a review in the platform's own website: the Google Ads web interface or Microsoft Ads web interface link in the findings opens it.

Findings are as of the ad account's last sync.

Conversion goals

Under each campaign's name, a small label says which conversion goals its bidding aims for:

• Account goals: the ad account's goals (on Google Ads, its goals that bid; on Microsoft Ads, all of its conversion goals that count toward bidding).
• Campaign goals: goals chosen for this campaign only.
• Custom goal: …: a Google Ads custom goal with its own conversion actions.

Select it to see what bidding aims for. It turns amber with a warning when something is wrong:

• a goal it bids on has no enabled primary conversion action;
• it still bids on a conversion action that was removed;
• or none of its goals is used for bidding.

Conversion actions are set up in the ad platform. Ask your AI assistant for every conversion action of an account and the campaigns with goals of their own: see Conversions.

Your AI assistant can change which goals a search campaign bids on; there is no web form for it. See Changing conversion goals.

Bidding

Under each campaign's name, a small label also says how it bids, with its targets (for example Maximize conversions, target CPA $45.00). Select it to see whether your assistant can change it. An ad group with a target CPA of its own shows it under its name.

Bids and bidding are changed only through your assistant: see Bidding and conversion goals.

Pausing, enabling and budgets

• Pause stops an enabled item; Enable resumes a paused one, which can start spending money again.
• Budget sets a campaign's daily budget in the ad account's currency.

Each change asks you to confirm. It follows the same rules as an AI assistant's (guardrails, limits, one change at a time; see the safety model) and is added to the change log, where you can revert it. The new status or budget shows once the ad platform confirms it, usually within a minute. Archived (removed) items are read-only.

Budgets shared by several campaigns and lifetime budgets (a total for the campaign's dates) can't be changed in Roasby: change those in Google Ads, Microsoft Ads or ChatGPT Ads Manager.

On ChatGPT Ads, you can pause and enable campaigns, ad groups and ads, and change the daily budget of a campaign. Your AI assistant can also change the max bid of an ad group, and creates new ChatGPT Ads campaigns as described in Creating a ChatGPT Ads campaign.

Amounts

Daily budgets and bids use at most two decimals, or whole numbers in a currency without decimals, such as the yen. Roasby refuses a finer amount rather than rounding it, so the amount you confirm is the amount that is set.

Changing many items at once

Select rows with the box at the start of each one (the box in the header selects every row shown), then choose Pause selected or Enable selected in the bar that appears. You can mix campaigns, ad groups, ads and keywords, as long as they are in one ad account.

Before anything changes, Roasby checks each item and shows you:

• how many items will change, and how many are refused;
• why items are refused, with how many each reason refused (for example, items already paused, or campaigns above the max daily budget of the ad account).

Confirm, and the items that pass change together. Refused items stay as they are.

The change log shows them as one entry that opens to each item and its result, and Revert batch puts every item back. A batch counts as one change toward your workspace's limits, and your workspace can change only so many items in one batch (see Billing): split larger ones.

Who can change ads

Owners and admins can always change ads. Members can browse everything, and change ads only when an owner or admin turns on Allow members to change ads in the workspace settings. See who can change ads.

Campaign performance

The dashboard lists your campaigns for the chosen period, largest spend first, with spend, conversions, clicks and ROAS.

Ask your AI assistant

Your assistant finds the same items with list_ad_entities:

• With period, it also gets each item's spend, conversions and ROAS, as on this page.
• Each keyword comes with its Quality Score, bid estimates and statuses. below_first_page_bid or max_quality_score lists only the keywords below the first page bid or with a low score across an account.
• Each ad comes with its approval status (approved, under review, disapproved, limited, or unknown when the platform reports none). Each ad or keyword the platform disapproved, limited or is reviewing also comes with its policy findings, and policy_issues_only lists only those with a policy issue.

It reads campaign results with get_campaign_performance: each search campaign with its impression share and what it lost to rank and to budget (also in list_ad_entities for campaigns and ad groups), and each campaign with its conversion_goals. It checks conversion tracking with list_conversion_actions before it suggests how a campaign should bid.

It changes things in two steps: a preview_* tool shows the change and the guardrails, you confirm, then a write tool applies it.

• One item: pause_entity, enable_entity or update_campaign_budget.
• Many items at once: preview_pause_entities or preview_enable_entities with their IDs (one preview of every item, one confirmation), then pause_entities or enable_entities.

On the web you pause, enable and set daily budgets. Everything else is done only through your assistant: see Bidding and conversion goals, Edit campaigns with your AI, Create campaigns with your AI and Sitelinks, callouts and other assets.

Try:

• "Which of my search campaigns are limited by budget, and which by rank?"
• "Why was my ad disapproved, and what should I change?"
• "Which of my ads and keywords are disapproved or limited?"
• "Which of my keywords are below the first page bid?"
• "List the keywords with a Quality Score of 4 or less and tell me which part is weak"
• "Pause every keyword in the Brand ad group that spent money without a conversion this month"
• "Pause the campaigns in my Google Ads account that spent money without any conversions last week"
• "Raise the Brand campaign budget by 10%"

Limitations

• On this page you pause, enable and set daily budgets. Bids, campaign settings, ad text, keywords and negative keywords change only through your AI assistant (searches can also be excluded on the Search terms page).
• Shared budgets and lifetime budgets are changed in the ad platform itself.
• A batch changes one ad account at a time, with only so many items in one batch; split larger ones.
• Impression share:
  • search campaigns and their ad groups only;
  • Google Ads reports below 10% and lost above 90% only as bounds;
  • Microsoft Ads fills in the share later than other numbers (often about a day), so the last day may have none yet.
• Quality Score:
  • the platform gives none for a keyword with too few searches, and no bid estimates under automated bidding; Roasby then says so instead of a number;
  • Microsoft Ads reports Quality Score and estimates only for keywords that had activity recently (a keyword without any keeps what Roasby read before);
  • Microsoft Ads has no Below first page bid status: compare the max bid with the first page bid yourself.
• Policy review:
  • reviews, exceptions and appeals are only in the ad platform's own website; Roasby shows the findings and never requests them;
  • Microsoft Ads gives its reasons only for disapproved and limited ads and keywords;
  • Google Ads gives policy findings for ads, their headlines and descriptions, and keywords; sitelinks, callouts and other assets have no findings in Roasby;
  • ChatGPT Ads shows an ad's approval only (approved, under review or disapproved);
  • findings are as of the last sync.
• Conversion actions are read only, every few hours, and changed in the ad platform. ChatGPT Ads campaigns show no conversion goals.
• Roasby never deletes anything: pause instead.

See every limit by platform on Limitations.