Weekly check

The routine that catches problems while they are small: spend, results, new search terms, ad problems and anomalies. Proposed changes are shown as previews; nothing is applied without a yes.

When to use

Once a week per account, or whenever the user wants a quick health pass. For a deep review use ads-audit.

Inputs

• account: profile alias. For several accounts, run the routine once per alias and give one note per account.
• Target cost per conversion: ask once if the user hasn't given one; otherwise judge against the previous four weeks.

Steps

Call account_profile first (currency, writes, guardrails).

1. Spend vs budget. Daily budgets from get_campaign_budgets (its cost column covers the campaign's lifetime, so ignore it); spend from get_performance_by_date for the last 7 days. Flag campaigns spending well under budget (limited reach or disapprovals) or consistently at budget (budget-limited).
2. Results. get_campaign_performance for the last 7 days and for the previous 28 days (dateFrom / dateTo). Compare cost per conversion with the target or with the 4-week average.
3. New search terms. get_search_terms for the last 7 days. List terms with spend and no conversions that are clearly irrelevant: these become proposed negatives.
4. Ad problems. run_gaql_query: SELECT campaign.name, ad_group.name, ad_group_ad.ad.id, ad_group_ad.policy_summary.approval_status FROM ad_group_ad WHERE ad_group_ad.status = 'ENABLED' AND ad_group.status = 'ENABLED' AND campaign.status = 'ENABLED' AND ad_group_ad.policy_summary.approval_status != 'APPROVED'. Explain limits or disapprovals with guide("policy").
5. Learning and limits. SELECT campaign.name, campaign.primary_status, campaign.primary_status_reasons FROM campaign WHERE campaign.status = 'ENABLED'. Campaigns in learning get no changes this week.
6. Anomalies. get_performance_by_date for the previous 28 days: any day this week with cost or conversions far outside that range.
7. What changed. changes_list for changes made through this package since last week.
8. Proposals. For each clear action (negatives, a paused ad, a budget move within the guardrail), call the write tool without confirm so the user sees the preview: ads_add_negative_keywords, ads_set_status, ads_update_budget. If the profile is read-only (no write tools), list the proposals as text and tell the user that applying them needs npx google-marketing-agent accounts set <alias> writes true and an MCP client restart.

Output

# Weekly check: <alias> (<from>–<to>)

**Spend:** <amount> of <budget> · **Conversions:** <n> · **Cost/conv:** <amount> (<vs target or 4-week avg>)

**Needs attention**
- ...

**Proposed (previews, not applied)**
1. Add negatives: "...", "..." to <campaign>
2. ...

Reply "apply 1, 2" to apply.

Never

• Never apply a proposal without the user's explicit "apply"/"yes" for that item, and only after its preview.
• Never change a campaign that is in learning or was changed in the last 7 days unless the user insists.
• Never exceed the profile's budget guardrail; if a larger change is needed, say so and let the user decide.