Find out why performance moved.

Blended CPA rose 18% week over week. For the
last 7 days vs the prior 7, across Google Ads and Meta:

1. CPA and ROAS by campaign, audience, and placement —
   this period vs last, with the % change on each.
2. Rank what moved by how much of the total swing it
   explains, biggest contributor first.
3. Split price vs volume — CPC change vs conversion-rate
   change — so I know which side actually broke.
4. Flag anything skewed by a tracking gap or a one-off
   spike rather than a real shift.

Finish with the single biggest driver and the one fix.

Cut spend that isn't converting.

Pull search terms from the last 30 days, across
Google Ads, with $20+ spend and 0 conversions:

1. Group by campaign and ad group, sorted by spend.
2. For each, show spend, clicks, and CTR so I can
   tell a bad match from a tracking gap.
3. Flag any that still assisted a conversion — those
   I keep, the rest are safe to cut.
4. Draft the negative-keyword list, exact vs phrase,
   ready to paste back in.

Finish with total wasted spend and the top 10 to cut.

Catch worn-out ads early.

List active Meta ads with frequency over 3 in
the last 14 days, across all ad sets:

1. Show frequency, CTR now vs 14 days ago, CPA, and
   ROAS for each.
2. Flag any with a CTR drop over 20% — those are
   fatiguing fastest.
3. Separate small retargeting pools, where high
   frequency is normal, from cold prospecting.
4. For each fatiguing ad, say whether to refresh the
   hook or rotate it out.

Finish with the 5 ads to refresh first, by spend.

Rebalancing spend across campaigns and platforms by pacing, CPA, and ROAS.

For the current month, across Google Ads and Meta:

1. Spend-to-date vs an even daily pace — % ahead or
   behind, per campaign and per platform.
2. ROAS and CPA for each, flagged against my targets.
3. Two lists:
   • Pull back — overpacing toward a CPA above target.
   • Add budget — underpacing while beating my ROAS floor.
4. For each "add" move: how much, and from where (which
   campaign or platform), in steps under 20% a day so the
   algorithm doesn't relearn.
5. Leave brand search and anything above the ROAS floor as-is.

Finish with the 3 highest-dollar moves, ranked.

Find a winner and push it.

Show my best campaigns by ROAS over the last 30
days, across Google Ads and Meta:

1. Keep only those above my ROAS floor with room to
   grow — impression share or reach not yet capped.
2. For each, show current spend, ROAS, and how much
   headroom is left before it saturates.
3. Recommend a budget increase in steps under 20% a
   day, so the algorithm doesn't reset learning.
4. Note which are limited by budget vs by audience,
   since only the first scales cleanly.

Finish with the top 3 to scale and the daily add.