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ad-fatigue-detector

Diagnoses whether an ad is genuinely fatigued, never worked in the first place, is a victim of an account-wide or seasonal shift, or simply hasn't had enough data yet — and says which, with the evidence. Use whenever someone mentions creative fatigue, ad fatigue, frequency, "my ads stopped working", declining CTR or CPM creep, "should I refresh this creative", performance dropping off, or asks why a Meta / TikTok / YouTube / display ad that used to work no longer does. On Google or Microsoft Search, use this only for ad-copy decay on a specific ad — a broader search decline is usually query mix, bids, or Quality Score, so search-term-miner or quality-score-fixer fits better.

budget-pacer

Checks whether spend is pacing to budget, then drafts specific spend caps, loser pauses, and safe 20%-step winner scaling as an approval-ready change list — never applying anything automatically. Use whenever someone mentions budget pacing, overspending or underspending, "will I hit my monthly budget", where to move budget, scaling winners, pausing losers, month-end spend, daily caps, or reallocating between campaigns and ad sets.

competitor-ad-teardown

Analyzes a competitor's currently-running public ads — using ad longevity to separate proven winners from tests — and turns their angles into specific positioning openings for your own offer. Use whenever someone mentions competitor ads, the Meta Ad Library, Google Ads Transparency Center, "what are my competitors running", ad inspiration, swipe files, or asks how a rival is advertising. This covers paid advertising creative specifically — for competitive research on pricing, features, SEO, or organic content, it does not apply.

daily-auditor

A strictly read-only morning pass over an ad account that reports only what changed and what deserves attention today — wasted budget, fading ads, starved tests, and one recommended next test — in a short briefing rather than a full report. Use whenever someone asks for a daily or morning check, an account health check, "what should I look at today", "anything broken", a standup update on ads, or a quick status pass on Meta / Google / TikTok / LinkedIn campaigns. "What should I look at today" counts when the context is ad accounts or paid media.

Data & Documents Listed

negative-keyword-builder

Turns wasted search queries into an approval-ready negative keyword list — picks the right match type, groups queries into single phrase negatives using n-gram analysis, and safety-checks every proposal against converting queries before recommending it. Use whenever someone mentions negative keywords, blocking bad searches, match types for negatives, "stop showing for X", building an exclusion list, or already has a set of wasted queries to turn into exclusions, on Google Ads, Microsoft Ads, or Amazon Ads. If it has not yet been established which queries are wasted, run search-term-miner first.

search-term-miner

Mines paid search terms / search queries and sorts every one into KEEP, HARVEST, REVIEW, or EXCLUDE with the spend and conversion evidence behind each call. Use this whenever someone asks about search terms, search queries, query reports, wasted search spend, which keywords to add or negate, "what are people actually searching", irrelevant clicks, or shares a search terms export from Google Ads, Microsoft Ads, or Amazon Ads — even if they don't use the words "search term report".