# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Adjust budgets across campaigns to maximize brand term impression share.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/adjust-budgets-across-campaigns-to-maximize-brand-term-impression-share
Page: https://www.roadwayai.com/workflows/adjust-budgets-across-campaigns-to-maximize-brand-term-impression-share
Library index: https://www.roadwayai.com/automation-library
---
name: adjust-budgets-across-campaigns-to-maximize-brand-term-impression-share
description: >-
Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand.
---
# Adjust budgets across campaigns to maximize brand term impression share
Source: https://www.roadwayai.com/workflows/adjust-budgets-across-campaigns-to-maximize-brand-term-impression-share
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand.
Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand. It reviews your live account on every run and proposes the changes that should help most. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
auto_approve, brand_terms, funnel_metrics, goal_metric, impression_share_target, lookback_window, max_change_pct, monthly_budget_cap, task_history
## Prompt
Adjust budgets across campaigns to maximize brand term impression share
Review brand campaigns ([set this to your own brand terms]) and all campaigns that share budget with them in Google Ads over the last [set this to your own lookback window], and decide for each campaign:
1. Move budget into brand
2. Move budget out of brand
3. Adjust brand bid target
4. Keep as is
Context and defaults (use these; don't ask):
- The impression share target: [set this to your own impression share target]. If not set, 90% on brand campaigns.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Brand should hold search impression share at or above the impression share target, and top or absolute-top impression share should be high when competitors bid on the brand. Look at Search lost IS (budget) and Search lost IS (rank) separately.
- Move budget into brand when it is losing impression share to budget. Brand clicks are the cheapest and most efficient conversions, so a brand campaign should never be budget-limited. Take the budget from the least efficient non-brand campaign.
- Adjust the brand bid target (target impression share at "top of page", with a max CPC limit) when IS is lost to rank. Set the max CPC limit around 2x the current average brand CPC so competitors cannot price you out, but cannot push CPC to extremes either.
- Move budget out of brand when it is above target with spare budget, and shift the surplus to non-brand campaigns that are limited by budget.
- Make sure brand terms are negatives in non-brand campaigns so the budgets do not compete for the same queries.
- On Microsoft (Bing) Ads, apply the same logic with its impression share and lost IS (budget / rank) columns. Brand CPCs there are usually lower, so hold a 95% target on exact-match brand unless true-impact tests say otherwise.
- Delivery-constrained (budget-limited) means it spent nearly all of its daily budget on most recent days and, on search, lost impression share to budget. If not set, 95%+ of the daily budget on 4+ of the last 7 days, and 10%+ impression share lost to budget.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Search brand impression share report
Summary:
Brand impression share vs the impression share target, the lost-IS split, budget moved, and the CPC impact.
Move budget into brand:
- [campaign] - [reason]
Move budget out of brand:
- [campaign] - [reason]
Adjust brand bid target:
- [campaign] - [reason]
Keep as is:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/adjust-budgets-across-campaigns-to-maximize-brand-term-impression-share
Adjust budgets across campaigns to maximize brand term impression share
Adjust budgets across campaigns to maximize brand term impression share
Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand.
Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand. It reviews your live account on every run and proposes the changes that should help most. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
