# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Choose the right bid strategy per campaign for Microsoft (Bing) Ads.
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/choose-the-right-bid-strategy-per-campaign-for-microsoft-bing-ads
Page: https://www.roadwayai.com/workflows/choose-the-right-bid-strategy-per-campaign-for-microsoft-bing-ads
Library index: https://www.roadwayai.com/automation-library
---
name: choose-the-right-bid-strategy-per-campaign-for-microsoft-bing-ads
description: >-
Picks the right Microsoft (Bing) bid strategy and target for each campaign based on its conversion volume, maturity and goal.
---
# Choose the right bid strategy per campaign for Microsoft (Bing) Ads
Source: https://www.roadwayai.com/workflows/choose-the-right-bid-strategy-per-campaign-for-microsoft-bing-ads
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
Picks the right Microsoft (Bing) bid strategy and target for each campaign based on its conversion volume, maturity and goal.
Picks the right Microsoft (Bing) bid strategy and target for each campaign based on its conversion volume, maturity and goal. Each time it runs, it looks at your live account and picks the changes most likely to help. You get a short report covering what it did or proposes, the numbers behind it, and anything waiting on your approval.
## 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, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, task_history
## Prompt
Choose the right bid strategy per campaign for Microsoft (Bing) Ads
Review the bid strategy and targets on every active Microsoft Advertising campaign and decide:
1. Keep strategy and target
2. Adjust target
3. Switch strategy
4. Consolidate for more data
Context and defaults (use these; don't ask):
- 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:
- Bid strategies on Microsoft Advertising: Maximize conversions (optional target CPA), Maximize conversion value (optional target ROAS), Enhanced CPC, or Manual CPC. For new campaigns, do not set up a stand-alone Target CPA or Target ROAS strategy; those now live as optional targets on Maximize conversions and Maximize conversion value. Existing campaigns already on stand-alone targets can stay.
- Match the strategy to data volume. Campaigns with fewer than ~15-30 [set this to your own goal metric] events per month should use simpler or capped strategies, or be consolidated. Target-based strategies need steady conversion volume.
- Adjust the target when actual cost per goal has been clearly under the target for 2+ weeks with delivery limits (loosen it a little, within the max change limit, to scale), or clearly over the target (tighten it a little, within the max change limit). Never move a target more than the max change limit at once.
- Switch the strategy only when the current one structurally does not fit, for example a campaign optimizing to clicks when the goal is [set this to your own goal metric], or a cost cap so tight it cannot deliver. Expect an automated bidding learning period (~2 weeks; Microsoft needs ~15-30 conversions per 30 days to stabilize) after the switch.
- Consolidate thin campaigns or ad groups that split the same audience or theme, so the bidding system has enough conversions to learn.
- 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:
Microsoft (Bing) bid strategy optimization report
Summary:
Each campaign's strategy and target vs its actual performance, the changes to make, and the expected effect on volume and cost per goal.
Keep strategy and target:
- [campaign] - [reason]
Adjust target:
- [campaign] - [reason]
Switch strategy:
- [campaign] - [reason]
Consolidate for more data:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/choose-the-right-bid-strategy-per-campaign-for-microsoft-bing-ads
Picks the right Microsoft (Bing) bid strategy and target for each campaign based on its conversion volume, maturity and goal. Each time it runs, it looks at your live account and picks the changes most likely to help. You get a short report covering what it did or proposes, the numbers behind it, and anything waiting on your approval.
