# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Preload budgets for promos and seasonal peaks for Google Display 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/preload-budgets-for-promos-and-seasonal-peaks-for-google-display-ads
Page: https://www.roadwayai.com/workflows/preload-budgets-for-promos-and-seasonal-peaks-for-google-display-ads
Library index: https://www.roadwayai.com/automation-library
---
name: preload-budgets-for-promos-and-seasonal-peaks-for-google-display-ads
description: >-
Uses your promo calendar and seasonality to ramp Google Display budgets, creative and targets before peaks, and roll them back after.
---
# Preload budgets for promos and seasonal peaks for Google Display Ads
Source: https://www.roadwayai.com/workflows/preload-budgets-for-promos-and-seasonal-peaks-for-google-display-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
Uses your promo calendar and seasonality to ramp Google Display budgets, creative and targets before peaks, and roll them back after.
Uses your promo calendar and seasonality to ramp Google Display budgets, creative and targets before peaks, and roll them back after. It keeps watching for this trigger, so you can respond within hours instead of at the next review. 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, promo_calendar, seasonality_calendar, task_history
## Prompt
Preload budgets for promos and seasonal peaks for Google Display Ads
Check the promo calendar and the seasonality calendar for the next 30 days and decide the Google Display plan for each event:
1. Ramp up
2. Prepare creative only
3. Ramp down
4. No change
Context and defaults (use these; don't ask):
- The promo calendar: [set this to your own promo calendar]. If it isn't available, say so and skip the rules that depend on it.
- The seasonality calendar: [set this to your own seasonality calendar]. If not set, assume no seasonal adjustment and say so.
- 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.
- 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.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Ramp up 5-7 days before the event so the Smart Bidding learning period (~1-2 weeks after a significant change) settles before peak demand. Raise budgets gradually (no more than the max change limit per day) and loosen targets slightly, since conversion rates rise during peaks.
- For Google surfaces, apply a seasonality adjustment for short events (1-7 days) with big expected conversion rate changes, and data exclusions for tracking outages.
- Ramp down on the last day of the event and revert targets within 48 hours, so automated bidding does not carry inflated expectations into normal days.
- Keep the whole plan within the monthly cap, pulling budget from low-season weeks if needed.
- 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 Display promo and seasonality plan
Summary:
The upcoming events, the budget curve, and the creative needed.
Ramp up:
- [event] - [reason]
Prepare creative only:
- [event] - [reason]
Ramp down:
- [event] - [reason]
No change:
- [event] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/preload-budgets-for-promos-and-seasonal-peaks-for-google-display-ads
Uses your promo calendar and seasonality to ramp Google Display budgets, creative and targets before peaks, and roll them back after. It keeps watching for this trigger, so you can respond within hours instead of at the next review. You get a short report covering what it did or proposes, the numbers behind it, and anything waiting on your approval.
