# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Respond to competitor pricing changes and launches for Meta 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/respond-to-competitor-pricing-changes-and-launches-for-meta-ads
Page: https://www.roadwayai.com/workflows/respond-to-competitor-pricing-changes-and-launches-for-meta-ads
Library index: https://www.roadwayai.com/automation-library
---
name: respond-to-competitor-pricing-changes-and-launches-for-meta-ads
description: >-
When a competitor raises prices, removes a plan or changes packaging, updates Meta (Facebook & Instagram) conquesting campaigns and copy to capture switchers.
---
# Respond to competitor pricing changes and launches for Meta Ads
Source: https://www.roadwayai.com/workflows/respond-to-competitor-pricing-changes-and-launches-for-meta-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
When a competitor raises prices, removes a plan or changes packaging, updates Meta (Facebook & Instagram) conquesting campaigns and copy to capture switchers.
When a competitor raises prices, removes a plan or changes packaging, updates Meta (Facebook & Instagram) conquesting campaigns and copy to capture switchers. It checks for this trigger every time it runs, so you can react 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
approved_claims, auto_approve, competitor_ad_insights, competitor_pricing, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, task_history
## Prompt
Respond to competitor pricing changes and launches for Meta Ads
Compare the current competitor pricing snapshots with the last snapshot and decide the Meta (Facebook & Instagram) response for each change:
1. Launch counter campaign
2. Update existing copy
3. Monitor
4. No action
Context and defaults (use these; don't ask):
- Competitor pricing snapshots: [set this to your own competitor pricing]. If it isn't available, say so and skip the rules that depend on it. Source: public competitor pricing pages the agent can read.
- The approved claims: [set this to your own approved claims]. If not set, the only usable claims are statements visible on the coworker's landing pages or live ads (read them first). Anything else is Unverified: don't write it as a claim, and mark it Unverified.
- Competitor ad snapshots: [set this to your own competitor ad insights]. If none are stored, pull them from the ad libraries or skip.
- 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:
- Launch a counter campaign when a competitor raises prices enough to create switch intent, removes a free plan, or puts a popular feature behind a higher tier.
- On Meta (Facebook & Instagram), target audiences (Advantage+ audience suggestions, custom audiences, lookalikes, interests and detailed targeting) around that competitor and send traffic to a comparison page with current, accurate pricing.
- Only state competitor prices you can verify today, and date-stamp comparison claims. Run them by the approved claims rules.
- Monitor small changes and changes that make the competitor cheaper. Do not get into a price war in ads.
- Also trigger on competitor launches seen in competitor ad snapshots or their changelog. Counter with the angle the launch can't match (an integration, price or proof point), within 48 hours.
- 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:
Meta (Facebook & Instagram) competitor pricing response report
Summary:
The pricing changes detected and the campaigns and copy changed in response.
Launch counter campaign:
- [competitor change] - [reason]
Update existing copy:
- [competitor change] - [reason]
Monitor:
- [competitor change] - [reason]
No action:
- [competitor change] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/respond-to-competitor-pricing-changes-and-launches-for-meta-ads
Respond to competitor pricing changes and launches for Meta Ads
Respond to competitor pricing changes and launches for Meta Ads
When a competitor raises prices, removes a plan or changes packaging, updates Meta (Facebook & Instagram) conquesting campaigns and copy to capture switchers.
When a competitor raises prices, removes a plan or changes packaging, updates Meta (Facebook & Instagram) conquesting campaigns and copy to capture switchers. It checks for this trigger every time it runs, so you can react 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.
