# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Run a whole-account optimization check 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/run-a-whole-account-optimization-check-for-google-display-ads
Page: https://www.roadwayai.com/workflows/run-a-whole-account-optimization-check-for-google-display-ads
Library index: https://www.roadwayai.com/automation-library
---
name: run-a-whole-account-optimization-check-for-google-display-ads
description: >-
An onboarding audit of the whole Google Display account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue.
---
# Run a whole-account optimization check for Google Display Ads
Source: https://www.roadwayai.com/workflows/run-a-whole-account-optimization-check-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
An onboarding audit of the whole Google Display account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue.
An onboarding audit of the whole Google Display account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue. Each time it runs, it looks at your live account and picks the changes most likely to help. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change. Run it when you first connect the channel and again every quarter, not every week. The dedicated workflows handle the ongoing checks.
## 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
cost_per_goal_baseline, coworker_goal, goal_metric, monthly_budget_cap
## Prompt
Run a whole-account optimization check for Google Display Ads
Audit my entire Google Ads (Display & Demand Gen) account against [set this to your own coworker goal] and give each area one verdict:
1. Healthy
2. Quick win available
3. Needs restructure
4. Critical issue
Context and defaults (use these; don't ask):
- The baseline cost per goal: [set this to your own cost per goal baseline]. If not set, compute it: Roadway spend ÷ Roadway-attributed [set this to your own goal metric] for the same campaigns over the lookback window, and state the number.
- 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.
Rules:
- Treat this as an onboarding or quarterly audit, not a weekly job. Do not repeat checks that a dedicated workflow already runs on a schedule: point to that workflow instead and spend your effort on gaps no workflow covers.
- Check, in order of impact: tracking (the Google tag with enhanced conversions, view-through conversion windows and offline conversion imports), campaign structure (too fragmented to learn, or too consolidated to control), bid strategy fit, budget allocation vs performance, targeting waste, creative coverage, landing page fit, and policy or delivery issues (Limited by budget, low eligible inventory and narrow targeting).
- Critical issue: anything that makes the data wrong, such as broken conversions, duplicated counting or optimizing to the wrong event, or that wastes a meaningful share of spend. If not set, more than 10% of spend. Fix these before anything else.
- Quick win available: a fix that takes under an hour and moves cost per [set this to your own goal metric] or volume enough to matter. If not set, an estimated 5%+. Needs restructure: structural problems that need a plan and a learning period.
- Quantify every finding in dollars or goal events wherever possible, and compare against the baseline cost per goal and the monthly cap.
- 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.
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.
- Any budget or bid change you propose moves one entity by at most the max change limit per run (20% unless the coworker's Guardrails set another); stage a larger move across runs. Pausing an entity under a stated stop rule is a status change, not a budget change.
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 whole-account optimization check
Summary:
Overall account health, the top 5 fixes ranked by expected impact, and which workflows should handle each fix.
Healthy:
- [area / finding] - [reason]
Quick win available:
- [area / finding] - [reason]
Needs restructure:
- [area / finding] - [reason]
Critical issue:
- [area / finding] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/run-a-whole-account-optimization-check-for-google-display-ads
Run a whole-account optimization check for Google Display Ads
Run a whole-account optimization check for Google Display Ads
An onboarding audit of the whole Google Display account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue.
An onboarding audit of the whole Google Display account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue. Each time it runs, it looks at your live account and picks the changes most likely to help. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change. Run it when you first connect the channel and again every quarter, not every week. The dedicated workflows handle the ongoing checks.
