# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Surround conferences with ads aimed at target accounts.
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/surround-conferences-with-ads-aimed-at-target-accounts
Page: https://www.roadwayai.com/workflows/surround-conferences-with-ads-aimed-at-target-accounts
Library index: https://www.roadwayai.com/automation-library
---
name: surround-conferences-with-ads-aimed-at-target-accounts
description: >-
Reads the conference calendar and runs account-based campaigns around each event: before to book meetings, during to drive booth traffic, after to follow up.
---
# Surround conferences with ads aimed at target accounts
Source: https://www.roadwayai.com/workflows/surround-conferences-with-ads-aimed-at-target-accounts
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
Reads the conference calendar and runs account-based campaigns around each event: before to book meetings, during to drive booth traffic, after to follow up.
Reads the conference calendar and runs account-based campaigns around each event: before to book meetings, during to drive booth traffic, after to follow up. When an event on your calendar is 3 weeks out, with target accounts attending or exhibiting, it will launch a three-phase campaign around the event and wind it down after. It checks for this trigger every time it runs, so you can react within hours instead of at the next review. 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, conference_calendar, crm_pipeline_data, experiment_budget_pct, funnel_metrics, goal_metric, icp, max_change_pct, monthly_budget_cap, target_accounts, task_history
## Prompt
Surround conferences with ads aimed at target accounts
Read [set this to your own conference calendar] and [set this to your own target accounts], and for each event in the next 45 days decide the phase and action:
1. Launch pre-event campaign
2. Run in-event push
3. Launch follow-up campaign
4. Skip event
Context and defaults (use these; don't ask):
- The conference and trade show calendar (events you attend, sponsor or target): [set this to your own conference calendar]. If it isn't available, say so and skip the rules that depend on it.
- The target account list: [set this to your own target accounts]. If it isn't available, say so and skip the rules that depend on it.
- Leads, contacts, accounts and opportunities with stages, amounts and click IDs: [set this to your own CRM pipeline data]. If it isn't available, say so and skip the rules that depend on it.
- The ideal customer profile: firmographics, roles, pains: [set this to your own ICP]. If it isn't available, say so and skip the rules that depend on it.
- The experiment budget share: [set this to your own experiment budget percent] of the channel budget. If not set, 10%.
- 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:
- Prioritize events with 20+ target accounts attending, exhibiting or speaking, or where [set this to your own CRM pipeline data] shows past pipeline from the show.
- Pre-event (3 weeks to 1 day): target the attending companies with meeting offers on LinkedIn, event keywords on Google ("[event] [category]"), and X and Reddit conversations about the event.
- In-event: add geo and event hashtag targeting, and a booth or session CTA. Post-event (1 to 14 days): retarget visitors and the attending accounts with a follow-up offer, and check that leads from the event are in the CRM.
- Skip events with no ICP ([set this to your own ICP]) overlap, and keep each event campaign inside [set this to your own experiment budget percent] of the channel budget unless it has produced pipeline before.
- Judge on meetings booked and pipeline created from the event's target accounts.
- 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:
Conference campaign report
Summary:
The events covered, the phase each one is in, and meetings and pipeline created.
Launch pre-event campaign:
- [event] - [reason]
Run in-event push:
- [event] - [reason]
Launch follow-up campaign:
- [event] - [reason]
Skip event:
- [event] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/surround-conferences-with-ads-aimed-at-target-accounts
Surround conferences with ads aimed at target accounts
Surround conferences with ads aimed at target accounts
Reads the conference calendar and runs account-based campaigns around each event: before to book meetings, during to drive booth traffic, after to follow up.
Reads the conference calendar and runs account-based campaigns around each event: before to book meetings, during to drive booth traffic, after to follow up. When an event on your calendar is 3 weeks out, with target accounts attending or exhibiting, it will launch a three-phase campaign around the event and wind it down after. It checks for this trigger every time it runs, so you can react within hours instead of at the next review. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
