# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Switch ads to closing content when accounts enter late-stage deals.
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/switch-ads-to-closing-content-when-accounts-enter-late-stage-deals
Page: https://www.roadwayai.com/workflows/switch-ads-to-closing-content-when-accounts-enter-late-stage-deals
Library index: https://www.roadwayai.com/automation-library
---
name: switch-ads-to-closing-content-when-accounts-enter-late-stage-deals
description: >-
When a target account reaches evaluation or negotiation in the CRM, swaps its ads to security, ROI and customer proof for the buying committee.
---
# Switch ads to closing content when accounts enter late-stage deals
Source: https://www.roadwayai.com/workflows/switch-ads-to-closing-content-when-accounts-enter-late-stage-deals
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 target account reaches evaluation or negotiation in the CRM, swaps its ads to security, ROI and customer proof for the buying committee.
When a target account reaches evaluation or negotiation in the CRM, swaps its ads to security, ROI and customer proof for the buying committee. When an opportunity moves to evaluation, proposal or legal in the CRM, it will switch the account to closing messaging and pull it out of top-of-funnel ads. 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, call_insights, crm_pipeline_data, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, target_accounts, task_history
## Prompt
Switch ads to closing content when accounts enter late-stage deals
Read opportunity stages in [set this to your own CRM pipeline data] for [set this to your own target accounts], and decide the ad treatment for each account:
1. Switch to closing ads
2. Exclude from prospecting
3. Keep current ads
4. Remove from ads
Context and defaults (use these; don't ask):
- 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 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.
- Sales call themes (pains, objections, use cases, competitors named), aggregated with no contact data: [set this to your own call insights]. If it isn't available, say so and skip the rules that depend on it. Source: a call-recording MCP if one is connected, otherwise call notes from a HubSpot or Salesforce MCP.
- 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:
- Stages: use evaluation or proposal for closing content (case studies, security and compliance, ROI, implementation), and legal or contract for exclusion from paid ads, since sellers are in the room.
- Switch to closing ads using the account-level audience sync by stage, and match the content to the stage and the open objections visible in [set this to your own call insights] when available. Source: a call-recording MCP if one is connected, otherwise call notes from a HubSpot or Salesforce MCP. If none is connected, say so and skip this input.
- Exclude from prospecting: move late-stage accounts out of awareness campaigns so that you stop paying to re-introduce yourself.
- Keep current ads when an account has an open opportunity but no stage movement for 30 days, and report it for sales follow-up.
- Judge on stage progression and win rate for treated accounts against similar untreated accounts, not on clicks.
- 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:
Late-stage ad switch report
Summary:
The accounts moved by stage, the content served, and stage progression versus similar accounts.
Switch to closing ads:
- [account] - [reason]
Exclude from prospecting:
- [account] - [reason]
Keep current ads:
- [account] - [reason]
Remove from ads:
- [account] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/switch-ads-to-closing-content-when-accounts-enter-late-stage-deals
When a target account reaches evaluation or negotiation in the CRM, swaps its ads to security, ROI and customer proof for the buying committee. When an opportunity moves to evaluation, proposal or legal in the CRM, it will switch the account to closing messaging and pull it out of top-of-funnel ads. 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.
