# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Tighten targeting when lead quality drops in the CRM.
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/tighten-targeting-when-lead-to-sql-rate-drops-in-the-crm
Page: https://www.roadwayai.com/workflows/tighten-targeting-when-lead-to-sql-rate-drops-in-the-crm
Library index: https://www.roadwayai.com/automation-library
---
name: tighten-targeting-when-lead-to-sql-rate-drops-in-the-crm
description: >-
Reads the share of leads sales qualifies, by campaign, from the CRM, and when quality drops, narrows targeting and shifts budget to what sales actually accepts.
---
# Tighten targeting when lead quality drops in the CRM
Source: https://www.roadwayai.com/workflows/tighten-targeting-when-lead-to-sql-rate-drops-in-the-crm
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 share of leads sales qualifies, by campaign, from the CRM, and when quality drops, narrows targeting and shifts budget to what sales actually accepts.
Reads the share of leads sales qualifies, by campaign, from the CRM, and when quality drops, narrows targeting and shifts budget to what sales actually accepts. When a campaign's share of leads that sales qualifies falls below its baseline, it will tighten audiences, keywords or forms before the lead cost looks bad. 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, crm_pipeline_data, funnel_metrics, goal_metric, icp, max_change_pct, min_sample_size, monthly_budget_cap, opportunity_cost_target, qualified_rate_by_source, task_history
## Prompt
Tighten targeting when lead quality drops in the CRM
Compare [set this to your own qualified rate by source] for the last 14 days with the prior 60 days from [set this to your own CRM pipeline data], and decide for each campaign:
1. Tighten targeting
2. Shift budget to better sources
3. Add qualifying friction
4. Hold
Context and defaults (use these; don't ask):
- Share of leads that become qualified, by channel and campaign: [set this to your own qualified rate by source]. 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.
- Minimum conversions per variant before declaring a test: [set this to your own min sample size]. If not set, 30 conversions per variant.
- 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.
- Target cost per opportunity: [set this to your own opportunity cost target]. If it isn't available, say so and skip the rules that depend on it.
- 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:
- A drop is a qualified-lead rate clearly under baseline with at least [set this to your own min sample size] leads in the window. If not set, 30%+ under. Check that CRM sync is current before acting.
- Tighten targeting: add negatives from the search terms behind rejected leads, narrow job titles or company size to [set this to your own ICP], and exclude the audiences and placements where rejected leads cluster.
- Shift budget to better sources: move up to [set this to your own max change percent] of the budget to campaigns whose cost per qualified lead is under [set this to your own opportunity cost target].
- Add qualifying friction: add a field, a company-size question or a clearer price anchor to the form when the drop comes from unqualified volume, and check the effect after 14 days.
- Do not judge by lead cost. A cheaper lead that sales rejects is waste, so rank by cost per qualified lead and per opportunity.
- 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:
Lead quality tightening report
Summary:
The campaigns with falling quality, the changes made, and cost per qualified lead before and after.
Tighten targeting:
- [campaign] - [reason]
Shift budget to better sources:
- [campaign] - [reason]
Add qualifying friction:
- [campaign] - [reason]
Hold:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/tighten-targeting-when-lead-to-sql-rate-drops-in-the-crm
Tighten targeting when lead quality drops in the CRM
Tighten targeting when lead quality drops in the CRM
Reads the share of leads sales qualifies, by campaign, from the CRM, and when quality drops, narrows targeting and shifts budget to what sales actually accepts.
Reads the share of leads sales qualifies, by campaign, from the CRM, and when quality drops, narrows targeting and shifts budget to what sales actually accepts. When a campaign's share of leads that sales qualifies falls below its baseline, it will tighten audiences, keywords or forms before the lead cost looks bad. 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.
