# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Up brand defense budget on social and ChatGPT when brand impression share dips.
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/up-brand-defense-budget-on-social-and-chatgpt-when-brand-impression-share-dips
Page: https://www.roadwayai.com/workflows/up-brand-defense-budget-on-social-and-chatgpt-when-brand-impression-share-dips
Library index: https://www.roadwayai.com/automation-library
---
name: up-brand-defense-budget-on-social-and-chatgpt-when-brand-impression-share-dips
description: >-
When brand search impression share on Google or Microsoft dips below target (usually a competitor bidding on your name), the Meta, LinkedIn and ChatGPT coworkers raise brand-defense spend on the people being targeted: recent site visitors, high-intent accounts and branded ChatGPT contexts.
---
# Up brand defense budget on social and ChatGPT when brand impression share dips
Source: https://www.roadwayai.com/workflows/up-brand-defense-budget-on-social-and-chatgpt-when-brand-impression-share-dips
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 brand search impression share on Google or Microsoft dips below target (usually a competitor bidding on your name), the Meta, LinkedIn and ChatGPT coworkers raise brand-defense spend on the people being targeted: recent site visitors, high-intent accounts and branded ChatGPT contexts.
When brand search impression share on Google or Microsoft dips below target (usually a competitor bidding on your name), the Meta, LinkedIn and ChatGPT coworkers raise brand-defense spend on the people being targeted: recent site visitors, high-intent accounts and branded ChatGPT contexts. 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
approved_claims, auto_approve, brand_terms, competitor_ad_insights, funnel_metrics, goal_metric, impression_share_target, max_change_pct, monthly_budget_cap, target_accounts, task_history
## Prompt
Up brand defense budget on social and ChatGPT when brand impression share dips
Each morning, read brand search impression share and lost IS (rank) for [set this to your own brand terms] from the search coworkers. When it is below the impression share target for 2 consecutive days, decide for each Meta, LinkedIn and ChatGPT campaign:
1. Raise brand-defense budget
2. Launch a counter message
3. Hold
4. Wind down
Context and defaults (use these; don't ask):
- The impression share target: [set this to your own impression share target]. If not set, 90% on brand campaigns.
- 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.
- 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.
- Competitor ad snapshots: [set this to your own competitor ad insights]. If none are stored, pull them from the ad libraries or skip.
- 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.
- 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.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Only act when the dip comes from competitors (lost IS to rank, with a new or rising competitor in auction insights), not from your own budget limits. Those are fixed by the search coworker's "Up brand campaign budget" workflow.
- Raise budget by up to the max change limit on retargeting of visitors from the last 14 days and on the target account list (LinkedIn), since those are the people seeing competitor ads on your brand terms.
- On ChatGPT Ads, raise bids on context hints built around your brand plus "alternative", "pricing" and "vs" contexts, so you show up when users ask about you in conversation.
- Launch a counter message: proof-led ads that answer the competitor's headline (from competitor ad snapshots), using the approved claims only.
- Wind down when brand IS is back above target for 3 days. Judge on branded signups and pipeline in [set this to your own funnel metrics], not social CTR.
- 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:
Brand defense report
Summary:
The impression-share dip, which competitor caused it, the off-search budget raised, and the branded conversions protected.
Raise brand-defense budget:
- [campaign] - [reason]
Launch a counter message:
- [campaign] - [reason]
Hold:
- [campaign] - [reason]
Wind down:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/up-brand-defense-budget-on-social-and-chatgpt-when-brand-impression-share-dips
Up brand defense budget on social and ChatGPT when brand impression share dips
Up brand defense budget on social and ChatGPT when brand impression share dips
When brand search impression share on Google or Microsoft dips below target (usually a competitor bidding on your name), the Meta, LinkedIn and ChatGPT coworkers raise brand-defense spend on the people being targeted: recent site visitors, high-intent accounts and branded ChatGPT contexts.
When brand search impression share on Google or Microsoft dips below target (usually a competitor bidding on your name), the Meta, LinkedIn and ChatGPT coworkers raise brand-defense spend on the people being targeted: recent site visitors, high-intent accounts and branded ChatGPT contexts. 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.
