AdCopilot

Google Ads: create portfolio bid strategy

create_portfolio_bidding_strategy

Creates a portfolio Target CPA or Target ROAS bid strategy.

A portfolio strategy is shared: every campaign assigned to it bids toward
the one target. It is created with no campaigns;
assign_portfolio_bidding_strategy assigns them. The strategy bids in the
account's currency, and the result states the target formatted in it.
A strategy type outside the two below, or a target missing or given to
the other type, is refused before anything is sent.

Args:
    customer_id: The Google Ads customer ID (numbers only, no hyphens).
    name: The strategy's name, distinct within the account (1 to 255
        bytes).
    strategy_type: TARGET_CPA (as many conversions as possible at an
        average cost per conversion) or TARGET_ROAS (as much conversion
        value as possible at an average return on ad spend).
    target_cpa_micros: Target cost per conversion in micros of the
        account's currency (10000000 = 10.00: ₹10 on an INR account, $10
        on a USD one). Required with TARGET_CPA, refused with TARGET_ROAS.
    target_roas: Target return on ad spend as a ratio of conversion value
        to cost (4.0 for 400%), from 0.01 to 1000. Required with
        TARGET_ROAS, refused with TARGET_CPA.

Returns:
    Dictionary with bidding_strategy_resource_name, bidding_strategy_id,
    name, strategy_type, the target (with target_cpa_formatted and
    currency_code, or target_roas_percent) and a message.

Tools revision: d80f65c0.

Tool call template

Replace each placeholder with a value matching the input schema. Only required parameters are included; add optional parameters as needed.

{
  "id": 1,
  "jsonrpc": "2.0",
  "method": "tools/call",
  "params": {
    "arguments": {
      "customer_id": "<customer_id>",
      "name": "<name>",
      "strategy_type": "<strategy_type>"
    },
    "name": "create_portfolio_bidding_strategy"
  }
}

Input Schema

Name	Required	Description	Default
`name`	Yes
`customer_id`	Yes
`target_roas`	No
`strategy_type`	Yes
`target_cpa_micros`	No

Output Schema

Name	Required	Description	Default
`result`	Yes

Schema Changelog

Changes observed during successful MCP inspections.

AddedNov 3, 2026

TDQS

A4.7/5.0

Behavior5/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

Annotations only flag non-read-only, non-destructive, non-idempotent; the description goes well beyond by disclosing that the strategy is shared across campaigns, bids in the account's currency, and that invalid input is 'refused before anything is sent' (no partial writes). The account-scoped name uniqueness and the pre-send validation are exactly the mutation traits an agent needs.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness4/5

Is the description appropriately sized, front-loaded, and free of redundancy?

Front-loaded with the purpose and shared-strategy semantics, then cleanly sectioned into Args and Returns, with no filler sentences. The Returns block partially restates an output schema that already exists, which is the only mild redundancy.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness5/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

For a five-parameter mutation tool with no schema descriptions and no enums in the schema, the definition covers the full creation contract, the follow-up assign step, currency behavior, and validation failures. An agent has everything needed to call it correctly on the first try.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters5/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema description coverage is 0%, so the description carries the full burden and does: customer_id format constraints, name byte range, the two strategy_type values with plain-language definitions, the micros conversion with a worked currency example, and the 0.01–1000 ROAS range. It also states the conditional requirements ('Required with TARGET_CPA, refused with TARGET_ROAS') that the schema cannot express.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The opening sentence names a specific verb and resource plus the two supported strategy types: 'Creates a portfolio Target CPA or Target ROAS bid strategy.' That immediately separates it from create_campaign, update_portfolio_bidding_strategy, and the asset-creation siblings.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines4/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

It explains the lifecycle context explicitly: 'It is created with no campaigns; assign_portfolio_bidding_strategy assigns them,' which routes the agent to the correct follow-up tool. It doesn't say when to prefer a portfolio strategy over a campaign-level one, so the alternative-selection guidance is contextual rather than complete.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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