Go Shift

Budget Guard: work out the total daily spend that keeps a client inside its budget for the rest of the period and split it across the client's ad accounts in proportion to their recent spend. It changes nothing. To apply it, read each account's campaigns with the platform's campaigns tool and propose new daily budgets with the platform's update_budget tool (increases need the user's confirmation as usual). Go Shift never pauses ads automatically.

Budget Guard: list the clients whose budget is exceeded, forecast to overrun, or spending well below plan, worst first, with the main numbers. Use for 'which clients need attention on budget'. Read-only.

Budget Guard: a client's budget for the current period — spent, % used, remaining, planned to date, average and needed daily rate, forecast at period end, run-out date and state (green/yellow/red/grey), from the numbers Go Shift stores (refreshed every few hours; the reply says when). Omit folder to get every client that has a budget. Read-only.

Read the agency's instructions for one client folder (goals, target cost per result, tone for ad copy, things to avoid). Call it before analysing, writing ads or changing anything for a client that has instructions, and follow them.

Build a shareable performance report for a client (Google Ads, Meta and TikTok accounts in a client folder, or one account) in the agency's own branding — logo, colours and sections set in Go Shift › Client reports. Returns a private link the user can send to their client or save as PDF. Use when the user asks for a report to send to a client.

Break down sessions and users by device, country or city.

Create a GA4 custom dimension or custom metric from an event parameter in the selected GA4 property (display name, parameter name, scope, optional unit). The first call returns a preview and changes nothing; it is created only on a second call with confirm=true after the user explicitly agrees in chat.

List custom dimensions and metrics defined for the selected property.

Run a GA4 report with dimensions and metrics validated against the property's getMetadata catalog. Use GA4 API field names.

Ecommerce performance including purchases, purchase revenue and top purchased items.

Show key events and event counts with optional campaign breakdown, plus which events are configured as key events.

Link the selected GA4 property to a Google Ads account (customer ID without hyphens) so conversions and audiences can be shared. The first call returns a preview and changes nothing; the link is created only on a second call with confirm=true after the user explicitly agrees in chat.

GA4 overview with previous-period comparison and daily trend: sessions, users, new users, views, key events and purchase revenue.

Top pages and landing pages by views, sessions, engagement and key events.

Realtime active users in the last 30 minutes by country, source/medium and page title.

Mark a GA4 event as a key event (conversion) or unmark it, in the selected GA4 property. The first call returns a preview and changes nothing; the change is applied only on a second call with confirm=true after the user explicitly agrees in chat.

Check linked Google Ads accounts, paid sessions with missing campaign data, and whether GA4 key events are defined.

Traffic acquisition by source/medium, campaign and default channel group, including sessions, engaged sessions, conversions/key events and revenue.

Create sitelinks, callouts and/or a call asset and attach them to a campaign (or the whole account if campaign_id is omitted).

Add audience segments (from google_ads_find_audiences) to a campaign or ad group, as observation (default: no reach change, just reporting and bid insight) or targeting (narrows reach). Runs directly. Not for Performance Max (use audience signals in the Google Ads UI).

Add a responsive display ad to an existing Display ad group, or create a new ad group (paused) in a Display campaign with the ad. Images by https URL.

Add keywords to an ad group. If the campaign is running, keywords are added PAUSED (turn them on with google_ads_set_status).

Add structured snippets, a business name and/or image assets (by https URL) to a campaign or the account. (Sitelinks, callouts and calls: google_ads_add_assets.)

Add negative keywords to a campaign (or an ad group). Runs immediately because it only reduces spend.

Target people within a radius of a point (latitude/longitude) on a campaign. Widens reach, so it needs confirmation.

Use this to compare individual Google Ads ads. Returns one row per ad with spend, conversions, cost per conversion, CTR, approval status and its first headlines. Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Ads with type, status, policy approval status, final URL, headlines/descriptions (responsive search ads) and performance for the period.

List assets with IDs: campaign/account sitelinks, callouts, snippets, calls, images, and Performance Max asset-group assets with Google's performance label. Use to find asset IDs before removing or replacing.

Performance split by device, date, day of week, hour of day, location (country/region), age or gender. Optionally for one campaign.

Use this when the user asks how to split or move budget between Google Ads campaigns. Returns a proposed new daily budget per enabled campaign, based on cost per conversion, impression share lost to budget and current budget usage. Read-only: it only proposes; applying a budget is done with google_ads_update_budget after the user confirms. The result is also displayed as a visual card. Default period: last 30 days.

Pause or enable many campaigns, ad groups, ads or keywords in one call. Pausing runs directly; enabling needs the user's confirmation in chat. For ads and keywords pass ids as 'adGroupId~id'.

List campaigns with their settings: status, serving status, channel type, bidding strategy and targets (tCPA/tROAS), daily budget, start/end dates and networks. Use before changing anything.

Full targeting of one campaign: locations (and radius), languages, ad schedule, device bid adjustments, audiences, attached negative keyword lists and campaign negatives. Use before changing targeting.

Recent changes made in the account (who, what, when) from Google Ads change history. Covers up to the last 30 days.

Use this to see which conversion actions are being recorded. Returns conversions and conversion value per conversion action (for example purchase, lead, call), including secondary actions. Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Conversion actions (name, category, status, primary/secondary, counting, source) with conversions recorded for each in the period.

Add a responsive search ad to an ad group. Created PAUSED so it can be reviewed before it runs.

Add an ad group to an existing campaign, with keywords and a responsive search ad. Created PAUSED.

Create an App campaign for app installs (or in-app actions) from Google Play or the App Store: budget, target cost per install, locations, languages, and an app ad with headlines (≤30), descriptions (≤90), images and YouTube videos. Always PAUSED.

Create a website (WEBPAGE) conversion action and return its event snippet for the site or GTM. Created as secondary unless primary=true. Doesn't change spend directly.

Create a Demand Gen campaign (YouTube, Discover, Gmail, Display) with one ad group and one ad: an image ad (landscape/square/portrait images + logo) or a video ad (YouTube links + logo). Pick channels for YouTube-only. Always PAUSED.

Create a Display campaign with one ad group and a responsive display ad: budget, bidding, locations, languages, final URL, headlines (1–5, ≤30), long headline (≤90), descriptions (1–5, ≤90), business name, images by https URL (≥1 landscape 1.91:1, ≥1 square 1:1; logo optional). Optional audience segment IDs (targeting). Always PAUSED.

Create a Performance Max campaign with one asset group: budget, bidding, locations, languages, final URL, headlines (3–15, ≤30), long headlines (1–5, ≤90), descriptions (2–5, ≤90, one ≤60), business name, and images by https URL (at least 1 landscape 1.91:1 ≥1200×628, 1 square 1:1 ≥1200×1200, 1 square logo ≥128×128). Optional search themes. Always created PAUSED.

Create a Google Ads Search campaign in one call: campaign budget and bidding strategy, locations (people in the location by default) and languages, the Search Partners setting, start and end dates, one ad group with keywords and negative keywords, and one responsive search ad (headlines, descriptions, final URL, display paths). The campaign is always created PAUSED and spends nothing; enabling it is a separate step that needs the user's confirmation. Locations can be names (for example 'Alexandria', 'Riyadh') or geo target IDs. Use dry_run=true to validate without creating anything.

Create a Standard Shopping campaign for a linked Merchant Center feed: budget, bidding (manual CPC, max clicks or tROAS), locations, one product ad group with a default product bid. Always PAUSED. Split products with google_ads_product_groups.

On an existing Demand Gen campaign: add an ad group (paused) with an image or video ad, add an ad to an ad group, or change an ad group's channels. Widening channels needs confirmation.

On a Display (or Demand Gen/Video) ad group: add placements (websites, apps 'android:com.x' / 'ios:123', YouTube channel/video), topics (IDs from google_ads_find_topics), contextual keywords, or set demographics (age ranges and genders to show to). Or exclude placements at campaign level, or remove criteria by ID. Adding targeting narrows reach and runs directly; removing targeting widens reach and needs confirmation.

Turn a paused campaign on (starts spending). The first call returns a preview; ask the user to confirm in the chat, then call again with confirm=true.

Explain why a metric changed between the selected period and the previous period of equal length: which campaigns, devices and networks drove the change. Shown as a card. Default: last 7 days vs the 7 days before.

Search Google's affinity and in-market segments by name, and list the account's own audience lists (remarketing, customer lists). Returns IDs for google_ads_add_audiences.

Search Google's location targets by name (countries, regions, cities, districts, postal codes) and return their IDs and types.

Search Google's Display topic categories by name and return their IDs (for google_ads_display_targeting).

Compare Google Ads campaign cost with GA4 sessions and key events by campaign name. Choose an Ads account and a GA4 property.

Keyword Planner ideas from seed keywords and/or a website URL: average monthly searches, competition and top-of-page bid range in the account currency, for chosen locations and language. Shown as a card.

Keywords with match type, status, quality score (and its components), bids and performance. Set negatives=true to list negative keywords instead.

List the account's labels and which campaigns carry each label.

Send a link invitation to a Merchant Center account (accept it in Merchant Center), or remove a link (see google_ads_merchant_links). Needed for Shopping and retail Performance Max.

Create a label, or attach/detach a label to campaigns, to organise and report on campaigns. Runs directly.

Merchant Center accounts linked to this Google Ads account (needed for Shopping and retail Performance Max), including pending invitations.

Manage shared negative keyword lists: create a list (with keywords), add keywords to a list, attach a list to campaigns, or detach it. Create/add/attach reduce spend and run directly; detach widens reach and needs confirmation.

List the account's shared negative keyword lists, which campaigns use them, and the keywords of one list (list_id).

Compare Search Console queries with Google Ads search terms for the same period: terms you pay for while already ranking top 3 organically (possible savings), paid terms with no organic presence (SEO gaps), and organic winners you don't advertise on.

Pause a campaign. Pausing never spends money, so it runs immediately if the workspace allows pausing.

Use this when the user asks how their Google Ads account or campaigns are performing. Returns spend, conversions, cost per conversion, clicks, CTR, CPC, conversion value and ROAS for the period, the change versus the previous period, a daily trend and a per-campaign table (or per ad group with level=ad_group), plus short automatic insights. Read-only. The result is also displayed to the user as a visual dashboard card. Default period: last 30 days; amounts are in each account's currency.

Use this to see where Display, Video, Demand Gen and Performance Max ads were shown. Returns the websites, apps and YouTube channels or videos with their spend and conversions, so the user can decide which placements to exclude. Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Add a new asset group (paused) to an existing Performance Max campaign with its texts and images, or update an asset group's name, final URL or status (pause/enable — enabling needs confirmation).

Add text assets (headlines, long headlines, descriptions) and images (https URLs) to a Performance Max asset group, or unlink assets by asset ID and field type. Runs directly.

Add an audience signal (segments from google_ads_find_audiences: affinity/in-market IDs and/or your audience lists) to a Performance Max asset group, or remove a signal by its resource name (see google_ads_campaign_targeting / assets). Signals guide Google; they don't restrict reach. Runs directly.

Use this for one Performance Max campaign. Returns the search-term categories it matched (with clicks and conversions) and Google's performance rating of each asset (Best, Good, Low). Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Rebuild which products a retail Performance Max asset group advertises, by one dimension: include only some values, or include all except some. Including more products needs confirmation.

Add or remove search themes (signals of what people search for) on a Performance Max asset group. Adding widens reach and needs confirmation; removing runs directly.

Ads that are disapproved or limited by Google policy, with the policy reasons. Shown as a card.

Rebuild a Shopping ad group's product groups by one dimension (brand, product type, item ID, custom label, condition): give each value a bid or exclude it, plus a bid (or exclusion) for everything else. Higher bids or un-excluding need confirmation.

Run a read-only Google Ads Query Language SELECT statement on one account for analysis not covered by other tools. Only SELECT is allowed.

Use this for reach questions on Display, Video and Demand Gen campaigns. Returns, per campaign, the number of unique users reached and the average number of impressions per user. Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Google's optimization recommendations for the account (type, campaign, estimated impact). Read-only: nothing is applied.

Permanently remove (status REMOVED) a campaign, ad group, ad or keywords. Cannot be undone. Always needs the user's explicit confirmation in chat: call once to get the preview, then again with confirm=true and confirm_name set to the exact name shown. Prefer pausing when unsure.

Unlink assets (sitelinks, callouts, snippets, calls, images) from a campaign or the account by asset ID and type (see google_ads_assets). The assets stay in the library. Runs directly.

Remove campaign- or ad-group-level negative keywords by criterion ID (see google_ads_keywords or google_ads_campaign_targeting). Widens reach, so it needs the user's confirmation in chat.

Use this to analyse the real search terms that triggered Google Ads. Returns three lists: converting search terms not yet added as keywords, search terms that spent without converting (negative keyword candidates), and single words that waste money across many terms. Read-only. The result is also displayed as a visual card. Default period: last 30 days.

Search terms that triggered ads, with spend and conversions, sorted by spend. Useful for finding wasted spend and negative keywords.

Replace a campaign's ad schedule (days and hours, account time zone) with optional bid adjustments. Restricting a 24/7 campaign runs directly; widening or replacing an existing schedule needs confirmation. Pass an empty list to remove the schedule (runs 24/7, needs confirmation).

Pause or re-enable a campaign's asset link (e.g. a call asset outside working hours) without deleting it. Enabling needs confirmation.

Set a campaign's start date (only before it starts), end date (or clear it), and an impression frequency cap (Display, Video, Demand Gen). Extending or clearing the end date, or raising/removing a cap, needs confirmation.

Bid up or down by device (mobile, desktop, tablet) on a campaign or an ad group. -100 excludes the device. Lowering runs directly; raising needs confirmation.

Set the max CPC bid of a keyword (with ad_group_id) or of an ad group. Lowering runs immediately; raising needs the user's confirmation in chat.

Pause or enable an ad group, ad or keyword (campaigns: use google_ads_pause_campaign / google_ads_enable_campaign). Pausing runs immediately; enabling needs the user's confirmation in chat.

Checks conversion tracking health: auto-tagging, enabled primary conversion actions, actions with no recent conversions, duplicate primary actions in the same category, and clicks without conversions. Returns findings with severity and a fix for each.

Replace the headlines, descriptions, final URL and/or display paths of an existing responsive search ad. The ad goes back to Google review. Does not raise spend, so it runs directly.

Rename an ad group or change its default max CPC or target CPA. Raising a bid or target needs the user's confirmation in chat.

Replace headlines/descriptions and add images or YouTube videos on an App campaign ad (or remove all images/videos with clear_images/clear_videos). Runs directly.

Change a campaign's daily budget (in the account currency). Decreases run immediately. Increases need the user's explicit confirmation in the chat: the first call returns a preview; ask the user, then call again with confirm=true. Budgets above the user's daily cap are blocked.

Change campaign settings: name, end date, location mode (presence vs interest), add/remove locations, search partners/display network, bidding strategy or target CPA. Changes that can raise spend or reach (bidding, higher target, more locations, networks) need the user's confirmation in chat.

Rename, change value or counting, enable/hide, or switch a conversion action between primary (used for bidding) and secondary. Changing primary status or value affects automated bidding, so it needs confirmation.

Replace headlines, long headline, descriptions, business name, final URL and/or images of a responsive display ad. Goes back to review. Runs directly.

Use this when the user asks where Google Ads money is being wasted. Returns the campaigns, keywords and search terms that spent money with zero conversions in the period, the total wasted amount and its share of total spend, and suggested negative keywords. Read-only: it changes nothing (adding negatives is a separate tool). The result is also displayed as a visual card. Default period: last 30 days.

Show the user's Go Shift plan and remaining usage balance (shown as a card). Free to call. Use when the user asks about their plan, balance, limits or renewal. Never talk about tokens or how usage is counted; call it 'usage balance'.

Break organic performance down by country, device, search appearance or date.

Google's index status for one URL: indexed or not and why, last crawl, Google-selected vs declared canonical, robots/indexing allowed, mobile usability and rich results.

Find quick SEO wins: striking-distance keywords (positions 4–20 with real impressions), snippets with CTR below what their position should get, queries that dropped vs the previous period, and keyword cannibalisation (several pages competing for one query).

Pages ranked by organic clicks with impressions, CTR and position. Optionally show the top queries of one page (page_contains).

Organic Google Search performance for a site: clicks, impressions, CTR and average position vs the previous period, plus top queries and top pages. Data is usually 2–3 days behind.

Search queries (keywords) the site appears for, with clicks, impressions, CTR and position. Filter by page, query text, country or device; sort by clicks, impressions or position.