Lists the entities (campaigns, ad groups/ad sets, ads, keywords) of ANY connected ad platform with their IDs — use this instead of looking for a platform-specific list tool. platform: google_ads (default) | meta (facebook/instagram) | tiktok | linkedin | microsoft. entity: campaigns | ad_groups (adsets on Meta, adgroups on TikTok) | ads | keywords (Google Ads) | campaign_groups & creatives (LinkedIn). account = that platform's account id (for Google Ads you may also use customer_id); leave empty to use the connected/default account. parent_id narrows children to one parent (e.g. the campaign id when listing ad groups/ad sets, the ad set id when listing ads). Call describe(platform) to see which entity names a platform accepts.

DATES — read them before you judge anything: rows carry when each item was created, last changed and is scheduled to run, so "new / still learning / untouched for months / changed yesterday" is measured, not guessed. Google Ads: created_time (exact, Google keeps it 30 days), created_within_90d, updated_time (last 90 days; empty = unchanged for 90+ days), campaign start_time/end_time. Meta: created_time, updated_time, start_time/stop_time (campaign), start_time/end_time (ad set). TikTok: created_time, updated_time, ad group start_time/end_time. LinkedIn: created_time, updated_time, start_time/end_time (ISO, UTC). Microsoft: ad group start_date/end_date only (the API exposes no creation date). Before attributing a result to a change, compare these dates with the report period (get_report with start_date/end_date or a day breakdown).

Google Ads specifics (platform='google_ads'):

PAGING: rows is ONE PAGE — limit rows from offset (limit max 2000). total_rows is the real count and serving_count / serving_summary are always computed over ALL rows, not the page. truncated=true → call again with offset=next_offset and merge; never present the page as the complete list. Keyword and ad pages are returned as FLAT rows (a keyword inventory can run to thousands of rows — the raw nested GAQL form overflows the client's tool-result budget and then nothing reaches you at all).

CURRENT BIDS: ad group rows carry max_cpc (and target_cpa when set), keyword rows carry max_cpc plus effective_max_cpc and bid_source. Read the bid before changing it — a percentage change ("raise this by 30%") is otherwise sent as an absolute number and can LOWER the bid instead. bid_source: AD_GROUP_CRITERION means the keyword carries its own bid and OVERRIDES the ad group: raising the ad group bid then changes nothing for that keyword. Average CPC from a report is not a substitute — it is what was paid, not the ceiling that was set, and it is usually lower.

ACTIVE / RUNNING / LIVE = is_serving: true (derived from serving_status), NOT status: "ENABLED". They are different things: a campaign whose end date has passed still reads status=ENABLED while the Google Ads UI shows it as "Ended". When the user asks which campaigns are active, answer from is_serving and account for the rest using serving_status

• status_reasons (ENDED, PAUSED, NOT_ELIGIBLE, MISCONFIGURED, PENDING...). Never present a status=ENABLED row as active on its own — the user is comparing your answer to their Google Ads screen. serving_summary gives the counts.

For campaigns it ALSO returns the bidding strategy (bidding_strategy), daily budget (daily_budget), targets (target_cpa / target_roas) and the max CPC ceiling (max_cpc, in account currency; null means no ceiling is set AT CAMPAIGN LEVEL). When max_cpc_note is present the campaign uses a portfolio strategy and max_cpc was not read.