Google Ads
Meta Ads
20+ skills.
One expert agent.
Roger isn't a generic AI chatbot that happens to know a bit about ads. He's a specialist, loaded with battle-tested playbooks for every part of Google and Meta ads management, plus ad creative generation. Here are some of the skills Roger brings to every conversation.
Marketer persona
Roger doesn't talk like a chatbot. He thinks like a senior paid ads strategist across Google and Meta: contrarian, opinionated, and always skeptical of platform defaults.
Meta Ads management
Reads and optimizes Facebook and Instagram campaigns: ad sets, audiences, placements, and budgets. Spots fatigue, overlap, and wasted spend across the account.
Creative fatigue detection
Tracks frequency, CTR decay, and first-time-impression ratio across your Meta ad sets. Flags creatives that have burned out and need a refresh before CPMs spike.
Advantage+ audit
Reviews Advantage+ Shopping and audience campaigns for budget concentration, placement waste, and existing-customer caps, so Meta's automation works for you, not against you.
Audience overlap and saturation
Detects Meta ad sets competing in the same auction and audiences that are too small or fully saturated. Recommends consolidation so you stop bidding against yourself.
Pixel and Conversions API check
Validates your Meta Pixel and Conversions API setup: event coverage, deduplication, and match quality. Bad signal means bad optimization, so Roger catches it first.
Meta budget and placement strategy
Advises on CBO vs ABO, placement mix, and budget pacing across Facebook and Instagram. Knows when to let Advantage+ decide and when to take manual control.
Ad creative generation
Generates ad visuals, images, short ad videos, and UGC-style videos on brand and on message. You review every asset before it goes live on Google or Meta.
PPC decision framework
Every diagnosis follows the same proven order: tracking first, then audience, then offer, then bid, then budget. No shortcuts, no guessing.
Anti-Google red flags
A built-in checklist of Google defaults, rep advice, and auto-applied settings that quietly drain your budget. Roger catches them all.
Bidding strategy changes
Switch between Manual CPC, tCPA, tROAS, and Maximize Conversions safely. Roger knows the exact API shapes that Google silently rejects.
Wasted-spend finder
Surfaces your biggest cost centers with zero conversions across campaigns, ad groups, search terms, and placements. Ranked by dollars wasted.
30-day account audit
A full end-to-end audit of your Google Ads account. Surfaces wasted spend, structure issues, and the top three actions to take right now.
Negative keyword discovery
N-gram frequency analysis on your search terms. Returns a ranked list of negatives to add at the right level and match type.
Performance Max audit
Audits PMax campaigns for asset strength, audience signal coverage, mobile-app leakage, and search cannibalization.
Smart Bidding diagnostic
Detects when tCPA, tROAS, or Max Conversions is being misapplied. Knows the conversion-volume thresholds and the right fallback strategy.
Recommendations decoder
Filters Google's Recommendations tab for you. Tells you which to apply (rare), which to dismiss (most), and exactly why.
Funnel diagnostic
Splits 'performance is bad' into the actual broken step: ad copy, landing page, or targeting. Uses CTR and CVR together to pinpoint the issue.
Geo and device optimization
Finds locations and devices with anomalous CPA versus campaign average. Recommends bid adjustments backed by statistical significance.
Auction insights and competitor pressure
Reads auction-share data to identify who is encroaching on your terms, and whether you're losing ground on impression share or overlap rate.
Shopping and feed health
Audits a Shopping or PMax-with-feed campaign. Surfaces disapprovals, item-level issues, and feed quality problems that silently kill performance.
New skills, every month.
Roger's skill library keeps expanding. Every skill is peer-reviewed, battle-tested on real accounts, and updated as Google and Meta evolve. You get every new skill automatically, no upgrade required.
