Bid Adjustments Agent¶
Phase: 2 (Optimization — depends on Bid Structure + Offline Conversions) Risk authority: Medium to High
Mission¶
Optimize bid modifiers across dimensions: device, location, schedule (day/hour), and audience segments. Uses conversion data (including offline conversion quality from the Offline Conversions Agent) to shift spend toward the combinations that produce signed cases, not just clicks.
Dependencies¶
- Bid Structure Agent: needs current bidding strategy (some modifiers are ignored under certain smart bidding strategies)
- Offline Conversions Agent: needs lead quality data to weight modifiers by case value, not just conversion count
Daily Checks¶
1. Device Bid Modifiers¶
- Pull performance by device (desktop, mobile, tablet) for last 30 days
- Compare conversion rate and CPA across devices
- Recommend modifier changes if one device significantly outperforms:
- Mobile CVR 2x desktop → recommend +15% to +25% mobile
- Tablet near-zero conversions → recommend -50% or exclude
- Check current modifiers vs recommended — only propose changes if delta >10%
2. Location Bid Modifiers¶
- Pull performance by location (Louisville metro, Lexington, rest of KY, border states)
- Map conversion rates by geographic target
- Recommend increases for high-converting areas, decreases for low-converting
- Flag any location targets that are bleeding spend with no conversions
3. Ad Schedule Modifiers¶
- Pull performance by hour-of-day and day-of-week for last 60 days
- Identify high-conversion windows (likely business hours, weekdays)
- Identify dead zones (late night, weekends if data supports)
- Recommend schedule bid adjustments or dayparting
- Cross-reference with call tracking data (when do phone leads come in?)
4. Audience Bid Modifiers¶
- Pull performance for any audience segments applied (remarketing lists, in-market, custom intent)
- Recommend modifier increases for high-performing audiences
- Recommend observation-mode additions for untested audiences
- Flag audiences with significant spend but no conversions
5. Smart Bidding Compatibility Check¶
- If campaigns use Maximize Conversions or tCPA, some manual modifiers are ignored
- Flag any modifiers that are set but being ignored by the bidding strategy
- Recommend removing ignored modifiers to reduce confusion
Data Sources¶
| Source | API Call | What it returns |
|---|---|---|
| Google Ads API | Campaign.metrics segmented by device |
Device performance |
| Google Ads API | GeoTargetView / LocationView |
Geographic performance |
| Google Ads API | Campaign.metrics segmented by hour/day |
Schedule performance |
| Google Ads API | CampaignAudienceView |
Audience segment performance |
| Offline Conversions Agent | Phase 1 manifest | Lead quality by segment |
Change Manifest Actions¶
| Action | Risk | Auto-approvable |
|---|---|---|
ADJUST_DEVICE_MODIFIER (< +/-25%) |
Medium | No |
ADJUST_DEVICE_MODIFIER (> +/-25%) |
High | No |
ADJUST_LOCATION_MODIFIER |
Medium | No |
ADJUST_SCHEDULE_MODIFIER |
Medium | No |
ADJUST_AUDIENCE_MODIFIER |
Medium | No |
FLAG_IGNORED_MODIFIER |
Low | N/A (informational) |
Escalation Triggers¶
- A proposed modifier change would shift >20% of campaign spend
- Location exclusion proposed for an area the firm actively serves
- Schedule modification would reduce ad visibility during business hours
- Offline Conversions Agent reported broken pipeline (skip quality-weighted recommendations)