You own the brand. You are also, somehow, the media buyer.
Nobody planned it this way. The agency did not work out, or never got hired, and now the ad account is one more thing between the supplier call and the returns queue. This page is about the specific problem that creates, which is not the one most ad tools are built for.
Demo account · illustrative figures
The reality
The problem is not that you lack a dashboard
You almost certainly have one already, probably several. Meta has one, Shopify has one, and there may be a third somebody set up for you a year ago.
The problem is the days nobody looks. The account spends every hour whether or not you open it. Most weeks you check on a Monday, or when something feels off, and by then whatever went wrong has been going wrong for a while.
And the days you do look, everything is fine-ish. A dashboard shows you what happened. Deciding whether a 12% drop in return on ad spend is noise, seasonality or a real problem takes context about your own account that no chart carries, and that is the judgement a media buyer was being paid for.
So the work gets deferred, which is rational. There is always something with a clearer payoff than reading campaign tables. That is not a discipline failure, it is correct prioritisation by someone with too many jobs, and it is why the account drifts.
The actual problem
What actually goes wrong while nobody is watching.
Every morning at 07:00 in your own timezone, the account is read and checked. On Meta that is 11 named checks, and on Google Ads 11. They are the things a competent buyer would look for on a Monday, run every day instead.
- A campaign past its learning window that keeps spending and has bought nothing at all.
- A creative that is fatiguing, where the same people are being shown the same ad again and again.
- A search term that keeps taking paid clicks without a single conversion behind them.
- The same keyword bought twice inside one campaign, so the account is bidding against itself.
- Budget stuck in a losing campaign while the proven winner sits capped.
None of these is exotic. Every one of them is the kind of thing that is obvious the moment somebody looks, and expensive precisely because nobody did.
A normal day
What a normal day looks like.
01 The account is read before you are up
The morning read runs at 07:00 in your brand's own timezone, not ours. It costs nothing, on every plan and forever, and it happens whether or not you are paying us.
02 You get the short list, not the dashboard
What changed, what it is likely to be, and the figures behind each finding, with the platform and date range each number came from. Most mornings this is a thirty-second read and there is nothing to do.
03 You ask about the one that matters
In a sentence. Why did this drop, is it the creative or the audience, what did we spend on that campaign last month. The answer comes back with the numbers it used, so you can check it rather than trust it.
04 You approve the fix, or you do not
When there is something to change, it arrives as a card showing exactly what would change and from what to what. Nothing happens until you approve that specific change. After it executes, the platform is read again to confirm it landed.
What it costs
What it costs
One initial audit is included. No card is required for that first Google Ads report. Repeat audits, scheduled monitoring, alerts and Mako require an active trial or plan.
You pay when you want the agent to work on it. Plans differ by how many conversations a month you have with it and by nothing else. Every price is on the pricing page, and the paid trial is 7 days.
Your ad budget is nobody's business but yours. There is no tier that reads how much you spend on ads and charges you more for it. Grow as fast as you can; the bill does not follow.
When not to buy this
When you should not buy this
Three cases where the honest answer is that this is a bad fit. If one of them is you, we would rather you knew now.
- You already have a media buyer who checks the account daily. The gap this fills is the days nobody was looking, and you do not have those days.
- You expect unattended ad automation. This waits for your approval on every change, deliberately, and that will feel slow if autonomous execution is what you wanted.
- Your main channel is not Google Ads. Google Ads is the only ad platform in the ordinary controlled beta today; GA4, Merchant Center and Search Console sit beside it as read sources. Meta is reviewer-only; TikTok Ads and Shopify remain limited by app review or supervised validation. If most of your money is elsewhere, most of your account will be invisible to the beta.
Questions
Questions founders ask.
Do I need to know anything about media buying?
No, and that is most of the point. Findings are written in plain language and every one carries the numbers behind it, so you can judge whether the reasoning holds without knowing the jargon. The thing you do need is a view on your own business, which no software has.
Can it spend my money by mistake?
It cannot change anything at all until you separately grant write access, and after that nothing executes without you approving that specific change. There are also two limits that hold regardless of what the agent concludes: a budget increase beyond a hard multiple is blocked before an approval card is even created, and a large change in either direction is flagged on the card.
How long before it is useful?
The first audit runs against the history already in your ad account, so it has something to say on day one. Findings that depend on knowing your normal get better as it accumulates its own daily reads, because a dip only means anything against your baseline.
What if it is wrong?
It will be sometimes. Every finding shows the figures it came from precisely so you can catch that, and every change waits for your approval so being wrong costs you a dismissed card rather than money. If you find one that is wrong in an interesting way, tell us. That is worth more to us than a compliment.
Controlled beta
Start with one read-only account
Apply with an active Google Ads account and review the first recommendation with us.
Invited partners connect read-only first. Nothing can change until write access is granted separately.