Help & Guides

Go to Audits and click "Connect Google Ads". Sign in with your Google account that has access to the Google Ads accounts you want to audit. Campaign Owl only needs read-only access — we never make changes to your campaigns.

If you connect a manager (MCC) account, Campaign Owl shows you the Account Picker. You'll see every sub-account in your MCC and can tick which ones you actually manage. Only those get imported and counted against your plan limit. You can revisit the picker any time from Settings → "Manage accounts" next to each MCC.

Campaign Owl runs 45+ automated checks across 6 areas: Conversion Tracking, Budget Pacing, Search Terms, Bid Strategy, Ad Creative, and Quality Score. Each check analyses your live Google Ads data and generates findings with specific recommendations.

Most audits complete in 15-45 seconds. Larger accounts with many search terms may take up to 2 minutes. The daily auto-audit runs at 6am UTC automatically.

No. Campaign Owl is completely read-only. We analyse your data and provide recommendations, but never modify your campaigns, bids, budgets, or keywords.

Manual accounts let you track a client in Campaign Owl before they've granted Google Ads access. You can manage tasks, notes, budgets, and rota weekdays — everything except running audits (which need a live Google Ads connection). This is useful for new clients in onboarding, prospect accounts, or accounts you manage directly in Google Ads without needing Campaign Owl's audit data.

Go to Tasks and click "Add Manual Account" in the button bar. Enter the account name (required), optionally their Google Ads ID (10 digits, e.g. 123-456-7890), monthly budget, account type, planner weekdays, and notes. The account appears immediately in your Tasks Today view and Planner.

When you connect via Google Ads OAuth and one of the imported accounts matches a manual account's Google Ads ID in the same workspace, Campaign Owl automatically links them. The existing row gets updated with OAuth tokens, the "Manual" badge disappears, and all your tasks, notes, rota, and budget carry over seamlessly — nothing is lost.

The auto-link only works when the Google Ads ID matches. If you didn't enter one, connecting Google Ads will create a separate account entry. You can delete the manual one afterwards. To avoid this, add the ID when you create the manual account (find it in Google Ads under the account name).

No — audits require a live Google Ads API connection. Manual accounts show a "Connect to audit" button instead of "Run Audit". Once you connect via Google Ads, audits become available.

Yes — they count the same as connected accounts towards your plan's account limit.

The Dashboard is your tactical glance for daily PPC ops. Four fixed-period tiles side by side — Today / Yesterday / Last 7 days / Last 30 days — each showing spend, conversions, revenue, clicks, conv rate, and ROAS. Below that is a "Biggest movers" section flagging accounts whose 7-day spend changed sharply vs the prior 7 days, then a sortable per-account table.

We pivoted away from configurable comparison windows. They needed multi-day backfills to populate and turned the dashboard into a constant fight with snapshot history. The fixed-period view (Today / Yesterday / 7d / 30d + biggest movers) covers the actual job — "what's running, what's spending, what changed" — without the complexity. For deeper "why did this drop?" analysis, use the Performance Investigator instead.

It compares each active account's last 7 days of spend against its prior 7 days, sorts by absolute % change, shows the top 8. There's a £50 floor so a £0.50 → £1 swing doesn't look like a 100% jump. Click any row to jump straight to that account's detail page.

Any connected non-MCC account that has at least one snapshot in the last 35 days. Dormant accounts are hidden from the dashboard to keep it focused — they still show in /audits where audit health matters regardless of spend.

When you have MCC parent accounts in the workspace, the table defaults to "By MCC" — one row per parent MCC with summed totals across its children, expandable into the child accounts. Toggle to "By account" for a flat list. Search filters across both account names AND parent MCC names (in MCC view, groups containing a matching account expand automatically), and column sorting works in both views — MCC groups order by their totals, accounts sort within each group.

CPA 30d = spend ÷ conversions over the last 30 days, in the account's own currency (shown as — when there are no conversions, rather than a misleading £0). CVR 30d = conversions ÷ clicks as a percentage. Both sortable — accounts with no data sort to the bottom either way.

Click the "Refresh" button in the Dashboard header. Pick how far back to pull (7 or 30 days) and which accounts to include. The page reloads automatically when the pull finishes. Snapshots also refresh nightly via the daily cron at 07:00 UTC, so this is only needed for instant updates.

Every account that has a monthly budget set, in one table: month-to-date spend, budget, pace (spend so far vs where you should be at this point in the month), and a projected month-end figure. Accounts pacing furthest from target sort to the top.

Month-to-date spend plus the average daily spend over the last 7 days multiplied by the days remaining. Using the recent run-rate (rather than the whole month's average) means the projection reacts to budget changes you've just made instead of dragging old spend levels forward.

Net remaining budget divided by (days remaining + 0.4), minus the current 7-day run rate. Two deliberate adjustments are built in: the budget is first divided by 1.02 because Google bills its ~2% DST/regulatory fee on top of media spend (so the spendable media budget is slightly less than the client budget), and the extra 0.4 in the day divisor targets slightly under budget to absorb Google's overdelivery — it can spend up to 2× a daily budget on any single day. It's the same maths as the daily budget target on the Tasks page.

They compare the projected month-end spend against the budget: more than 110% projects Over, less than 90% projects Under, and anything between is On track. Pace (today's position) is shown separately so you can distinguish "behind but accelerating" from "behind and staying behind".

The monthly budget field on each account — set it from the account page or when creating a manual account. Accounts without a budget are listed at the bottom as unbudgeted so you can see coverage at a glance.

Adding pounds to euros to kroner produces a meaningless number. Totals are shown per currency, each formatted in its own symbol.

The "Ask your accounts anything" box on the Dashboard. Type a question in plain English — "Which accounts need attention today?", "Any anomalies this week?", "How did spend change on Account X last week?" — and it answers from your live Campaign Owl data: audit findings, daily metrics, anomalies and health score history.

It's instructed to answer only from your actual account data and to say so when the data can't answer a question. Figures are always quoted in each account's own currency — never blended together. General PPC strategy questions are answered from expertise and labelled as general guidance rather than account data.

No — the copilot is strictly read-only. If you ask it to pause a keyword or change a budget, it points you to the relevant finding or account page instead. Nothing typed in the chat can reach Google Ads.

Yes — 100 questions per workspace per day, resetting at midnight UTC. Usage appears on your Settings → AI usage page like every other AI feature.

Yes — every account page has an "Ask Copilot" button next to Run Audit. Questions asked there default to that account ("What should I fix first?", "How has spend trended?") without you having to name it each time. You can still ask about other accounts or the whole portfolio from the same chat.

MCP (Model Context Protocol) lets AI assistants like Claude query your Campaign Owl data directly. Create an API key in Settings → Claude / MCP access, connect it in Claude Desktop or Claude Code, and then ask Claude things like "which of my accounts have open fix-now findings?" or "how did Account X's spend trend this month?" — Claude answers from your real synced data instead of guessing.

Read-only, always. Five tools are exposed: list accounts (with health scores), audit findings, daily metrics, recent anomalies, and health score history — all scoped to your workspace only. Claude cannot change anything in Campaign Owl and has no access to Google Ads itself; your OAuth tokens never leave our servers.

Settings → Claude / MCP access → Create API key, then copy the config snippet shown there into Claude Desktop's Settings → Developer → Edit Config under mcpServers, replacing YOUR_KEY with your key. Restart Claude Desktop and the Campaign Owl tools appear automatically.

Treat it like a password — anyone holding it can read this workspace's Campaign Owl data. Each workspace can have up to 5 active keys, so give teammates their own named key and revoke individually if someone leaves. Revoking takes effect immediately.

Every morning at 07:30 (UK time may vary with BST), Campaign Owl compares each account's yesterday against its own typical day and emails your workspace a digest when something moved unusually. Six things are watched: spend spikes, spend collapses, conversions dropping to zero, conversion slumps, ads that stopped serving entirely, and accounts whose data has gone stale.

The same weekday averaged over the trailing 8 weeks — so a quiet Sunday isn't compared against a busy Tuesday. Days when the account was fully paused are excluded so planned pauses don't distort the average. New accounts need a few weeks of history before they become eligible; until then they're simply not alerted on.

Deliberate filtering. Alongside the relative change, every rule has an absolute floor (roughly: the change must be worth £20+, on an account normally doing £20+/day; "stopped serving" needs an account normally getting 50+ clicks/day). Small accounts wobbling by a few pounds would otherwise drown the digest — if an alert arrives, it means something.

No. A new issue is announced once. If it persists, it appears compactly under "still ongoing" — and after a week it stops appearing entirely, because at that point it's a project to fix, not news.

Every accepted member of the workspace. It only sends when there's at least one new anomaly — no "all quiet" emails.

A wizard at /build that generates a complete Google Ads account structure — campaigns, ad groups, keywords, RSAs, PMax assets, sitelinks, callouts, audiences, negatives. Downloads as Excel formatted for direct import into Google Ads Editor.

Step 1: Enter your website URL. Step 2: Enter business name and pick your industry (15 industries available). Step 3: Tick which services or products you offer — each becomes a campaign. You can expand each service to see and edit the ad groups. Step 4: Optionally add brands you stock and choose how to structure them (by brand, by category, or both). Step 5: Set your monthly budget and location. Step 6: Add your USPs, special offers, competitor names, and any additional notes. Click Generate and the AI builds everything.

Automotive, B2B / Manufacturing, Finance / Insurance, Health & Beauty, Home Services, Hospitality / Hotels, Professional Services, Property / Estate Agents, Recruitment, Restaurants / Food & Drink, Retail / Ecommerce, SaaS / Software, Training & Education, Travel / Tourism — plus "Other" for anything not listed.

Your monthly budget determines the campaign structure. Starter (under £500): Brand + 1 core campaign. Growth (£500-£2k): 3-5 campaigns with services split out. Scale (£2k-£10k): 5-8 campaigns including DSA, competitor, remarketing. Enterprise (£10k+): 8-12 campaigns with the full works including Demand Gen and PMax.

If you sell branded products (e.g. Nike, Bosch), tick "Do you stock specific brands?" and add them. Then choose: "By category" puts brands as ad groups inside category campaigns (e.g. Nike Trainers inside Footwear). "By brand" gives each brand its own campaign. "Both" does both but needs more budget. You can also choose whether to target generic non-branded searches.

Yes. When you tick a service, it expands to show the suggested ad groups as amber pills. Remove any that don't apply by clicking the X. Add custom ones by typing in the input box and pressing Enter. The AI will use exactly the ad groups you've confirmed.

Word (DOCX), Excel (XLSX), PowerPoint (PPTX), PDF, TXT, CSV, MD, ODT, ODS, ODP. Max 10MB each. These give the AI context about the business for richer ad copy and keywords. Images and videos can't be uploaded — Google Ads Editor doesn't support image asset uploads via CSV, so they need to be added directly in Google Ads after the build is imported.

The Excel file is the full, formatted build — one sheet per campaign type (Search, Shopping, Display, PMax) plus a Summary sheet. It's the best way to review the build before importing. The CSV zip contains per-type files formatted specifically for Google Ads Editor's import tool. Use the Excel for review and the CSV for import.

Download the CSV zip and extract it. In Google Ads Editor: Account → Import → From file → pick each CSV one at a time (Campaigns first, then Ad Groups, Keywords, Ads, Negatives, Extensions). The files are already formatted to match Editor's expected column names and values.

Demand Gen campaigns have unique restrictions (required language, location, and business name settings) that can't be expressed in Google Ads Editor's CSV format. The build includes Demand Gen setup instructions in the "Next steps" section instead — follow those to create the campaigns directly in the Google Ads UI.

Shopping CSV includes the campaign, "All Products" ad group, a product ad row, and product group subdivision rows. Make sure your Merchant Centre is linked to the Google Ads account before importing. The CSV sets a default "All products" target — refine your product groups after import based on your feed structure.

About $0.10-0.13 per build. Capped per workspace: Starter 5/month, Pro 30, Agency 100, Enterprise unlimited. Check /settings/usage for your current usage.

No — download the Excel immediately. Builds are not persisted in the database (GDPR: client briefs shouldn't sit in our DB). Re-running is cheap if you need to regenerate.

No. Always review before launching. AI builds are a starting point — verify keywords, ad copy, bid strategies, budgets, and targeting. Campaign Owl is not responsible for losses from launching without review.

Go to /settings/usage (or click "AI Usage" in Settings). You'll see the current month's total spend, total tokens, Account Builder runs vs your tier cap, a per-feature breakdown (account_builder, search_term_classify, ad_creative_suggestions, seasonality), and a recent activity log of every AI call.

Account Builder runs are capped per calendar month: Starter 5, Pro 30, Agency 100, Enterprise unlimited. Audit AI checks (search term classification, ad creative, seasonality) are uncapped because they run as part of the daily audit and the cost per call is tiny.

It uses Claude Haiku 4.5 instead of Sonnet — about 10× cheaper. Classification is mechanical pattern matching, not nuanced reasoning, so the speed/cost trade is a no-brainer. Account Builder, ad creative, and seasonality stay on Sonnet because they need the quality.

The wizard returns a 402 Payment Required error explaining you've hit your monthly cap and to upgrade or wait until the 1st of next month. The cap resets at the start of every calendar month.

A two-sided check of your PPC tracking setup. Google Ads-side checks run automatically on every full audit and surface in the Tracking health grid + as findings. The GTM-side audit is on-demand — click Tracking in the sidebar, pick an account, upload your GTM container JSON, and Campaign Owl cross-references it against the live Google Ads conversion actions.

A status header (overall health + Re-run audit button), a 9-area health grid (auto-tagging / conversion actions / primary goal / Google Ads Goals / Smart Bidding readiness / tag firing / business-type / GA4 / GTM container), the issues to fix from the last audit, and a card to upload a GTM container for the client-side checks. Click any failing area in the grid to scroll to the matching issue card.

(1) Auto-tagging enabled. (2) Primary conversion actions set. (3) Smart Bidding used but zero conversion data — budget-wasting misconfig. (4) GA4-sourced conversions present (soft warning). (5) Business-type-specific key conversions (e.g. Purchase for ecom, lead-form for lead-gen). (6) Google Ads Goals — biddable account-default goal exists + flags campaigns using "Use different conversion goals" override. (7) Tags went quiet — fired 31-90 days ago but silent in last 30. (8) Likely-duplicate conversions with similar names across different categories.

In GTM: Admin → Export Container → JSON → pick the highest-numbered published Version (that's what's live). In Campaign Owl: sidebar → Tracking → pick the account → upload the JSON. Results appear instantly and persist in your browser (localStorage) so refreshing the page doesn't lose them.

Missing Conversion Linker (recognises classic "cl", modern "gclidw", and Google Tag with AW- prefix); Conversion Linker / GA4 not firing on All Pages or Initialisation; tags that reference deleted triggers (silent fails); tags with no firing trigger (dead code); duplicate conversion firing on the same trigger (double-counting). It also cross-references: GTM pixels firing conversion labels that don't exist in Google Ads, and Google Ads conversions with no GTM tag firing them.

"Conversions" = "are your existing conversion tags firing, are they counted correctly, are there duplicates?". "Tracking" = "is the plumbing set up correctly — auto-tagging, primary/secondary, Smart Bidding-ready, GA4 linked, Goals biddable?". They're complementary: Conversions catches broken tags, Tracking catches misconfigured accounts. Both feed into the Tracking page health grid.

Use the new guided wizard. Sidebar → Tracking → pick an account → click "Need to set this up from scratch?" banner. Or go to /tracking/setup-guide for the entry picker. Tick which conversions you want to track (contact form, phone clicks, purchases, downloads, newsletter, bookings, demos, custom) and the wizard walks you through each one with exact GTM / Google Ads click-by-click instructions.

Two ways. (1) Click "I've done this — next" after following the steps — that marks it tracked manually. (2) Click "Check if tracking" — that re-queries Google Ads for a matching conversion action in the right category that's fired in the last 30 days, and auto-ticks anything matching. The auto-check has a 24h delay because Google Ads itself takes time to register the first conversion.

Account-level prerequisites that need doing once before any individual conversion is set up: auto-tagging in Google Ads, Conversion Linker in GTM, GA4 Configuration tag (optional). The wizard auto-detects what's already in place and only shows you what's missing.

Yes — on any account's Tracking page click "Generate a ready-to-import container". Pick your key conversions (contact form, phone/email click, newsletter, download, purchase, booking, demo), optionally set your GA4 Measurement ID, and Campaign Owl builds a complete GTM container: Conversion Linker, GA4 event tags, and Google Ads conversion tags each with the right trigger. It reads your account's existing Google Ads conversion actions and wires the real Conversion ID + label in; for conversions that don't exist yet it inserts a placeholder and lists which actions to create first. Download the JSON, import it in GTM via Admin → Import Container → Merge (never Overwrite), preview, then publish. Campaign Owl never writes to your live container — you import and publish it yourself, so there's no risk of breaking existing tags.

Yes — on the generate page, below the download option, there's "Write it straight into GTM". Connect Google Tag Manager (a separate, revocable Google permission — your Google Ads connection is untouched), enable GTM write access for your workspace (owner-only switch, off by default), pick the container, and Campaign Owl shows a preview first: exactly which tags and triggers it will create, and which it's skipping because they already exist. Everything goes into a NEW GTM workspace named "Campaign Owl — [date]" — additive only, nothing existing is ever modified or deleted. It ends at "version created": nothing goes live until you publish, either in Campaign Owl (behind its own confirm) or in GTM itself.

Before you publish: just discard the "Campaign Owl — [date]" workspace or version in GTM — nothing ever went live. After publishing: GTM's own version history is the rollback — Admin → Versions → pick the previous version → Publish. The confirmation screen in Campaign Owl tells you the exact version number that was live before the change.

A diagnostic tool for the "why are conversions down?" client call. Pick an account from /investigate in the sidebar, choose a window (7 / 14 / 30 / 90 days), click Investigate, and Campaign Owl compares the period against the prior period AND the same period one year ago. It then surfaces the most likely causes of any drop with a structured diagnosis.

Conversion-tracking health, big spend / conversion deltas, biggest campaign drop drivers, budget impression-share loss, rank impression-share loss, newly-zeroed campaigns, Google Ads auto-apply edits, and a Peak Performance comparison showing the best month ever vs current month with key differences (paused campaigns, spend shifts, CPA changes).

Looks back 2 years to find your best-performing month, then compares it to the most recent complete month. Shows side-by-side stats (conversions, spend, CPA, ROAS) plus a campaign-level table showing what was active then vs now. Highlights campaigns that were paused or removed since the peak — these are often the answer to "why has performance dropped?".

Yes — every diagnosis includes a "Recent changes in Google Ads" panel showing the last 30 days of edits from the change_event log: when, what was changed (specific fields like budget, bid strategy, status), which campaign, and who made the edit. Auto-apply rows are highlighted amber. The 30-day cap is a Google API limit, not ours.

It shouldn't. Campaign Owl uses the Google Ads campaign.experiment_type field to detect experiment / draft campaigns and excludes them from the "stopped spending" finding. Experiments stopping at the end of a test is normal lifecycle, not a problem to flag.

An Audit checks your account against 45+ best-practice rules and gives you a list of fixes. The Investigator is reactive — it answers "what changed in the last N days, and why?" and is built for the moment a client emails asking why performance dipped.

Internal guidance (for you, not your client) on where an account has profitable room to grow. Pick an account from /growth and Campaign Owl analyses the last 30 days live and surfaces two things: campaigns you could profitably Scale, and campaigns where you should fix Ad Rank. It's the counterpart to the Performance Investigator (which explains why something dropped) — Growth tells you where to push next.

Converting campaigns that are losing impression share to BUDGET — i.e. there's demand you're not capturing because spend is capped. For each, it shows current spend/conversions/CPA and a conservative estimate of the headroom ("up to ~£X more spend → ~Y more conversions"). It's deliberately cautious: it only flags campaigns that are actually converting, caps the projection at roughly a doubling, and frames the advice as measured increases (under 20% at a time, watching CPA) — never a blind budget jump.

Campaigns losing impression share to RANK rather than budget — meaning your Ad Rank isn't clearing the threshold (a Quality Score, assets, or bid problem, not a spend one). It lists the affected campaigns plus a step-by-step fix guide that adapts to the campaign type. Search gets the Quality Score steps (find the weak component — expected CTR / ad relevance / landing-page experience — tighten ad groups, strengthen RSAs, improve the landing page). Shopping has no keywords or Quality Score, so it gets feed-based levers — better product titles and attributes, strong images, competitive pricing, fixing Merchant Center disapprovals, and easing a tight target ROAS. Performance Max gets the levers that apply to it — asset strength, audience signals, easing a too-strict tROAS/tCPA target, feed coverage — instead of keyword advice it can't use. The bidding step also covers Smart Bidding: when there are no manual bids to raise, the target is the lever (ease a tight tCPA/tROAS, or switch to Maximise Conversions), and it only works with solid conversion tracking.

It's an estimate, clearly labelled as such. It assumes that recovering the budget-lost impression share would deliver clicks and conversions at a similar rate to what the campaign already achieves, and it's capped so a tiny current share can't produce an absurd projection. Treat it as a directional "this is worth testing," not a guarantee — then scale in measured steps and let the real data confirm.

The Growth page also has an "Expand" section: from the campaign types you're actually running, it conservatively flags gaps — relying on a single channel, no Performance Max, no Display/remarketing. The advice is channel-aware: an account running only Performance Max is told to add Search (PMax learns from Search and Search gives you intent control and brand protection), not "more PMax". These are framed as ideas to test small and measure, not prescriptions, and it won't blindly suggest Shopping without an ecommerce signal. It also links straight to the Account Builder so you can generate a fresh campaign structure for new services or themes from the website.

Yes — toggle "All accounts" at the top of the Growth page. Campaign Owl scans every connected account and ranks the biggest scaling and Ad Rank opportunities across your whole portfolio (like Account Triage, but for upside). It ranks by impression-share %, and shows each row's figures in that account's own currency. A large portfolio takes a little while to scan.

Yes — open an account in Growth and click "Draft a client email from these opportunities". Add the client's first name and yours, and Campaign Owl writes a warm, ready-to-send email pitching the scale, Ad Rank and expansion opportunities in plain, jargon-light language. The subject and body are fully editable, with copy buttons. Like everything client-facing, it only uses the figures on screen — it never invents a number, and it frames scaling as a measured test, not a hard upsell.

The analysis is strategy for you, the manager. The one client-facing output is the "Draft a client email" button, which turns the opportunities into a client pitch. For broader client questions ("why are conversions down?"), use Client Comms — Growth tells you what to do; Client Comms and the draft email help you explain it.

Client Comms (in the sidebar) drafts the written update you'd send a client, answering a specific question about their account — backed by their live Google Ads data and recent change history. You pick the account, pick the question, set the period and tone, and Campaign Owl writes an email-ready response. Every number in the response traces back to real account data; the AI is never allowed to invent a figure.

Six question types: (1) "What's changed recently?" — a timeline of edits, best for monthly updates. (2) "Why are conversions down?" — per-campaign drop attribution. (3) "Why are impressions/clicks down?" — per-campaign reach attribution (budget cap vs Ad Rank/competition). (4) "Why has CPC gone up?" — per-campaign cost-per-click attribution (competition vs bid change vs CTR slip). (5) "What are competitors doing?" — competitive landscape from your Auction Insights export. Each picks the right data and writes in the right frame for that question.

"Not set up" means Campaign Owl hasn't synced that account's data yet. "Setup needed" means signals or sync still need attention. "Ready" means the account has fresh data and you can generate a response immediately. Data syncs in the background and refreshes overnight — the timestamp ("6 hr ago") tells you how fresh it is.

Signals are the business context for an account — set once and reused on every response. They shape the writing so it sounds like you and fits the client (e.g. what the business does, anything the AI should know or avoid). Click "Edit signals" in the response header to update them any time.

Period is the window you're reporting on (e.g. Last month → "Reporting on May 2026"). "Compare to" is the baseline you measure against: the previous period, the same period last year, or both. "Both" gives the richest context — "down 10% on last month, but up 3× on this time last year".

Standard — balanced reporting on performance and the period's changes. Reassuring — softens any declines and leads with stability; use it when a client is nervous. Celebratory — leans into the wins; use it when the period was genuinely strong. The underlying data is identical; only the framing changes.

How much change detail goes into the response. High-priority changes (campaign launches, strategy shifts, large budget moves) are always recommended. Smaller changes (ad copy edits, keyword pauses, small targeting tweaks) are on by default. Tiny changes (sitelinks, automated bids, sub-5% adjustments) are off by default — usually noise you don't need to explain to a client.

It runs off your Google Ads Auction Insights export, not the live API (those competitor metrics aren't available through the API). In Google Ads: open a campaign or the account, go to the Auction Insights tab, set your date range, and download the CSV. Upload it in Client Comms. Upload one file for a snapshot, or two from different periods (e.g. this year vs last year) and Campaign Owl writes how the competitive landscape has shifted — new entrants, who's gained or lost share, position changes. The upload panel has step-by-step export instructions built in.

Yes. The generated response shows an editable subject and markdown body with a live preview. Edit anything, then use Copy subject / Copy body / Copy all to paste into your email client. Save it as a draft to come back to, or Mark as sent once you've sent it. The History button keeps every past response for that account so you can see what you told the client and when.

Client Update (the Dashboard button) is a quick multi-account snapshot — health score, trend, top priorities for one or several accounts in a friendly paragraph, ideal for a "how are things going?" check-in. Client Comms is deeper and single-account: it answers a specific question ("why are conversions down?") with per-campaign attribution and change history. Use Client Update for a fast status, Client Comms when a client asks why something happened.

A paste-ready client update generator. Click "Client Update" on the Dashboard header, type the client's first name and your name (your name is remembered from your profile), pick the accounts you want to summarise, and Campaign Owl writes a warm, friendly status email you can paste straight into Gmail / Outlook.

It opens with "Hi {first name}, here's a quick snapshot of how {account} is performing right now…" and frames findings positively — "real headroom to improve", "big fixable wins", etc. It includes the health score, trend, top priorities, and recent activity. Closes with an offer to jump on a call and signs off "From {your name}".

Yes — the markdown appears in an editable textarea before you copy. Tweak as much as you want, then click "Copy to clipboard" and paste into your email client.

Tasks replaces the spreadsheet-and-notebook routine PPC managers use. It tracks 30+ recurring optimisation tasks (Search Query Reviews, bid adjustments, budget pacing, etc) across all your accounts, with proper frequencies (weekly, monthly, quarterly, annual). Click Tasks in the sidebar to see what's due Today.

Tasks → Planner gives you a 28-day workload outlook (projected task counts per day across every account) plus a weekday assignment grid. Assign each account to one or more weekdays — so Monday could be your retail clients, Tuesday your B2B SaaS clients, etc. Tasks for each account only surface in the Today view on its assigned days. Click any day in the 28-day strip to preview exactly what's planned for that day.

Accounts without any weekday assignments don't appear in the Today view. The planner flags these as unmanaged so you can either assign them weekdays (so their tasks surface) or hide them from Tasks entirely if you don't actively manage them.

Yes. Click "Add task" on the Tasks page for a free-text task, OR click "Quick add" next to it for a curated dropdown of common ad-hoc PPC tasks grouped by category (Keywords / Ads / Bids / Budget / Targeting / Tracking / Optimisation / Client comms). Picking one pre-fills the title + description so you don't have to retype "Pause low-performing keywords" or "Refresh RSA copy" every time.

Yes. On any task, click the … menu and choose "I already did this on…". Pick the date you actually did it. The task disappears from Today and the activity log shows it as backfilled.

Click the … menu on any task. "Skip this cycle" resets the frequency without marking it as truly done. "Snooze" defers the task by 1 day, 3 days, 1 week, or 2 weeks.

On Tasks Today, every account row has a small Moon icon in the top-right. Click it: pick 1 / 2 / 3 days, "Until Monday", or a custom date. The whole account disappears from Today + budget pacing for that period. An indigo "N accounts snoozed" bar at the bottom lists what's hidden with a one-click Unsnooze. Findings and audits keep running normally — only the Today view is affected.

They shift to the snooze return day. So if you snooze a Wednesday-rota account "1 day" on Wednesday, all its tasks reappear on Thursday — even though Thursday isn't its normal rota day. This way "snooze 1 day" really means "do these tomorrow", not "wait for next Wednesday".

We swapped relative text ("2w ago") for actual dates ("Last done: 14 Apr") because comparing dates across many tasks at a glance is easier than mentally working out which "3w" came before which "2w". For tasks never completed, "Never" now reads "Never — due from 5 Apr" so you can see how long it's been waiting.

Yes — every account has a quarterly "Refresh Customer Match lists" task. The reminder lands every 3 months so your audience lists don't go stale (Google starts decaying match rates on lists that aren't refreshed). The task description walks through re-uploading the latest customer email/phone list, checking match rate (>40% is healthy), and removing dead lists.

Each account can be tagged Ecommerce or Lead Gen on its account page. Tasks marked as ecommerce-only (Merchant Centre, product pricing, stock checks) are filtered out of lead-gen accounts to keep the list focused.

Yes. On the Tasks Today view, each account card has a grip handle on the left. Drag accounts to set your own priority order — drop a card on another to insert it there. The order persists for future visits.

Go to Tasks → Activity. Pick a date range (last 7 days, last 30, last 90, last year, or custom), filter by account if needed, then click "Export CSV". You'll get a download with date, time, account, task, type, time spent, and notes columns — ready to share.

Yes — the moment you complete a task, the count for that day in the This Week strip jumps up immediately. Skipped completions don't count (skipping just resets the cycle, it isn't actual work done). Backdated completions are bucketed against the day you actually did them.

When you make a bid-strategy change (tCPA target, tROAS target, switching to Max Conversions, etc), Campaign Owl suppresses further bid-related suggestions on that finding for 28 days while smart bidding recalibrates. Same idea for ad / PMax asset changes (14 days). This stops you piling change on top of change before Google has had time to learn.

It calls out the four Google Ads recommendations to dismiss with care: (1) Use Broad match — only safe with strong Smart Bidding + plenty of conversion data, otherwise it floods spend on irrelevant queries. (2) Raise your budget — never apply blindly, raise in <20% steps. (3) Add Display / Search Partners / expand reach — usually drags Search performance down. (4) Auto-apply recommendations — turn this off if it's on, you want manual control.

Click "What's new" in the sidebar utility nav. The /changelog page lists every meaningful update we ship — new features, audit checks, UX changes, fixes — with the most recent at the top.

Your health score (0-100) represents the overall health of your Google Ads account across 6 audit areas. 95+ is Excellent, 80-94 is Good, 65-79 Attention, 40-64 Poor, and below 40 is Critical.

Each finding deducts points based on its severity: Fix Now issues deduct 20 points, Wasting Money issues deduct 8 points, Best Practice issues deduct 3 points. The area scores are weighted and combined into your overall score.

Scores update each time an audit runs. Changes happen when: you fix issues (score goes up), new issues are detected (score goes down), or market conditions change (e.g. a campaign starts overspending).

Yes — click the score ring on any account audit page. A history modal opens with a 90-day line chart of your overall score, faint grade-band background tints (emerald ≥80, amber 60–79, red <60), and dashed reference lines marking when recent findings opened. Below the chart you also see the latest delta vs the first run in the window (e.g. "+5 pts vs 4 audits ago").

A run-over-run diff. After each audit Campaign Owl compares the new finding set against the previous run's and tells you what changed: ↑ N new (red), ⚠ N worsened (amber), ↓ N resolved (emerald), N persistent (zinc). A finding counts as "worsened" if it stayed open but its tier escalated (improve → optimise → fix_now), or it now affects more items, or its monthly £ at risk grew by 10%+. First audit on an account shows nothing — needs two runs to compare.

A within-workspace benchmark. Campaign Owl compares this account's score against the average of your other connected accounts of the same type (ecommerce-vs-ecommerce, lead-gen-vs-lead-gen). Only shows when you have 2+ peer accounts; with one or zero peers the line is hidden because the comparison is too noisy.

Fix Now = critical issues hurting your ads right now. Wasting Money = you're actively losing money on this. Best Practice = not broken but could be better. Growth = opportunities to expand your results.

A 0-100 severity score per finding. It combines four signals: tier (fix_now > optimise > improve > grow), monthly £ at risk, days the finding has been open, and how many items it affects. The colour reflects tier — red high (fix_now), amber medium (optimise), grey low (improve / grow). Higher numbers inside a tier mean more impact within that group, so 84 fix_now is more urgent than 76 fix_now.

Estimated monthly £ at risk if this finding stays open. Some findings have a clean £ calculation (e.g. wasted search-term spend over 30 days = £162/mo); others use industry-standard uplift % applied to your actual affected spend (e.g. "20% conversion-rate lift from a clear CTA on £2,890/mo spend = £578/mo recovered"). Setup-level findings (auto-tagging, tracking config) don't show £ — there's no clean number for those.

Three ways, all stack: (1) Search box at the top — matches title, description, recommendation, AND every cell in the Affected Items tables ("kitchens" finds every finding touching kitchen campaigns). (2) Date dropdown next to the search — "All time / This week / This month" filters by when the finding first opened. (3) Click any pillar score chip at the top of the page to filter to just that category. Combine all three for surgical narrowing.

Click "Select" next to the search box → row clicks toggle checkboxes. Tick the ones you want. The action bar at the bottom of the findings list shows "Create tasks" — click it and every selected finding becomes a manual task in your Tasks list with priority mapped from tier (fix_now → urgent, optimise → high, etc). Sticks the recommendation text into the task description so you know what to do when you open it. Same Select mode also offers "Mark Not Relevant" for bulk dismiss.

Click the "Select" toggle next to the search box. Row clicks switch from opening the finding to toggling a checkbox. Tick the ones you want, then click "Mark Not Relevant" at the bottom of the panel. "Select all N" picks every currently-visible finding. Same flow on the Not Relevant tab using "Restore" instead. Behind the scenes this hits a single bulk endpoint, not N requests.

Click "Not relevant" on any finding. It moves to the "Not Relevant" tab and won't reappear on future audits. You can restore it anytime.

Click "Create task" at the bottom of any finding's Recommended Action box. It creates a manual task in your Tasks list with the finding's title + recommendation + the right priority (fix_now → urgent, optimise → high, etc) and links it to the account. The button swaps to "✓ Task created · View in Tasks" once done so you don't accidentally create duplicates.

Campaign Owl uses AI to classify your search terms by intent: Transactional (ready to buy), Commercial (researching), Informational (learning), Brand (your brand), and Competitor (other brands). This helps identify wasted spend on irrelevant searches.

A cross-account view (in the sidebar between Audits and Tasks, labelled "Account Triage") that ranks every open finding across all your accounts by severity. Shows the top 50, sorted highest-impact first, with severity score / tier badge / finding title / account name / monthly £ at risk. Click any row to jump straight to that finding on the account page.

Agency and Freelancer workspaces only. Direct Advertiser workspaces don't see the sidebar entry — the cross-account roll-up isn't useful when you only manage one business. Visiting the URL directly as an advertiser redirects to the dashboard.

Same severity score that appears next to each finding on the audit page — combines tier, monthly £ impact, days open, and affected-item count. Tier dominates so urgent items always rank above non-urgent regardless of £.

The page caps at the top 50 for readability. If you have more, click into the specific account audit pages to see the full list per account.

Click "Share with client" in the account header. A popover opens — click "Generate shareable link" and Campaign Owl creates a public URL like app.campaignowl.com/share/<token>. Anyone with the link sees a clean, read-only audit view (no Campaign Owl chrome, white-label-aware if you've set company branding) without needing to log in. Click "Regenerate" to issue a new URL and break the old one, or "Revoke link" to instantly disable access. This replaces the old "PDF Audit" and "Email Audit" buttons — paste the URL into your email client or chat instead of attaching a file.

The token is 32 random hex chars (3.4×10^38 possibilities), unguessable. Search engines are told not to index the page via robots meta. The link only works while it's in the database — revoking it returns a 404 to anyone holding the URL. Tokens are stored per account; one link per account at a time.

Yes — they just hit Print in their browser (Ctrl/Cmd-P) and pick "Save as PDF". The shared page is read-only HTML, no special print mode needed.

Click "Export CSV" in the account header. Downloads a CSV with every open finding — tier, category, title, description, recommendation — ready for spreadsheets.

On the account page, scroll to the Search Terms section, load the data, then click "Export All" for a full CSV or "Export Negatives" for just the negative keyword candidates.

Five preset windows — 7, 30, 90, 180, or 365 days — plus a fully custom from/to range (click "Custom"). 7 days suits high-spend accounts where a week is enough data to act; 90 days shows seasonality; 180 gives a half-year view; custom ranges (up to 2 years back) are ideal for inspecting terms around a specific change date — "what matched in the fortnight after we loosened match types". Terms under £1 spend in the window are excluded to keep the table focused.

A converting search term is flagged High CPA when its cost-per-acquisition is more than 3× the account's average CPA across the loaded period (total spend ÷ total conversions of the loaded terms). Click the High CPA pill and open the patterns strip to see the exact figures for your account: the average, the resulting threshold, and how far above it the cheapest flagged term sits.

A term is flagged when its conversion rate (conversions ÷ clicks) is under a third of the account's average for the loaded period. It complements High CPA: a term with cheap clicks and a weak conversion rate can look fine on CPA while quietly underperforming. Sample-size guard: a term is only flagged once it has enough clicks that roughly 3 conversions would be expected at the account average — small samples are never flagged. Click the pill and open the patterns strip for your account's exact figures.

Every loaded search term is broken into 1, 2 and 3-word fragments, and spend is aggregated per fragment. Recurring money-burners that hide across dozens of individual terms — "free", "jobs", "near me" — surface as a single line with their combined non-converting spend. Click a pattern to filter the table to the terms containing it, then export negatives as usual. Only patterns appearing in 2+ terms with £10+ non-converting spend are shown. The strip follows your active flag filter — filter to High CPA and it becomes "High-CPA patterns" computed over just those terms.

The audit compares every pair of enabled Search campaigns: if two campaigns matched largely the same search terms in the last 30 days (10+ shared terms and 30%+ overlap) while both could serve at the same time, they're flagged as competing with each other. Deliberate structures are never flagged: campaigns split by ad schedule (dayparting), campaigns targeting different locations, and campaigns named as experiments. Fix by funnelling each query set to one campaign with campaign-level negatives, or consolidating the pair.

Click "Schedule Audit" in the account header. Set weekly or monthly cadence and the recipient. Campaign Owl emails them the audit summary on schedule. Different from the share link — share link is on-demand and they pull it; scheduled report is push-based and lands in their inbox.

Go to Settings → Workspace → enable White-Label Branding. Upload your logo, set your company name and brand colours. PDF reports and email digests will use your branding instead of Campaign Owl.

White-label is available on Pro (£299/mo + VAT) and above. Starter plans show Campaign Owl branding on all reports.

Starter (£149/mo + VAT, 5 accounts, 1 user), Pro (£299/mo + VAT, 15 accounts, up to 3 users), Agency (£499/mo + VAT, 35 accounts, up to 10 users), Enterprise (£799/mo + VAT, 50+ accounts, unlimited users). All UK customers are charged 20% VAT on top of the headline price; EU B2B customers with a valid VAT number qualify for reverse charge. Agency and Enterprise also include per-workspace permissions so you can control which teammates see which client workspaces. All plans include a 14-day free trial — during the trial you get Pro-tier user limits (3 users, invites enabled) regardless of which plan you signed up with, so you can evaluate. On day 15 the limit drops to whatever plan you actually pay for. Existing customers signed up before pricing changes are grandfathered on their original price for 12 months.

Pro and above can invite teammates from Settings → Team. Pro: up to 3 users (you + 2 teammates). Agency: up to 10. Enterprise: unlimited. Starter is single-user — you'll see an upgrade prompt where the invite UI would be. The cap counts existing members + pending invitations, so a revoked or expired invite frees up the slot.

On Agency and Enterprise plans, when your organisation has 2 or more workspaces (e.g. one per client), you can control which teammates have access to each. Useful for agency staff confidentiality — a junior account manager handling Client A doesn't need to see Client B's data. Available at /workspaces/[id]/team or via Settings → Team → Workspace access.

You only pay for the sub-accounts you actually import. If your MCC has 600 accounts but you only manage 12 of them, you pick those 12 in the Account Picker and only those count against your plan limit. You can revisit the picker from Settings any time to add or remove accounts.

Yes. Go to Billing in the sidebar to upgrade or downgrade. Changes take effect immediately.

Go to Billing and cancel your subscription. You'll retain access until the end of your current billing period.