Paid Media optimization
A paid-media optimizer watches your live campaigns, finds what's working and what's wasting spend, and proposes or makes the changes — budgets, bids, targeting, and creative — across Meta, Google Ads, YouTube, TikTok, and DV360. You decide what actually changes.
You create one from a kit — a ready-made setup for a specific job. Open Kits (opens in a new tab), choose the Paid Media tab, pick a kit, and select Use this kit.
Why use it
- Always-on, on every campaign. Daily optimization across all your platforms — not just the accounts someone has time for that week.
- Catch waste early. Problems get caught (and fixed, if you allow it) before they cost you a week of budget — instead of turning up in next month's review.
- You stay in control. Run it as Monitor, Approve First, or Auto — nothing ships without your say-so.
The kinds of kits
There's a kit for each platform and job, in three types:
- Optimizers — watch a campaign against your target and propose or make changes to budget, bids, targeting, and creative. Many are tuned to a specific campaign type.
- Guards & monitors — keep budgets and pacing in line and watch for problems.
- Reports & digests — scheduled performance summaries in plain language.
Optimizer kits
The optimizers for each platform:
Meta
| Kit | What it does |
|---|---|
| Meta Campaign Optimizer | Evaluate campaigns and ad sets against your KPI and pacing; propose budget changes, pause/resume, and value-rule multipliers. |
| Meta Commerce Optimizer | Optimize Advantage+ Shopping and Catalog Sales — product-level ROAS, exclusions, and ROAS-goal / value-rule adjustments. |
Google Ads & YouTube
| Kit | What it does |
|---|---|
| Google Ads Search Optimizer | Optimize Search campaigns and ad groups against CPA / ROAS targets — budget rebalancing and pause/resume. |
| Google Ads Performance Max Optimizer | Optimize PMax — budget adjustments and asset-group performance analysis. |
| Google Ads Demand Gen Optimizer | Optimize Demand Gen across YouTube, Discover, and Gmail. |
| YouTube Campaign Optimizer | Optimize native Video campaigns — CPV / CPM bids, budgets, exclusions, and schedule adjustments. |
| Google Ads Optimizer | The general optimizer — works across campaign types (Search, Display, PMax, and more) against your KPI, with budget changes and pause/resume. |
DV360
| Kit | What it does |
|---|---|
| DV360 Programmatic Optimizer | Optimize line items across objectives — budget changes, pause/resume, and targeting exclusions, informed by device, geo, and exchange performance. |
| DV360 YouTube Optimizer | End-to-end YouTube via DV360 — proposals, email approval, and SDF-backed actions. |
| DV360 App Optimizer | App install and engagement optimization — mobile-first and device-focused, with inventory-quality analysis. |
| DV360 Programmatic Supply Optimizer | Supply-path optimization — assess SSP / exchange quality and domain performance, and flag low-value inventory sources to exclude. |
| DV360 CTV Optimizer | Connected-TV optimization — reach, cross-publisher frequency capping, completion-rate analysis, and steering budget toward premium (high-quality) placements. |
| DV360 Audience Optimizer | Optimize audience targeting — 1P / 3P / Google segment performance, with exclusion and expansion recommendations. |
TikTok
| Kit | What it does |
|---|---|
| TikTok Ads Optimizer | Optimize campaigns and ad groups whatever their objective — budget shifts and pause/resume, respecting the learning phase. |
| TikTok Commerce Optimizer | Optimize catalog (commerce) campaigns at the ad-group level — budget shifts and pause/resume on CPA and conversion rate. |
Each platform also has guards, monitors, and report kits — spend-cap and pacing guards, account monitors, and scheduled digests. Browse the full set in the in-app Kits (opens in a new tab) library.
Choosing how it acts
When you set up a kit, choose how the agent acts — Monitor (advice only), Approve First (you approve each change), or Auto (applies changes automatically). You can change this later. → Runs
Get going
- Connect the ad platform. → Connections
- Create an optimizer from a kit. → Create an optimizer agent
- Review what it proposes and approve changes. → Runs
- See results in Campaign Insights and Brand Insights.