What your AI assistant can change in running campaigns

Last updated October 2, 2026Auf Deutsch lesen

Your assistant does more than prepare launches. Over the same MCP connection it also works on what already runs: it pauses, adjusts budgets and bids, renames and duplicates on every network, changes targeting, text and creatives on Meta and keywords and ad texts on Google. It also sets up automated rules, runs Optimize audits, tells you which creatives win and keeps your media library in order.

This article lists what it can change, with requests you can type as they are. New ads are a separate job: on all four networks your assistant stages them as a launch draft for you to launch, see What your AI assistant can do in uplads.

The rules it works under

These hold on every network and in every area:

Pausing, lowering and tightening never need permission. Pausing a campaign, lowering a budget, tightening a bid, narrowing a rule or putting a rule into approval mode goes through right away.
Switching on, raising and loosening need two things. They only work when the Autonomous launching switch in Configuration → MCP is on, and only after you said yes in the chat to that exact change. That covers switching something on, raising a budget, a looser bid such as a higher cost cap or a lower target ROAS, and automation that would do any of that without asking: a rule or post boost that acts on its own, or a scheduled or weekly raise. A raised daily budget also has to stay under the daily budget ceiling you set next to the switch.
Its rules ask before they spend. A rule or post boost rule your assistant creates that would switch something on, raise a budget or boost a post starts in approval mode: it proposes, and a person approves each action in uplads.
New and copied structure starts paused. Campaigns, ad sets, ad groups and ads it creates or duplicates start switched off. They only start active with the same two things.
It only removes what an assistant created. A campaign, copy, rule, tag, board or library file an assistant made through uplads can be removed again. Your own work is only ever paused or switched off. If you added or launched something inside one of its campaigns or copies, it refuses to remove that as well; ads you launched from a draft it staged count as yours. On Meta a campaign is archived rather than deleted, because Meta's API cannot delete one. Files it bins can be restored.
New ads go live when you press Launch. Unless you allowed autonomous launching, a staged draft waits for you.
It stays inside your role and plan. View-only members cannot change running campaigns. A workspace without an active plan is read-only, as in the app.

Everything it changes lands in your audit log, marked as coming from MCP.

Meta (Facebook and Instagram)

Status, budgets, schedules and names

Pause or switch on campaigns, ad sets and ads, change daily or lifetime budgets, set start and end dates, rename anything, and schedule a budget change for a later date.

Pause every ad set in the Prospecting campaign with a CPA above 40 € over the last 7 days.

Lower the budget of the Retargeting ad set to 30 € a day from Monday.

Campaign settings

Your assistant changes a campaign's bid strategy, its lifetime spending limit and its special ad categories, and moves the budget between the campaign and its ad sets. A first or lower spending limit always works; a new bid strategy, a higher limit or a switch that raises the total budget needs the two things above. Meta allows one budget switch per campaign about every two hours.

Put a spending limit of 2,000 € on the Summer campaign.

Move the Evergreen campaign to a campaign budget of 120 € a day.

Targeting and delivery of an ad set

Your assistant can change an existing ad set without rebuilding it. It sends only what you asked to change, and everything else stays. It can change:

Locations: countries, regions, cities with a radius.
Age, gender and Advantage+ audience.
Detailed targeting: replace it, add or remove interests, behaviours and other terms.
Custom audiences to include or exclude.
Placements: a manual list, back to automatic, or one placement removed.
Devices.
Optimisation goal, bid strategy, conversion event and frequency cap.
Ad scheduling: the days and hours the ad set delivers, on a lifetime budget.

It can ask Meta to check a change first without saving it, and it can put the ad set back the way it was. A change to an ad set that is delivering restarts Meta's learning phase.

Add Austria and Switzerland to the DACH ad set and remove Audience Network.

Exclude our customer list from the Prospecting ad set.

Some things Meta does not allow on an existing ad set, and your assistant passes Meta's reason on: changing the attribution window, or switching a daily budget to a lifetime budget.

Duplicating ad sets, campaigns and ads

An ad set, within its campaign, into other campaigns with the same objective, or into a new copy of its campaign. With or without its ads, and with a different budget, schedule, goal, conversion event or placements if you want.
A campaign with all its ad sets and ads. The copy is paused.
A single ad into other ad sets.

Copy the best ad set of the Summer campaign into the Scaling campaign with 100 € a day.

Text, images, videos, links and buttons of an ad

Text. Primary texts, headlines and descriptions.
Image or video. A new file from your media library, for every placement at once, one file per format, or only one placement.
Destination URL and button.
URL parameters, display link and Advantage+ creative enhancements.
The post behind a boosted post ad. It points the ad at another post of the same Page.
Carousel cards. Replace a card's image or video, change its headline, description, link or button, add, remove or reorder cards, and change the shared text.

The ad keeps its id, ad set, budget and history.

A changed text, image, video, link, display link or carousel gives the ad a new post. Likes, comments and shares of the old post do not carry over, and Meta reviews the ad again. URL parameters and enhancements keep the post. Your assistant can put the previous version back.

Switching a boosted post ad to another Facebook post brings that post's own likes and comments along. An Instagram post is shown on a new post Meta creates, so its likes and comments do not appear on the ad.

Swap the video on the "Hook A" ad for summer_9x16.mp4 and summer_4x5.mp4 from the library.

Add utm_campaign=summer to the URL parameters of the "Hook A" ad.

Replace card 3 of the carousel with the new product shot and change its headline to "Back in stock".

It refuses ads it cannot rebuild faithfully and tells you why: catalogue, partnership, Instant Experience, flexible-format and dynamic-creative ads, and Advantage+ carousels.

Value rules, catalogs and partnership ads

Value rules. Sets that bid more or less for placements, genders, ages, devices or operating systems. A new set changes no bid until it is applied to an ad set. Applying one that bids any audience up needs the two things above; one that only bids down applies at once.
Catalogs. Create a catalog, rename it, add and change products, and remove the ones an assistant added. Every product change needs your yes in the chat, because running catalog ads show it at once. Setting a product out of stock takes it out of ads without deleting it.
Partnership ads. It lists the creators who gave your Instagram account permission and the posts they tagged you in, and sends a creator a partnership request only after your yes, because that is a real message to a real person.

Bid 20% less for Audience Network on the Prospecting ad set.

Set the red sneaker in our catalog to out of stock.

TikTok

Status. Switch a campaign, ad group or ad on or off. A Smart+ ad switches as a whole.
Budgets of campaigns and ad groups. A daily budget stays daily, a total budget stays total, and TikTok's minimums apply.
Bids of an ad group: set or remove a cost cap, or set a minimum ROAS.
Names of anything, Smart+ included.
Captions of an ad, up to 100 characters. A Spark Ad keeps its caption, because it belongs to the post.
Destination URL and button of a single-video ad, Spark Ads included. uplads reads the whole ad back and compares it, and puts the ad back if TikTok moved anything else. TikTok may review the ad again, and a button TikTok picks itself becomes a fixed one.
Copies of a campaign, ad group or ad, always switched off. A campaign copy is created empty. An ad group copy can go into another campaign with the same objective, take a new budget and audience, and bring its ads along. An ad can be copied into another ad group and reuses the same video.
New campaigns and ad groups, switched off, with goal, budget, locations, languages, pixel and conversion event.
Automated rules on the advertiser, see Automation.

Switch off the TikTok ad groups in the Spring campaign that spent more than 50 € this week without a conversion.

Set a cost cap of 12 € on the "Broad 25-44" ad group.

Copy the "Broad 25-44" ad group into the Summer campaign with 30 € a day and its ads.

Send the "UGC Hook" ad to /spring-sale with a "Shop now" button.

What stays in TikTok Ads Manager or the uplads Ad Launcher:

Pressing Launch on new ads. Your assistant stages them, the TikTok launcher publishes them.
A creator's Spark code. Your assistant stages Spark Ads on your own posts only; you enter creator codes in the launcher.
Captions, links and buttons of Smart+ ads and automated-creative ads, links and buttons of carousel ads, and captions of Spark Ads.
Copies of Smart+ ads, and new ad groups in Smart+ campaigns.

Google Ads

Status. Pause or enable campaigns, ad groups, asset groups, ads and keywords.
Budgets. A campaign's daily budget. Shared budgets are left alone.
Campaign settings. Bid strategy and target, networks, tracking template, final URL suffix, the EU political ads declaration, locations, excluded locations and languages.
Ad group settings. Bids and targets, optimized targeting, and for Demand Gen its locations and languages.
Ad texts. Headlines, descriptions, display paths and URLs. On a Demand Gen ad also which images it shows, from images already in your account. The ad keeps its id and stats, a replaced text starts fresh, and Google reviews the ad again.
Performance Max asset groups. Name, final URL, display paths, call to action and texts. It can unlink images or videos, which stay in your account's asset library.
Keywords. Add keywords (created paused) and negative keywords, pause, enable and change bids. It removes only keywords an assistant added.
Reports and history. Keywords, search terms, audiences, locations, devices, ad schedule and assets, the images already in the account, and the change history of the last 30 days: who changed what, with old and new values.
Copies of a campaign, ad group, asset group or ad, created paused.
New campaigns. A paused Search, Display, Demand Gen, Performance Max or App campaign with budget, bidding and targeting, and a first ad group where the type has one. A Performance Max campaign can carry your business name and logo. It creates the campaign, not its ads.

Show me the search terms of the Generic campaign and add the irrelevant ones as negative keywords.

Rewrite two headlines of the responsive search ad in the "Running shoes" ad group.

Who changed the bids in the Brand campaign last week?

Set up a paused Search campaign for Austria with 20 € a day.

What stays in Google Ads or the uplads Ad Launcher:

Pressing Launch on new asset groups and ads. Your assistant stages them, the Google launcher publishes them.
New search ads. Your assistant edits existing ones, but writes no new ones, and the launcher has no Search.
Creating or copying Video campaigns, which Google's API does not allow.
Removing anything a person made. Your assistant pauses it instead.

Snapchat

Status. Pause or activate campaigns, ad sets and ads.
Budgets. An ad set's daily or lifetime budget, or a campaign's spend cap.
Bids. An ad set's bid strategy and bid.
Names of anything.
Copies of a campaign, ad set or ad, optionally with everything inside it, created paused. An ad set copy can go into another campaign with a new budget, schedule or audience.
New campaigns and ad sets, paused, with goal, bid, budget, countries, age, gender and operating system.
Reading. Performance by day or per entity, and why an ad was rejected in review.

Which Snapchat ads were rejected, and why?

Lower the budget of the "Lookalike 1%" ad set to 25 € a day.

Duplicate the Spring campaign with everything in it.

What stays with you: pressing Launch on new ads your assistant stages, and the text of an existing ad, which Snapchat does not let anyone change once the ad uses it. To run new text, have it stage a new ad and pause the old one.

Automation

On Meta ad accounts and TikTok advertisers your assistant works with the same automated rules you use in uplads:

Rules. Create, change, switch on or off, put into approval mode, run now, and read the run history. The built-in templates (pause high CPA, scale winners, frequency alert and more) are a starting point, and it can save a rule as a template.
A replay before it acts. On Meta it replays a rule over the last days of real numbers and reports which entities it would have matched. On both networks it explains, entity by entity, why a rule did or did not act today.
The approval queue. It lists what your rules proposed, dismisses proposals, and approves them. uplads re-checks a proposal against live numbers first; approving one that switches on or raises a budget needs the two things above.
Budget changes on Meta. A one-off change at a set time, or a weekly schedule that changes a budget on chosen days and puts it back afterwards. Lowering always works; a raise needs the two things.
Post boosts. A rule that turns each new post of a Facebook Page, Instagram account or TikTok identity into an ad. Your assistant creates it switched off and in approval mode unless you ask otherwise; approving a proposed boost launches an ad, so it needs the two things.

A pause, decrease or notify rule acts on its own as soon as it is on.

Pause any ad set in Prospecting with a cost per purchase above 40 € over the last 3 days, checked every hour. Replay it on last week first.

Why is the "Scale winners" rule not doing anything?

Every Friday and Saturday from 18:00 to 23:00, raise the Retargeting budget by 30%.

Boost every new post on our Instagram account into the Retargeting ad set with 20 € per post, and let me approve each one.

Optimize audits

On a Meta ad account your assistant works with Optimize:

Read the latest audit, or run a new one. Each finding names the entity, the evidence and the change it proposes. A run costs no AI credits and counts as Optimizer use on your plan, and a workspace gets 20 runs a day through MCP.
Apply a finding, the same change its Apply button makes. Pausing, lowering a budget and excluding a country always work; reactivating, raising a budget and bid changes need the two things. A finding the account has since moved past is refused as out of date.
Dismiss a finding you do not want.
Goals and break-even. It reads and sets the targets and unit economics the audit judges with, and tells you the old values first.

Run an Optimize audit on the main account and walk me through the findings.

Apply the budget cuts and the country exclusions, skip the rest.

Reading what works

Creative analytics. On Meta and TikTok it ranks every image and video across all the ads that use it, judged on your account's own result against its target. On Meta it also reads the AI tags, transcripts and scene breakdowns uplads stored.
Reports. The Analytics reports such as Top Hooks, Fatigued Ads, Loser Ads, Landing Pages and Day of Week, and the ones your team saved.
Budget pacing. Month-to-date spend against the monthly budget you plan in uplads, which it can also set. Nothing changes at Meta.
Account history. What changed in a Meta account lately and who did it, so it leaves alone what is still settling.
Across networks and accounts. One client's Meta, TikTok, Google Ads and Snapchat accounts side by side, or many Meta accounts in one table.

Which creatives won over the last 30 days across all campaigns, and what do the winners have in common?

Run the Fatigued Ads report for last week.

Our plan for this month is 6,000 €. Are we on pace?

Compare last month across Meta, TikTok, Google and Snapchat for this client.

Your media library

Find files by name, type, aspect ratio, source, upload date, tags, boards, platform, launch or campaign, used or never used, with how each file performed.
Organise with tags and boards, and rename files.
Placement crops. It renders 1x1, 4x5, 9x16 and 1.91x1 versions of a file that launch as one ad with the original.
Video covers. It sets a video's cover from an image in the library.
Bin and restore. It bins only files an assistant added and no file an ad was made from or an open draft uses, and everything binned can be restored.
Copy templates. It saves a set of texts you liked and reads the ones your team saved.

A cover or crop you chose yourself is never replaced.

Find every 9:16 video we never used and tag them "summer".

Make placement crops of hero.jpg.

Before you ask for a change

Ask for the numbers first. "How did the TikTok ad groups do this week?" gives your assistant the data to pick the right ones to pause.
Name the account if you have more than one on a network.
Turn on Autonomous launching only if you want it to switch things on, raise spend or let automation do that on its own. Everything that lowers spend works without it.
Reconnect after an update. If your assistant does not know a tool from this article, disconnect and reconnect the connector; clients cache the tool list.