How It Works — AI-Native Performance Automation

Scenario G1 · Google Pre-Launch

Brief → Google strategy
in one linear pass.

A linear, 12-module scenario. Watches the Briefs tab. When a new row arrives flagged for Google, it pulls brand memory, sends a prompt to Claude, parses the JSON, iterates the campaigns, writes them as strategy rows, then pings Slack.

1

📋

Google Sheets

Watch New Rows

3

✏️

Google Sheets

Update a Row

4

🗂️

Data store

Get a record

5

A\

Anthropic Claude

Create a Prompt

6

{ }

JSON

Parse JSON

7

→

Iterator

Loop campaigns

8

＋

Google Sheets

Add a Row

9

＋

Google Sheets

Add a Row

10

↘

Array aggregator

Aggregate

11

✏️

Google Sheets

Update a Row

12

#

Slack

Send a Message

01 · 03

Pick up the brief

Polls the Briefs tab every 15 min. Picks rows where platforms ∈ Google, Both AND google_status is empty. Flips status to Researching.

04

Load brand context

Reads the Make data store record keyed by brand. Voice, audience, geo, competitors, historical KPIs, conversion IDs — all loaded.

05 · 06

Claude generates strategy

Sonnet 4.6 returns JSON: 4 campaigns × 15 RSAs each, with keywords, negatives, geo targeting. The JSON module parses it.

07 · 10

Iterate & write

The iterator unpacks each campaign. Two parallel addRow modules populate GoogleStrategy and seed the Benchmarks tab. Aggregator collects results.

11 · 12

Mark ready + ping

Flips google_status to Strategy_Ready. Slack pings the strategist: "Google strategy ready — review on Sheet."

make.com / scenarios / G1 — Google Pre-Launch

Scenario G2 · Google Post-Launch

Three branches. One router.
Hourly forever.

Same trigger, three different jobs depending on the row's state. Approved-but-not-built → Build. Live-and-24h-old → Health check. Live-and-72h-since-last-optimisation → Search-terms optimiser. Routes per row.

1

🔍

Google Sheets

Search Rows

2

🗂️

Data store

Get a record

3

⤳

Router

3 branches

Branch A · Approved & not built

4

🔍

Google Sheets

Search Rows

5

↗

Google Ads

API Call

6

✏️

Google Sheets

Update a Row

7

#

Slack

Send a Message

Branch B · Live, 24h+ elapsed

8

↗

Google Ads

API Call

9

A\

Anthropic Claude

Diagnose

10

＋

Google Sheets

Add a Row

11

✏️

Google Sheets

Update a Row

12

#

Slack

Send a Message

Branch C · Live, 72h+ since opt

13

↗

Google Ads

API Call

14

↗

Google Ads

API Call

15

A\

Anthropic Claude

Propose negs

16

＋

Google Sheets

Add a Row

17

✏️

Google Sheets

Update a Row

18

#

Slack

Send a Message

Branch A

Build

Reads GoogleStrategy rows for the brief, hits Google Ads mutate API to create the campaigns PAUSED, marks status Built, pings Slack: "Built — flip live in Ads UI."

Branch B

24h Health

Pulls last-7-day GAQL performance, hands it to Claude for diagnosis against Benchmarks, logs to OptimizationLog, pings Slack with verdict.

Branch C

72h Optimise

Pulls last-7-day search terms (top 200) + last-7-day perf. Claude proposes negatives only for clearly out-of-context terms. Logs proposal, pings Slack — human 👍 applies via mutate API.

make.com / scenarios / G2 — Google Post-Launch

Scenario M1 · Meta Pre-Launch

Brief → 5 creative concepts.
Designer-ready.

Same backbone as G1, different prompt. Watches the Briefs tab for Meta or Both. Pulls brand memory, asks Claude for 2 static + 2 carousel + 1 video concept with hook, copy, and visual direction. Writes to MetaStrategy.

1

📋

Google Sheets

Watch New Rows

3

✏️

Google Sheets

Update a Row

4

🗂️

Data store

Get a record

5

A\

Anthropic Claude

Create a Prompt

6

{ }

JSON

Parse JSON

7

→

Iterator

Loop concepts

8

＋

Google Sheets

Add a Row

9

＋

Google Sheets

Add a Row

10

↘

Array aggregator

Aggregate

11

✏️

Google Sheets

Update a Row

12

#

Slack

Send a Message

01 · 03

Pick up the Meta brief

Same trigger as G1, but filters for platforms ∈ Meta, Both AND meta_status empty. Flips to Researching so the team knows it's in flight.

04

Load brand memory

Reads the same brand record. Includes preferred creative angles, banned imagery, voice rules, and competitor creative landscape.

05 · 06

Claude creative briefs

Returns JSON with 5 concepts: 2 static + 2 carousel + 1 video. Each has a hook line, body copy variants, and visual direction the designer can act on.

07 · 10

Iterate to MetaStrategy

Iterator unpacks each concept. AddRow writes to MetaStrategy + seeds Benchmarks with Meta KPI defaults. Aggregator confirms count.

11 · 12

Hand off to designer

Flips meta_status to Strategy_Ready. Slack: "Meta creative brief ready — 5 concepts for designer." Designer drops assets in Drive.

make.com / scenarios / M1 — Meta Pre-Launch

Scenario M2 · Meta Post-Launch

Build, watch, refresh.
Forever, on Meta.

Same router pattern as G2 but talks to the Meta Graph API over HTTP. Build branch creates campaigns + ad sets PAUSED. 24h branch watches CPL, CTR, frequency. 72h branch detects ad fatigue and proposes 2-3 fresh creative angles.

1

🔍

Google Sheets

Search Rows

2

🗂️

Data store

Get a record

3

⤳

Router

3 branches

Branch A · Approved & not built

4

🔍

Google Sheets

Search Rows

5

🌐

HTTP

POST Meta API

6

✏️

Google Sheets

Update a Row

7

#

Slack

Send a Message

Branch B · Live, 24h+ elapsed

8

🌐

HTTP

GET insights

9

A\

Anthropic Claude

Diagnose

10

＋

Google Sheets

Add a Row

11

✏️

Google Sheets

Update a Row

12

#

Slack

Send a Message

Branch C · Live, 72h+ since opt

13

🌐

HTTP

GET ad insights

14

A\

Anthropic Claude

Fatigue + angles

15

＋

Google Sheets

Add a Row

16

✏️

Google Sheets

Update a Row

17

#

Slack

Send a Message

Branch A

Build

Reads MetaStrategy rows, POSTs to Meta Graph API to create campaign + ad sets PAUSED. Marks Built. Slack: "Built — flip live in Ads Manager."

Branch B

24h Health

GETs last-7-day insights (spend, CPL, CTR, frequency). Claude compares to Benchmarks. Logs verdict. Slack alerts only on tolerance breach.

Branch C

72h Fatigue + angles

GETs last-14-day ad-by-ad insights. Claude detects fatigue (CTR decay, frequency thresholds) and proposes 2-3 new angles. Designer picks up after thumbs-up.

make.com / scenarios / M2 — Meta Post-Launch

Four scenarios,
module by module.

Brief → Google strategy
in one linear pass.

Pick up the brief

Load brand context

Claude generates strategy

Iterate & write

Mark ready + ping

Three branches. One router.
Hourly forever.

Build

24h Health

72h Optimise

Brief → 5 creative concepts.
Designer-ready.

Pick up the Meta brief

Load brand memory

Claude creative briefs

Iterate to MetaStrategy

Hand off to designer

Build, watch, refresh.
Forever, on Meta.

Build

24h Health

72h Fatigue + angles

Every scenario. Every gate.
One diagram.

Four scenarios, module by module.

Brief → Google strategy in one linear pass.

Pick up the brief

Load brand context

Claude generates strategy

Iterate & write

Mark ready + ping

Three branches. One router. Hourly forever.

Build

24h Health

72h Optimise

Brief → 5 creative concepts. Designer-ready.

Pick up the Meta brief

Load brand memory

Claude creative briefs

Iterate to MetaStrategy

Hand off to designer

Build, watch, refresh. Forever, on Meta.

Build

24h Health

72h Fatigue + angles

Every scenario. Every gate. One diagram.

Four scenarios,
module by module.

Brief → Google strategy
in one linear pass.

Three branches. One router.
Hourly forever.

Brief → 5 creative concepts.
Designer-ready.

Build, watch, refresh.
Forever, on Meta.

Every scenario. Every gate.
One diagram.