Projects: an agent plans, runs and oversees a campaign over weeks — with your KPIs, budget and approvals

From a goal to a running plan#

Dated tasks fire on their start date, recurring items become schedules that run only within their own dates, and milestones and checklist items are marked done by a person.

1. 1Projects → New project. Describe the goal, pick the accounts, the period, an optional budget, the campaigns it covers and the KPIs — for example cost per conversion at most 25, or ROAS at least 4.
2. 2Optionally tell the agent how to work: a direction (where to optimize, what to protect, what to avoid), up to ten skills pinned from your library (or a new one created in a popup, which the agent can draft), and the project's approvals.
3. 3The agent asks up to five clarifying questions, only where the answer changes the plan.
4. 4It writes an editable plan in about 40–90 seconds: setup tasks such as tracking checks and a baseline, a daily pacing check, a weekly review with proposals, a weekly report, KPI-tied optimizations (budget reallocation, bid changes, pausing chronic underperformers, creative refresh, search-term and negative-keyword hygiene), email work only when Klaviyo or HubSpot is part of the project, a mid-period review, a final report and milestones.
5. 5Review it on a timeline — a Gantt chart on a computer, an agenda on a phone — then press Activate. Nothing runs before Activate.

The overseer and the project page#

• An overseer agent wakes on its own, typically every 6–24 hours. It reads every channel's numbers for the period and the previous equal period, compares them with the KPIs and the budget pace, proposes or makes changes — budget between campaigns and channels within the project budget, bids, statuses, creatives, email, the team's report — adjusts plan items and records a progress note.
• Overview shows period progress, the overseer's next check and last decision, KPI scorecards, spend against budget with a projection, what needs attention and what is coming up.
• Performance breaks the numbers down per channel and per campaign, with the change against the previous period, a daily trend and a CSV export. It reads Google Ads, Meta, Microsoft Advertising, TikTok, LinkedIn, Reddit, Pinterest, Snapchat, X and DV360; a channel that cannot be read shows its error, pacing and KPIs say "Partial — not judged" when the numbers are partial, and currencies are never added together.
• Plan and Activity hold the timeline, approvals waiting, the overseer's decisions and notes, its plan changes (each with Undo), every run and the audit trail.

Approvals, rules and access#

• By default every change waits for an approval card — on an ad platform, an email send, a budget move and every change to the plan. "Auto-approve ordinary changes" is an opt-in per project: ordinary changes then apply inside the workspace's spend caps and guardrails, while deletes, live sends, code and other changes a person must decide still wait for a person.
• Workspace Forbidden Rules apply to the plan and to every task the project runs.
• The project's model calls — the questions, the plan and the overseer's decisions — run on the workspace's Orchestrator agent model, chosen on the Agents page.
• Admins and editors change projects; members read them. Projects are also reachable over MCP and the REST API (reads need tasks:read, changes tasks:write); an API key cannot switch on a project's auto-approve.

Frequently asked questions#

Can an AI agent run a whole ad campaign in Agent Planners?

Yes, as a project: you set the goal, accounts, period, budget and KPIs, review the plan the agent writes and activate it. An overseer agent then checks the numbers on its own and proposes or makes changes — by default each one waits for your approval.

Does a project change anything before I approve it?

Nothing runs before you press Activate. After that, by default every change on a platform, every email send and every plan change waits for an approval card; per-project auto-approve is opt-in, and deletes, live sends and code still wait for a person.

Which platforms does the project Performance tab read?

Google Ads, Meta, Microsoft Advertising, TikTok, LinkedIn, Reddit, Pinterest, Snapchat, X and DV360, at campaign level: spend, clicks, impressions, conversions and value.