Cross-channel ad rules engine for growth marketers

The moment someone realises they have this problem is when they're manually checking their TikTok and Amazon campaigns every morning because the automated rules they set up for Google simply don't exist for those channels — so those budgets run unsupervised while the Google account gets babied.

The gap persists because tools like Adsbot and Airtomic are built around the Google Ads API, which is mature, well-documented, and where their first customers lived. Adding Amazon Ads, Apple Search Ads, and TikTok isn't a config change — each has a completely different API surface, different auction logic, and different performance signals. The incumbent vendors have backlogs full of Google-native feature requests and no structural pressure to rebuild their rule engine five times over. The buyer (the agency or in-house media buyer) complains, but the vendor prioritises depth on the channels they already cover.

What's actually missing isn't another Google-only rule engine — it's the ability to write a rule once ('pause any ad set where CPA exceeds target by 20% for 3 consecutive days') and have it enforced identically on TikTok, Amazon Sponsored Products, Apple Search Ads, and Microsoft at the same time. Right now, a buyer running spend across four channels has automated guardrails on one or two of them and manual babysitting on the rest. That asymmetry is where budgets leak.

This is a business and not a feature because the need recurs every single day campaigns are live, and every new channel a company adds makes the problem worse rather than better. An agency that onboards a new TikTok client today has to build manual monitoring workflows from scratch, because their existing automation doesn't reach there. That cost — in analyst time, in missed anomalies, in budget overruns on unmonitored channels — grows directly with the number of channels a buyer runs.

What to build

Build a rule engine where media buyers write a condition once (budget pacing, CPA threshold, ROAS floor, impression share) and deploy it as an automated action across Google Ads, Meta, TikTok Ads, Amazon Sponsored Products, Microsoft Ads, and Apple Search Ads simultaneously, with a unified alert log showing which rule fired on which channel and why.

Where to start

Start with agencies that already run both Amazon Sponsored Products and Google Ads for the same client, where the gap between automated Google rules and zero Amazon automation is most painful and most obvious on a single P&L.

The hard part

Each channel's API has different latency, different data freshness guarantees, and different action permissions — writing a rule that behaves consistently across all of them without false positives or missed fires requires painful per-API normalisation work before you can sell anything.

How it makes money

Monthly subscription per connected ad account, with a base tier covering up to 3 channels and a higher tier for unlimited channels plus priority alert delivery — agencies naturally expand as they onboard new channel clients.