Unified budget pacing dashboard across all ad channels

The specific moment this becomes urgent: it's Thursday afternoon and a media buyer needs to confirm every client's weekly budget is on track before the weekend when they're not watching. They can pull Google and Meta into their current tool, but Amazon, TikTok, and Apple Search Ads each require a separate login, a separate export, and manual arithmetic to see whether combined spend is pacing correctly against a blended monthly budget.

The reason this gap persists is structural: tools built on top of Google Ads have a strong incentive to keep budget tracking inside the Google Ads ecosystem. Meta is added because it's impossible to ignore. But Amazon, Apple Search Ads, and TikTok each require a separate API partnership and separate data modelling — and the ROI for any single vendor to build all of them is low when their existing customers mostly complain about Google-specific features. The buyers who run five channels are also the buyers who pay the most, but they're a smaller slice of the user base, so their complaints don't move roadmaps as fast.

What every existing tool gets wrong for this case: budget visibility is per-gateway. A media buyer can see Google pacing in one place and Meta pacing in another, but there's no single number that says 'you've spent 61% of this client's blended monthly budget across all channels with 58% of the month elapsed — you're slightly over-pacing on Amazon and under-pacing on TikTok.' That reconciliation happens in a spreadsheet, manually, usually after something has already gone wrong.

This is a business because the reconciliation recurs weekly for every active client, budget overruns on unmonitored channels cost real money, and the time a buyer spends doing manual cross-channel budget checks is time they're not spending on optimisation. Agencies bill by the hour or by retainer — either way, manual budget reconciliation is pure overhead.

What to build

Build a read-only budget pacing dashboard that connects to Google Ads, Meta, Amazon Ads, TikTok Ads, Microsoft Ads, and Apple Search Ads via their respective APIs, then surfaces a single blended daily spend curve against a user-defined monthly budget target per client, with per-channel breakdown and a pacing alert when any channel deviates more than a configurable percentage from its expected trajectory.

Where to start

Target agencies managing Amazon + Google for the same e-commerce client, where blended ROAS reporting is already a manual nightmare and even a two-channel unified view is immediately more useful than what they have.

The hard part

Getting agencies to connect six sets of API credentials for a client before they've seen value is a high onboarding drop-off risk — the product has to show something useful with just two channels connected, or the setup friction kills conversion before the product can demonstrate its cross-channel value.

How it makes money

Flat monthly fee per client account managed, which aligns with how agencies bill — they pass the cost through as a line item, making pricing feel like a tool cost rather than a software subscription, which reduces churn.