Amp AI: Ad Campaign Optimization
At a glance: Amp AI pulls performance data directly from your ad platforms and combines it with Lifetimely's attribution to recommend where to shift budget, what to pause, and what to resume — using your own attribution numbers, not inflated platform reporting.
Supported Platforms
| Platform | Networks covered |
|---|---|
| Meta | Facebook and Instagram |
| Google Ads | Search, display, and shopping |
| TikTok Ads | TikTok |
The Agents
Amp AI runs two agents per platform — one at the campaign level and one at the ad set or ad group level. That's six agents total:
| Agent | What it optimizes |
|---|---|
| Meta Campaign | Budget allocation across your Meta campaigns |
| Meta Ad Set | Budget allocation across ad sets within a campaign |
| Google Ads Campaign | Budget allocation across your Google campaigns |
| Google Ads Ad Group | Pausing/enabling ad groups within a campaign |
| TikTok Campaign | Budget allocation across your TikTok campaigns |
| TikTok Ad Group | Budget allocation across ad groups within a campaign |
Campaign-level agents
These compare performance across all your campaigns on a platform. They look at several weeks of data to identify trends and can reallocate budget from underperformers to campaigns showing stronger returns.
Ad set / ad group-level agents
These work within a single campaign, comparing ad sets (Meta) or ad groups (Google, TikTok) against each other. They use recent daily data for more granular, faster-moving optimization.
> Note: Google Ads ad groups inherit their campaign's budget, so the Google Ad Group agent can only pause or enable ad groups — it can't transfer budget between them. Meta and TikTok ad groups support budget transfers.
What Data Each Agent Uses
Every ad agent pulls from two sources:
- The ad platform directly — Amp AI connects to Meta, Google, or TikTok via your authorized account and pulls campaign structure, budgets, bid strategies, and performance metrics (spend, impressions, clicks, conversions, ROAS, CPA, CTR)
- Lifetimely attribution — your store's own attribution model, broken down weekly (campaigns) or daily (ad sets/ad groups) per campaign or ad group
This combination matters. Platform-reported ROAS tends to be inflated due to overlapping attribution windows across Meta, Google, and TikTok. Amp AI uses Lifetimely's attribution — your single source of truth — so recommendations reflect actual return on spend.
Types of Recommendations
| Recommendation | What it means |
|---|---|
| Reallocate budget | Transfer a specific dollar amount from an underperforming campaign/ad set to one with stronger ROAS trends. Your total spend stays the same. |
| Pause | Stop a campaign or ad set with consistently low ROAS and a declining trend |
| Enable | Resume a paused campaign or ad set showing signs of recovery |
| No change | Performance is healthy, or there's not enough data to act confidently |
How It Decides
Amp AI uses trend-based analysis across multiple time periods — it doesn't react to a single bad week:
- ROAS trends — is return on spend improving, declining, or flat?
- CPA trends — is cost per acquisition creeping up over multiple periods?
- Relative performance — how does this campaign or ad set compare to others running at the same time?
- Confidence scoring — each recommendation gets a confidence score. Low-confidence recommendations are filtered out before you see them.
Guardrails
| Guardrail | Detail |
|---|---|
| Minimum campaigns | Meta and TikTok require multiple active campaigns for cross-campaign budget recommendations. Too few → no action. |
| New campaign protection | New campaigns and ad sets are left alone until they have enough data to evaluate fairly. |
| Budget ceiling | Budget is only moved between existing items. Amp AI never increases your total spend. |
| Transfer limits | The amount transferred can never exceed the source campaign/ad set's current budget. |
| Low confidence | Mixed or inconclusive data → recommendation is suppressed entirely. |
Getting Started
- Go to Amp AI → Settings → Connected Channels
- Connect your Meta, Google Ads, and/or TikTok Ads accounts
- Amp AI begins analyzing once enough campaign history is available (at least 1–2 weeks)
Tips
- Run multiple active campaigns per platform. This gives Amp AI enough to compare for meaningful budget reallocation.
- Give new campaigns time. Amp AI won't act on new campaigns until they've collected enough data.
- Review the reasoning. Each recommendation explains which trends drove the suggestion and what outcome to expect.
- Keep Lifetimely attribution accurate. Since Amp AI uses your attribution data rather than platform-reported numbers, accurate attribution = better recommendations.