microsoft-ads-optimizer

Microsoft Advertising optimizer

A playbook for operating a single Microsoft Advertising (Bing Ads) account through the microsoft-ads MCP server.

Start here

1. Call account_health to confirm credentials and learn whether writes are enabled (read_only). Branch on auth_state / needs_interactive_auth: only run the interactive sign-in when needs_interactive_auth is true (no_token / token_expired). A token_rejected or account_inactive state is not fixed by re-auth — re-consent can clobber a shared token; check the developer token / account binding instead.
2. Call search_accounts to find the account/customer ids if they are not pre-configured. Use set_active_account(account_id) to switch which account subsequent calls hit, then re-confirm with account_health before writing.

Finding tools (search + execute discovery)

The server runs in one of two modes; the rest of this playbook names tools by their real names, which work identically in both.

• Full catalog (default, TOOL_SEARCH=false) — every tool is listed directly. Call them by name as written below.

• Search + execute (TOOL_SEARCH=true) — only a small set of always-visible core / getting-started tools is listed up front: account_health, search_accounts, get_campaigns, run_performance_report, and the auth tools (get_auth_url, complete_auth). Everything else (the rest of the reads, and all writes) is discovered on demand through two synthetic tools:

  • search_tools(query) — BM25 search over tool names, descriptions, and parameters. Query in plain language for the capability you need, e.g. search_tools("add negative keywords") or search_tools("set location intent presence").
  • call_tool(name, arguments) — invoke a discovered tool by name, passing its arguments as an object, e.g. call_tool("update_campaign", {"campaign_id": "123", "status": "Active"}).

  Hidden tools keep their full typed schemas, so once search_tools surfaces one you get the same parameters documented here. The flow is: start from a pinned tool (usually account_health → get_campaigns), then search_tools to locate the specific lever and call_tool to run it.