What this application is
WBI Consulting Group is a marketing and technology consultancy serving a small portfolio of retained clients, primarily independent schools and professional services firms. WBI plans and operates paid search and paid social campaigns for those clients under a standard agency engagement.
The WBI Advertising Operations Tool (the “Application”) is the internal platform WBI uses to do that work programmatically, built on the AdLoop framework. It reduces repetitive manual work in the Google Ads interface and connects ad performance to real downstream client outcomes — inquiries, applications, enrollments, qualified leads, and closed engagements.
The Application is not a product. It is not distributed, licensed, resold, or made available to any party outside WBI Consulting Group. There is no sign-up, and clients do not receive access to the tool itself — they receive the reports it produces.
What it does
Automated reporting
Pulls campaign, ad group, keyword, and search-term performance to generate recurring monthly reports for each client and cross-channel ROI summaries for WBI's own account review.
Performance diagnostics
Cross-references Google Ads metrics with GA4 sessions and conversion events to find tracking gaps, misattributed conversions, and underperforming landing pages before they consume budget.
Campaign management
Creates and adjusts campaigns, ad groups, budgets, and negative keywords within client accounts — subject to human approval and configured safety limits.
Portfolio consistency
Applies the same naming conventions, negative keyword baselines, and reporting definitions across every managed account so client reporting is comparable and auditable.
Who uses it, and on which accounts
Users. WBI Consulting Group's authorized personnel only. WBI operates with contracted staff rather than W-2 employees; access is granted individually to named personnel who are under contract and bound by confidentiality terms.
Accounts. Only Google Ads accounts belonging to WBI clients that have been linked to the WBI manager (MCC) account. Each link is established through the standard Google Ads manager-account invitation and acceptance flow, which requires the client's own administrator to approve it. No account is accessed without that approval, and access is removed when an engagement ends.
Authorization. Every managed account is covered by a signed services agreement that authorizes WBI to operate the client's advertising on their behalf. Clients retain full ownership of their accounts and data at all times.
Google data the Application uses
An authorized WBI staff member signs in with a Google account that has access to the WBI manager account. The Application requests only the scopes it needs:
| Google service | Access | Used for |
|---|---|---|
| Google Ads API | Read & write (adwords) |
Retrieve campaign, ad group, keyword, and search-term metrics for client reporting; create or adjust campaigns, budgets, and negative keywords in linked client accounts. |
| Google Analytics | Read | Join session and conversion data to ad performance for outcome measurement and tracking diagnostics. |
| Google sign-in | Read (profile, email) | Identify the authorized operator running the tool. |
| Google Drive & Docs | Read & write (drive.file, documents) |
Used by WBI's internal content-planning tools, which share this Google Cloud project, to create and edit only the files those tools themselves create or that a user explicitly opens through them. |
Data retrieved from Google APIs is used solely for the reporting and campaign management of the client account it came from. It is never sold, never used for advertising to consumers, and data belonging to one client is never surfaced to, benchmarked against, or used to optimize another client's campaigns. See the Privacy Policy for the full Limited Use disclosure.
Safety controls
- Dry-run by default. All write operations default to validate-only and require explicit human confirmation before being applied.
- Budget cap. A configurable maximum daily budget, set per client account, rejects any campaign or budget change above the limit.
- Account allowlist. The tool operates only against customer IDs on an explicit allowlist of currently engaged clients, preventing writes to an unintended account.
- Audit log. Every operation, including dry-runs, is written to an audit log with timestamp, operator, account ID, and payload.
- Human review. No automated bidding or account changes are applied without human oversight, and every report is reviewed by WBI staff before delivery.
Contact
Questions about the Application, its use of Google APIs, or its handling of data can be sent to bbell@wbicg.com.