Case Study
Ad spend reports on autopilot with a custom MCP reporting bot
✓ Reporting time cut from ~10 hours/week to zero
✓ Daily Slack digest with spend, ROAS, and anomalies
✓ Campaign anomalies surfaced in minutes, not at month-end
An e-commerce performance team was spending 10+ hours a week copying numbers from Google Ads and GA4 into spreadsheets then waiting until month-end to realize a campaign had gone sideways.
The problem
- Manual, error-prone reporting across ads and analytics.
- Insights arrived too late to act on.
- No single source of truth the whole team could query.
What we did
We built a custom reporting agent on MCP:
- Connections MCP servers for Google Ads and GA4, plus a Slack bot.
- Logic the agent pulls spend, revenue, ROAS, and CPA, compares against targets, and flags anomalies.
- Delivery a daily Slack digest in plain language, with the option to ask follow-up questions (“why did ROAS drop on Tuesday?”) and get an answer with the underlying data.
- Alerting real-time alerts when spend or CPA crosses a threshold.
The result
Reporting went from 10 hours a week to zero, and the team now catches bad campaigns in minutes instead of at month-end. The same MCP pattern has since been extended to pull CRM and email data into the same bot.
The takeaway: your AI should do the reporting and the explaining and MCP is what makes that possible.