Multiply Introduces AI Ad Spend Recovery Agent
By continuously identifying off-intent traffic and other inefficiencies, the Spend Recovery Agent is designed to improve the underlying account over time.
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Multiply has announced the launch of its Ad Spend Recovery Agent, an AI agent built to help marketers identify and eliminate wasted advertising spend that is difficult to catch through manual account management or traditional rules-based automation.
Google Ads accounts typically lose 30% of their budgets to irrelevant or off-intent search traffic. An analysis of prospect data found an average of $126,000 in wasted Google Ads spend per year.
The problem stems in part from the difference between the keywords advertisers bid on and the actual search terms Google matches against those keywords.
Every day, accounts can generate thousands of new search terms, each requiring a judgment about whether the person searching was actually looking for what the advertiser sells.
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Individually, those mismatches may cost only tens of dollars, but across an account, they quickly add up.
Multiply’s Google Ads Spend Recovery Agent analyses actual search terms every day, understands the context of each campaign and ad group, and identifies traffic that does not match the advertiser’s intent.
Marketers can then block irrelevant terms, redirect budgets, improve quality scores and address performance problems before they materially affect pipeline.
“Google Ads produces more decisions than any marketer can reasonably make by hand,” said Matt Jayson, Dounder and CEO of Multiply. “A marketer can look at a search term and know immediately that it has nothing to do with what they’re selling, but making that judgment across thousands of new terms every day is impossible.”
“The Spend Recovery Agent gives every marketer an agent that can do that work continuously, learn how their specific account should operate and bring them the decisions that actually matter, while keeping them in control of what changes.”
Moving Beyond Rules-Based Advertising Automation
Traditional Google Ads automation relies heavily on predefined thresholds and performance metrics. A rule might pause a keyword after it spends a certain amount without generating a conversion, for example. That can automate an action, but it cannot determine why the keyword is underperforming.
Multiply analyses the meaning behind the traffic itself.
The agent considers what an ad group is selling, the campaign’s objective and strategy, and what a searcher appears to be looking for. That allows it to distinguish between a bad keyword and a good keyword attracting bad traffic, rather than applying the same rule across an entire account.
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The distinction matters because the appropriate response is different. A poorly performing keyword may need to be paused, while a valuable keyword attracting irrelevant searches may simply need additional negative keywords.
Multiply also adapts its analysis to different campaign strategies. Traffic that would be considered irrelevant in a tightly targeted non-brand campaign may be appropriate in a competitor or broader discovery campaign.
Turn Plain-English Instructions Into Running Automations
Multiply also introduces a new way for marketers to automate Google Ads search term management.
Instead of configuring a series of rules, filters and thresholds, marketers can tell Multiply what they want accomplished in plain English.
For example, a marketer can ask the agent to review non-brand campaigns every weekday, identify keywords spending heavily on off-intent traffic, recommend which should be paused and preserve keywords that are still producing conversions.
Multiply converts those instructions into a scheduled automation that marketers can inspect and edit. Any action that can affect spend requires human approval before it is applied.
Finding Waste Beyond Search Terms
Multiply’s Spend Recovery Agent also identifies broader sources of account inefficiency that can gradually reduce performance.
The agent monitors quality scores, keyword performance, budget allocation and changes in account behaviour over time.
It can identify underperforming keywords whose budgets could be redirected toward stronger campaigns, flag deteriorating quality scores that may increase cost-per-click, and detect performance patterns before they translate into significant declines in leads or pipeline.
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By continuously identifying off-intent traffic and other inefficiencies, the Spend Recovery Agent is designed to improve the underlying account over time.
Better traffic can contribute to stronger quality scores and lower costs, while budgets previously spent on irrelevant searches can be redirected toward campaigns and keywords that generate results.
From Ad Spend to Pipeline
The Google Ads Spend Recovery Agent runs on live Google Ads and CRM data, allowing marketers to evaluate advertising performance against business outcomes rather than advertising metrics alone.
At launch, the product includes:
- Live Campaigns Workspace, bringing spend, conversions, impression share, quality score and pacing into a single view using live Google Ads data.
- Actions Feed, which identifies wasted search terms daily and lets marketers block them as negative keywords directly from the feed.
- Ask Dot, an AI analyst and operator that answers questions about account performance and can propose actions, including adding negative keywords, pausing keywords, adjusting budgets and bids, and editing responsive search ad copy.
- Pipeline Attribution, connecting campaign spend to pipeline dollars and cost per opportunity, so marketers can identify campaigns that generate clicks and conversions but fail to produce sufficient revenue.
Together, these capabilities give marketers an AI system that can continuously analyse the account, identify waste, recommend improvements and execute approved actions.
