All projectsBennett Hollstein

WaveMetrics Sidekick

An AI teammate inside the Google Ads dashboard. Ask it about the account, get analysis and reports, and let it act, with you confirming every write.

Built at
Smarketer
Role
Fullstack Developer
Stack
Vercel Eve, MCP, LangFuse
Sidekick
Acme Outdoor · Google Ads

What are some quick wins to improve ROAS this month?

  • Loaded skill· Performance review
  • Recalled memory· TV campaign started Jan 5, 2026
  • Started Data Analysis Agent
    Data Analysis Agent
    get_campaign_metrics(last_30_days)
    get_campaign_metrics(previous_period)
    get_search_terms(conversions = 0)

    Compared 12 campaigns, found 3 opportunities. Returning to main agent.

Three things stand out in the last 30 days. Brand search is capped while Generic keywords burn budget below break-even.

ROAS by campaignLast 30 days
  • Brand – Exact5.8×
  • Shopping – Bestsellers3.4×
  • Retargeting – 30 d2.9×
  • Competitor – Phrase1.6×
  • Generic – Broad0.9×
  1. 1Raise the budget on Brand – Exact. It hit its cap on 6 of the last 7 days at 5.8× ROAS.
  2. 2Pause Generic – Broad. €2,140 spent at 0.9×, down from 1.7× before the TV campaign shifted demand to brand terms.
  3. 3Add 41 negatives. Search terms with spend but zero conversions, mostly “free” and “used” queries.
Needs your confirmation

Apply quick win 1 to the account: raise the daily budget on Brand – Exact.

Daily budget€110.00€165.00
Apply in Google AdsCancel

Saved as template “Monthly quick wins”. Ask for it any time.

Ask about your account…

About

WaveMetrics is Smarketer’s Google Ads dashboard that gives deeper insight into accounts. With Sidekick, we wanted to bring in an actually useful AI agent that helps you for daily tasks. You might ask things like “what are quick wins for my ROAS?” or “write me a 30-day report that I can present in the team”, and it answers with real numbers from the account, charts, and, when asked, changes to the account itself.

It is the most practical AI work I have done so far: an agent that can do everything the dashboard can, kept trustworthy by making every sensitive action wait for a person.

Tech

  1. Vercel Eve
    Agent networkMain agent and specialized subagents answer
  2. Next.js
    Chat UIAnswers render as dashboard components via json-render
  3. LangFuse
    ObservabilityPrompts and agent decisions are logged for analysis
  4. WaveMetrics backend
    MCP serverEvery dashboard read and write as a typed tool
  5. Google Ads
    AccountHuman-in-the-loop for sensitive actions

The agent talks to our backend through a custom MCP server, so it has the same reach as the dashboard, including creating custom alerts. Anything that changes the account goes through a human-in-the-loop confirmation first. Prompts live in LangFuse next to a library of skills the agent pulls in when a task needs them, which keeps the base prompt small.

It remembers account context between conversations, like when a TV campaign started, and can save the current task as a template so the same report or check is one message away next month. For heavier work the main agent delegates: for example a Data Analysis Agent gathers and crunches the data and hands the result back for the main agent to present, with charts and tables rendered as native dashboard components.

  • TypeScript
  • Vercel Eve
  • MCP
  • LangFuse
  • json-render
  • Multi-agent