Why “safe” matters as much as “performant”
One wrong change in a high-budget account can cost more than a month of good optimizations. Agencies with multiple operators need clarity: who connected the account, who approved the negative, who changed AI objectives.
Approval before apply
The baseline principle: recommendations are drafts, not live actions. A specialist or manager reviews, then confirms. In preview mode, you can test the workflow without sending anything to Google or Meta. Useful for new client onboarding or junior team training.
Roles and permissions
Not everyone in the agency should apply account changes. Some only view reports, others propose, others approve. Role separation reduces mistakes and simplifies internal audit — especially with sensitive data or strict client contracts.
Logs and compliance
Every applied action should leave a trail: what changed, when, by whom, based on which recommendation. For client disputes or internal reviews, the log is evidence. Using Google and Meta data via API also requires compliance with their policies — documented in the platform’s legal pages.
Quick checklist
Ask any PPC AI tool: can I reject any suggestion? Is there a log? Can I limit who applies? Can I revoke OAuth access? If the answer is no to any of these, think twice before connecting client accounts.