How AI ad management works · For B2B teams
Zephra is an AI ad management platform that runs Google, Meta and LinkedIn Ads on lead quality and sales outcomes. See what needs attention, why it matters and what can change within your controls.
Built for RFQ, demo and consultation-led businesses, where sales reveals what a lead was worth.
10–15 min assessmentNo CRM required to startNo campaign changes during assessment
Lead volume ↑ Qualification rate ↓ Spend ↑
More enquiries are arriving, but a smaller share qualifies. Check lead fit and follow-up before scaling.
Review lead feedback, audience and message before increasing spend.
Review
Existing Or New Acquisition
Start with supported existing campaigns, or create new campaigns, creative and landing experiences around your business objective.
01
Existing acquisitionStart with campaign and account evidence from supported Google Ads, Meta Ads or LinkedIn Ads campaigns. Add lead-quality and business context later, where it is available.
ConnectAssessAdd context
See what you need to start →02
New acquisitionBuild campaigns, creative and landing experiences around your business, audience and objective — then improve them on the same evidence.
The assessment and setup take minutes. Connecting your CRM depends on which CRM you use and how much configuration it needs, and typically takes from a few days to a month. No CRM required to start. Available connections and actions vary by platform, campaign type and configuration.
The Workflow
See. Understand. Decide. Act. Learn. Follow the five-stage loop below; an action happens only when the evidence and your controls support it.
See
Start from what is observable across the account, including what is missing.
Campaign performance · Conversion evidence · Business context
Understand
Work out the likely cause, and whether the evidence is good enough to act on at all.
Timing · Reliability · Sales feedback · Missing context
Decide
Choose the appropriate state: act, review, investigate or wait.
Evidence · Risk · Appropriate response
Act
Apply a supported change only when permitted. If review, investigation or waiting is needed, hold the proposed change.
Supported changes · Approvals · Spend limits
Learn
Check what happened after the change, and whether later sales outcomes confirm the earlier assessment, then carry it into the next decision.
Results after change · Sales feedback · Later outcomes
Later outcomes inform the next review.
Decision Alternatives
Zephra weighs the available evidence and your configured controls to determine whether to act, request review, investigate or wait.
Four decision scenarios
Choose a situation
Evidence: Northstar’s LinkedIn leads cost more but progress to sales opportunities more often in this scenario. A proposed allocation change needs review.
Alternatives, not a sequence of actions in the account.
Zephra
Weighs the evidence.
Act
SituationEvidence supports an adjustment within your limits.
ResponseApply the supported change within configured permissions and controls.
Review
SituationA material budget change needs approval.
ResponsePresent the recommendation and evidence for a person to approve.
Investigate
SituationLead costs are rising. The cause is unclear.
ResponseCheck traffic, conversion performance and lead quality before proposing a change.
Wait
SituationRecent leads are still awaiting qualification.
ResponseAllow relevant feedback to arrive before judging the outcome.
Recommendations become actions only when supported and permitted by your configured controls.
Supported actions depend on the connected platform, permissions and controls your team has configured.
See Zephra Think Through A Decision
A weak result is not automatically a budget or bidding problem. Zephra looks across the connected acquisition system to work out what deserves attention before proposing an action. It works from 45 optimisation checks and actions across Google, Meta and LinkedIn.
Observed
Cost per lead rising · Impression share falling
Working diagnosis
Relevance may be contributing to weaker delivery. Available budget alone does not establish the cause; check auction conditions and relevance before increasing spend.
Next step
Review search intent, ad relevance and the landing experience. Confirm the diagnosis before approving a change.
Review
Quality Score is a diagnostic estimate of how your ads, keywords and landing page compare with other advertisers. It is reported in the account to help you find what to improve; it is not itself an input to the ad auction. Available signals and actions depend on connected accounts, permissions and configured data.
What Zephra may examineCampaign · Budget · Bid · Keyword · Audience · Creative · Landing · Tracking · Lead quality · Business outcome
See the same reasoning applied to your own account.
After The Lead
For businesses selling through demos, consultations or RFQs, a lead is only the beginning. Qualification can reveal fit before a sale closes. Later outcomes help test whether that early assessment was right.
Early signals
Form submission · Call · Enquiry
RFQ receivedA buyer requests a quote. Fit and value are still unknown.
Quality signals
Qualification · Sales acceptance · Disqualification
Fit assessedSales confirms the requirement fits your product and service area.
Business outcomes
Opportunity · Proposal · Won or lost sale
Commercial outcome developsThe quote progresses, wins or is lost. An open opportunity is not revenue.
Use available CRM context or sales feedback where configured, then consider its timing, reliability and relevance to the decision. A few recent unqualified leads may call for investigation or waiting; a consistent pattern can justify review. Later sales outcomes can change that assessment.
Stages differ by business. Qualification, proposal and outcome steps show the shape this takes, not a sequence every business follows.
Getting Started
Nothing changes in your account until you decide it should. The sequence below is the normal path from first connection to the first supported action.
01 · 10–15 min
Connect a supported Google Ads, Meta Ads or LinkedIn Ads account. Zephra examines available account evidence and returns findings with the evidence behind them and a recommended next step. No campaign changes are made.
You get: findings on spend inefficiency, structural issues, performance gaps and measurement gaps.
02 · Before enabling actions
Define which supported actions may run directly, which require approval, the spend boundaries, and the guardrails on type, magnitude and timing. Zephra follows the permissions and limits supported by your setup, and you can change it at any time.
You get: approvals, permissions, spend limits and action guardrails configured to your risk appetite.
03 · Add business context
Where configured, connect first-party and server-side conversion signals so decisions start from reliable measurement, and bring in lead status, qualification and outcome context from a CRM or business system. Both are optional, and the assessment does not depend on either.
You get: a clearer view of which signals you produce today, and which are missing.
04 · Review and improve
Zephra observes, diagnoses and reaches a decision on each issue it finds. Supported actions run inside your limits; anything needing approval waits for it; thin or conflicting evidence produces a wait or an investigation rather than a change. What happens next feeds the following decision.
Allow 10–15 min for the initial assessment. Deeper setup and meaningful outcome evidence depend on your connections, lead volume and sales cycle.
Control & Approvals
Your team defines which supported actions can run, which need approval and where spending must stay. Recommendations and execution follow those configured controls.
Approvals
Define which supported actions can proceed and which need confirmation first.
Permissions
Limit access to the accounts and supported actions your team permits.
Spend controls
Keep budget and allocation changes within explicit limits.
Action guardrails
Control what can change, by how much and when.
How It Works In Practice
Basic setup starts when an authorised team member grants the required ad-account access. No CRM is required for the assessment, so you can begin with ad-account evidence before connecting sales or business context. No campaign changes are made during the assessment.
Yes. Connect supported existing Google Ads, Meta Ads or LinkedIn Ads campaigns, or create new campaigns, creative and landing experiences through Zephra. Available connections and actions vary by platform, campaign type and configuration.
Not to start. A CRM is not required for the assessment or for supported acquisition workflows. Where a CRM or business system is connected and configured, it can add qualification and outcome context to later decisions. No CRM? A form or spreadsheet update can provide the lead-quality feedback instead.
Only from what is available to it. Where connected and configured, Zephra can use lead status, qualification, sales feedback, offline conversions and available business outcomes alongside campaign evidence. Form responses can provide early clues about fit, but the submission alone does not establish lead quality or future revenue. Qualification feedback and later outcomes add that context.
Sending downstream conversion feedback to an advertising platform, where that is set up, can improve the signals available inside it, and the platform’s own bidding continues to operate. Zephra’s additional role is to assess the evidence that is actually available, identify which part of acquisition needs attention, and support the appropriate action within your permissions and controls — across campaigns, creative, landing experiences and allocation rather than inside one platform’s optimisation alone.
Later outcomes usually say the most about commercial value and arrive the most slowly, and in low volumes they can be too sparse to read. Zephra weighs the timing, reliability and relevance of each available signal for the decision in front of it rather than always reaching for the deepest event. Earlier qualification feedback can guide a decision today, and a later sales outcome can strengthen or revise that assessment.
No. Depending on the evidence, action type, platform, permissions and controls, the next step may be to act, review, investigate or wait. A recommendation is not an executed change: review, investigation and waiting hold the proposed change rather than leading to it. Higher-risk or structural actions can require approval before execution.
When evidence is sparse, recent or conflicting, Zephra can recommend investigating or waiting before making a change.
No. Zephra is designed to work with the systems already involved in acquisition rather than replace them by default. Advertising platforms remain the execution environments, and your CRM or business system remains the system of record for sales outcomes.
See Zephra On Your Acquisition
Connect a supported ad account to assess existing campaigns. Starting a new campaign or evaluating the setup? Book a demo to talk it through.
10–15 min assessmentNo CRM required to startNo campaign changes during assessment
10–15 min assessment · No CRM required to start