Advertising Marcelo can read, and changes a person approves
Last updated 2 September 2026
Marcelo works inside an advertising account a business already has. It reads what the campaigns cost and returned, proposes the next move, and waits for someone to approve it.
What Marcelo does with an advertising account
Marcelo reads the account's campaigns, what those campaigns spent and returned, and the search terms that brought people in.
From that it proposes the next move — a budget, a bid, a keyword, a campaign's status.
A proposal is a written draft: which campaign, what would change, and why. Reading and proposing are the whole of what Marcelo does on its own.
Who it is for
Marcelo is used by marketing agencies running advertising for several client businesses, and by companies running their own.
The advertising account belongs to that business. Marcelo is a tool the agency points at it.
How it connects
Marcelo connects through the Google Ads API, to an advertising account the client already has. It does not create advertising accounts.
Access is granted the way Google intends it to be: the client signs in on Google's own consent screen and approves the permission there.
Marcelo holds no advertising credential of its own. Every read runs through the agency's Google sign-in, and can be withdrawn at any time from the Google account that granted it.
The connection can also be removed inside Marcelo, on the screen that made it, which stops Marcelo reading or proposing anything for that account from that moment.
A person approves every change
Google grants Ads as a single permission that also allows changing an account. Marcelo asks for it because a proposal is worth little if it cannot be carried out — but carrying it out is a separate step, taken by a person.
Every change is written down first, checked with Google without being applied, and applied only after a named person has approved it. Nothing is spent, paused or started automatically.
This is how the software is built, not a promise laid over it. A proposed advertising change is a record with a status, and nothing in Marcelo can move it from draft to approved — that transition exists only as a person pressing the button.
Autopilot, the part of Marcelo that works unattended, cannot reach advertising changes at all.
Every permission Marcelo asks for, what it reads and how to have it deleted is set out in the privacy policy.