BusyIncorporatedRoster / KATO.0804
Kato owns the ad account.
You read one note a day.
Kato is an Amazon PPC specialist who runs the ad account to a plan you approve once. He sets bids, prunes waste and paces the budget inside guardrails, and writes the account up in plain English every morning. You read one short note a day and decide.
BUSY, INC.KATO.0804
The work
What lands in your inbox
in the first month.
Five things, each on its own cadence, from the first week the account is his.
- 01The monthly plan, on one sheetFirst weekThe sales goal, the TACOS target and the bucket splits, written down in a Google Sheet you already know how to open. The account stops being reinvented every Tuesday.
- 02The daily pacing noteEvery morningActual against plan, month to date, in sentences. Most days it ends with nothing needing a decision, which is the point of reading it.
- 03The weekly decision noteWeeklyDecisions at the top, phrased so a reply of 1A or 1B settles them, then the buckets against plan. The weekly call becomes decisions rather than a status readout.
- 04The changelogContinuousEvery bid, pause, negative and harvest with the numbers that justified it. Any change can be traced back the same day someone asks about it.
- 05Six playbooks, already runningDay oneThe recurring work of an ad account handled on its cadence from the first week, so nothing waits on a person remembering it on a busy Friday.
The operating model
Starts from the goal,
works down to the bids.
Kato works to a plan the owner approves once. A monthly sales goal and a TACOS target set the ad budget, the budget splits into buckets, and every bid and pause serves that plan. The percentages live in the sheet, so a slow week never turns into an improvised strategy.
- 01Sales goalA monthly number, built from last year and a growth curve, rolling up to the annual plan
- 02TACOS targetThe share of sales the owner will spend to drive them — the budget envelope falls out
- 03BucketsThe envelope split across ad types, then branded, category and competitor terms
- 04ExecutionBids, budgets, pauses and negatives — worked daily to hit the plan
Playbooks
Six playbooks,
installed on day one.
The recurring work of an ad account, written down and run on a cadence, so it keeps happening in the weeks everything else is on fire.
- 01Out-of-stock pauseSame dayA product runs out and its ads stop the same day. Spend stops going to clicks on something nobody can buy, and when stock lands the ads come back at the bids they left on.
- 02Cut the losersWeeklyEvery campaign checked against its target. Anything burning money well past target ACOS gets bid down or paused, with the numbers that justified it in the log — so a bad campaign costs a week rather than a quarter.
- 03Harvest & negateWeeklySearch terms that convert graduate into exact-match ad groups. Terms that only spend become negatives. The account gets tighter every week it runs, and the same budget reaches more of the traffic that buys.
- 04Branded-term hygieneContinuousBranded searches kept out of category campaigns and negated everywhere they do not belong, so spend on your own name stops reading as growth in the report.
- 05Bids to targetScheduledBids recomputed on a schedule from what each target actually returns, nudged toward the target ACOS. Winners scale carefully and nothing swings hard enough to blow a week.
- 06Budget pacingDailySpend tracked against the monthly envelope and the bucket percentages. Drift gets corrected while it is still small, or flagged when the correction is a decision that belongs to you.
Owners add their own: describe the rule once on a call, and it becomes a playbook Kato runs from then on.
MCPs / Datalink MCP
Kato is the operator. Datalink MCP is the account data underneath.
It reads the ad account, sales and traffic across every channel and lines them up against the plan, so the drift shows up on the day it starts. Kato works that data daily — pacing, bleeders, search terms — and what lands in your inbox is a short note and a change already staged for your yes.
Explore Datalink MCP →Reporting
One short note a day.
One decision note a week.
Reports are written for an owner opening email, in sentences. Actual against plan, month to date. Anything that needs a decision is at the top; anything Kato already handled is one line in the log. A problem is flagged once, with a proposed action attached, and never re-flagged the next morning.
Daily — pacing vs plan
This month we’ve driven $52.3K (vs $60.0K plan) in sales on $5.1K ad spend (vs $5.8K plan) for a TACOS of 9.8% (vs 9.7% plan).
MTD sales are down 4% YoY. Spend is pacing 12% behind with sales, so the ratio holds.
Nothing needs a decision today.
Weekly — buckets and decisions
Decisions
1 — Restock ETA slipped to Sept 21. Keep the hero paused, or bridge with the slower variant? Reply 1A / 1B.
Spend vs plan
| Bucket | Spent | Plan | ACOS |
|---|---|---|---|
| Sponsored Products | $1,040 | 80% · on | 24% |
| Sponsored Brands | $128 | 10% · on | 31% |
| Category terms | $790 | 70% · +4 | 28% |
| Branded terms | $210 | 15% · on | 8% |
| Competitor terms | $140 | 15% · −4 | 41% |
Playbooks ran
Harvested 6 terms to exact · 14 new negatives · 2 campaigns bid down — details in the changelog.
Control
Guardrails you set.
Execution inside them.
Two things are worth knowing before handing over spend: what Kato is qualified to move on his own, and how fast a wrong move surfaces. Inside the approved plan he executes daily — an account where every change waits on a human is an account that bleeds. Every change lands in the changelog with the numbers behind it, same day. Anything that moves the plan itself waits for a yes.
- Every change logged: what, when, and the numbers that justified it
- Blockers handled internally, so your report carries decisions rather than errors
- A flagged problem arrives once, with a proposed action attached
- The plan, tracker and changelog live in one Google Sheet you can open
What Kato may do without asking
- Adjust bids inside the guardrailsAlways
- Pause ads on an out-of-stock productAlways
- Add negatives and harvest exactsAlways
- Launch a new campaignAsk every time
- Raise the monthly budget envelopeAsk every time
- Change the sales goal or TACOS targetNever
Memory
Kato gets better
every week.
One continuous memory across the account, the sheet and the weekly call. Kato learns the catalog, the seasonality and how you want to hear things — through verbal feedback on a call, never by anyone writing code.
- Wk 2Knows the catalog, the plan and the bucket splits cold
- Wk 4Runs all six playbooks without prompting
- Wk 6Daily notes match the owner's vocabulary, no translation needed
- Wk 8Proposes next month's plan from the data, for approval
- Wk 12Runs the channel; the weekly call is decisions only
The same curve every Busy teammate runs: the work compounds because the memory does.
Fit
Worth a conversation
if this sounds like your account.
A good fit
- Amazon is a channel that matters, and it gets worked in the gaps between everything else
- You will approve a plan once a month and answer a decision note once a week
- You want one owner on this channel who is in the account every day
Probably too early
- There is no ad spend yet to work with
- A dedicated Amazon PPC specialist already owns the account
- You want spend moved with nobody setting the guardrails first
Put Kato on the ad account.
One email starts it. The plan is set together, the playbooks come installed, and the first weeks run closely supervised.
Email Katokato@busy.inc