The ads manager only tells half the story

Pixeon's Growth team runs paid media for two very different B2B healthcare companies: Pixeon, with systems for hospitals, clinics, laboratories and radiology centers and a long sales cycle, and BoaConsulta, management software for clinics and doctors' offices, with more volume and a shorter cycle. The goal was an AI agent that does more than read the accounts: it reads the data every day, flags what is off, proposes an action with a reason and executes what gets approved. But with a long cycle, the ads manager shows the lead while the sale happens weeks or months later, in the CRM. For the agent to judge a campaign, it had to see the whole funnel, from click to sale. So before thinking about agents, the team built the data foundation on Nekt.

What Pixeon built on Nekt

• One place for all the data. Meta, Google and LinkedIn Ads, GA4, the sales CRM, RD Station and customer conversations land in a single base on Nekt, clean and updated on its own. The agent queries it directly in SQL and crosses whatever it needs, with no spreadsheet in between.
• Live connectors over MCP. Through Nekt's connectors the agent reads and writes: it creates campaigns, ad sets and ads, adjusts budgets, adds negative search terms and uploads images and videos.
• A way back to the tools. Nekt sends data back out: it feeds audiences of qualified leads used for lookalikes and remarketing, and sends events to RD Station.
• Spend crossed with real sales. Each campaign's spend is matched with what sales qualified and what closed in Salesforce, not only with what the ads manager counts as a conversion.
• A shared base for a network of agents. A creative agent stores its new ads in Nekt, and the media agents pick them up from there, launch them paused for review and measure each one all the way to the CRM.

The systems behind it

Seven sources feed the base, so every answer starts from the full funnel:

Context first, then autonomy

With the data in place, the agent did not start by proposing changes. It read the accounts and interviewed the team over nine rounds of questions in one week, and every decision became a written rule with its reason. That context stopped false alarms: a conversion that looked broken after a landing page change, and campaigns that looked forgotten but are paused on weekends on purpose, because weekend leads convert much less. Autonomy has levels: the agent reads, analyzes and alerts freely, everything it creates is born paused, and every change to an account still goes through the Growth team's approval.

From 14% to 93% of the right audience

A promotional campaign with an exclusive offer for one ICP looked great in the ads manager: low cost per conversion and conversions coming in every day. Crossing those conversions with the CRM, the agent saw that only 14% of the contacts were from that ICP. It found the ad that was attracting the wrong audience and proposed pausing it. In the days after the pause, 93% of the contacts were from the right ICP, with the campaign still running.

Other results from the first weeks

• Extra budget well spent. When extra budget came in for the month, the agent proposed reactivating a paused campaign with the audience that converted best. It became the best Meta campaign of the month in the funnel, from lead to sale.
• Ads that convert. The first piece from the creative agent to enter the main campaign had a cost per qualified lead below the campaign average.
• Idle budget found. A remarketing ad set sat active for days with no impressions, because the audience was too small for Meta to deliver. The agent flagged it and the budget moved to a campaign that was converting.

The foundation came first

The agents work because the base was ready before them: ads, site, CRM and marketing automation in one place on Nekt, plus a log of every account change kept since 2024, gave the agent the full funnel and the context of each account from day one. It is the same idea behind context engineering for AI agents and a governed MCP server for data. Learn more about Pixeon.