Can Salesforce's Paid Media Optimization agent pause my underperforming LinkedIn, Google and Meta ads?

TofuAnswer by the Tofu team · checked

Partly. Salesforce says its Paid Media Optimization agent, still in beta, supports Google Ads, Meta Ads and LinkedIn Ads, recommends which ads to pause and lets you pause them from Marketing Intelligence. It can pause ads automatically only "in certain channels," and Salesforce's help doesn't say which. You need Marketing Intelligence, which Salesforce lists at $10,000 per org a month, billed annually. If you don't already pay for it, Google's and Meta's own free rules, or a rules tool that covers LinkedIn, can pause weak ads for less.

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As of November 2026.

We read Salesforce's help articles on the agent on November 3, 2026. One of them, "Pause Low-Performing Ads with Paid Media Optimization Agent (Beta)," didn't load for us, so check it while signed in for the exact pause steps.

Salesforce's agent vs ad platform rules vs Optmyzr vs Tofu

Salesforce Paid Media Optimization agentGoogle Ads and Meta rulesOptmyzrTofu Ads Agent (our product)
What it doesCompares ad results with industry or custom benchmarks, recommends ads to pause, then can suggest new campaign goalsRules you write, such as "pause ads under a set click rate," that run on a scheduleRules you write that pause, change or flag adsPlans, builds, launches and optimizes paid programs; weekly bid, budget and creative recommendations
PlatformsGoogle Ads, Meta Ads, LinkedIn AdsGoogle Ads and Meta, each in its own account. We found no LinkedIn Help article on rules that pause adsSocial rule engine for Meta and LinkedIn Ads; Optmyzr also supports Google Ads and Microsoft AdsLinkedIn, Google Search, Google Display, Meta
Pauses ads by itself?Only "in certain channels," not named (see below)Yes, when a rule's conditions are metYour choice: apply changes automatically or approve themNo. Recommendations stay proposals until you approve them
CostPart of Marketing Intelligence, $10,000 per org a month, billed annually, plus usage creditsFree with the ad accountPriced by monthly ad spend; we couldn't read the figures on its pricing page. 14-day free trialFlat $2,500 a month
SetupMarketing Intelligence with ad connectors, Data 360, Agentforce turned on, an agent created from a templateA rule in each ad accountConnect ad accounts, build rules for each platformConnect your ad accounts and HubSpot or Salesforce
Main limitBeta, English only, and Salesforce doesn't say which channels pause automaticallyNothing native for LinkedIn; each rule judges ads only on that ad account's numbersRules are set up separately for each platformDoesn't pause ads on its own and doesn't read Marketing Intelligence

When Salesforce's agent is the right pick

You already pay for Marketing Intelligence, and its connectors already bring in your LinkedIn Ads, Google Ads and Meta Ads data. Then the agent costs setup time and credits, not a new contract. It suits a team that wants one place to spot weak ads across channels and act on them. Try it on one channel first, since Salesforce doesn't document automatic pausing channel by channel.

When the ad platforms' own rules are the right pick

You want simple, free guardrails on Google and Meta. Google's own example is a daily rule that finds ads with "less than 0.2% clickthrough rate and over 1,000 impressions in the last day." Google's examples run rules once, daily or weekly, and Google says rules usually run within 2 hours after their conditions are triggered. Meta's developer docs list a PAUSE action for both scheduled and trigger-based ad rules, and trigger-based rules are checked in real time. LinkedIn is the gap.

When Optmyzr is the right pick

You want rules on LinkedIn too, and you're happy to set and tune the thresholds yourself. Optmyzr's social rule engine covers Meta and LinkedIn Ads and can pause underperforming ads. It says you can "approve results manually or let Optmyzr make changes automatically." Rules "need to be set up separately for each platform."

When Tofu Ads Agent (our product) is the right pick

You want an agent to plan, build, launch and optimize paid programs on LinkedIn, Google and Meta using your CRM's deal data, not a tool that pauses ads by rule. Tofu connects to HubSpot or Salesforce and reads closed-won and closed-lost deals and pipeline. It doesn't pause ads on its own: its weekly bid, budget and creative recommendations stay proposals until you approve them, and a bid optimization agent is live for LinkedIn.

Can the agent pause LinkedIn ads, or only Google?

Salesforce's help says "Paid Media Optimization currently supports Google Ads, Meta Ads, and LinkedIn Ads," and that you can pause ads directly from Marketing Intelligence "in supported channels." It also says the agent "can automatically pause them in certain channels," but it doesn't name those channels.

The only dated channel detail we found is from MarTech in August 2025. It said the Winter '26 release would let teams pause "low-performing Google Ads without leaving Marketing Intelligence." It named only Google.

Don't confuse the agent with Budget Reallocation, a separate beta feature in Marketing Intelligence. It moves daily budget between campaigns but supports only Google Ads and Meta Ads, not LinkedIn. You approve every change first. Each campaign must have run for at least 7 days, and you wait at least 3 days before moving the same campaign's budget again.

Does it pause ads by itself, or do I approve each one?

Salesforce's own pages don't agree:

  • Help (beta docs): the agent "recommends which ads to pause and can automatically pause them in certain channels."
  • Trailhead: the agent can pause ads "with a human in the loop to acknowledge the recommendation."
  • Product page: when an ad underperforms against your thresholds, the agent "automatically pauses it."

The status is mixed too. Salesforce's June 2025 announcement of Marketing Cloud Next listed Agentforce Paid Media Optimization as generally available. Today's help pages label the agent beta and put it under Salesforce's Beta Services Terms, with use "at the Customer's sole discretion." Ask Salesforce how it works for each channel in your org before you rely on automatic pauses.

For a B2B team, also check which metric the agent judges ads on. An ad with a weak click rate can still reach the accounts that become pipeline.

Do I need Marketing Intelligence or Marketing Cloud Next?

You need Marketing Intelligence. The agent runs inside it, setup needs the Marketing Intelligence Admin permission set, and Salesforce's pricing page lists "Agentforce Paid Media Optimization" in both editions:

EditionPrice Salesforce lists
Marketing Intelligence$10,000 per org a month, billed annually
Marketing Cloud Intelligence+$11,000 per org a month, billed annually (includes Marketing Intelligence)

Marketing Cloud Next isn't required. Salesforce's considerations page lists two ways to qualify: Enterprise, Performance or Unlimited Edition with an Einstein for Sales, Einstein for Service or Einstein Platform add-on, or Enterprise or Unlimited Edition with Marketing Cloud Next.

Other things Salesforce lists:

  • Data 360 is required to run Marketing Intelligence. Salesforce Foundations gives access at no cost with some starting credits, and you may need to buy more.
  • Credits: the agent uses Einstein Requests "and possibly Data 360 credits," billed on usage.
  • Language and model: English (United States) only, and OpenAI GPT-4o is the only supported model.
  • Trust Layer: data masking isn't supported.
  • Connectors: Salesforce lists supported Marketing Intelligence connectors for LinkedIn Ads, Google Ads, Meta Ads and Microsoft Advertising.

How do I turn the agent on?

Salesforce's setup article gives these steps. You need the Marketing Intelligence Admin permission set, plus Manage AI Agents and Manage Agentforce Employee Agents, or Customize Application.

  1. In Setup, search Quick Find for Marketing Intelligence. On the Feature Manager tab, turn on Agentforce.
  2. Search Quick Find for Agentforce Agents and click New Agent.
  3. Select Paid Media Optimization Agent, click Next twice, enter your company details and click Next.
  4. Choose the language and tone for the agent's replies, then click Create.
  5. Click Activate, then manage who can use it through Agentforce Employee Agent (AEA) access.

Salesforce's configuration article also lists Set Up Marketing Intelligence and Set Up Einstein Generative AI as steps to do first. Trailhead's version adds one more step: add the Paid Media topic from the Asset Library.

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