Most accounts exclude the same things everywhere: competitor names, "jobs" and "careers", "free", "DIY". Keeping those as campaign-level negatives means adding every new exclusion to every campaign, and forgetting the campaign launched last week. Shared negative keyword lists fix that. The exclusion lives in one list, and the list applies to every campaign it is attached to.

Until today, Cogny's agents could attach a Google Ads list that already existed, and that was all. Building or editing a list meant opening the Google Ads UI, and Microsoft Advertising lists were out of reach entirely. Now both MCPs manage lists end to end.

What your agent can do

Google Ads

tool_create_negative_keyword_list: create a list, optionally with its first keywords and the campaigns to link it to, in one call.
tool_add_keywords_to_negative_keyword_list / tool_remove_keywords_from_negative_keyword_list: edit what's in a list. Exact, Phrase and Broad negatives.
tool_add_negative_keyword_list_to_campaign / tool_remove_negative_keyword_list_from_campaign: link or unlink a list.
tool_delete_negative_keyword_list: delete a list. Google unlinks it from every campaign.
Reading stays in GAQL: shared_set for the lists, shared_criterion for their keywords, campaign_shared_set for where they're applied. Google allows 20 negative keyword lists per account, with up to 5,000 keywords each.

Bing Ads (Microsoft Advertising)

tool_get_negative_keyword_lists: every list with its keyword count and the campaigns it's applied to.
tool_get_negative_keyword_list_items: the keywords in a list.
tool_create_negative_keyword_list: create a list, optionally with keywords and campaigns.
tool_add_keywords_to_negative_keyword_list / tool_remove_keywords_from_negative_keyword_list: Exact and Phrase negatives (Microsoft has no Broad negatives).
tool_add_negative_keyword_list_to_campaigns / tool_remove_negative_keyword_list_from_campaigns: apply or detach a list, several campaigns at a time.
tool_delete_negative_keyword_list: delete a list.

The loop it closes

The search-term report is where paid search leaks money, and the fix used to stop at the campaign level. Now an agent can read the report, sort wasted terms into "wrong for this campaign" and "wrong for the whole account", and put the second group in a shared list. Next month the same agent reads the list before adding anything, so it doesn't duplicate an exclusion that already applies.

If something fails halfway, for example the list gets created but one campaign id is wrong, the tool returns the new list's id and the step that failed. The agent retries that step instead of creating a second list with the same name.

The tools work from the Cogny chat, scheduled reports, the Cogny CLI (Bing Ads), and any MCP client connected to app.cogny.com/mcp. If Google Ads or Bing Ads is already connected, there is nothing to set up. The tools are already there.