The pattern
Rather than one giant agent per channel, Omega's major channels are covered by small families that mirror how the work actually flows:
Plan — the strategist. Give it an objective or a launch brief and it produces the account or program architecture: what should exist, why, and how budget maps to it.
Build — the producer. It takes an approved plan and turns it into implementation-ready work — campaign structures, ad units, copy variants, briefs, and step-by-step launch instructions.
Optimize — the reviewer. It evaluates live performance and returns a focused queue of recommended changes, each with the evidence and the exact current-to-recommended values.
Each stage produces recommendations for a human to act on — the agents don't push changes into ad platforms themselves.
The families
Meta — Meta Ads Planning Agent → Meta Ads Ad Build Agent → Meta Ads Optimizer.
TikTok — TikTok Ads Planning Agent → TikTok Ads Ad Build Agent → TikTok Ads Optimizer.
Google Ads — Google Ads Planner → Google Ads Build → Google Ads Optimizer, covering Search, Shopping, Performance Max, and Demand Gen in one integrated plan.
Lifecycle (Email & SMS) — Lifecycle Plan → Lifecycle Build → Lifecycle Optimize, from flow architecture through deployment-ready sends to a weekly recommendation queue.
Creative (paid social) — Creative Plan → Creative Build → Creative Review, from creative pillars and a testing roadmap through platform-ready creative packages to a weekly fatigue-and-rotation review.
Find them all in All Agents — searching the channel name brings the family together in one list.
Leads and specialists
The Plan, Build, and Optimize agents are the family leads, and they route work to supporting specialists when depth is needed. The Meta Ads Planning Agent, for example, delegates audience research to Meta Audience & Prospecting Research and budget scenarios to the Meta Media Plan Builder; health-check specialists triage performance before the Optimizer acts. You can run many specialists one-off from their own pages, but their findings flow back through the lead.
Note: Because the lead arbitrates across all the levers, recurring work belongs to it — if you try to schedule a specialist, Omega will point you to the family lead instead. One-off runs stay available from the specialist's page.
Picking the right one
Match the agent to your stage, not just your channel:
Starting a new account, a relaunch, or a big objective shift? Start with Plan.
Have an approved strategy and need the actual campaigns, ads, or sends drafted? Go to Build.
Account is live and you want to know what to change this week? Run Optimize.
Tip: The stages hand off cleanly — a plan from the planning agent is exactly the input the build agent expects, so running them in sequence gives you a coherent package instead of three disconnected documents. If you find yourself running the same sequence repeatedly, that's a natural fit for an agent chain — see "What are agent chains."