| name | adspirer-google-ads |
| description | Create and manage Google Ads campaigns through Adspirer — Search, Performance Max, Demand Gen, YouTube, and Display. Use for Google Ads keywords, search terms, quality score, bid strategies, sitelinks and extensions, PMax asset groups, or anything on Google/AdWords. Covers the asset-bundle expiry and ad-group-id traps. |
Google Ads
Everything on Google goes through the google_ads router. Follow adspirer-mcp for the
two-step: {"action": "list_tools"} first, then {"action": "execute", "tool_name": ..., "arguments": {...}}.
Account parameter: customer_id, as a string. Hyphens are stripped for you.
Budgets are in dollars — $50/day is 50.0.
Creating a campaign
1. Pick the type. If the user just said "create a campaign," run select_google_campaign_type
rather than guessing. Search, Performance Max, Demand Gen, YouTube, and Display solve different
problems — references/campaign-types.md has the decision tree and the budget each type actually
needs to learn.
2. Gather what's required. Budget, final URL, locations, and the conversion goal. Resolve place
names with resolve_google_locations instead of guessing geo ids.
3. Prepare assets. For Performance Max, run discover_existing_assets first — the account
usually already has images and logos, and reusing them is faster and better than asking the user to
upload. Then validate_and_prepare_assets.
Asset bundles expire after one hour. If more than an hour passed between preparing assets and
creating the campaign, re-run validate_and_prepare_assets and use the fresh bundle. A stale
bundle fails at create time.
4. Create. The campaign comes back paused. It does not spend.
5. Add extensions. This is not optional for Search. A Search campaign without extensions
underperforms badly and Google will tell you so. Add at least 4 sitelinks, 4–6 callouts, and
structured snippets before you call the build finished. See references/extensions.md.
6. Read it back. List the campaign and confirm budget, status, and targeting match what you
intended. Then tell the user it is paused and ask whether to resume.
Keywords and ads attach to ad groups, not campaigns
Any tool that touches a keyword, a negative keyword, or an ad needs an ad_group_id. Run
get_campaign_structure to get them. Do not pass a campaign id where an ad group id is expected.
For keyword research, research_keywords returns volume and competition from Google's own planner.
analyze_search_terms shows what people actually typed — that's where the negatives come from.
Bidding
Don't set a target CPA or ROAS on a campaign with no conversion history; it has nothing to learn
from and will underdeliver. Start with maximize clicks or manual CPC, let conversions accumulate,
then move to a target. references/bidding.md has the thresholds.
Reading performance
get_campaign_performance is a direct, top-level tool — do not route it through google_ads.
It renders a performance card. Pass raw_data: true when the user wants the numbers rather than
the summary.
For waste, analyze_wasted_spend finds spend with no conversions. For a sudden change,
explain_performance_anomaly compares windows and attributes the delta.
Rate limits
Google counts keyword operations, not calls: roughly 300/hour and 500/day at the keyword level.
Adding two thousand keywords in one sitting will hit the ceiling. Batch large keyword work and tell
the user if you're pacing it.
References
references/campaign-types.md — which type to use, and the budget each needsreferences/bidding.md — bid strategies and when each becomes viablereferences/pmax-assets.md — Performance Max asset requirementsreferences/extensions.md — the mandatory extensions step
