google-search-ads-builder

# Google Search Ads Builder Build a complete Google Search Ads campaign from scratch. This skill handles everything from deep keyword research through community and review language mining, to ad copy generation and campaign structure — outputting files ready to import into Google Ads Editor. **Core principle:** Most early-stage teams waste their first $5K on Google Ads because of bad keyword strategy and bad structure. This skill builds the strategic keyword foundation AND a tight, well-organized campaign from day one. ## When to Use - "Set up Google Search Ads for us" - "Build a Google Ads campaign for [product]" - "I want to start running search ads — help me set it up" - "Create a PPC campaign structure" - "Generate Google Ads copy for our product" - "Do keyword research for Google Ads" - "What keywords should we bid on?" - "Build a keyword strategy for paid search" - "Find high-intent keywords in our space" ## Phase 0: Intake 1. **Product name + URL** — What are we advertising? 2. **One-line value prop** — What does it do, for whom? 3. **Product category** — How would a buyer search for this? (e.g., "sales automation", "AI writing tool") 4. **ICP** — Who is searching for this? (Role, pain, company stage) 5. **Monthly budget** — What are you willing to spend? (Affects structure and bid recommendations) 6. **Goal** — Free trial sign-ups / Demo bookings / Content downloads / Direct purchase 7. **Landing pages** — URLs you'll send traffic to (or "need to create") 8. **Competitor domains** — 3-5 competitors (for keyword gap analysis) 9. **Geographic targeting** — Countries/regions 10. **Existing keywords?** — Any keywords you already know work or are currently bidding on 11. **Known converting keywords?** — Any existing performance data ## Phase 1: Deep Keyword Research ### 1A: Seed Keyword Generation From the product description and ICP, generate 3 keyword buckets: | Bucket | Intent | Examples | |--------|--------|---------| | **Problem-aware** | Searching for solutions to a pain | "how to automate outbound", "fix slow sales pipeline" | | **Solution-aware** | Searching for a category of product | "AI SDR tool", "outbound automation software" | | **Brand/Competitor** | Searching for you or competitors by name | "[your brand]", "[competitor] alternative" | ### 1B: Competitive Keyword Mining For each competitor domain, research their organic keyword rankings and ad presence using `web_search`: ``` Search: site:<competitor_domain> [product category keywords] Search: <competitor> SEO keywords ranking Search: <competitor> top pages organic traffic Search: "[competitor] site:google.com/ads" OR "[competitor] PPC keywords" Search: "[competitor]" alternative OR vs OR comparison Search: best [product category] tools 2026 ``` Use `fetch_webpage` on competitor landing pages and pricing pages to extract the language and positioning they use — these reveal keyword opportunities. Extract keywords with buying intent — skip informational-only terms. ### 1C: Review Language Mining The exact language buyers use matters more than what marketers think they search. Mine review sites for real buyer vocabulary. Use `web_search` to find reviews: ``` Search: "[product name]" site:g2.com reviews Search: "[product name]" site:capterra.com reviews Search: "[competitor name]" site:g2.com reviews Search: "best [product category]" site:g2.com ``` Use `fetch_webpage` on the top review pages to extract phrases like: - "I was looking for a [term] that could..." - "We switched from [X] because we needed..." - "Best [term] for [use case]" These phrases reveal how real buyers describe the problem and the solution — gold for keyword targeting. ### 1D: Reddit Community Terminology Mining Reddit threads contain the unfiltered language your ICP actually uses. **Option A — Apify Reddit Scraper** (if `APIFY_API_TOKEN` is set): ``` POST https://api.apify.com/v2/acts/trudax~reddit-scraper-lite/runs?token=${APIFY_API_TOKEN} Content-Type: application/json { "searches": ["best <category> tool OR software OR platform"], "maxItems": 30 } ``` Then poll for results: ``` GET https://api.apify.com/v2/acts/trudax~reddit-scraper-lite/runs/{RUN_ID}?token=${APIFY_API_TOKEN} ``` Once status is `SUCCEEDED`, fetch dataset: ``` GET https://api.apify.com/v2/datasets/{DATASET_ID}/items?token=${APIFY_API_TOKEN} ``` **Output fields:** Each item has `dataType` ("post" or "comment"), `title` (posts only), `body`, `communityName`, `upVotes`, `url`, `createdAt`. **Option B — Web search fallback:** ``` Search: site:reddit.com "best [product category] tool" OR "recommend [product category]" Search: site:reddit.com "[competitor name]" alternative Search: site:reddit.com "[pain point]" solution software ``` Extract the terminology, slang, and product descriptions real users use in these threads. ### 1E: Hacker News Terminology Mining HN discussions reveal how technical buyers describe tools and problems. Use the free HN Algolia API: ``` GET https://hn.algolia.com/api/v1/search?query=<product category>&tags=story&hitsPerPage=20 GET https://hn.algolia.com/api/v1/search?query=<competitor name>&tags=story&hitsPerPage=20 GET https://hn.algolia.com/api/v1/search?query=<pain point>&tags=comment&hitsPerPage=30 ``` No API key needed. Extract terminology and product framing from titles and comment text. ### 1F: Your Site Content Audit Use `fetch_webpage` to crawl key pages on the user's own website: - Homepage - Product/features pages - Pricing page - Blog posts (top 5-10) - Any existing landing pages Identify: - Pages that could serve as ad landing pages - Keywords the site content already targets (leverage in ads) - Gaps — search terms the site doesn't cover yet - Language and positioning already in use ### 1G: Search Suggest & Related Terms ``` Search: "[category] tool" → note Google autocomplete suggestions Search: "[category] software for [ICP role]" Search: "[pain point] solution" Search: "how to [problem your product solves]" ``` ### 1H: Keyword Expansion For each seed keyword discovered across all sources, expand with: - **Modifiers:** best, top, free, cheap, enterprise, for startups, for [role] - **Long-tail:** "[category] for [specific use case]" - **Question queries:** "how to [solve problem your product addresses]" - **Comparison:** "[competitor] vs [your brand]", "[competitor] alternative" ## Phase 2: Keyword Architecture ### 2A: Funnel Stage Mapping Organize ALL discovered keywords by buyer journey stage: | Stage | Intent Signal | Example Keywords | Bid Priority | |-------|--------------|-----------------|-------------| | **Problem-aware** | Searching for solutions to a pain | "how to scale outbound without hiring SDRs" | Medium — educational intent | | **Solution-aware** | Searching for a category | "AI SDR tool", "outbound automation platform" | High — comparing options | | **Product-aware** | Searching for specific products | "[competitor] alternative", "[competitor] vs" | Very high — close to purchase | | **Most-aware** | Searching for your brand | "[your brand]", "[your brand] pricing" | Must-have — defend brand | ### 2B: Intent Classification | Intent Type | Ad Group Strategy | Landing Page Strategy | |-------------|------------------|---------------------| | **Transactional** ("buy", "pricing", "free trial") | Aggressive bid, exact match | Direct product/pricing page | | **Commercial** ("best", "top", "vs", "alternative") | Strong bid, exact + phrase | Comparison or feature page | | **Informational** ("how to", "what is", "guide") | Low bid or skip — save for SEO | Blog/resource (if targeting) | | **Navigational** (brand searches) | Must-bid, exact match | Homepage or brand LP | ### 2C: Competitive Density Assessment For the top 30 keywords, estimate competition level: | Density | Signal | Strategy | |---------|--------|----------| | **Low** | Few ads showing, no big brands | Bid aggressively — first mover advantage | | **Medium** | Some competitors, not saturated | Bid strategically — differentiate with copy | | **High** | Major players dominating | Bid selectively — long-tail variants, exact match only | | **Very high** | Big ad budgets, position 1-4 locked | Avoid head-on — focus on long-tail or competitor terms | ### 2D: Match Type Matrix | Keyword | Exact [keyword] | Phrase "keyword" | Broad keyword | Recommendation | |---------|----------------|-----------------|---------------|---------------| | [keyword 1] | Y | Y | N | Start exact, expand to phrase after data | | [keyword 2] | Y | N | N | Exact only — too broad in phrase | | [keyword 3] | Y | Y | Y | All match types — high-volume, need coverage | **General match type rules:** | Keyword Type | Recommended Match | Reason | |-------------|-------------------|--------| | Brand terms | Exact | Protect — don't waste spend on broad | | High-intent solution | Exact + Phrase | Capture precisely, discover adjacent | | Competitor terms | Exact + Phrase | Control the narrative | | Problem-aware | Phrase + Broad (with negatives) | Cast wider net for top-of-funnel | ### 2E: Keyword Scoring | Keyword | Est. Volume | Intent Strength | Competition | Priority | |---------|------------|----------------|-------------|----------| | [keyword] | [H/M/L] | [High/Med/Low] | [H/M/L] | [1-5] | **Priority scale:** - **5** = High intent + medium competition (sweet spot) - **4** = High intent + high competition (important but expensive) - **3** = Medium intent + low competition (good for budget stretch) - **2** = Low intent + low competition (awareness only) - **1** = Skip — too broad or irrelevant ### 2F: Quick Wins List Identify the top 10 keywords to launch with — highest intent, manageable competition: | # | Keyword | Match Type | Intent | Competition | Why | |---|---------|-----------|--------|-------------|-----| | 1 | [keyword] | Exact | Transactional | Medium | [Reason] | ## Phase 3: Campaign Structure ### 3A: Ad Group Design Group keywords by theme and intent. Each ad group = one tight topic. **Structure template:** ``` Campaign: [Product Name] — Search +-- Ad Group: [Problem Keyword Theme 1] | +-- Keywords (5-15 per group) | +-- Ads (3 responsive search ads) +-- Ad Group: [Problem Keyword Theme 2] +-- Ad Group: [Solution Category] +-- Ad Group: [Competitor Alternatives] | +-- "[Competitor A] alternative" | +-- "[Competitor B] alternative" | +-- "best [category] alternative" +-- Ad Group: [Brand] +-- "[Your brand name]" (defense) ``` **Rules:** - Max 15 keywords per ad group - All keywords in an ad group should share a theme - Each ad group gets its own landing page (if possible) - Use the match type matrix from Phase 2D to assign match types ## Phase 4: Ad Copy Generation ### Per Ad Group: 3 Responsive Search Ads Each RSA needs: - **15 headlines** (max 30 chars each) - **4 descriptions** (max 90 chars each) ### Headline Framework (15 per ad group) | Slot | Purpose | Example | |------|---------|---------| | 1-3 | **Keyword match** — Include the search term | "AI Outbound Automation" | | 4-5 | **Value prop** — Primary benefit | "10x Your Pipeline in 30 Days" | | 6-7 | **Social proof** — Credibility | "Trusted by 500+ B2B Teams" |