google-ads-search-execution

name	google-ads-search-execution
description	Use when making changes to Google Ads Search campaigns: tool parameters for bid adjustments, budget changes, negation, query isolation.

Google Ads Search — Execution Rules

Tool parameters and processes for implementing search campaign changes. Load this after completing analysis with search-analysis.

Bid Adjustments

When to increase bids (5–10%):

• ALL must be true: majority Q1 queries, CPA ≤ target, Rank Pressure = HIGH

Keyword-level bid change:

{
  "customer_id": "<CUSTOMER_ID>",
  "entity_type": "keyword",
  "entity_id": "<KEYWORD_ID>",
  "parent_id": "<AD_GROUP_ID>",
  "updates": { "cpc_bid_micros": "<CURRENT_BID * 1.05 to 1.10>" }
}

Ad group-level bid change:

{
  "customer_id": "<CUSTOMER_ID>",
  "entity_type": "ad_group",
  "entity_id": "<AD_GROUP_ID>",
  "parent_id": "<CAMPAIGN_ID>",
  "updates": { "cpc_bid_micros": "<CURRENT_BID * 1.05 to 1.10>" }
}

Tool: google_ads_update_entity

Budget Adjustments

When to increase budget (10–20%):

• ALL must be true: CPA stable, Q1–Q3 spend share ≥ 60%, Budget Pressure = HIGH

{
  "customer_id": "<CUSTOMER_ID>",
  "entity_type": "campaign_budget",
  "entity_id": "<BUDGET_ID>",
  "updates": { "amount_micros": "<CURRENT_BUDGET * 1.10 to 1.20>" }
}

Tool: google_ads_update_entity

Query Negation

Immediate negation (Q5): free, cheap, diy, how to, job, salary, course, pdf, meaning, used, repair.

Conditional negation (Q4): Cost ≥ 1× target CPA AND conversions = 0, OR CPA ≥ 1.5× target.

Action: Add terms to shared negative keyword list at campaign or account level.

Query Isolation (Q1)

When Q1 queries are mixed with Q2–Q5 and CPA on Q1 is below target but overall CPA is above target:

1. Identify top Q1 queries sorted by conversions
2. Create new campaign or ad group for isolated Q1 terms
3. Add Q1 queries as Exact match keywords in the new structure
4. Add the same terms as negatives in the original campaigns to prevent overlap
5. Set budget independently for the isolated campaign