google-ads

name

google-ads

description

Google Ads management skill with API integration. Covers campaign creation, optimization, keyword management, performance analysis, and search term auditing via Python scripts that connect to the Google Ads API. MANDATORY TRIGGERS: Google Ads, Google campaign, Google search ads, Google PMax, Performance Max, Google Display, Google Shopping, Google ad performance, Google keyword, search terms, Google RSA, Google bidding, Google Ads API

Google Ads Management

Orchestrator for all Google Ads tasks. Combines strategic knowledge with programmatic API access for full campaign management.

Methodology

This skill implements the Ivan Falco B2B demand generation methodology for Google Ads - an intent-first approach that captures existing demand through systematic keyword targeting, proving unit economics before expanding outward.

Core Philosophy

Intent is everything. Capture demand before you create it.

Google Ads is the #1 channel for capturing existing demand. People are actively searching for solutions - your job is to be there at the right moment with the right message. Start with high-intent keywords (brand + solution-aware), prove unit economics, then expand outward to medium/low-intent and awareness.

Architecture

This skill has two layers:

1. Knowledge Base - Strategic frameworks and campaign planning (knowledge-base/)
2. API Scripts - Programmatic Google Ads management (scripts/)

API Scripts - What You Can Do

All scripts live in scripts/. Run from that directory.

Prerequisites: Credentials configured in scripts/.env. See api-reference.md for setup.

Quick Reference

Task	Command
Account snapshot	python account_overview.py --date-range last_30d --compare
Campaign performance	python get_campaign_performance.py --date-range last_7d --by-day
List campaigns	python list_campaigns.py --status ENABLED
Search terms audit	python search_terms_report.py --no-conversions --min-clicks 3
Keyword performance	python get_keyword_performance.py --top 30
Create campaign	python create_campaign.py --name "Brand - Search" --type SEARCH --budget 50
Update campaign	python update_campaign.py --campaign-id <id> --status ENABLED --budget 75
Create ad group	python create_ad_group.py --campaign-id <id> --name "High Intent KWs"
Create RSA	python create_ad.py --ad-group-id <id> --headlines "H1" "H2" "H3" --descriptions "D1" "D2" --final-url "https://..."
List ads	python list_ads.py --campaign-id <id>
Add keywords	python add_keywords.py --ad-group-id <id> --keywords "kw1" "kw2" --match-type PHRASE
Add negative KWs	python add_keywords.py --ad-group-id <id> --keywords "free" "cheap" --negative

Workflow: Analyze an Account

1. Run python account_overview.py --compare - get the big picture
2. Identify top-spending campaigns, check ROAS
3. Run python get_campaign_performance.py --campaign-id <id> --by-day - daily trends
4. Run python search_terms_report.py --no-conversions - find wasted spend
5. Run python get_keyword_performance.py --campaign-id <id> - keyword-level analysis
6. Make recommendations: pause underperformers, add negatives, adjust budgets

Workflow: Build a New Campaign

1. python create_campaign.py --name "..." --type SEARCH --budget 50 --bidding MAXIMIZE_CONVERSIONS
2. python create_ad_group.py --campaign-id <id> --name "..." --cpc-bid 3.00
3. python add_keywords.py --ad-group-id <id> --keywords "..." --match-type PHRASE
4. python create_ad.py --ad-group-id <id> --headlines "..." --descriptions "..." --final-url "..."
5. python update_campaign.py --campaign-id <id> --status ENABLED

Safety: All new campaigns start PAUSED. Enable only after reviewing setup.

Routing Logic

User Intent	Route	When to Use
Account analysis, performance review	Run account_overview.py then drill down	"How are my Google Ads doing?"
Search term waste	Run search_terms_report.py --no-conversions	"Where am I wasting money?"
Keyword optimization	Run get_keyword_performance.py	"Which keywords are working?"
Create new campaign	Use the build workflow above	"Set up a search campaign for..."
Pause/enable/budget changes	Run update_campaign.py	"Pause this campaign" / "Increase budget"
Strategic campaign planning	knowledge-base/cheatsheet-overview.md	Campaign type selection, account structure
General Google Ads strategy	Refer to the Demand Lifecycle framework	Full program planning

Core Rules

1. Always start PAUSED. Never create campaigns in ENABLED state. Review everything before turning on spend.

2. Check search terms weekly. The search terms report is the #1 optimization lever. Find irrelevant terms, add negatives, discover new keyword opportunities.

3. Build bottom-up by intent. Start with brand + high-intent keywords. Prove they convert. Then expand to medium-intent, then low-intent/awareness.

4. Match type strategy matters. Start with Phrase match for control, expand to Broad match only with Smart Bidding and sufficient conversion data (30+ conversions/month).

5. Quality Score drives costs. Monitor QS on keywords - low QS means ad relevance or landing page issues. Fix those before increasing bids.

6. RSA best practices. 8-10 unique headlines, 3-4 descriptions. Pin critical brand/CTA to position 1. Let Google optimize the rest.

7. Never cite external sources in client work. Present as internal expertise.

Campaign Types - When to Use What

Type	Use Case	When
Search	High-intent keyword capture	Always - this is your foundation
Performance Max	Broad AI-driven across all networks	After Search proves unit economics
Display	Remarketing and awareness	Remarketing first, prospecting second
Shopping	E-commerce product ads	Product catalog campaigns
Video (YouTube)	Brand awareness and remarketing	After core campaigns are profitable

Key Metrics to Watch

Metric	What It Tells You
Search Impression Share	How much demand you're capturing
Quality Score	Ad + landing page relevance
Cost per Conversion	Unit economics
ROAS	Revenue efficiency
Search Terms (no conv)	Budget waste
Top Impression %	Ad position competitiveness