Menu
Optimize running Google Ads campaigns — bid strategy tuning, budget reallocation, Quality Score improvement, ad copy iteration, audience refinement, placement management, and scaling.
Installer avec Codex ou Claude Copiez ce prompt, collez-le dans Codex, Claude ou un autre assistant, puis laissez-le vérifier la page du skill et l'installer pour vous.
Basé sur la classification professionnelle SOC
Optimize budget allocation across paid media channels using Marketing Efficiency Ratio (MER), marginal ROAS analysis, diminishing returns modeling, and incrementality-informed decisions.
AI search and citation behavior change quickly. The frameworks below use the best available public data as of early 2026 (Google surfaces, ChatGPT, Perplexity, Gemini, and large-sample studies). Re-check assumptions as platforms update.
Plan, write, and maintain content that wins purchase-near buyers in both organic search and AI answer engines. BOFU content is structurally different from TOFU — the reader has accepted they need to decide; the page's job is to resolve the decision. Get it right and a single deep page can outperform dozens of informational posts on revenue contribution.
Analyze paid media performance across dimensions, funnels, cohorts, and channels — turning data into actionable insights and business narratives.
Systematic 70+ checkpoint audit covering tracking, structure, keywords, ads, bidding, budgets, audiences, and competitive positioning — with ICE-prioritized recommendations.
Build and configure Google Ads campaigns across all 10+ campaign types — from campaign type selection through settings, targeting, creatives, and launch.
| name | google-ads-optimizer |
| description | Optimize running Google Ads campaigns — bid strategy tuning, budget reallocation, Quality Score improvement, ad copy iteration, audience refinement, placement management, and scaling. |
What's the primary symptom?
| Symptom | Most Likely Cause | Start Here |
|---|---|---|
| CPA rising, conversions stable | Increased competition or bid inflation | Bid Optimization → Budget Reallocation |
| CPA rising, conversions declining | Tracking issue, audience exhaustion, or creative fatigue | Check tracking first → Audience Refinement |
| Low impression share (<30%) | Underbidding or budget constraints | Impression Share Analysis |
| High impression share (>95%) with low ROI | Overspending on low-value queries | Search Term Management → Negative Keywords |
| Quality Score declining | Landing page, ad relevance, or CTR issues | Quality Score Optimization |
| Good clicks, low conversion rate | Landing page problem or audience mismatch | Landing Page Optimization |
| PMax underperforming | Asset quality, audience signals, or budget | PMax Optimization |
| AI Max volatile | Still in learning or exploring new queries | Wait 7-14 days → review Smart Bidding Exploration |
| Scenario | Action | Increment |
|---|---|---|
| CPA consistently below target for 2+ weeks | Lower tCPA target to capture more efficient range | Decrease 10-15% |
| CPA consistently above target for 2+ weeks | Raise tCPA target (or algorithm delivery collapses) | Increase 10-15% |
| ROAS above target for 2+ weeks | Lower tROAS target to allow more volume | Decrease 10-15% |
| ROAS below target for 2+ weeks | Raise tROAS target to tighten efficiency | Increase 10-15% |
| Campaign in learning phase | Do nothing. Wait 7-14 days | No changes |
| Delivery collapsed (near-zero spend) | Target too aggressive — raise tCPA / lower tROAS | Increase 20-30% to restore delivery |
Key rules:
Portfolio strategies pool data across multiple campaigns for better optimization.
| When to Use | Benefit |
|---|---|
| Multiple campaigns targeting same conversion | Shared learning = faster optimization |
| Related campaigns with different budgets | Dynamic reallocation across campaigns |
| Account-wide ROAS/CPA goal | Unified strategy. Typical lift: 19-27% ROAS improvement |
Setup: Create portfolio strategy → assign related campaigns → set shared target → monitor at portfolio level, not individual campaign level.
| Step | Action |
|---|---|
| 1. Rank campaigns | Sort by primary KPI (CPA, ROAS, or conversion volume) |
| 2. Identify donors | Campaigns with CPA > 1.5x target OR ROAS < 50% of target for 30+ days |
| 3. Identify recipients | Campaigns with CPA < target AND impression share lost to budget > 10% |
| 4. Shift budget | Move 20% of donor budget to recipients. Monitor for 2 weeks |
| 5. Repeat | Continue rebalancing every 2-4 weeks |
Scaling rule: Increase winning campaign budgets by 20% increments maximum. Larger jumps destabilize Smart Bidding.
Day-of-week pacing: Analyze 90 days of conversion data by day of week. If Tuesdays convert 2x better than Saturdays, use dayparting scripts or budget adjustments to concentrate spend on high-converting days.
For automated budget pacing and redistribution scripts, use the google-ads-scripts skill.
| Metric | Threshold | Interpretation | Action |
|---|---|---|---|
| Search IS | <30% | Significantly underbidding or underfunded | Increase budget or raise bids (if profitable) |
| Search IS | 30-70% | Room to grow | Evaluate if more spend is profitable before scaling |
| Search IS | >95% | Dominating — but is it efficient? | If ROI is strong, maintain. If ROI is weak, you're overspending |
| IS Lost (Budget) | >20% on profitable campaigns | Budget-constrained on winners | Priority budget increase |
| IS Lost (Rank) | >30% | Ad rank too low | Improve Quality Score or increase bids |
| Top IS | <50% for brand terms | Competitors above you on your brand | Increase brand campaign bids |
Quality Score components, in order of optimization impact:
| Fix | Expected Impact |
|---|---|
| Page speed <3 seconds (GTmetrix / PageSpeed Insights) | Major — Google's 2025 quality system heavily weights navigation ease |
| Message match: landing page headline mirrors ad headline | High — direct relevance signal |
| Mobile optimization (responsive, thumb-friendly, no pop-ups) | High — mobile-first indexing active |
| Relevant content depth (not thin landing pages) | Medium |
| Clear CTA above the fold | Medium |
| Trust signals (testimonials, badges, reviews) | Medium |
| Fix | Expected Impact |
|---|---|
| Tighten ad group themes (5-15 related keywords per group) | High |
| Write intent-specific headlines matching the keyword theme | High |
| Use keyword insertion in headlines (where natural) | Medium |
| Create separate ad groups for distinct intent clusters | High |
| Fix | Expected Impact |
|---|---|
| Add negative keywords to filter irrelevant impressions | High (removes low-CTR impressions) |
| Test new headline angles emphasizing benefits and CTAs | Medium |
| Add extensions (sitelinks, callouts increase ad real estate → CTR) | Medium |
| Improve ad position (higher position → higher CTR, but check ROI) | Low-Medium |
QS impact on CPC: Moving Quality Score from 4 to 6 typically reduces CPC by 15-25%. From 6 to 8 reduces another 10-15%. Compounding effect is significant at scale.
Use Google's 2025 asset-level reporting:
| Asset Rating | Action |
|---|---|
| Best | Keep. This is a proven winner. Don't change it |
| Good | Maintain but consider testing alternatives |
| Low | Replace with new variation. Test a different angle |
| Unrated | Needs more data. Wait for significance |
Replacement strategy:
Ad copy testing areas:
Read references/rsa-copy-guide.md in the google-ads-campaign-builder skill for headline frameworks.
| Action | When |
|---|---|
| Refresh remarketing lists | Lists approaching expiration or audience size dropping |
| Upload new customer match lists | Monthly CRM sync minimum |
| Test new in-market segments | Performance plateau — need new audience pools |
| Expand custom intent audiences | Add new URLs and search terms based on converting queries |
| Switch observation → targeting | Audience segment shows strong performance in observation mode |
| Remove underperforming segments | Audience with high spend, zero conversions for 30+ days |
| Add audience signals to PMax | Missing signals = slower PMax learning |
Use PMax channel performance reports to assess where budget is going:
| Channel | Healthy Signal | Problem Signal |
|---|---|---|
| Search | Converting at or below tCPA | Queries irrelevant — add negatives |
| Shopping | Product-level conversions visible | Underperforming products need feed optimization |
| YouTube | Assists showing in conversion paths | Clicks but zero conversions — improve video assets |
| Display | Remarketing conversions | Low-quality placements — review placement reports |
| Discover/Gmail | Engagement leading to conversions | High impressions, no conversions — creative issue |
PMax negatives (January 2025): Use campaign-level negative keywords to block irrelevant Search queries. Also add exact-match keywords in Search campaigns to control which campaign serves on high-value queries.
| Test | Method | Priority |
|---|---|---|
| Headlines | A/B test headline messaging (match winning ad copy) | High |
| CTA button | Text, color, placement, size | High |
| Form length | Fewer fields vs more qualified leads | High (lead gen) |
| Social proof | Type, placement, volume of testimonials | Medium |
| Page layout | Long-form vs short-form, single-column vs multi | Medium |
| Mobile experience | Mobile-specific design, thumb-friendly buttons | High |
Message match audit: After changing ad copy, always check that the landing page still matches the new message. Mismatched message = high bounce rate = lower Quality Score.
Speed target: <3 seconds load time. Re-test monthly. Use GTmetrix or Google PageSpeed Insights.
| Phase | Timing | Action |
|---|---|---|
| Peak window | Days 7-14 post-launch | Algorithm has data but creative isn't fatigued. Best time to scale |
| Budget increase | When CPA < target for 2+ weeks | Increase by 20% max. Monitor for 1-2 weeks |
| New ad groups | When current groups saturated | Expand keyword themes based on search term mining |
| Campaign experiments | For aggressive tests | Google Campaign Experiments: 50/50 split without risking main campaign |
| New campaign types | When ready for full-funnel | Add Demand Gen (awareness) and PMax (full-funnel) per Power Pack strategy |
AI Max for Search scaling: Monitor Smart Bidding Exploration for new query categories being discovered. If AI Max is finding converting queries that standard Search misses, consider shifting more budget to AI Max. Learning phase: 7-14 days.
## Google Ads Optimization Plan
### Current Performance Summary
| Metric | Current | Target | Gap |
|--------|---------|--------|-----|
| CPA | $[X] | $[X] | [+/-X%] |
| ROAS | [X]x | [X]x | [+/-X%] |
| Impression Share | [X]% | [X]% | [gap] |
### Optimization Actions (ICE-prioritized)
| Priority | Action | Lever | ICE Score | Timeline |
|----------|--------|-------|-----------|----------|
| 1 | [action] | [bid/budget/QS/etc] | [score] | [when] |
### Changes to Implement
[Specific changes with exact values]
### Monitoring Plan
- Check [metric] after [X] days
- Success criteria: [what good looks like]
- Rollback plan: [if it doesn't work]
Input: "My Google Ads CPA went from $85 to $140 over 6 weeks. I'm spending $12K/month across 3 Search campaigns and 1 PMax campaign. ROAS dropped from 5.2x to 3.1x. tROAS is set at 500%. What should I do?"
Output:
| Metric | Current | Target | Gap |
|---|---|---|---|
| CPA | $140 | $85 | +65% above target |
| ROAS | 3.1x | 5.0x | -38% below target |
| Monthly spend | $12,000 | $12,000 | On budget |
With tROAS set at 500% but actual ROAS at 310%, the algorithm is likely throttling delivery to try to hit an unrealistic target. This creates a death spiral: less data → worse optimization → worse performance → algorithm throttles more.
| Priority | Action | Lever | ICE Score | Timeline |
|---|---|---|---|---|
| 1 | Lower tROAS from 500% to 350% (current actual + 10% buffer) | Bid | 9×9×10 = 810 | Day 1 |
| 2 | Run n-gram analysis on search terms — find and negate $50+ zero-conversion terms | Keywords | 9×8×9 = 648 | Day 1-3 |
| 3 | Review PMax channel performance — identify underperforming channels | Channel | 7×7×8 = 392 | Week 1 |
| 4 | Refresh RSA copy — replace "Low" rated assets | Creative | 6×6×7 = 252 | Week 2 |
| 5 | Test portfolio bid strategy across 3 Search campaigns | Bid | 7×6×6 = 252 | Week 2 |
| 6 | Landing page speed audit + message match review | QS | 6×7×5 = 210 | Week 2-3 |