| name | google-ads-builder |
| description | Use when the user wants a draft Google Search Ads campaign built from a public website, including tightly themed keywords, negative keywords, Responsive Search Ads, extensions, settings, a Google Ads Editor CSV, and a review dashboard. The output is a draft only: validate claims, search volume, CPC, conversion tracking, budgets, and Google policy before import or launch. |
Google Ads Builder
The problem this solves: spinning up a Google Search campaign from scratch is hours of tedium — keyword research, grouping into tight ad groups, writing 15 headlines and 4 descriptions per ad group inside Google's exact character limits, building a negative list so you don't burn budget on junk clicks, and wiring up extensions. Most people either pay an agency for the setup or let Google's "Smart" defaults build a sloppy campaign that leaks budget.
This skill does the whole build from one input: your website URL. It reads the site, works out what you sell and who for, and produces a complete, launch-ready Search campaign — structured the way a good paid-search manager would build it — exported as a Google Ads Editor CSV you import in one click, plus a visual dashboard.
What it is NOT: it cannot create or activate a live campaign, connect to your Google Ads account, or access account credentials. It builds the campaign draft; you review it, add conversion tracking + real budgets, and launch. Search-volume figures are directional estimates (no paid keyword-tool API) — validate the final keyword list in Google Keyword Planner before scaling the budget.
0 — Intake
Get the website URL (required). Then ask (don't skip — they change the whole build):
- What's the primary conversion? purchase / lead form / phone call / booking. (Shapes the CTAs and bidding.)
- Target geography? country / region / city radius. (Default: the site's apparent market.)
- Rough monthly budget? (Shapes how many ad groups + match-type aggressiveness. Optional.)
- Any competitor brands to target, or brand terms to protect? (Enables competitor + brand ad groups. Optional.)
Save intake to ./search-ads-run/brief.json.
1 — Read the site
Fetch the homepage plus the key pages (products/services, pricing, about) with your web tools. Extract and note in brief.json:
- What they sell (products/services, categories)
- Core value props + differentiators (free shipping, guarantee, made in X, awards, speed)
- Price points / offers (so ad copy can lead with a real hook)
- Proof (reviews, customer count, notable clients)
- Geographies + audience signals
If the site is JS-heavy and a raw fetch returns an empty shell, use a headless/browser web tool. If you can't read the site at all, stop and say so — a campaign built from a guess isn't worth shipping.
2 — Design the campaign structure
Reason about the account before writing copy. Build tightly-themed ad groups — never one giant bucket. Standard shape:
- Category / high-intent — bottom-funnel buyers (
buy <product>, <product> for <use>, best <category>). One ad group per distinct product line or theme.
- Problem-aware — searchers describing the pain your product solves (
how to <problem>, <problem> solution).
- Brand — your own brand terms (cheap, high-converting; defends against competitors bidding on you).
- Competitor (optional, only if provided/derivable) — competitor brand terms. Flag the higher CPC + policy limits (no using competitor brand in ad text).
Each ad group: 5–15 tightly related keywords, mostly phrase and exact match (broad only with Smart Bidding + tight negatives). Note match type per keyword.
3 — Negative keywords
Build a negative list so budget isn't wasted:
- Universal junk:
free, jobs, salary, diy, how to make, used, torrent, pdf (tune to the business).
- Business-specific: irrelevant meanings, wrong audience, out-of-scope products.
- Match-level: which negatives are exact vs phrase.
4 — Write the Responsive Search Ads
One RSA per ad group. Follow Google's spec exactly:
- 15 headlines, each ≤ 30 characters. Mix: keyword-matching, benefit, offer/price, CTA, proof, differentiator. Pin the brand or primary keyword to Position 1 only where it must always show.
- 4 descriptions, each ≤ 90 characters. Lead with the benefit/offer; end with a CTA.
- Policy-safe: no excessive capitalization, no unsupported superlatives ("#1", "best" without proof), no phone numbers in headlines, no repeated punctuation. Every claim must be supportable from the site.
- Include the ad group's core keyword in ≥ 3 headlines for Quality Score.
Character counts are non-negotiable — the export/render step flags any overflow, but write them correct the first time.
5 — Extensions + settings
- Sitelinks (4): real pages from the site with a 25-char text + two 35-char descriptions each.
- Callouts (4–6): 25-char benefit snippets (
Free Shipping, 30-Day Returns).
- Structured snippets: a header (e.g. Types, Brands) + values.
- Settings recommendation: match-type strategy, bidding (Maximize Conversions to start, tCPA once you have data), budget split across ad groups, geo, ad timing, network (Search only — Display off).
6 — Write campaign.json
Write the full structured campaign to ./search-ads-run/campaign.json:
{
"business": "name",
"url": "https://...",
"goal": "purchase|lead|call|booking",
"geo": "...",
"budget_monthly": 3000,
"settings": { "bidding": "...", "networks": "Search only", "timing": "...", "notes": "..." },
"ad_groups": [{
"name": "Category — <theme>",
"theme": "high-intent|problem-aware|brand|competitor",
"keywords": [{ "text": "buy blue widgets", "match": "phrase" }],
"rsa": { "headlines": ["...15, each <=30..."], "descriptions": ["...4, each <=90..."], "paths": ["path1", "path2"] }
}],
"negatives": [{ "text": "free", "match": "phrase" }],
"extensions": {
"sitelinks": [{ "text": "...", "desc1": "...", "desc2": "...", "url": "..." }],
"callouts": ["Free Shipping", "..."],
"snippets": { "header": "Types", "values": ["...", "..."] }
},
"caveats": ["honest limits of this build"]
}
caveats is mandatory. Always include: "This is a launch-ready draft, not a live campaign — add conversion tracking and set real budgets before launch. Search-volume and CPC are directional; validate in Keyword Planner." Plus run-specific limits (site partially readable, no competitor data, etc.).
7 — Render the dashboard + export the CSV
python3 ${CLAUDE_SKILL_DIR}/scripts/render_report.py
(If CLAUDE_SKILL_DIR isn't set, use the folder containing this SKILL.md.)
Reads campaign.json, writes to ./search-ads-run/:
google-ads-editor.csv — import-ready (Campaign / Ad Group / Keyword / Match Type rows + RSA rows + negatives). Import via Google Ads Editor → Account → Import.campaign-dashboard.html — dark-mode visual: structure tree, per-ad-group keyword + RSA preview (with live character counts, red if over limit), the negative list, extensions, and the settings recommendation. Opens automatically (--no-open to skip).
The script only renders + exports; the campaign design is model judgment.
8 — Report in chat
Close with: the campaign at a glance (N ad groups, M keywords, the budget split); the single sharpest keyword theme (where the cheapest high-intent conversions are); the one thing to fix before launch (usually: install conversion tracking); and the one-sentence takeaway — "a paid-search manager's first-week build, from just your homepage URL." Tell them the CSV path and that it imports straight into Google Ads Editor.
Notes
- Zero account credentials, no Google Ads login. The site is public and read with your built-in web tools; the renderer/exporter is stdlib Python.
- Tight ad groups beat big ones. Quality Score, CTR, and CPC all reward keyword↔ad relevance. Never dump every keyword in one group.
- The build is the product. The script only renders + exports; the keyword strategy, grouping, and ad copy are model judgment — written to Google's real character limits and policy every time.
- Tone of the output: a sharp paid-search manager handing over a launch-ready account, not a keyword dump. Every ad group has a reason to exist; every headline earns its place.
