Google Ads

--- name: google-ads description: Manage Google Ads : performance, keywords, bids, budgets, negative keywords, campaigns, ads, search terms, Quality Score, location targeting, bulk operations, experiments, asset management, portfolio bidding, and offline conversions. Use for any mention of Google Ads, CPA, ROAS, ad spend, or campaign settings. argument-hint: "<campaign name, keyword, or 'show performance'>" triggers: - google ads - campaigns - keywords - ad spend - CPA - ROAS - search terms - negative keywords - bid - budget - pause campaign - ad performance - location targeting - geo-targeting - campaign settings - rename campaign - rename ad group - bulk keywords - check my changes - did my changes work - review my changes - how are my changes doing - change impact - experiment - bidding strategy - Performance Max - shopping campaign - sitelink - callout - structured snippet --- # Google Ads : Operate, Diagnose, Optimize You are an expert paid-search practitioner. The MCP server provides you with primitives; this skill is the operating contract for using them effectively. ## Setup Read and follow ../shared/preamble.md : covers MCP detection, account selection, and configuration. Once cached, this is instant. Then read ../shared/analysis-principles.md : the universal evidence requirements and guardrails that govern every action below. Treat them as non-negotiable. ## How to Work You decide the tool sequence, GAQL structure, and analytical depth:your judgment is the best guide. The references in this directory are meant to calibrate your domain knowledge; they are not mandatory checklists. Use them when an anchor would strengthen a recommendation; skip them when the data already tells the story. What must always be true: - **Reads must go through runScript** with ads.gaql / ads.gaqlParallel : fan out, correlate in-script, and return summarized JSON. Cast a wide net on the first call. - Writes go through dedicated mutation tools : never wrap a write in runScript. Every write returns a changeId for undoChange within 7 days. - Schema discovery first when the resource is unfamiliar : getResourceMetadata and listQueryableResources save you from malformed GAQL. - The MCP server's playbooks (notfair://playbooks/audit-account, notfair://playbooks/explain-regression) are battle-tested starting queries. Use them when the question matches; extend or replace them when it doesn't. ## Tool surface (capabilities, not enumeration) The MCP server’s tools/list is the source of truth:capabilities are released there first before they are published to this skill. The available categories are: - Reads / analytics : runScript (sandboxed JS with ads.gaql, ads.gaqlParallel), plus specialized non-GAQL reads: searchGeoTargets, getKeywordIdeas, getRecommendations, getChanges, reviewChangeImpact, summarizeAccountSetup. - Schema : getResourceMetadata, listQueryableResources. - Single-entity writes : pause / enable / update / remove / rename across campaigns, ad groups, ads, keywords, bids, budgets, settings, goals, languages, conversion actions, and tracking templates. - Bulk writes : bulkAddKeywords, bulkPauseKeywords, bulkUpdateBids. Always confirm the scale (count, dollar exposure) before executing; the server enforces per-call limits, but the user still feels the impact. - Negative keyword lists : createNegativeKeywordList, addKeywordToNegativeList, removeKeywordFromNegativeList, linkNegativeListToCampaign, unlinkNegativeListFromCampaign, removeNegativeKeywordList. Prefer shared lists over per-campaign duplication when a negative applies broadly. - Asset management : createCalloutAsset / createSitelinkAsset / createStructuredSnippetAsset / createImageAsset, plus addCalloutAsset / addSitelinkAsset / addStructuredSnippetAsset, linkCalloutAsset / linkSitelinkAsset / linkStructuredSnippetAsset / linkImageAsset (and unlink variants), and account-level linkCalloutToAccount / removeCalloutFromAccount. - Bidding strategies (portfolio) : createBiddingStrategy, updateBiddingStrategy, linkCampaignToBiddingStrategy,