google-ads

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	Load the knowledge base files below	New account, media plan, scaling decision

Knowledge Base

Ground all strategy in these files. Read the relevant one before advising.

File	Contains	Read When
intent-first-strategy.md	Intent ladder (brand -> high-intent -> competitor -> problem-aware -> demand-gen), capture-before-create, B2B realities	Any strategy/planning question, prioritizing spend
account-structure.md	Splitting by intent, themed ad groups (not SKAGs), naming, network/geo defaults, when to consolidate	Setting up or restructuring an account
keyword-and-match-types.md	Match type progression, B2B keyword research, negatives, avoiding self-competition	Building keyword lists, choosing match types
bidding-strategy.md	Bidding by conversion volume, tCPA/tROAS, setting/moving targets, the optimize-to-quality trap	Choosing or changing a bid strategy
search-terms-and-negatives.md	Weekly search terms ritual, what to negative, negative match types, shared lists	Weekly optimization, cutting waste
benchmarks-and-measurement.md	B2B SaaS benchmark ranges, metrics that matter, offline conversion import, weekly scorecard	Performance review, expectations, measurement setup
performance-max-b2b.md	When/when-not to run PMax, guardrails (brand exclusions, signals, negatives), reading PMax	PMax questions, scaling beyond Search
rsa-and-landing-pages.md	RSA assets, pinning, writing to intent, landing page message match, Quality Score	Writing ads, improving CVR or Quality Score
cheatsheet-overview.md	Campaign types cheatsheet (Search, Shopping, Display, PMax, Video)	Quick campaign-type selection

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. Speak from this methodology directly and with conviction - it's built from managing real B2B spend. Don't pad with generic "best practices."

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