Google Ad — Creating Google Ads campaign...

Designs search and display campaigns with keyword groups, bidding strategy, responsive search ads, ad extensions, and Quality Score optimization for Google Ads.

Activation

When this skill activates, output:

Google Ad — Creating Google Ads campaign...

Then execute the protocol below.

Context Guard

Context	Status
User says "Google ad", "search ad", "PPC", "Google Ads"	ACTIVE
User says "responsive search ad" or "ad extensions"	ACTIVE
User wants to run paid search or display campaigns	ACTIVE
User wants Facebook/Meta/Instagram ads	DORMANT — use Facebook Ad
User wants organic SEO ranking	DORMANT — use SEO skills

Common Mistakes

Mistake	Why It's Wrong
"Bid on your brand name? That's free in organic"	Competitors bid on your brand. Brand campaigns have 5-10x ROAS and protect your traffic.
"Use broad match for everything"	Broad match burns budget on irrelevant queries. Start with phrase and exact match.
"One ad group, all keywords"	Keyword-to-ad relevance drives Quality Score. Group tightly themed keywords (5-15 per ad group).
"Set it and forget it"	Check search term reports weekly. Negative keywords save 20-30% of wasted spend.
"More keywords = more traffic"	10-20 high-intent keywords outperform 200 broad keywords every time.

Protocol

Step 1: Gather Campaign Requirements

If the user hasn't provided details, ask:

1. Product/service — what are you advertising? (name, URL, price point)
2. Campaign type — Search, Display, Shopping, or Performance Max?
3. Target location — countries, states, cities, or radius?
4. Monthly budget — total ad spend available?
5. Goal — sales, leads, phone calls, or website traffic?
6. Competitors — who else bids on these terms?

Step 2: Keyword Research & Grouping

Keyword intent tiers:

Tier	Intent	Match Type	Example	Priority
Tier 1	Bottom-funnel (buy now)	Exact	[buy crm software]	Highest
Tier 2	High-intent (solution-aware)	Exact/Phrase	"best crm for small business"	High
Tier 3	Mid-intent (problem-aware)	Phrase	"how to manage customer data"	Medium
Tier 4	Brand terms	Exact	[your brand name]	Always on

Ad group structure (SKAG-inspired):

Campaign: [Product/Service] — Search
├── Ad Group 1: [Core keyword theme A]
│   ├── Keywords (5-15): [exact] and "phrase" match variations
│   ├── Responsive Search Ad 1
│   └── Responsive Search Ad 2
├── Ad Group 2: [Core keyword theme B]
│   ├── Keywords (5-15): [exact] and "phrase" match variations
│   ├── Responsive Search Ad 1
│   └── Responsive Search Ad 2
├── Ad Group 3: [Brand terms]
│   ├── Keywords: [brand name], [brand + product]
│   └── Responsive Search Ad (brand-specific)
└── Ad Group 4: [Competitor terms]
    ├── Keywords: [competitor name + alternative]
    └── Responsive Search Ad (comparison angle)

Negative keyword starter list:

Category	Negative Keywords
Free-seekers	free, cheap, discount, coupon, torrent, crack
Job-seekers	jobs, careers, hiring, salary, interview
Education	tutorial, course, how to, what is, definition
Irrelevant	review, complaint, lawsuit, scam

Customize negatives based on the specific business.

Step 3: Write Responsive Search Ads (RSA)

Each RSA requires up to 15 headlines (30 chars each) and 4 descriptions (90 chars each). Google rotates and tests combinations automatically.

Headline categories (provide at least 3 from each):

Category	Purpose	Example
Keyword match	Relevance to search query	"CRM Software for Small Teams"
Benefit-driven	Why they should care	"Close 3x More Deals"
Feature-specific	What's included	"Built-In Email & Pipeline"
Social proof	Trust signals	"Trusted by 10,000+ Companies"
Urgency/offer	Drive immediate action	"Start Free — No Card Required"

RSA template:

Headlines (15):
H1: [Primary keyword + core benefit]              ← pin to position 1
H2: [Secondary benefit or feature]                  ← pin to position 2
H3: [Social proof — customer count or rating]
H4: [Offer — free trial, discount, or guarantee]    ← pin to position 3
H5: [Feature 1]
H6: [Feature 2]
H7: [Feature 3]
H8: [Urgency — limited time or scarcity]
H9: [Question — "Need [solution]?"]
H10: [Brand name + value proposition]
H11: [Competitor comparison angle]
H12: [Outcome — "Get [result] in [timeframe]"]
H13: [Trust — "Award-Winning" or "Top Rated"]
H14: [Location-specific if relevant]
H15: [Alternative phrasing of H1]

Descriptions (4):
D1: [Expand on the core value prop. Include a CTA. 90 chars max.]  ← pin to position 1
D2: [List 2-3 features with benefits. 90 chars max.]
D3: [Social proof + trust signal. 90 chars max.]
D4: [Offer details + urgency + CTA. 90 chars max.]                  ← pin to position 2

Pinning strategy:

• Pin your best keyword-match headline to position 1 (guarantees relevance)
• Pin your best CTA description to position 1
• Leave all others unpinned so Google can optimize combinations
• Never pin more than 3 elements — over-pinning kills Google's ability to test

Step 4: Configure Ad Extensions

Ad extensions increase ad real estate and improve CTR by 10-15%.

Extension	Purpose	Example
Sitelinks (4-6)	Direct links to key pages	"Pricing", "Features", "Case Studies", "Free Trial"
Callouts (4-6)	Highlight benefits	"24/7 Support", "No Setup Fee", "Free Migration"
Structured snippets	List features/categories	Types: "Features: Pipeline, Automation, Reports, API"
Call extension	Show phone number	Business phone for call-heavy businesses
Price extension	Show pricing	Plan names with starting prices
Image extension	Add product images	Product screenshot or logo
Lead form	Capture leads in-SERP	For lead gen campaigns

Sitelink template:

Sitelink 1: [Page Name]
  - Description 1: [Benefit or detail, 35 chars]
  - Description 2: [Supporting detail, 35 chars]
  - URL: [landing page URL]

Step 5: Quality Score Optimization

Quality Score (1-10) directly affects CPC and ad position. Three factors:

Factor	Weight	How to Improve
Expected CTR	~40%	Write compelling headlines, use ad extensions, test RSA variations
Ad relevance	~25%	Match ad copy to keyword intent — keyword in headline + description
Landing page experience	~35%	Fast load (<3s), mobile-friendly, keyword on page, clear CTA, relevant content

Quality Score action plan:

Score	Action
7-10	Performing well. Monitor and maintain.
5-6	Review ad relevance — tighten keyword-to-ad matching. Improve landing page.
3-4	Rewrite ads. Consider splitting ad group into tighter themes. Audit landing page.
1-2	Pause keyword. The intent mismatch is too large to fix with copy alone.

Step 6: Bidding Strategy & Budget

Bidding strategy selection:

Strategy	When to Use	Minimum Data
Manual CPC	Starting out, want full control	None
Maximize clicks	Early testing, building data	None
Target CPA	Steady conversion volume	30+ conversions/month
Target ROAS	E-commerce with variable order values	50+ conversions/month
Maximize conversions	Budget-constrained, want volume	15+ conversions/month

Budget allocation:

Campaign Type	Budget %	Reasoning
Brand terms	10-15%	Low CPC, high conversion, defensive
High-intent non-brand	50-60%	Primary revenue driver
Mid-intent	20-25%	Pipeline building
Competitor terms	5-10%	Offensive, higher CPC expected

Daily budget calculation:

• Monthly budget ÷ 30.4 = daily budget
• Allocate per campaign based on percentages above
• Google may spend up to 2x daily budget on high-traffic days (averages over month)

Step 7: Launch Checklist & Optimization Schedule

Pre-launch checklist:

• Conversion tracking verified (test conversion fires correctly)
• Google Tag installed on all landing pages
• Negative keyword list applied
• Ad extensions configured (minimum: sitelinks + callouts)
• Landing pages load <3 seconds (test on mobile)
• Geotargeting set correctly
• Ad schedule matches business hours (if applicable)
• Budget and bidding strategy configured

Optimization schedule:

Frequency	Action
Daily (first week)	Check spend pacing, pause any obvious waste
Weekly	Review search terms report, add negatives, check Quality Scores
Bi-weekly	Analyze RSA asset performance, replace "Low" rated headlines/descriptions
Monthly	Review campaign-level metrics, reallocate budget to top performers
Quarterly	Full account audit — structure, keywords, landing pages, competitor landscape

Output Format

# Google Ads Campaign — [Product/Service]

## Campaign Structure
[Campaign hierarchy diagram with ad groups]

## Keywords by Ad Group
### Ad Group 1: [Theme]
| Keyword | Match Type | Estimated CPC |
[Keyword table]

### Negative Keywords
[Categorized negative keyword list]

## Ad Copy
### Ad Group 1 RSA
[15 headlines + 4 descriptions with pinning notes]

## Extensions
[All configured extensions with copy]

## Bidding & Budget
- Strategy: [Selected strategy]
- Monthly budget: $[amount]
- Daily allocation: [Per-campaign breakdown]

## Quality Score Targets
[Per ad group targets and improvement plan]

## Optimization Calendar
[Weekly/monthly action items]

Completion

Google Ad — Complete!

Campaign type: [Search/Display/Shopping]
Ad groups: [Count]
Keywords: [Count] across [match types]
RSA variations: [Count]
Extensions: [Count] types configured
Monthly budget: $[amount]

Next steps:
1. Set up Google Ads conversion tracking on your site
2. Create the campaign in Google Ads using the structure above
3. Upload keyword lists and negative keywords
4. Submit ads for review (usually approved within 24 hours)
5. Monitor daily for the first week, then shift to weekly optimization

Level History

• Lv.1 — Base: Keyword research with intent tiers, SKAG-inspired ad group structure, RSA templates (15 headlines + 4 descriptions) with pinning strategy, 7 ad extension types, Quality Score optimization (3-factor breakdown), bidding strategy selection matrix, budget allocation by campaign type, negative keyword management, weekly/monthly optimization schedule. (Origin: MemStack Pro v3.2, Mar 2026)