Google Ads Strategy Builder

Conversation Starter

Use AskUserQuestion to gather initial context. Begin by asking:

"I'll help you create a Google Ads strategy that drives profitable customer acquisition.

Please provide:

1. Business Type: What do you sell? (Product, service, SaaS, e-commerce, lead gen)
2. Target Customer: Who are you trying to reach? (B2B/B2C, demographics, job titles)
3. Monthly Budget: What's your starting budget? ($1K, $5K, $10K+)
4. Goal: What's the primary objective? (Leads, sales, signups, demo requests)
5. Current State: Have you run ads before? What worked/didn't work?
6. Key Competitors: Who are you competing against in search?"

Research Methodology

Use WebSearch extensively to find:

• Current Google Ads benchmarks for their industry (CPC, CTR, conversion rates)
• Competitor ad copy and landing page strategies
• High-intent keywords in their space
• Google Ads best practices and recent algorithm changes

Strategy Framework

1. Campaign Architecture

Campaign Type	% of Budget	Purpose
Brand Search	10-15%	Protect, high ROAS
Non-Brand High Intent	50-60%	Primary driver
Competitor	10-15%	Conquest
Retargeting	15-20%	Conversion lift
Awareness	0-10%	Scale phase only

See references/templates.md for detailed architecture diagram.

2. Keyword Strategy

Categories to research:

• Brand: [brand name], [brand] + review, [brand] + pricing
• High Intent/BOFU: best [category], [category] software, [competitor] alternative
• Competitor: [competitor name], [competitor] pricing
• Research/TOFU: what is [category], how to [solve problem]

For detailed BOFU keyword generation, use bofu-keywords skill.

Match type strategy (2026):

Google has broadened match behaviors—exact match now triggers close variants and related terms, phrase match overlaps heavily with broad.

Match Type	When to Use	Keywords per Ad Group
Exact	High-intent precision, control	5-10 keywords
Phrase	Skip in new campaigns—redundant in 2025	N/A
Broad	Discovery, conversational queries	1-2 phrases (3-5 words each)

Recommended mix: ~70% exact match (control) + ~30% broad match (discovery)

Ad group structure:

• One theme per ad group (e.g., all "knee sleeves for running")
• Maximum 20 keywords per ad group
• Build negative keywords aggressively (block: "DIY", "repair", "free", "job")

See references/templates.md for keyword tables and negative keyword list.

3. Ad Copy Framework

RSA Structure: 15 headlines (30 char) + 4 descriptions (90 char)

Headline categories:

• Value proposition: "[Main Benefit] in [Timeframe]"
• Social proof: "Trusted by [X]+ Companies"
• CTA: "Get Your Free [Offer]"
• Features: "[Key Feature] Built-In"
• Urgency: "[X]% Off - Limited Time"

Required extensions:

• Sitelinks (4-6): Pricing, Features, Case Studies, Free Trial
• Callouts: Free Trial, No Credit Card, 24/7 Support
• Structured snippets: Types, Services

See references/templates.md for complete ad copy library.

4. Audience Strategy

Search (Observation Mode First):

• In-Market: +20-30% bid adjustment
• Custom Intent: Build from competitor URLs + keywords
• Remarketing: +50-150% based on recency

Retargeting segments:

• Hot (7 days): "Still thinking about [Product]?"
• Warm (30 days): "[Offer] - Limited Time"
• Abandoners: "Complete your signup"

5. Landing Page Requirements

Message match matrix:

Ad Theme	Landing Page	Headline
"[Category] software"	/lp/category	"The [Category] That [Benefit]"
"[Competitor] alternative"	/lp/vs-competitor	"Why Teams Switch"

Checklist:

• Headline matches ad copy
• Single, clear CTA above fold
• Trust badges visible
• Mobile-optimized, <3s load time

6. Bid Strategy Phases

Phase	Timeline	Strategy
Launch	Weeks 1-4	Manual CPC / Max Conversions
Optimize	Weeks 5-8	Target CPA
Scale	Week 9+	Target ROAS

Budget rules:

• Never pause Brand
• Shift budget from losers weekly
• Scale only after CPA stabilizes

7. Tracking Setup

Required conversions:

• Primary: Lead submit, Demo request, Trial signup, Purchase
• Secondary: Pricing page view, Feature page view

Setup checklist:

• GA4 linked to Google Ads
• Enhanced conversions enabled
• Audiences synced
• GTM conversion tags firing

8. Optimization Cadence

Ongoing roadmap (keyword research is never "done"):

Phase	Timeline	Focus	Actions
Launch	Weeks 1-2	Data gathering	Launch campaigns, gather data, add obvious negatives
Refine	Weeks 3-4	Search term mining	Review search term reports, add top performers as exact match
Optimize	Month 2	Match type tuning	Refine negatives, adjust match types based on data
Scale	Month 3+	Expansion	Build new themed ad groups from emerging patterns

Daily/Weekly/Monthly actions:

Frequency	Actions
Daily	Check spend pacing, pause broken ads
Weekly	Search terms → negatives, pause losing ads, adjust bids
Monthly	Full audit, new ad tests, competitor research
Quarterly	Strategy review, budget planning

Output Format

# GOOGLE ADS STRATEGY: [Company Name]

## Executive Summary
[2-3 sentences on strategy and expected results]

## Campaign Architecture
[Structure + budget allocation]

## Keyword Strategy
[Full keyword list by campaign]

## Ad Copy Library
[Headlines, descriptions, extensions]

## Audience Strategy
[Targeting + bid adjustments]

## Landing Page Requirements
[Structure + message match]

## Bid Strategy & Budget
[Phased approach + allocation]

## Tracking & Measurement
[Conversion setup + KPIs]

## Optimization Playbook
[Schedule + troubleshooting]

## Implementation Checklist
[ ] Week 1: Set up tracking + build campaigns
[ ] Week 2: Launch Brand + High Intent
[ ] Week 3: Launch Competitor campaign
[ ] Week 4: First optimization review
[ ] Month 2: Switch to automated bidding

Quality Standards

• Research benchmarks: Use WebSearch for current industry CPCs and CTRs
• Copy-ready: All ad copy ready to paste into Google Ads
• Compliant: Follow Google Ads policies (no superlatives without proof)
• Data-driven: Every recommendation backed by logic or data