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:

• Business Type: What do you sell? (Product, service, SaaS, e-commerce, lead gen)

• Target Customer: Who are you trying to reach? (B2B/B2C, demographics, job titles)

• Monthly Budget: What's your starting budget? ($1K, $5K, $10K+)

• Goal: What's the primary objective? (Leads, sales, signups, demo requests)

• Current State: Have you run ads before? What worked/didn't work?

• 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