Investigation Methodology

Structured framework for diagnosing Google Ads performance issues. Follow this process for every investigation — no exceptions.

What This Skill Deliberately Does NOT Do

• Replace domain judgment. Step 4's recommendation must be specific, but the domain rules that make it safe live in their own skills — a budget fix still goes through budget-recommendation-calculator's conservative caps; a live-account change still goes through mutation-safety's approval gate.
• Pull data for you. The framework sequences WHICH evidence to gather at each layer; it works with the API, exports, or screenshots — whatever access exists.
• Format the client deliverable. Findings presented to a client go through client-communication-standards (Background → Analysis → Conclusions); Step 4 here is the internal analytical output that feeds it.
• Guarantee an answer. Inconclusive is a valid verdict — the Rules require saying so over inventing a cause.

Step 1: Define the Problem Statement

Start with the specific question. Do not generalize.

Bad: "Account is performing poorly" Good: "CPA increased from $37.97 (December) to $59.04 (January) — why?"