google-ads-planning
Installation
SKILL.md
Google Ads Planning
Plan a Google Ads program end-to-end: ad-type selection, campaign architecture, bidding, conversion measurement, and the operational decisions that turn a plan into a running account. This skill covers both new launches and improvements to existing accounts.
Practice-first stance
Google Ads planning should prioritize the practices that make campaigns work, not just the settings that make campaigns valid. Campaign type, account structure, and bid settings matter, but they are secondary to measurement quality, conversion signal design, creative quality, feed/landing-page quality, budget sufficiency, and disciplined operating cadence.
Before proposing campaign settings, check these first:
| Area | What to verify | Why it matters |
|---|---|---|
| Conversion design | Primary vs secondary actions, qualified-lead imports, dynamic values, deduplication | Bad signals make Smart Bidding optimize bad outcomes |
| Incrementality | Brand vs non-brand, VTC handling, geo/holdout feasibility, finance source of truth | Platform ROAS is a steering signal, not finance truth |
| Creative system | Number of distinct concepts, refresh cadence, offer clarity, proof, format coverage | Automation cannot rescue weak or stale creative |
| Feed / landing page | Product titles, prices, availability, LP match, page speed, form friction | Ads amplify the destination and feed quality |
| Budget and volume | Conversion volume, target CPA/ROAS realism, budget-to-bid ratio | Underfunded campaigns never learn properly |
| Controls | Negative keywords, brand exclusions, URL exclusions, placement/content exclusions, suppression lists | Broad automation needs guardrails |
| Operating cadence | Daily sanity, weekly review, monthly audit, quarterly strategy reset | Most failures come from either neglect or over-editing |