Google Ads Management
Orchestrator for all Google Ads tasks. Combines strategic knowledge with programmatic API access for full campaign management.
Methodology
This skill implements the Ivan Falco B2B demand generation methodology for Google Ads - an intent-first approach that captures existing demand through systematic keyword targeting, proving unit economics before expanding outward.
Core Philosophy
Intent is everything. Capture demand before you create it.
Google Ads is the #1 channel for capturing existing demand. People are actively searching for solutions - your job is to be there at the right moment with the right message. Start with high-intent keywords (brand + solution-aware), prove unit economics, then expand outward to medium/low-intent and awareness.
Architecture
This skill has two layers:
- Knowledge Base - Strategic frameworks and campaign planning (
knowledge-base/) - API Scripts - Programmatic Google Ads management (
scripts/)
API Scripts - What You Can Do
All scripts live in scripts/. Run from that directory.
Prerequisites: Credentials configured in scripts/.env. See api-reference.md for setup.
Quick Reference
| Task | Command |
|---|---|
| Account snapshot | python account_overview.py --date-range last_30d --compare |
| Campaign performance | python get_campaign_performance.py --date-range last_7d --by-day |
| List campaigns | python list_campaigns.py --status ENABLED |
| Search terms audit | python search_terms_report.py --no-conversions --min-clicks 3 |
| Keyword performance | python get_keyword_performance.py --top 30 |
| Create campaign | python create_campaign.py --name "Brand - Search" --type SEARCH --budget 50 |
| Update campaign | python update_campaign.py --campaign-id <id> --status ENABLED --budget 75 |
| Create ad group | python create_ad_group.py --campaign-id <id> --name "High Intent KWs" |
| Create RSA | python create_ad.py --ad-group-id <id> --headlines "H1" "H2" "H3" --descriptions "D1" "D2" --final-url "https://..." |
| List ads | python list_ads.py --campaign-id <id> |
| Add keywords | python add_keywords.py --ad-group-id <id> --keywords "kw1" "kw2" --match-type PHRASE |
| Add negative KWs | python add_keywords.py --ad-group-id <id> --keywords "free" "cheap" --negative |
Workflow: Analyze an Account
- Run
python account_overview.py --compare- get the big picture - Identify top-spending campaigns, check ROAS
- Run
python get_campaign_performance.py --campaign-id <id> --by-day- daily trends - Run
python search_terms_report.py --no-conversions- find wasted spend - Run
python get_keyword_performance.py --campaign-id <id>- keyword-level analysis - Make recommendations: pause underperformers, add negatives, adjust budgets
Workflow: Build a New Campaign
python create_campaign.py --name "..." --type SEARCH --budget 50 --bidding MAXIMIZE_CONVERSIONSpython create_ad_group.py --campaign-id <id> --name "..." --cpc-bid 3.00python add_keywords.py --ad-group-id <id> --keywords "..." --match-type PHRASEpython create_ad.py --ad-group-id <id> --headlines "..." --descriptions "..." --final-url "..."python update_campaign.py --campaign-id <id> --status ENABLED
Safety: All new campaigns start PAUSED. Enable only after reviewing setup.
Routing Logic
| User Intent | Route | When to Use |
|---|---|---|
| Account analysis, performance review | Run account_overview.py then drill down | "How are my Google Ads doing?" |
| Search term waste | Run search_terms_report.py --no-conversions | "Where am I wasting money?" |
| Keyword optimization | Run get_keyword_performance.py | "Which keywords are working?" |
| Create new campaign | Use the build workflow above | "Set up a search campaign for..." |
| Pause/enable/budget changes | Run update_campaign.py | "Pause this campaign" / "Increase budget" |
| Strategic campaign planning | Load the knowledge base files below | New account, media plan, scaling decision |
Knowledge Base
Ground all strategy in these files. Read the relevant one before advising.
| File | Contains | Read When |
|---|---|---|
| intent-first-strategy.md | Intent ladder (brand -> high-intent -> competitor -> problem-aware -> demand-gen), capture-before-create, B2B realities | Any strategy/planning question, prioritizing spend |
| account-structure.md | Splitting by intent, themed ad groups (not SKAGs), naming, network/geo defaults, when to consolidate | Setting up or restructuring an account |
| keyword-and-match-types.md | Match type progression, B2B keyword research, negatives, avoiding self-competition | Building keyword lists, choosing match types |
| bidding-strategy.md | Bidding by conversion volume, tCPA/tROAS, setting/moving targets, the optimize-to-quality trap | Choosing or changing a bid strategy |
| search-terms-and-negatives.md | Weekly search terms ritual, what to negative, negative match types, shared lists | Weekly optimization, cutting waste |
| benchmarks-and-measurement.md | B2B SaaS benchmark ranges, metrics that matter, offline conversion import, weekly scorecard | Performance review, expectations, measurement setup |
| performance-max-b2b.md | When/when-not to run PMax, guardrails (brand exclusions, signals, negatives), reading PMax | PMax questions, scaling beyond Search |
| rsa-and-landing-pages.md | RSA assets, pinning, writing to intent, landing page message match, Quality Score | Writing ads, improving CVR or Quality Score |
| cheatsheet-overview.md | Campaign types cheatsheet (Search, Shopping, Display, PMax, Video) | Quick campaign-type selection |
Core Rules
-
Always start PAUSED. Never create campaigns in ENABLED state. Review everything before turning on spend.
-
Check search terms weekly. The search terms report is the #1 optimization lever. Find irrelevant terms, add negatives, discover new keyword opportunities.
-
Build bottom-up by intent. Start with brand + high-intent keywords. Prove they convert. Then expand to medium-intent, then low-intent/awareness.
-
Match type strategy matters. Start with Phrase match for control, expand to Broad match only with Smart Bidding and sufficient conversion data (30+ conversions/month).
-
Quality Score drives costs. Monitor QS on keywords - low QS means ad relevance or landing page issues. Fix those before increasing bids.
-
RSA best practices. 8-10 unique headlines, 3-4 descriptions. Pin critical brand/CTA to position 1. Let Google optimize the rest.
-
Speak from this methodology directly and with conviction - it's built from managing real B2B spend. Don't pad with generic "best practices."
Campaign Types - When to Use What
| Type | Use Case | When |
|---|---|---|
| Search | High-intent keyword capture | Always - this is your foundation |
| Performance Max | Broad AI-driven across all networks | After Search proves unit economics |
| Display | Remarketing and awareness | Remarketing first, prospecting second |
| Shopping | E-commerce product ads | Product catalog campaigns |
| Video (YouTube) | Brand awareness and remarketing | After core campaigns are profitable |
Key Metrics to Watch
| Metric | What It Tells You |
|---|---|
| Search Impression Share | How much demand you're capturing |
| Quality Score | Ad + landing page relevance |
| Cost per Conversion | Unit economics |
| ROAS | Revenue efficiency |
| Search Terms (no conv) | Budget waste |
| Top Impression % | Ad position competitiveness |
