google-ads-campaign-builder

Files (3)

• SKILL.md
• campaign-types.md · references/
• rsa-copy-guide.md · references/

SKILL.md (first lines)

## Process

1. **Define objective** — What business outcome? (Sales, Leads, Traffic, Awareness, App installs)
2. **Select campaign type** — Use the Decision Tree below
3. **Configure settings** — Bid strategy, budget, targeting, schedule
4. **Build ad groups / asset groups** — Structure by theme, product, or audience
5. **Create ads / assets** — RSAs, images, videos per campaign type requirements
6. **Add extensions / assets** — Sitelinks, callouts, structured snippets, etc.
7. **Set audience signals** — Remarketing lists, in-market, custom segments
8. **Launch and monitor** — Learning phase: 7-14 days, don't make changes

Read `references/campaign-types.md` for detailed setup guides per campaign type.
Read `references/rsa-copy-guide.md` for RSA headline and description writing frameworks.

## Campaign Type Decision Tree

**Q1: What's your primary goal?**

| Goal | Best Campaign Type | Conditions |
|------|-------------------|------------|
| Capture high-intent search demand | **Search** or **AI Max** | Have keywords/themes to target |
| Full-funnel automated coverage | **Performance Max** | Have assets (images, video, feed) + $50-100/day minimum |
| Product sales (ecommerce) | **PMax** (with Merchant Center) or **Shopping** | Product feed in Merchant Center |
| Awareness / consideration | **Demand Gen** or **Video** | Have video/image creative assets |
| App installs / engagement | **App** | Have mobile app on iOS/Android |
| Phone calls | **Call** | Service business, mobile-focused |
| Hotel bookings | **Hotel** | Hospitality, Hotel Center linked |
| Remarketing (display) | **Display** | Have remarketing audiences built |

**Q2: Which Search campaign type?**

| Scenario | Recommendation |
|----------|---------------|
| Mature account, 50+ conversions/month, want AI optimization | **AI Max for Search** (global beta September 2025, avg 34% conversion improvement) |
| Need granular keyword control | **Standard Search** |
| New account, building data | **Standard Search** (build to 30+ conversions/month first) |
| Full-funnel with Search + Shopping + Display + Video | **Performance Max** |

**Q3: How does everything fit together? (2025 Power Pack strategy)**
- **Demand Gen** → Awareness and consideration (YouTube, Discover, Gmail)
- **AI Max for Search** → Intent capture with AI-driven optimization
- **Performance Max** → Full-funnel scale across all Google properties
- This replaces the older "Power Pair" (Search + PMax) approach

## Bid Strategy Selection

| Monthly Conversions | Recommended Strategy | Notes |
|--------------------|---------------------|-------|
| 0-15 | Manual CPC or Maximize Clicks (with bid cap) | Not enough data for automation |
| 15-30 | Maximize Conversions | Building data, algorithm learning |
| 30-50 | Maximize Conversions or tCPA | Enough for tCPA if CPA stable |
| 50+ | tCPA or tROAS | Full Smart Bidding. tROAS needs 50+, ideally 100+ |
| Portfolio (multiple campaigns) | Portfolio bid strategies | Shared budget across campaigns. Typical lift: 19-27% ROAS improvement |

**CRITICAL: ECPC deprecated March 31, 2025.** Do not configure or recommend Enhanced CPC. Campaigns not migrated now run on Manual CPC.

**tCPA/tROAS target setting:**
- Start at actual historical CPA/ROAS (not aspirational targets)
- Adjust in 10-15% increments after 2+ weeks of data
- Too aggressive a target = delivery collapse. Algorithm can't hit unrealistic goals

## Budget Rules

| Campaign Type | Minimum Budget | Rule |
|--------------|----------------|------|
| Performance Max | $50-100/day | Daily budget ≥ 3x target CPA. Under $1K/month → use focused Search instead |
| Search | No hard minimum | Budget should allow 10+ clicks/day for meaningful data |
| AI Max | $50-100/day recommended | Similar to PMax — needs budget for AI exploration |
| Demand Gen | $50+/day | Needs volume for YouTube/Discover optimization |
| Display | $20+/day | Lower CPCs but need volume |
| Video | $10-50+/day | Varies by format and objective |

**Budget scaling rule:** Increase by 20% increments maximum. Larger jumps can reset learning and destabilize performance.

**Budget allocation guidance (60/30/10):**
- 60% to proven, high-performing campaigns
- 30% to scaling tests and expansion
- 10% to experimental campaign types or audiences

## Universal Settings Checklist

Apply to every campaign at setup:

| Setting | Recommendation |
|---------|---------------|
| Networks | Search: uncheck Display Network (unless intentional). PMax: all networks automatic |
| Locations | Target "Presence" (people IN location), not "Presence or Interest" (default includes people searching ABOUT the location) |
| Languages | Match your target market. English for English markets |
| Ad schedule | Start 24/7. Optimize day/time after 90 days of conversion data |
| Ad rotation | "Optimize" (let Google prioritize best ads). "Do not optimize" only for strict A/B testing |
| Conversion actions | Select the right primary conversion action per campaign (not account default if it's wrong) |
| Start/end dates | Set end date for promotional campaigns. No end date for evergreen |
| URL expansion | PMax: review and restrict if sending to unintended pages |

## Extensions / Assets Setup

Add all applicable extensions — each type increases ad real estate and CTR:

| Extension Type | What to Include | Priority |
|---------------|----------------|----------|
| Sitelinks | 4-6 deep links to key pages (pricing, features, testimonials, contact) | Must-have |
| Callouts | Unique selling points: "Free Shipping", "24/7 Support", "No Contract" | Must-have |
| Structured snippets | Categories: Services, Brands, Types, Destinations | Must-have |
| Image extensions | Relevant product/brand images | High |
| Price extensions | Product/service pricing tiers | High (if pricing is public) |
| Call extensions | Phone number for call-focused businesses | High (service businesses) |
| Promotion extensions | Active sales, seasonal offers, coupon codes | When applicable |
| Lead form extensions | In-ad lead capture form | Lead gen campaigns |
| Location extensions | Business address (linked Google Business Profile) | Local businesses |
| App extensions | App download link | If you have an app |

## Output Format

```
## Google Ads Campaign Build Plan

### Campaign Overview
- Campaign name: [Platform_Objective_Audience_Geo_Date]
- Campaign type: [type]

From narayan-metaflow/metaflow-marketing-skills, MIT.

More from narayan-metaflow/metaflow-marketing-skills