# google-ads

Guides Google Ads setup, keyword targeting, and campaign structure. It helps run ads to validate early product demand or scale acquisition.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1600 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/platforms/google-ads/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/google-ads

## What it does

The skill outlines campaign structures for Search, Display, competitor targeting, and Performance Max. It distinguishes between pre-launch testing and scaling. During early testing, it prompts using simple landing pages to check search intent and click rates before building a product.

Smart bidding requires data. If an account logs under 30 conversions a month, the instructions recommend manual CPC because automated bidding lacks signals. Accounts with higher volume get guidance on Target CPA and Target ROAS.

Performance Max setups need at least six weeks for the learning period. The skill flags cannibalization where paid search bids on queries already ranking well organically in search console reports.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill google-ads -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/google-ads/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/google-ads/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill google-ads -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/google-ads/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill google-ads -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/google-ads/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills google-ads
```

2. **Manually: put the files in place**
- File: `.github/skills/google-ads/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill google-ads -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/paid-ads/platforms/google-ads
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/google-ads/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill google-ads -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/paid-ads/platforms/google-ads/SKILL.md

## When to use it
- organize search, brand, and Performance Max campaigns
- capture high-intent traffic with competitor keyword campaigns
- filter non-converting search terms with negative keyword lists
- select bidding strategies based on monthly conversion volume

## Example prompts
- Help me structure a Google Ads account for a SaaS product launch
- Review my keyword targeting and suggest negative keywords for support queries
- Set up a Performance Max asset group with audience signals

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: dae77ba1b5b51a63.

BEGIN THIRD-PARTY FILE dae77ba1b5b51a63
````text
---
name: google-ads
description: When the user wants to set up, optimize, or manage Google Ads campaigns. Also use when the user mentions "Google Ads," "Google Search Ads," "PPC," "SEM," "PMF testing with ads," "test product-market fit," "Responsive Search Ads," "RSA," "Performance Max," "Quality Score," "keyword bidding," or "Google Display/YouTube ads." For paid mix, use paid-ads-strategy.
metadata:
  version: 1.4.1
---

# Paid Ads: Google Ads

Guides Google Ads setup, campaign structure, keyword targeting, and optimization. Google Ads excels at high-intent search traffic; use when people actively search for your solution.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Two Modes: PMF Testing vs Conversion-Driven

| Mode | When | Budget | Landing page | Metrics |
|------|------|--------|--------------|---------|
| **PMF testing** | Pre-PMF; validate idea before building | $47–500; start small | Simple LP: headline, benefits, problem solved, CTA ("Join Waitlist," "Get Early Access") | CTR, sign-up rate, bounce rate; low CTR/high bounce = messaging/positioning issue |
| **Conversion-driven** | PMF validated; commercialization | Scale; ROAS target | Full funnel; ad-to-page alignment | ROAS, CAC, conversion rate |

**PMF testing**: No full product needed. Build landing page with Unbounce, Carrd, or Webflow. Run ads to relevant search terms; measure clicks, engagement, signups. Test messaging (e.g., "Fastest App for Freelancers" vs "Simplest Time Tracker for Teams"), pricing (different price points in ads/LP), and audiences (keyword targeting, in-market). Allow 4–6 weeks for PMax learning phase. Use as learning tool, not just marketing channel.

**Reference**: [Marketing Cactus – Using Google Ads to Test Product-Market Fit](https://mktcactus.com/en/using-google-ads-to-test-product-market-fit-before-launching/)

## Campaign Structure

```
Account
├── Campaign: Brand (Search)
├── Campaign: Non-Brand (Search)
├── Campaign: Competitor (Search) — optional; bid on competitor brand + "alternative"/"vs"
├── Campaign: Retargeting (Display)
└── Campaign: Performance Max
```

### Competitor Brand Keywords

**When**: Bid on "[Competitor] alternative," "[Competitor] vs [You]" to intercept high-intent traffic. Google allows competitor terms as keywords; you cannot use competitor names in ad copy without permission.

**Landing page**: Use a **dedicated landing page** (comparison/alternatives page), not a blog article. Users searching competitor brands expect direct alternatives—a blog increases bounce; a comparison page matches intent and converts better. See **alternatives-page-generator** for structure.

**Best practices**:
- Separate campaign; exact/phrase match; add your brand as negative
- H1 mirrors search intent (e.g., "[Competitor] vs [You]")
````
END THIRD-PARTY FILE dae77ba1b5b51a63

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