Google Ads

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

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

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]")
• Feature comparison table; one-line differentiator; strong CTA
• Expect lower Quality Score, higher CPC than non-brand; optimize LP relevance

Naming: GOOG_[Objective]_[Audience]_[Offer]_[Date] (e.g., GOOG_Search_Brand_Demo_Ongoing)

Campaign Types

Performance Max (PMax) Optimization

Learning period: Run at least 6 weeks for algorithm ramp-up. Works best as complement to Search, not replacement.

Asset groups: Organize by audience intent (e.g., high-intent searchers, cart abandoners, category researchers), not product category alone. Audience signals improve CPA and ROAS vs. no signals.

Asset requirements (per asset group):

• ≥5 images (include 1200×1200)
• ≥5 text assets (4 headlines, 5 descriptions)
• Video when possible
• Refresh creative regularly to maintain performance

Signals: Add remarketing lists and Customer Match to accelerate learning.

Weekly health check: Flag if brand terms >30% of conversions; unexpected geo conversions; any placement >15% of total spend; asset group performance below "Good."

Keyword Strategy

• Brand: Protect brand terms; exclude from non-brand campaigns
• Negative keywords: Build weekly; avoid irrelevant queries. Add support terms (login, forum, pricing, help) from keyword-research—these are existing customers, not prospects.
• Match types: Broad (discovery) → Phrase → Exact (control)

Keyword sources: Use keyword-research for keyword list, clusters, and intent. Map each cluster to a dedicated landing page; relevance improves Quality Score and lowers CPC.