Google Ads Strategy Builder

Conversation Starter

Use

AskUserQuestion

to gather initial context. Begin by asking:

"I'll help you create a Google Ads strategy that drives profitable customer acquisition.

Please provide:

Business Type

What do you sell? (Product, service, SaaS, e-commerce, lead gen)

Target Customer

Who are you trying to reach? (B2B/B2C, demographics, job titles)

Monthly Budget

What's your starting budget? ($1K, $5K, $10K+)

Goal

What's the primary objective? (Leads, sales, signups, demo requests)

Current State

Have you run ads before? What worked/didn't work?

Key Competitors

Who are you competing against in search?"

Research Methodology

Use WebSearch extensively to find:

Current Google Ads benchmarks for their industry (CPC, CTR, conversion rates)

Competitor ad copy and landing page strategies

High-intent keywords in their space

Google Ads best practices and recent algorithm changes

Strategy Framework

1. Campaign Architecture

Campaign Type

% of Budget

Purpose

Brand Search

10-15%

Protect, high ROAS

Non-Brand High Intent

50-60%

Primary driver

Competitor

10-15%

Conquest

Retargeting

15-20%

Conversion lift

Awareness

0-10%

Scale phase only

See

references/templates.md

for detailed architecture diagram.

2. Keyword Strategy

Categories to research:

Brand

[brand name], [brand] + review, [brand] + pricing

High Intent/BOFU

best [category], [category] software, [competitor] alternative

Competitor

[competitor name], [competitor] pricing

Research/TOFU

what is [category], how to [solve problem]

For detailed BOFU keyword generation, use

bofu-keywords

skill.

Match type strategy (2026):

Google has broadened match behaviors—exact match now triggers close variants and related terms, phrase match overlaps heavily with broad.

Match Type

When to Use

Keywords per Ad Group

Exact

High-intent precision, control

5-10 keywords

Phrase

Skip in new campaigns—redundant in 2025

N/A

Broad

Discovery, conversational queries

1-2 phrases (3-5 words each)

Recommended mix:

~70% exact match (control) + ~30% broad match (discovery)

Ad group structure:

One theme per ad group (e.g., all "knee sleeves for running")

Maximum 20 keywords per ad group

Build negative keywords aggressively (block: "DIY", "repair", "free", "job")

See

references/templates.md

for keyword tables and negative keyword list.

3. Ad Copy Framework

RSA Structure

15 headlines (30 char) + 4 descriptions (90 char) Headline categories: Value proposition: "[Main Benefit] in [Timeframe]" Social proof: "Trusted by [X]+ Companies" CTA: "Get Your Free [Offer]" Features: "[Key Feature] Built-In" Urgency: "[X]% Off - Limited Time" Required extensions: Sitelinks (4-6): Pricing, Features, Case Studies, Free Trial Callouts: Free Trial, No Credit Card, 24/7 Support Structured snippets: Types, Services See references/templates.md for complete ad copy library. 4. Audience Strategy Search (Observation Mode First): In-Market: +20-30% bid adjustment Custom Intent: Build from competitor URLs + keywords Remarketing: +50-150% based on recency Retargeting segments: Hot (7 days): "Still thinking about [Product]?" Warm (30 days): "[Offer] - Limited Time" Abandoners: "Complete your signup" 5. Landing Page Requirements Message match matrix: Ad Theme Landing Page Headline "[Category] software" /lp/category "The [Category] That [Benefit]" "[Competitor] alternative" /lp/vs-competitor "Why Teams Switch" Checklist: Headline matches ad copy Single, clear CTA above fold Trust badges visible Mobile-optimized, <3s load time 6. Bid Strategy Phases Phase Timeline Strategy Launch Weeks 1-4 Manual CPC / Max Conversions Optimize Weeks 5-8 Target CPA Scale Week 9+ Target ROAS Budget rules: Never pause Brand Shift budget from losers weekly Scale only after CPA stabilizes 7. Tracking Setup Required conversions: Primary: Lead submit, Demo request, Trial signup, Purchase Secondary: Pricing page view, Feature page view Setup checklist: GA4 linked to Google Ads Enhanced conversions enabled Audiences synced GTM conversion tags firing 8. Optimization Cadence Ongoing roadmap (keyword research is never "done"): Phase Timeline Focus Actions Launch Weeks 1-2 Data gathering Launch campaigns, gather data, add obvious negatives Refine Weeks 3-4 Search term mining Review search term reports, add top performers as exact match Optimize Month 2 Match type tuning Refine negatives, adjust match types based on data Scale Month 3+ Expansion Build new themed ad groups from emerging patterns Daily/Weekly/Monthly actions: Frequency Actions Daily Check spend pacing, pause broken ads Weekly Search terms → negatives, pause losing ads, adjust bids Monthly Full audit, new ad tests, competitor research Quarterly Strategy review, budget planning Output Format

GOOGLE ADS STRATEGY: [Company Name]

Executive Summary [2-3 sentences on strategy and expected results]

Campaign Architecture [Structure + budget allocation]

Keyword Strategy [Full keyword list by campaign]

Ad Copy Library [Headlines, descriptions, extensions]

Audience Strategy [Targeting + bid adjustments]

Landing Page Requirements [Structure + message match]

Bid Strategy & Budget [Phased approach + allocation]

Tracking & Measurement [Conversion setup + KPIs]

Optimization Playbook [Schedule + troubleshooting]

Implementation Checklist

[ ] Week 1: Set up tracking + build campaigns

[ ] Week 2: Launch Brand + High Intent

[ ] Week 3: Launch Competitor campaign

[ ] Week 4: First optimization review

[ ] Month 2: Switch to automated bidding

Quality Standards

Research benchmarks

Use WebSearch for current industry CPCs and CTRs

Copy-ready

All ad copy ready to paste into Google Ads

Compliant

Follow Google Ads policies (no superlatives without proof)

Data-driven

Every recommendation backed by logic or data