google-search-ads-builder skill by nikiandr

Google Search Ads Builder

Build a complete Google Search Ads campaign from scratch. This skill handles everything from keyword research to ad copy to campaign structure — outputting files ready to import into Google Ads Editor.

Core principle: Most early-stage teams waste their first $5K on Google Ads because of bad structure. This skill builds a tight, well-organized campaign from day one: right keywords, right match types, right ad groups, right negatives.

When to Use

"Set up Google Search Ads for us"
"Build a Google Ads campaign for [product]"
"I want to start running search ads — help me set it up"
"Create a PPC campaign structure"
"Generate Google Ads copy for our product"

Phase 0: Intake

Product name + URL — What are we advertising?
One-line value prop — What does it do, for whom?
ICP — Who is searching for this? (Role, pain, company stage)
Monthly budget — What are you willing to spend? (Affects structure recommendations)
Goal — Free trial sign-ups / Demo bookings / Content downloads / Direct purchase
Landing pages — URLs you'll send traffic to (or "need to create")
Competitor domains — 2-5 competitors (for keyword gap analysis)
Geographic targeting — Countries/regions
Existing keywords? — Any keywords you already know work

Phase 1: Keyword Research

1A: Seed Keyword Generation

From the product description and ICP, generate 3 keyword buckets:

Bucket	Intent	Examples
Problem-aware	Searching for solutions to a pain	"how to automate outbound", "fix slow sales pipeline"
Solution-aware	Searching for a category of product	"AI SDR tool", "outbound automation software"
Brand/Competitor	Searching for you or competitors by name	"[your brand]", "[competitor] alternative"

1B: Competitive Keyword Mining

Research competitor SEO keywords that indicate search ad opportunity:

Search: "[competitor] site:google.com/ads" OR "[competitor] PPC keywords"
Search: "[competitor]" alternative OR vs OR comparison
Search: best [product category] tools 2026

Also run seo-domain-analyzer on competitor domains to find keywords they rank for that indicate buying intent.

1C: Keyword Expansion

For each seed keyword, expand with:

Modifiers: best, top, free, cheap, enterprise, for startups, for [role]
Long-tail: "[category] for [specific use case]"
Question queries: "how to [solve problem your product addresses]"
Comparison: "[competitor] vs [your brand]", "[competitor] alternative"

1D: Keyword Scoring

Keyword	Est. Volume	Intent Strength	Competition	Priority
[keyword]	[H/M/L]	[High/Med/Low]	[H/M/L]	[1-5]

Priority scale:

5 = High intent + medium competition (sweet spot)
4 = High intent + high competition (important but expensive)
3 = Medium intent + low competition (good for budget stretch)
2 = Low intent + low competition (awareness only)
1 = Skip — too broad or irrelevant

Phase 2: Campaign Structure

2A: Ad Group Design

Group keywords by theme and intent. Each ad group = one tight topic.

Structure template:

Campaign: [Product Name] — Search
├── Ad Group: [Problem Keyword Theme 1]
│   ├── Keywords (5-15 per group)
│   └── Ads (3 responsive search ads)
├── Ad Group: [Problem Keyword Theme 2]
├── Ad Group: [Solution Category]
├── Ad Group: [Competitor Alternatives]
│   ├── "[Competitor A] alternative"

Rules:

Max 15 keywords per ad group
All keywords in an ad group should share a theme
Each ad group gets its own landing page (if possible)
Use a mix of match types: Exact [keyword] for high-intent, Phrase "keyword" for discovery

2B: Match Type Strategy

Keyword Type	Recommended Match	Reason
Brand terms	Exact	Protect — don't waste spend on broad
High-intent solution	Exact + Phrase	Capture precisely, discover adjacent
Competitor terms	Exact + Phrase	Control the narrative
Problem-aware	Phrase + Broad (with negatives)	Cast wider net for top-of-funnel

Phase 3: Ad Copy Generation

Per Ad Group: 3 Responsive Search Ads

Each RSA needs:

15 headlines (max 30 chars each)
4 descriptions (max 90 chars each)

Headline Framework (15 per ad group)

Slot	Purpose	Example
1-3	Keyword match — Include the search term	"AI Outbound Automation"
4-5	Value prop — Primary benefit	"10x Your Pipeline in 30 Days"
6-7	Social proof — Credibility	"Trusted by 500+ B2B Teams"
8-9	Differentiation — Why you vs alternatives	"No-Code Setup in 5 Minutes"
10-11	CTA — Action driver	"Start Free Trial Today"
12-13	Offer/Urgency — Incentive	"Free 14-Day Trial"
14-15	Trust/Risk reversal — Remove friction	"No Credit Card Required"

Description Framework (4 per ad group)

Slot	Purpose	Example
1	Feature-benefit — What + so what	"Automate personalized outbound emails so your team closes more deals without the manual work."
2	Pain-agitate — Problem + solution	"Tired of reps spending 4 hours on prospecting? Our AI handles it in minutes."
3	Social proof + CTA	"Join 500+ growth teams. Start your free trial — no credit card needed."
4	Differentiator + CTA	"Unlike legacy tools, [Product] works out of the box. See it in action — book a 15-min demo."

Phase 4: Negative Keywords

Universal Negatives (Apply to all campaigns)

Category-Specific Negatives

Based on keyword research, add terms that would waste spend — searches related to your keywords but with wrong intent.

Phase 5: Bid Strategy Recommendation

Budget Range	Recommended Strategy	Reason
< $1K/mo	Manual CPC or Max Clicks	Need data first — don't let Google optimize on nothing
$1K-5K/mo	Max Conversions (after 30+ conversions)	Enough data for Google's algo
$5K+/mo	Target CPA or Target ROAS	Optimize for efficiency at scale

First 2 weeks: Always start with Manual CPC or Max Clicks with a daily budget cap. Collect data before switching to automated bidding.

Phase 6: Output Format

6A: Campaign Strategy Doc

6B: Google Ads Editor Import CSV

Generate a CSV file importable into Google Ads Editor:

Save strategy doc to clients/<client-name>/ads/google-search-campaign-[YYYY-MM-DD].md. Save CSV to clients/<client-name>/ads/google-ads-import-[YYYY-MM-DD].csv.

Cost

Component	Cost
Keyword research (web search)	Free
Competitor SEO analysis	~$0.10-0.50 (Apify, if using seo-domain-analyzer)
Ad copy generation	Free (LLM reasoning)
CSV generation	Free
Total	Free-$0.50

Tools Required

web_search — for keyword research and competitor analysis
fetch_webpage — for landing page review
Optional: seo-domain-analyzer for competitor keyword data

Trigger Phrases

"Set up Google Search Ads for [product]"
"Build a PPC campaign"
"Create Google Ads for our product"
"I need search ad keywords and copy"
"Generate a Google Ads Editor import file"