google-ads

The saved excerpt is a snapshot from when this skill was listed. The external source remains the complete and most current version.

---
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]")
- 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

| Type | Best for |
|------|----------|
| **Search** | High-intent queries; keyword-targeted; landing page critical |
| **Display** | Awareness; retargeting; broader reach |
| **YouTube** | Video; awareness; consideration |
| **Performance Max** | Automated; cross-channel; feed + search + display |

## 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 head