Skill

ads-google

Google Ads deep analysis covering Search, Performance Max, Display, YouTube, and Demand Gen campaigns. Evaluates 74 checks across conversion tracking, wasted spend, account structure, keywords, ads, and settings. Use when user says "Google Ads", "Google PPC", "search ads", "PMax", "Performance Max", or "Google campaign".

From ads

Install

Run in your terminal

npx claudepluginhub naveedharri/benai-skills

Tool Access

This skill uses the workspace's default tool permissions.

Skill Content

Google Ads Deep Analysis

Process

Collect Google Ads account data (export, Change History, Search Terms Report)
Read ads/references/google-audit.md for full 74-check audit
Read ads/references/benchmarks.md for Google-specific benchmarks
Read ads/references/scoring-system.md for weighted scoring
Evaluate all applicable checks as PASS, WARNING, or FAIL
Calculate Google Ads Health Score (0-100)
Generate findings report with action plan

What to Analyze

Conversion Tracking (25% weight)

Google tag (gtag.js) installed and firing on all pages
Enhanced Conversions active (hashed first-party data)
Consent Mode v2 implemented (required for EU/EEA)
Conversion actions mapped correctly (primary vs secondary)
Offline conversion import configured (for lead gen)
Server-side tagging via GTM (recommended for accuracy)
Attribution model: data-driven preferred (last-click as fallback only)
Conversion lag analysis (are conversions still trickling in?)

Wasted Spend (20% weight)

Search Terms Report reviewed (last 30 days minimum)
Negative keyword coverage adequate (shared lists + campaign-level)
Display placement audit (exclude low-quality sites)
Invalid click rate within norms (<10%)
Broad Match only used with Smart Bidding (NEVER without it)
Brand/non-brand campaigns separated
Geographic targeting precise (no wasted international spend)

Account Structure (15% weight)

Campaign-level organization follows business logic
Ad groups themed tightly (15-20 keywords max per group)
RSA ad groups have ≥3 active ads
PMax campaigns structured correctly (asset groups, signals)
SKAGs evaluated (migrate to themed groups if present)
Campaign labels/naming conventions consistent

Keywords (15% weight)

Match type strategy appropriate (Exact → Phrase → Broad progression)
Quality Score distribution (aim ≥7 average)
Low QS keywords flagged (<5 = FAIL, 5-6 = WARNING)
Keyword cannibalization check (same keywords in multiple campaigns)
Impression share tracked for top keywords
Keyword bid adjustments set for devices/locations/audiences

Ads (15% weight)

RSA: ≥8 unique headlines, ≥3 descriptions per ad group
RSA: ad strength "Good" or "Excellent" (not "Poor" or "Average")
Pin usage minimal and strategic (over-pinning reduces RSA flexibility)
Ad extensions: sitelinks (≥4), callouts (≥4), structured snippets, image
Dynamic keyword insertion used appropriately
Ad copy includes CTA, value proposition, differentiators

Settings (10% weight)

Bid strategy appropriate for campaign maturity and goals
Budget pacing: no campaigns limited by budget (unless intentional)
Ad schedule aligned with business hours/conversion patterns
Device bid adjustments set based on performance data
Location targeting: "Presence" not "Presence or Interest"
Network settings: Search Partners reviewed, Display opt-out for Search

PMax Deep Dive

If Performance Max campaigns exist, additionally evaluate:

Asset group diversity (text, images, video, feeds)
Audience signals configured (custom segments, lists, demographics)
URL expansion settings reviewed (opt-out of irrelevant pages)
Brand exclusions applied (prevent cannibalizing brand search)
Search themes utilized (2024 feature)
Final URL expansion: enabled or disabled with justification
Insights tab reviewed (search categories, audience segments)

AI Max for Search (2026)

If AI Max for Search is available/active:

Broad Match + AI Max integration evaluated
Auto-generated headline performance monitored
Search term categories reviewed for relevance
Budget impact assessed (AI Max can shift spend)

Key Thresholds

Metric	Pass	Warning	Fail
Quality Score (avg)	≥7	5-6	<5
CTR (Search)	≥6.66%	3-6.66%	<3%
CVR (Search)	≥7.52%	3-7.52%	<3%
CPC (Search)	≤$5.26	$5.26-8.00	>$8.00
Wasted Spend	<10%	10-20%	>20%
Ad Strength	Good+	Average	Poor
Invalid Clicks	<5%	5-10%	>10%

Output

Google Ads Health Score

Google Ads Health Score: XX/100 (Grade: X)

Conversion Tracking: XX/100  ████████░░  (25%)
Wasted Spend:        XX/100  ██████████  (20%)
Account Structure:   XX/100  ███████░░░  (15%)
Keywords:            XX/100  █████░░░░░  (15%)
Ads:                 XX/100  ████████░░  (15%)
Settings:            XX/100  ██████████  (10%)

Deliverables

GOOGLE-ADS-REPORT.md — Full 74-check findings with pass/warning/fail
Wasted spend estimate (monthly $ value)
Quick Wins sorted by impact
PMax-specific recommendations (if applicable)
Keyword health matrix with QS, CTR, CVR per keyword group

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