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

Campaign Structure

Account
├── Campaign: Brand (Search)
├── Campaign: Non-Brand (Search)
├── Campaign: Retargeting (Display)
└── Campaign: Performance Max

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

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.

Quality Score Levers

Factor	Action
Expected CTR	Improve ad relevance; test headlines
Ad relevance	Align ad copy to keyword intent
Landing page	Ad-to-page alignment; fast load; mobile-friendly

Target: Quality Score ≥6; higher = lower CPC, better ad rank.

Bidding Strategy

Conversions/month	Strategy
<50	Manual CPC
50–100	Target CPA
100+	Target ROAS

Tracking

Enhanced Conversions: Server-side signals for better attribution
Offline conversion imports: B2B; CRM → Google Ads
UTM: Consistent parameters for GA4 cross-check

Paid–Organic Cannibalization

When you rank organically (position 4+) for a keyword and also run PPC, paid ads can absorb clicks that would go to organic. Audit: Cross-reference GSC organic rankings with Search Terms report. If organic ranks well, test pausing PPC on those terms to free budget for higher-impact keywords.

Reference: Backlinko – SEO and PPC: 8 Smart Ways to Align

Pre-Launch Checklist

Conversion tracking tested with real conversion
Landing page loads <3s; mobile-friendly
UTM parameters working
Negative keyword list built (include support terms from keyword-research)
Budget set; targeting matches audience

Related Skills

pmf-strategy: PMF validation framework; when to use PMF testing vs conversion-driven
paid-ads-strategy: Channel selection; budget allocation; ad-to-page alignment
keyword-research: Keyword list, clusters, intent; support terms for negative keywords; PPC data feeds back SEO priority
traffic-analysis: UTM for attribution; paid–organic cannibalization audit
landing-page-generator: LP structure for paid traffic; PAA → FAQ
analytics-tracking: Conversion tracking; ROAS measurement