google-ads-optimize

Google Ads Optimization

Use this skill with the burnr8 MCP tools to find and fix wasted ad spend.

Workflow

1. Call cleanup_wasted_spend to identify non-converting keywords
2. Call get_search_terms_report to find irrelevant queries
3. Apply the rules below to build negative keyword and pause recommendations
4. Present savings estimate before executing changes

Negative Keyword Rules

CRITICAL — bad negatives kill campaigns:

• NEVER suggest Broad Match negatives — they block too broadly
• Default to Exact Match [keyword] for specific irrelevant queries
• Use Phrase Match "keyword" for irrelevant intent patterns
• Source negatives from the actual Search Terms Report, NOT guesses
• Group into themed lists:
  • Informational: "how to", "what is", "tutorial", "DIY"
  • Job-seeker: "jobs", "careers", "salary", "hiring"
  • Free-intent: "free", "crack", "torrent", "no cost"
  • Competitor: only if intentionally excluded
• Review existing negatives for over-blocking before adding more

Keyword Pause Criteria

Pause a keyword when ALL of these are true:

• Spend > $20 in the period
• 0 conversions
• Quality Score < 5 (or no QS data)

Do NOT pause keywords that:

• Have conversions (even 1)
• Have QS >= 7 (they may just need better ads)
• Are brand terms (protect regardless of metrics)

Budget Reallocation

After identifying waste:

1. Calculate monthly wasted spend in dollars
2. Identify budget-constrained campaigns (use get_competitive_metrics — look for budget_lost_impression_share > 10%)
3. Recommend moving budget from wasted areas to constrained winners
4. Show total budget stays the same — just redistributed

Presenting Recommendations

Always present as:

Keyword	Spend	Clicks	Conversions	QS	Action

Sort by spend descending. Show estimated monthly savings. Ask for confirmation before executing any changes.