google-ads-campaign-builder

Process

1. Define objective — What business outcome? (Sales, Leads, Traffic, Awareness, App installs)
2. Select campaign type — Use the Decision Tree below
3. Configure settings — Bid strategy, budget, targeting, schedule
4. Build ad groups / asset groups — Structure by theme, product, or audience
5. Create ads / assets — RSAs, images, videos per campaign type requirements
6. Add extensions / assets — Sitelinks, callouts, structured snippets, etc.
7. Set audience signals — Remarketing lists, in-market, custom segments
8. Launch and monitor — Learning phase: 7-14 days, don't make changes

Read references/campaign-types.md for detailed setup guides per campaign type. Read references/rsa-copy-guide.md for RSA headline and description writing frameworks.

Campaign Type Decision Tree

Q1: What's your primary goal?

Goal	Best Campaign Type	Conditions
Capture high-intent search demand	Search or AI Max	Have keywords/themes to target
Full-funnel automated coverage	Performance Max	Have assets (images, video, feed) + $50-100/day minimum
Product sales (ecommerce)	PMax (with Merchant Center) or Shopping	Product feed in Merchant Center
Awareness / consideration	Demand Gen or Video	Have video/image creative assets
App installs / engagement	App	Have mobile app on iOS/Android
Phone calls	Call	Service business, mobile-focused
Hotel bookings	Hotel	Hospitality, Hotel Center linked
Remarketing (display)	Display	Have remarketing audiences built

Q2: Which Search campaign type?

Scenario	Recommendation
Mature account, 50+ conversions/month, want AI optimization	AI Max for Search (global beta September 2025, avg 34% conversion improvement)
Need granular keyword control	Standard Search
New account, building data	Standard Search (build to 30+ conversions/month first)
Full-funnel with Search + Shopping + Display + Video	Performance Max

Q3: How does everything fit together? (2025 Power Pack strategy)

• Demand Gen → Awareness and consideration (YouTube, Discover, Gmail)
• AI Max for Search → Intent capture with AI-driven optimization
• Performance Max → Full-funnel scale across all Google properties
• This replaces the older "Power Pair" (Search + PMax) approach

Bid Strategy Selection

Monthly Conversions	Recommended Strategy	Notes
0-15	Manual CPC or Maximize Clicks (with bid cap)	Not enough data for automation
15-30	Maximize Conversions	Building data, algorithm learning
30-50	Maximize Conversions or tCPA	Enough for tCPA if CPA stable
50+	tCPA or tROAS	Full Smart Bidding. tROAS needs 50+, ideally 100+
Portfolio (multiple campaigns)	Portfolio bid strategies	Shared budget across campaigns. Typical lift: 19-27% ROAS improvement

CRITICAL: ECPC deprecated March 31, 2025. Do not configure or recommend Enhanced CPC. Campaigns not migrated now run on Manual CPC.

tCPA/tROAS target setting:

• Start at actual historical CPA/ROAS (not aspirational targets)
• Adjust in 10-15% increments after 2+ weeks of data
• Too aggressive a target = delivery collapse. Algorithm can't hit unrealistic goals

Budget Rules

Campaign Type	Minimum Budget	Rule
Performance Max	$50-100/day	Daily budget ≥ 3x target CPA. Under $1K/month → use focused Search instead
Search	No hard minimum	Budget should allow 10+ clicks/day for meaningful data
AI Max	$50-100/day recommended	Similar to PMax — needs budget for AI exploration
Demand Gen	$50+/day	Needs volume for YouTube/Discover optimization
Display	$20+/day	Lower CPCs but need volume
Video	$10-50+/day	Varies by format and objective

Budget scaling rule: Increase by 20% increments maximum. Larger jumps can reset learning and destabilize performance.

Budget allocation guidance (60/30/10):

• 60% to proven, high-performing campaigns
• 30% to scaling tests and expansion
• 10% to experimental campaign types or audiences

Universal Settings Checklist

Apply to every campaign at setup:

Setting	Recommendation
Networks	Search: uncheck Display Network (unless intentional). PMax: all networks automatic
Locations	Target "Presence" (people IN location), not "Presence or Interest" (default includes people searching ABOUT the location)
Languages	Match your target market. English for English markets
Ad schedule	Start 24/7. Optimize day/time after 90 days of conversion data
Ad rotation	"Optimize" (let Google prioritize best ads). "Do not optimize" only for strict A/B testing
Conversion actions	Select the right primary conversion action per campaign (not account default if it's wrong)
Start/end dates	Set end date for promotional campaigns. No end date for evergreen
URL expansion	PMax: review and restrict if sending to unintended pages

Extensions / Assets Setup

Add all applicable extensions — each type increases ad real estate and CTR:

Extension Type	What to Include	Priority
Sitelinks	4-6 deep links to key pages (pricing, features, testimonials, contact)	Must-have
Callouts	Unique selling points: "Free Shipping", "24/7 Support", "No Contract"	Must-have
Structured snippets	Categories: Services, Brands, Types, Destinations	Must-have
Image extensions	Relevant product/brand images	High
Price extensions	Product/service pricing tiers	High (if pricing is public)
Call extensions	Phone number for call-focused businesses	High (service businesses)
Promotion extensions	Active sales, seasonal offers, coupon codes	When applicable
Lead form extensions	In-ad lead capture form	Lead gen campaigns
Location extensions	Business address (linked Google Business Profile)	Local businesses
App extensions	App download link	If you have an app

Output Format

## Google Ads Campaign Build Plan

### Campaign Overview
- Campaign name: [Platform_Objective_Audience_Geo_Date]
- Campaign type: [type]
- Objective: [Sales/Leads/Traffic/Awareness]
- Bid strategy: [strategy] — rationale: [why]
- Daily budget: $[X] — Monthly: $[X]
- Target CPA/ROAS: [target] (based on [historical data / industry benchmark])

### Campaign Settings
- Networks: [selected networks]
- Locations: [targets] (Presence only)
- Languages: [languages]
- Ad schedule: [schedule]
- Conversion actions: [primary action]

### Ad Groups / Asset Groups
| Group | Theme/Audience | Keywords/Signals | Ads/Assets |
|-------|---------------|-----------------|-----------|
| [name] | [theme] | [keywords or audience signals] | [ad count] |

### Ads / Assets Created
[Campaign-type-specific creative details]

### Extensions
| Type | Content |
|------|---------|
| Sitelinks | [4-6 links] |
| Callouts | [USPs] |

### Launch Checklist
- [ ] Conversion tracking verified
- [ ] Bid strategy and budget set
- [ ] Location targeting set to "Presence"
- [ ] Ad copy reviewed and approved
- [ ] Extensions added (minimum: sitelinks + callouts + structured snippets)
- [ ] Audience signals configured (PMax/Demand Gen)
- [ ] Landing pages tested (load <3 sec, mobile-friendly)
- [ ] Negative keywords added (Search campaigns)
- [ ] 7-14 day learning phase plan: no major changes

Example

Input: "I run a B2B SaaS selling HR software. $200 target CPA, $6K/month budget, currently getting about 40 conversions/month from our existing campaigns. I want to set up a new campaign to capture more demo requests."

Output:

Google Ads Campaign Build Plan

Campaign Overview

• Campaign name: Google_Search_HRSoftware_DemoRequests_US_Apr2026
• Campaign type: AI Max for Search — with 40 conversions/month and strong tracking, AI Max is ideal (global beta September 2025, avg 34% conversion improvement vs standard Search)
• Objective: Leads (Demo Requests)
• Bid strategy: tCPA at $200 — 40 conversions/month meets minimum threshold for tCPA (30+). Set at current actual CPA, not aspirational
• Daily budget: $197/day (~$6K/month)
• Fallback: If AI Max isn't available, standard Search with tCPA

Campaign Settings

• Networks: Search only (Display Network unchecked)
• Locations: United States — Presence only
• Languages: English
• Ad schedule: 24/7 (optimize after 90 days of day/time conversion data)
• Conversion actions: Primary = "Demo Request Submitted" (not page views or clicks)

Ad Groups

Group	Theme	Keywords	Match Type
HR Software - Core	Core product	hr software, human resources software, hr management system	Broad (40 conv/mo + tCPA qualifies for broad + Smart Bidding)
HR Software - Features	Feature-specific	employee onboarding software, payroll management system, time tracking software	Broad
HR Software - Competitors	Competitor alternatives	[competitor] alternative, switch from [competitor]	Exact (protect high-intent competitor queries)
HR Software - SMB	Size-segment	hr software small business, affordable hr platform	Phrase (controlled expansion for new theme)

RSA Headlines (per ad group — see references/rsa-copy-guide.md for framework)

Core ad group example (15 headlines):

1. "HR Software That Saves 10+ Hours/Week" (benefit — pin position 1)
2. "All-in-One HR Management Platform" (category)
3. "Trusted by 2,000+ HR Teams" (social proof)
4. "Onboarding, Payroll & Time Tracking" (features)
5. "See a Demo in 15 Minutes" (CTA — pin position 2)
6. "No Long-Term Contract Required" (objection handling)
7. "Rated #1 HR Software for SMBs" (authority)
8. "Streamline Your Entire HR Workflow" (benefit)
9. "Free Demo — See It in Action" (CTA)
10. "Replace Spreadsheets with [Brand]" (problem/solution)
11. "Built for Growing Companies" (audience)
12. "SOC 2 Compliant & Secure" (trust)
13. "Implementation in Under 2 Weeks" (objection handling)
14. "Custom Pricing for Your Team Size" (pricing)
15. "HR Teams Love Our Platform" (testimonial angle)

4 Descriptions:

1. "Book a 15-minute demo and see how [Brand] automates onboarding, payroll, time tracking, and compliance for growing HR teams."
2. "Join 2,000+ companies using [Brand] to cut HR admin time by 60%. No long contracts, SOC 2 compliant, setup in days."
3. "From hiring to payroll to performance reviews — one platform for all your HR needs. Start your free demo today."
4. "Affordable HR software built for 10-500 employee companies. See pricing and get a personalized demo."

Extensions

Type	Content
Sitelinks	Pricing, Features, Customer Stories, Book a Demo, Integrations, About Us
Callouts	"No Long-Term Contract", "SOC 2 Compliant", "24/7 Support", "2-Week Setup"
Structured snippets	Services: Onboarding, Payroll, Time Tracking, Compliance, Performance Reviews
Image	Product UI screenshot, team photo, customer logos
Lead form	Name, work email, company size → "Request a Demo"

Negative Keywords

• Jobs list: hr jobs, hr salary, hr manager jobs, hiring, careers, glassdoor
• Free/DIY: free hr software, open source hr, hr template, hr spreadsheet
• Education: what is hr, hr certification, hr course, shrm, hr degree
• Enterprise (if SMB-focused): enterprise hr, hr for 10000 employees

Launch Checklist

• Enhanced conversions enabled for "Demo Request Submitted"
• tCPA set at $200 (actual historical CPA)
• Location: US, Presence only
• AI Max text guidelines configured for brand voice
• All 4 extension types added
• Landing page loads <3 sec, mobile-optimized, form above fold
• Negative keyword lists applied (4 lists)
• 7-14 day learning phase: no bid, budget, or audience changes

Guidelines

• Don't launch PMax on a tiny budget. $50-100/day minimum, daily budget ≥ 3x target CPA. Under $1K/month, use focused Search campaigns instead.
• Don't use ECPC. Deprecated March 31, 2025. If someone asks, redirect to Manual CPC or Smart Bidding.
• Don't change campaigns during learning phase. 7-14 days. Performance will fluctuate — this is normal. Premature changes reset the learning clock.
• Don't set aspirational tCPA/tROAS targets. Start at actual historical performance. Algorithm needs achievable targets. Adjust 10-15% after 2+ weeks.
• Don't skip location targeting settings. Default "Presence or Interest" includes people searching ABOUT a location, not just people IN it. Switch to "Presence" for most campaigns.
• Don't forget negative keywords on Search campaigns. Build themed lists before launch, not after money is wasted.
• Don't use broad match without Smart Bidding + 50 conversions/month. Hard requirement. Broad match with manual bidding wastes budget.
• AI Max learning phase is real. Global beta September 2025. Smart Bidding Exploration will test new queries — expect some initial volatility. Monitor but don't intervene for 7-14 days.
• Cross-references: For keyword research feeding into Search campaigns, use the google-ads-keyword-engine skill. For product feed setup (Shopping/PMax), use the google-merchant-center skill. For Meta campaign building, use the meta-ads-campaign-builder skill. For ongoing optimization after launch, use the google-ads-optimizer skill. For full account audit before building new campaigns, use the google-ads-audit skill.
• Confidence: Conversion improvement estimates (e.g., AI Max avg 34%) are from Google's early testing data and may vary. Budget recommendations are minimums — more data = better optimization.