Google Ads
Structure Google Search and Performance Max campaigns for PMF landing-page tests or post-PMF conversion scaling.
Overview
Google Ads is an agent skill most often used in Launch (also Validate scope, Grow lifecycle) that sets up and optimizes Google Ads for PMF tests or conversion-driven search campaigns.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill google-adsWhat is this skill?
- Splits PMF testing mode ($47–500 budgets) vs conversion-driven ROAS scaling
- Maps metrics: CTR, sign-up rate, bounce for PMF; ROAS, CAC, conversion rate after validation
- Covers Responsive Search Ads, Performance Max, and high-intent keyword bidding
- Aligns ad copy to landing-page promises to protect Quality Score and message match
- Documents two campaign modes: PMF testing vs conversion-driven
- PMF testing budget range cited as $47–500 to start small
Adoption & trust: 1.1k installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You have search demand or hypothesis-driven messaging but no structured Google Ads plan that separates cheap PMF validation from expensive conversion scaling.
Who is it for?
Indie SaaS or info-product builders with a landing page and billing tolerance from roughly $47 upward who want intent-based Google traffic.
Skip if: Founders seeking organic-only SEO playbooks or full cross-channel media plans without opening paid-ads-strategy.
When should I use this skill?
When the user mentions Google Ads, PPC, SEM, PMF testing with ads, Responsive Search Ads, Performance Max, Quality Score, or keyword bidding.
What do I get? / Deliverables
You get a mode-appropriate campaign blueprint, landing-page alignment, and metric focus—then iterate creatives and keywords against CTR or ROAS targets.
- Campaign structure and keyword plan
- Ad copy and RSA guidance
- Mode-specific metric dashboard focus
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Paid search is the primary acquisition lever in Launch distribution, while PMF ad tests also reach back into Validate. The skill centers campaign build, keywords, RSA, Quality Score, and ROAS—classic paid distribution, not organic SEO alone.
Where it fits
Spend a sub-$500 Search budget to learn if bounce rate kills a positioning angle before building features.
Launch RSA groups tied to problem-aware keywords for a new indie SaaS checkout flow.
Shift from signup CTR tests to ROAS targets on returning-customer search campaigns.
How it compares
Use for Google Search intent and RSA structure; pair with paid-ads-strategy when choosing budget across Meta, LinkedIn, and Google.
Common Questions / FAQ
Who is google-ads for?
Solo builders commercializing or validating offers who will run Google Search, RSA, or Performance Max themselves or with an agent copilot.
When should I use google-ads?
Use it in Validate to PMF-test headlines on a waitlist LP, in Launch to capture high-intent queries, and in Grow when tuning lifecycle offers against ROAS and CAC.
Is google-ads safe to install?
Review the Security Audits panel on this Prism page; the skill advises on ad accounts and spend but does not replace Google's billing and policy controls.
SKILL.md
READMESKILL.md - Google Ads
# 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