version: "1.0.1" name: adspirer-google-ads description: Create and manage Google Ads campaigns through Adspirer — Search, Performance Max, Demand Gen, YouTube, and Display. Use for Google Ads keywords, search terms, quality score, bid strategies, sitelinks and extensions, PMax asset groups, or anything on Google/AdWords. Covers the asset-bundle expiry and ad-group-id traps.

Google Ads

Everything on Google goes through the google_ads router. Follow adspirer-mcp for the two-step: {"action": "list_tools"} first, then {"action": "execute", "tool_name": ..., "arguments": {...}}.

Account parameter: customer_id, as a string. Hyphens are stripped for you. Budgets are in dollars — $50/day is 50.0.

Creating a campaign

1. Pick the type. If the user just said "create a campaign," run select_google_campaign_type rather than guessing. Search, Performance Max, Demand Gen, YouTube, and Display solve different problems — references/campaign-types.md has the decision tree and the budget each type actually needs to learn.

2. Gather what's required. Budget, final URL, locations, and the conversion goal. Resolve place names with resolve_google_locations instead of guessing geo ids.

3. Prepare assets. For Performance Max, run discover_existing_assets first — the account usually already has images and logos, and reusing them is faster and better than asking the user to upload. Then validate_and_prepare_assets.

Asset bundles expire after one hour. If more than an hour passed between preparing assets and

creating the campaign, re-run validate_and_prepare_assets and use the fresh bundle. A stale

bundle fails at create time.

4. Create. The campaign comes back paused. It does not spend.

5. Add extensions. This is not optional for Search. A Search campaign without extensions underperforms badly and Google will tell you so. Add at least 4 sitelinks, 4–6 callouts, and structured snippets before you call the build finished. See references/extensions.md.

6. Read it back. List the campaign and confirm budget, status, and targeting match what you intended. Then tell the user it is paused and ask whether to resume.

Keywords and ads attach to ad groups, not campaigns

Any tool that touches a keyword, a negative keyword, or an ad needs an ad_group_id. Run get_campaign_structure to get them. Do not pass a campaign id where an ad group id is expected.

For a keyword plan, search-term mining, or negative candidates, load adspirer-keywords. research_keywords is planner volume. analyze_search_terms is what people actually typed. Keep those two separate, and don't pad a short planner result. A brand query in a non-brand campaign is a routing negative, not waste.

Bidding

Don't set a target CPA or ROAS on a campaign with no conversion history; it has nothing to learn from and will underdeliver. Start with maximize clicks or manual CPC, let conversions accumulate, then move to a target. references/bidding.md has the thresholds.

Conversion actions

People send Google conversions in more than one way: a website tag, a Google tag through Tag Manager, a GA4 import, an offline or click import (Conversions API, a CRM, an API upload), an app SDK, calls, or a lead form. Judge each action by its own source.

• A tag chip that says Urgent, or an empty Data manager, does not mean tracking is broken. Those

signals apply to tag-based actions. "Import from clicks" is judged by the last conversion date and import quality, not by a listed connection.

• Bidding uses primary actions. Secondary actions still show up in All conv. A wide gap

between Conversions and All conv. means most of the activity is invisible to bidding. Primary versus secondary is set in the Google Ads UI, not through Adspirer.

• audit_conversion_tracking is the API check. It looks back from today. No delivery in that

window is not a broken tag. With several Google accounts connected it can ignore customer_id — retry once, then the error catalog in adspirer-mcp.

• When the API can't show the method, read the ads UI with adspirer-ads-manager-browser. Tag

configuration is adspirer-tag-manager. GA4 key events are a different number (adspirer-google-analytics). Don't swap them.

Don't launch Performance Max on tracking you haven't actually checked. A tag warning alone is not that check. See references/campaign-types.md.

Reading performance

get_campaign_performance is a direct, top-level tool — do not route it through google_ads. It renders a performance card. Pass raw_data: true when the user wants the numbers rather than the summary.

For waste, analyze_wasted_spend finds spend with no conversions. For a sudden change, explain_performance_anomaly compares windows and attributes the delta.

Rate limits

Google counts keyword operations, not calls: roughly 300/hour and 500/day at the keyword level. Adding two thousand keywords in one sitting will hit the ceiling. Batch large keyword work and tell the user if you're pacing it.

References

• references/campaign-types.md — which type to use, and the budget each needs
• references/bidding.md — bid strategies and when each becomes viable
• references/pmax-assets.md — Performance Max asset requirements
• references/extensions.md — the mandatory extensions step