Google Ads Bids & Budgets Skills
6 skills Claude can run against your live accounts through MCP Ads. Bid optimisation, budget reallocation between campaigns, target CPA and ROAS calibration, and device, location and ad schedule adjustments.
Bids and budgets skills answer the questions clients ask most: are we spending what we agreed, is the money going to the campaigns that earn it, and are we paying for hours and devices that never convert. Budget pacing is a daily check for agencies with many accounts and a weekly one for a single account. The cross-campaign optimiser and the budget reallocation skills run at the start of each month when next month's split is being decided. Dayparting, device and geographic analysis are monthly or quarterly jobs, run when enough conversion data has built up for the hourly or regional breakdowns to mean something. The Google Ads account must be connected through MCP Ads; for revenue-based decisions on eCommerce accounts, connecting GA4 lets Claude check that the conversion values it is optimising against match what the store recorded. Claude reads budget pacing, campaign performance, hourly, device and geo breakdowns and the bidding strategy each campaign uses, then applies the procedure. The result is a set of concrete adjustments: new daily budgets to hit the monthly target, campaigns to move money between and by how much, bid modifiers by hour block, device or location, and a note on which changes to make now versus after more data. Every write waits for your approval.
Analyses all keyword bids against CPA or ROAS targets. Calculates exact bid adjustments: which keywords deserve more budget because they are profitable, which need to be reduced because they are too expensive, and which should be paused because no bid level will make them work.
For: Agencies, Business Owners
Optimise all keyword bids for [account]
Analyses performance across all campaigns and recommends specific budget moves. Takes money from campaigns with poor return and insufficient traffic capacity, and moves it to campaigns that are profitable but limited by budget. Shows projected impact of each reallocation.
For: Agencies, Business Owners
Recommend how to reallocate budget across campaigns
Analyses performance by hour of day and day of week. Identifies peak conversion windows where bids should be increased and dead zones where ad spend can be reduced or paused entirely. Calculates the monthly wasted spend from running ads during consistently low-performing hours.
For: Agencies, Business Owners
Analyse performance by time of day and recommend ad schedule adjustments
Compares conversion rates and CPA across desktop, mobile, and tablet. Mobile typically converts at lower rates — if you are paying the same CPC for mobile and desktop clicks you are overpaying for mobile. Recommends exact bid modifier percentages for each device per campaign.
For: Agencies, Business Owners
Analyse device performance and recommend bid adjustments
Pulls performance by country, region, city, and postcode. Ranks locations by conversion rate and CPA. Identifies locations wasting budget with no conversions to exclude, and high-performing locations that deserve increased bids. Gives a complete location bid modifier schedule.
For: Agencies, Business Owners
Analyse performance by location and recommend bid adjustments
Reviews current Target CPA and Target ROAS settings against actual account performance. Targets set too aggressively cause smart bidding to restrict delivery and miss auctions. Targets set too loosely waste budget. Calculates the correct target for each campaign based on recent data.
For: Agencies, Business Owners
Are our Target CPA and ROAS settings correct for each campaign
Run these skills
Download a skill or a whole set above, or copy a trigger phrase into Claude once the MCP Ads connector is connected. Claude reads the procedure, pulls live data and works through the steps; nothing changes in an account until you approve it.
These skills call the google-ads MCP tools. See the connect guide to link the account first.
Other skill collections
23 skills
Google Ads Keyword & Negative Keyword Skills16 skills
Meta Ads Skills: Audits, Audiences, Creative & Reporting16 skills
SEO Skills: Technical Audits, Content & Rankings12 skills
Google Analytics 4 Skills: Traffic, Funnels, Ecommerce & Leads16 skills
Daily, Weekly & Monthly Campaigner Routines17 skills
Agency Skills: Client Setup, Reporting & Management12 skills
B2C Campaign Skills: Launch, Ecommerce & Lead Generation19 skills
Frequently asked questions
Does the pacing check work on accounts using shared budgets?
Yes. Claude reads shared budgets through the manager account tools and reports pacing at the budget level as well as per campaign, so you can see which campaigns are consuming a shared pool.
How much data is needed before dayparting or device bid changes are safe?
The skills look for at least a few dozen conversions per segment before recommending a modifier and say so when a segment is too thin. They favour small adjustments first and suggest reviewing again after two to four weeks.