Google Ads - Keywords
10 skills Claude can run against your live accounts through MCP Ads. Each one lists who it is for and the phrase that triggers it.
Keyword skills cover the whole life of a keyword: researching new ones, deciding match types, spotting which existing terms deserve more bid and which should be paused, and finding the long-tail queries that convert cheaply but never made it into the account. Agencies run the performance optimisation weekly or fortnightly as part of the Monday routine and the research and planning skills whenever a client adds a product, a location or a season. Solo business owners usually run keyword research once at launch and the cannibalisation finder when they notice CPCs creeping up for no obvious reason. The Google Ads account has to be connected through MCP Ads; keyword research also benefits from Search Console being connected, because the queries a site already ranks for are the cheapest evidence of intent you will find. Claude reads keyword performance, quality scores, search term reports and, where relevant, auction insights, then applies the procedure in the skill rather than improvising. The output is a table you can act on: keyword, current match type, the metric that triggered the recommendation, the proposed action (pause, bid up, bid down, change match type, add as exact) and a one-line reason. Research skills return grouped keyword lists by theme and intent with suggested match types and starting bids, ready to paste into a new campaign build.
Splits all keyword performance into brand and non-brand segments. Brand keywords convert cheaply but mostly reach people already looking for you. Non-brand keywords reach new customers but cost more. Shows the true cost of acquiring a new customer and justifies brand campaign budget.
For: Agencies, Business Owners
Split performance by brand vs non-brand keywords
Builds a conquest keyword strategy targeting competitor brand names and category terms. Identifies which competitors are worth targeting, what keywords to bid on, how to write ads that legally reference competitors without using their trademarks in copy, and what bid strategy to use.
For: Agencies, Business Owners
Build a competitor keyword strategy for [account]
Finds keywords appearing across multiple campaigns that cause your own ads to compete against each other in the same auction. Internal competition inflates CPCs and wastes budget. Identifies conflicts, calculates the cost, and gives campaign-level negative keyword solutions.
For: Agencies, Business Owners
Find keyword cannibalization issues
Takes a keyword list and monthly budget and forecasts expected impressions, clicks, conversions, CPA, and ROAS. Gives three scenarios: conservative, realistic, and optimistic. Useful for new client proposals and setting expectations before a campaign launches.
For: Agencies, Business Owners
Forecast performance for [keyword list] with [budget] per month
Analyses all keyword performance over the past 14 days. Segments into Stars (profitable, scale), Workers (on target, maintain), Drains (over target, reduce), and Dead Weight (no results, pause). Gives exact bid change recommendations for every keyword that needs adjusting.
For: Agencies, Business Owners
Optimise keywords for [campaign/account]
Generates a full keyword list for a new campaign or expansion. Groups keywords by intent (informational, commercial, transactional) and by theme for proper ad group structure. Recommends match types per keyword, estimates competition and suggested bids, and outputs an upload-ready list.
For: Everyone
Research keywords for [product/service] campaign
Identifies high-intent long-tail keywords (3-5+ words) not yet in the account. Long-tail keywords typically have 40-70% lower CPCs than broad head terms while converting better because the intent is more specific. Groups opportunities by theme and builds new ad group structures.
For: Agencies, Business Owners
Find long-tail keyword opportunities
Reviews match type distribution across all campaigns. Compares CTR, conversion rate, and CPA by match type. Identifies broad match keywords pulling in irrelevant searches, and exact match keywords too narrow to capture volume. Recommends specific match type changes per keyword.
For: Agencies, Business Owners
Review our match type strategy
Pulls the full search terms report and classifies every query. Identifies converting search terms not yet added as keywords, high-spend irrelevant terms to add as negatives, and match type adjustments needed. The highest-ROI weekly task in any Google Ads account — fully automated.
For: Agencies, Business Owners
Mine search terms and tell me what to add as keywords and what to block
Plans keyword expansion and bid strategy for seasonal peaks: Black Friday, Christmas, summer sales, back-to-school, or any industry-specific period. Identifies seasonal keywords to add, when to start increasing bids, how much budget to reserve, and when to scale back after the peak.
For: Agencies, Business Owners
Plan keywords for [seasonal period] for [client]
Run these skills
Download the whole category as a bundle, or copy a trigger phrase above into Claude once the MCP Ads connector is connected.
Download all 10 skills in this category
These skills call the google-ads MCP tools. See the connect guide to link the account first.
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Frequently asked questions
Does Claude get search volume data for new keyword ideas?
Yes, through the Google Ads keyword planning tools exposed by MCP Ads. It reports the volume and competition ranges Google returns, and it says plainly when a term has no data rather than guessing.
Can these skills apply the bid changes automatically?
They can, but only after showing you the full list and getting a yes. Most agencies review the table first and approve it in one go; you can also ask Claude to skip writing changes and only produce the recommendations.