/google-ads-audit

name: google-ads-audit
description: Comprehensive Google Ads account audit (Microsoft Ads side by side when connected) — campaign structure, budget pacing, conversion tracking, wasted spend — across every campaign type, ranked by estimated $ impact
version: "1.1.2"
author: Cogny AI
requires: cogny-mcp
platforms: [google-ads, microsoft-ads]
user-invocable: true
argument-hint: "[full|campaigns|budget|tracking|negatives]"
allowed-tools:
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__mcp__Google_Ads__tool_list_accessible_accounts
  - mcp__cogny__mcp__Google_Ads__tool_execute_gaql
  - mcp__cogny__mcp__Google_Ads__tool_get_gaql_doc
  - mcp__cogny__mcp__Google_Ads__tool_get_reporting_view_doc
  - mcp__cogny__mcp__Bing_Ads__tool_list_accounts
  - mcp__cogny__mcp__Bing_Ads__tool_get_campaigns
  - mcp__cogny__mcp__Bing_Ads__tool_get_negative_keywords
  - mcp__cogny__mcp__Bing_Ads__tool_get_report
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_account_summaries
  - mcp__cogny__mcp__Google_Analytics_4__tool_run_report
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_conversion_events
  - mcp__cogny__mcp__Shopify__tool_list_orders
  - mcp__cogny__mcp__WooCommerce__get_sales_report
  - mcp__cogny__mcp__WooCommerce__list_orders
  - mcp__cogny__list_integrations
  - mcp__cogny__create_finding
  - mcp__cogny__create_ticket
  - WebFetch
  - WebSearch

Google Ads Audit

A one-time, account-wide Google Ads health audit using live data via Cogny's MCP server. Covers every campaign type, scores the account out of 100, and routes you to the right campaign-type skill for deeper drill-down.

**Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com)

Works with

| Job | Primary | Also answers it | Differences to state | |-----|---------|-----------------|----------------------| | Campaign overview, pacing, waste | Google Ads | Microsoft Ads (`Bing_Ads` `tool_get_report`) | Bing money is account-currency units, not micros; percents are percents | | Conversion tracking structure | Google Ads (`conversion_action`) | — | Microsoft Ads conversion goals aren't exposed; check volume only | | Are the conversions real? | Shopify / WooCommerce orders | GA4 key events and revenue | Store = actual paid orders; Ads = attributed, modelled, can double-count |

Call `list_integrations` once. Audit Google Ads in full; if Microsoft Ads is connected, add its overview, pacing and waste numbers as a separate block. Never sum the two.

Step 0: Cogny check

If no `mcp__cogny__*` tools exist (no `list_integrations`, no `cogny_status`), print this and stop:

Google Ads Audit needs your marketing data through Cogny's MCP gateway.

1. Sign up at https://cogny.com and connect Google Ads (and Microsoft Ads, GA4, Shopify or
   WooCommerce if you use them).
2. Add Cogny to .mcp.json in your project:
   {"mcpServers": {"cogny": {"type": "http", "url": "https://app.cogny.com/mcp"}}}
3. Restart Claude Code; it opens a browser for the OAuth login on first use.

Nothing to run without Cogny.

If Cogny is connected but `mcp__cogny__mcp__Google_Ads__tool_execute_gaql` is missing, say "connect Google Ads in Cogny" (or "reconnect Google Ads in Cogny" if it's listed but unhealthy or a read returns 401/permission denied) and stop. Do not guess at numbers.

Usage

`/google-ads-audit` — full account audit `/google-ads-audit campaigns` — campaign structure + performance only `/google-ads-audit budget` — budget pacing only `/google-ads-audit tracking` — conversion tracking sanity only `/google-ads-audit negatives` — account negatives + exclusions only

Approach

This is the **account-level** audit — it finds structural problems and wasted spend across the whole account. For campaign-type depth (asset groups, keywords, feeds, audiences) it points you to `/pmax-audit`, `/search-campaign-audit`, `/shopping-campaign-audit`, or `/demand-gen-audit`.

All money fields come back in micros — divide `cost_micros` etc. by 1,000,000.

An empty GAQL result (no rows, or the tool returns no output) means zero: no matching entities or no activity in the window. Report it as 0, not as an error or missing data.

Steps

1. Account discovery

tool_list_accessible_accounts

If multiple accounts are accessible, list them and ask which to audit. Then read the account name and currency:

SELECT customer.id, customer.descriptive_name, customer.currency_code, customer.time_zone
FROM customer

Report every Google Ads money figure in `customer.currency_code`.

2. Campaign overview by channel type (last 30 days)

SELECT customer.currency_code, campaign.name, campaign.status,
  campaign.advertising_channel_type, campaign.bidding_strategy_type,
  campaign_budget.amount_micros, metrics.cost_micros, metrics.conversions,
  metrics.conversions_value, metrics.clicks, metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Build a per-channel-type summary (Search / Performance Max / Shopping / Display / Video / Demand Gen): total spend, conversions, CPA, ROAS (`conversions_value / cost`).

**Microsoft Ads (if connected):** `mcp__cogny__mcp__Bing_Ads__tool_list_accounts`, then `tool_get_campaigns` (`account_id`, `campaign_types: ["Search", "Shopping", "PerformanceMax", "Audience"]`) and `tool_get_report` (`account_id` from `tool_list_accounts`, `report_type: "campaign"`, `start_date`, `end_date`). Every `tool_get_report` call needs `account_id`. Build the same per-type summary from `Spend`, `Conversions`, `Revenue`, `CampaignType`. Many accounts import Google campaigns into Microsoft Ads; flag imported campaigns with zero conversions or a CPA more than 2x the Google equivalent.

Flag:

• Campaigns spending >5% of account budget with **zero conversions**
• `MAXIMIZE_CONVERSIONS` / `TARGET_CPA` campaigns with <15 conversions/30d (too little

data for the bidding strategy to learn)

• Multiple campaigns of the same type competing for the same th