/pmax-launch-kit

name: pmax-launch-kit
description: Build a complete Performance Max campaign from a brand URL — asset group copy, search themes, audience signals, image/video shot list, settings — ready to paste into Google Ads
version: "1.1.1"
author: Cogny AI
platforms: []
user-invocable: true
argument-hint: "<brand url>"
allowed-tools:
  - WebFetch
  - WebSearch
  - Bash
  - Read
  - Write
  - mcp__cogny__refresh_mcp_discovery
  - mcp__cogny__list_integrations
  - mcp__cogny__mcp__Google_Ads__tool_generate_keyword_ideas
  - mcp__cogny__mcp__Google_Ads__tool_list_accessible_accounts
  - mcp__cogny__mcp__Google_Ads__tool_list_audience_segments
  - mcp__cogny__mcp__Semrush__phrase_related
  - mcp__cogny__mcp__Semrush__domain_paid_keywords
  - mcp__cogny__mcp__Ahrefs__keywords_explorer
  - mcp__cogny__mcp__Google_Analytics_4__tool_list_audiences
  - mcp__cogny__mcp__Shopify__tool_list_orders
  - mcp__cogny__mcp__WooCommerce__get_top_sellers_report
  - mcp__cogny__mcp__GrowthBook__list_experiments
  - mcp__cogny__mcp__GrowthBook__get_experiment_results

Performance Max Launch Kit

Give it a brand URL and get back everything you need to build a Performance Max campaign — every headline, description, search theme, audience signal, plus an image/video shot list and the campaign settings. No account connection required; this works entirely from the public website.

Usage

`/pmax-launch-kit cogny.com` — build a launch kit for that brand `/pmax-launch-kit example.com/product-x` — focus the kit on one product or category

Works with

Runs with zero accounts. If a Cogny workspace is connected (`list_integrations`), these sharpen the kit:

| Job | Without accounts | Enhanced when connected (primary first) | |-----|------------------|------------------------------------------| | Search themes | Website + `WebSearch` | Google Ads `tool_generate_keyword_ideas` · Semrush `phrase_related`, `domain_paid_keywords` · Ahrefs `keywords_explorer` | | Asset group split | Site navigation | Shopify `tool_list_orders` or WooCommerce `get_top_sellers_report` (what actually sells) | | Audience signals | Generic segment advice | GA4 `tool_list_audiences` (existing first-party lists) · Google Ads `tool_list_audience_segments` | | Copy angles | Site and reviews | GrowthBook `list_experiments`, `get_experiment_results` (headlines/offers already tested) |

Steps

1. Read the brand

`WebFetch` the URL (and 2–4 key pages: product, pricing, about, a category page). `WebSearch` the brand name for positioning and review language. Extract:

• What is sold, and the single clearest value proposition
• Who buys it (audience, use cases, pain points)
• Proof points — numbers, awards, named customers, guarantees
• Price band and offer (free trial, free shipping, discount)
• Brand voice — words the site uses, tone, what it avoids
• The conversion action (purchase, signup, lead, demo, install)

If the site is thin or unreachable, ask the user for a one-paragraph description rather than inventing facts.

**Enhanced when connected:** if GrowthBook is connected, `list_experiments` and `get_experiment_results` (`experiment_id`) for past landing-page or offer tests. Lead the copy with the winning angle and don't re-propose a losing one; cite the experiment.

2. Decide the asset group structure

One asset group per distinct audience or product line. For most brands start with 1–2 asset groups. Name each by the theme it targets (e.g. "Solo founders", "Agencies"). With a store connected, base the split on the last 90 days' top sellers (Shopify `tool_list_orders` with `query_filter: "created_at:>=YYYY-MM-DD financial_status:paid"`, or WooCommerce `get_top_sellers_report` with `date_min`, `date_max`), not on site navigation. Each asset group gets its own copy, themes, and signal — never reuse one set of copy across different audiences.

**Different conversion goals → separate campaigns, not asset groups.** Conversion goals are set per campaign (account-default or campaign-specific), never per asset group, and budget and bidding are shared across a campaign's asset groups. If one audience should drive purchases and another demo requests or leads, or the two need different tROAS/tCPA targets, propose one PMax campaign per goal, each with its own asset groups.

3. Write the asset group copy

For **each** asset group, produce exactly:

**Headlines — 15, each ≤30 characters.** Mix: value props, the offer, social proof, features, light CTAs. Vary openings. Count every character.

**Long headlines — 5, each ≤90 characters.** Full thoughts that stand alone — these show where the format has room.

**Descriptions — 5 total: 1 short (≤60 characters) + 4 standard (≤90 characters).** Each makes a complete point; at least one names the offer, one names proof.

**Business name — ≤25 characters.**

**Calls to action** — suggest 2–3 fitting the conversion (Get started, Sign up, Shop now, Get a quote).

Show each list in a table with a character count column so nothing is over the limit.

4. Search themes — up to 50

List up to 50 search themes per asset group (Google Ads limit; aim for 15–25 strong ones rather than padding to 50): the queries this audience actually types. Cover branded-adjacent, category, problem-phrased, and competitor-alternative themes. Do **not** include the brand's own name (PMax already captures brand search; a brand theme just inflates cannibalization). Mark any theme that risks pulling junk traffic.

**Enhanced when connected:** validate themes with real demand. Google Ads `tool_generate_keyword_ideas` (`customer_id`, `page_url` or `seed_keywords`, `geo_target_ids`); else Semrush `phrase_related` (`phrase`, `database`) or Ahrefs `keywords_explorer` (`keywords`, `country`). Semrush `domain_paid_keywords` (`domain`) on a competitor shows what they already pay for. Add a volume column and name its source; volumes differ between tools.

5. Audience signals

Recommend a signal per asset group — signals speed up learni