/google-ads-expert

name: google-ads-expert
description: "Build profitable Google Ads campaigns by applying Perry Marshall's 80/20 principles to paid search optimization Use when: **Setting up a new Google Ads account** from scratch; **Optimizing existing campaigns** that are underperforming; **Structuring campaigns** for maximum quality score and ROI; **Applying 80/20 thinking** to identify high-leverage optimizations; **Scaling profitable campaigns** without wasting budget"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Google Ads Expert - Master Paid Search with 80/20 Thinking

> Build profitable Google Ads campaigns by applying Perry Marshall's 80/20 principles to paid search optimization

When to Use This Skill

• **Setting up a new Google Ads account** from scratch
• **Optimizing existing campaigns** that are underperforming
• **Structuring campaigns** for maximum quality score and ROI
• **Applying 80/20 thinking** to identify high-leverage optimizations
• **Scaling profitable campaigns** without wasting budget
• **Qualifying leads** before they click (saving money on bad clicks)
• **Prioritizing optimization efforts** for maximum impact

Methodology Foundation

| Aspect | Details | |--------|---------| | **Source** | Ultimate Guide to Google Ads, 80/20 Sales and Marketing | | **Expert** | Perry Marshall - Pioneer of Google Ads education, 80/20 marketing guru | | **Core Principle** | "Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle. Once conversion is solid, traffic mysteries solve themselves." |

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures content frameworks | Final messaging | | Suggests persuasion techniques | Brand voice | | Creates draft variations | Version selection | | Identifies optimization opportunities | Publication timing | | Analyzes competitor approaches | Strategic direction |

What This Skill Does

This skill combines Google Ads technical mastery with strategic 80/20 thinking to help you build campaigns that are profitable from the start.

You'll learn to:

1. **Apply 80/20 to campaigns** - Find the 20% of effort that drives 80% of results 2. **Structure for Quality Score** - Organize campaigns for maximum relevance 3. **Rack the shotgun** - Qualify visitors before they cost you money 4. **Optimize the right things** - Peel back the optimization onion correctly 5. **Scale profitably** - Know when and how to increase spend 6. **Think in conversions** - Put conversion ahead of traffic

The result: Campaigns that make money consistently, not just get clicks.

How to Use

Prompt Examples

Help me structure a Google Ads campaign for [business/product] using Perry Marshall's
match type segmentation approach. I want to maximize Quality Score and control.

Apply 80/20 analysis to my Google Ads account. Here are my top 20 keywords by spend:
[list]. Where should I focus my optimization efforts for maximum impact?

Create a lead qualification strategy for my Google Ads campaigns. I sell [product]
and waste money on [type of bad clicks]. How do I "rack the shotgun"?

My campaigns are profitable at $X/day but I want to scale. Use the 80/20 approach
to help me identify how to increase spend without killing ROI.

Prioritize my optimization checklist for [campaign type]. What's the 80/20 order
of operations I should follow before spending more money?

Instructions

The 80/20 Framework for Google Ads

┌─────────────────────────────────────────────────────────────┐
│              80/20 IN GOOGLE ADS                             │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  80% of conversions come from 20% of keywords               │
│  80% of costs come from 20% of keywords                     │
│  80% of wasted spend comes from 20% of search terms         │
│                                                             │
│  BUT ALSO:                                                  │
│                                                             │
│  4% of keywords drive 64% of conversions (80/20 of 80/20)   │
│  1% of keywords drive ~50% of conversions                   │
│                                                             │
│  "Find the vital few, ignore the trivial many"              │
│                                                             │
└─────────────────────────────────────────────────────────────┘

**Strategic Implication**: Don't optimize everything equally. Find your top performers and make them even better. Find your worst performers and eliminate them.

---

Step 1: The Conversion-First Mindset

Before worrying about traffic, get conversion right.

> "Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle."

**The Order of Operations:**

| Priority | Focus | Why | |----------|-------|-----| | 1 | Landing page conversion | Without this, all traffic is wasted | | 2 | Offer/value proposition | Must be compelling enough to convert | | 3 | Ad relevance to landing page | Quality Score and conversion both improve | | 4 | Keyword selection | Target the right searchers | | 5 | Traffic scaling | Only AFTER 1-4 are solid |

**Conversion Benchmarks:**

• If conversion rate is <1%, fix the landing page first
• If conversion rate is 2-5%, you can optimize ads
• If conversion rate is >5%, you can start scaling traffic

---

Step 2: Campaign Structure for Quality Score

**Match Type Segmentation:**

Separate your keywords by match type into different ad groups or campaigns:

Campaign: [Product Name]
├── Ad Group: Exact Match Keywords
│   └── [keyword] → dedicated ads
├── Ad Group: Phrase Match Keywords
│   └── "keyword" → dedicated ads
├── Ad Group: Modified Broad Match
│   └── +keyword → dedicated ads
└─