/ads-keywords

name: Google Ads Keyword Strategy
description: Builds a complete Google Ads keyword strategy with search intent mapping, ad group structure, match type recommendations, negative keyword lists, estimated CPC ranges, Quality Score optimization, and ready-to-implement campaign architecture

Google Ads Keyword Strategy

Skill Purpose

Build a complete, implementation-ready Google Ads keyword strategy from scratch. This skill maps search intent across the entire buyer journey, organizes keywords into tightly themed ad groups, recommends match types, builds comprehensive negative keyword lists, estimates CPC ranges by cluster, provides Quality Score optimization tips, and outputs a campaign structure with headline and description suggestions for every ad group. The output is detailed enough that an ad buyer can build the campaigns in Google Ads Manager without additional research.

When to Use

• User runs `/ads keywords <url>`
• User asks for Google Ads keyword research, keyword strategy, or search campaign planning
• Called as a subagent from `/ads strategy` (the main orchestrator)
• User wants to launch or improve Google search campaigns
• User needs keyword grouping, negative keywords, or ad group architecture

Input Requirements

• **Required:** A business URL to analyze
• **Optional:** Target location/geography, monthly budget, existing Google Ads data, specific products/services to focus on, competitor URLs

How to Execute

Step 1: Business & Market Intelligence

Fetch the business URL using `WebFetch` and extract:

| Data Point | Where to Find | |---|---| | Business name | Page title, logo, about page | | Industry/category | Services, products, positioning | | Products/services offered | Product pages, service pages, pricing page | | Geographic focus | Service areas, locations, shipping scope | | Price positioning | Pricing page, product prices, "starting at" text | | Current SEO keywords | Meta titles, H1s, page URLs, blog topics | | Value proposition | Hero section, tagline, about page | | Competitor names | "Why choose us" sections, comparison pages | | Customer language | Testimonials, reviews, FAQ content |

Run keyword research searches:

WebSearch: "[Business type]" Google Ads keywords
WebSearch: "[Industry]" high intent keywords
WebSearch: "[Product/service]" search terms people use
WebSearch: "[Business Name]" competitors Google Ads
WebSearch: "[Industry]" average CPC Google Ads 2025
WebSearch: site:[competitor URL] (to understand competitor positioning)

Step 2: Search Intent Mapping

Map all discovered keywords into four intent categories:

## Search Intent Map

### 1. Informational Intent (Top of Funnel — Awareness)
Users researching, learning, or exploring. Not ready to buy yet.

**Signal words:** how to, what is, why, guide, tips, best practices, examples, tutorial, learn
**Campaign role:** Brand awareness, content marketing, remarketing list building
**Bid strategy:** Low bids, target impression share, or skip if budget is tight

| Keyword | Est. Monthly Volume | Est. CPC | Competition | Notes |
|---|---|---|---|---|
| [keyword 1] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 2] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 3] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 4] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 5] | [volume range] | $[range] | Low/Med/High | [note] |
[...continue for 10-15 keywords]

### 2. Navigational Intent (Mid-Funnel — Consideration)
Users looking for a specific brand, product, or website. May be comparing options.

**Signal words:** [brand name], [product name], login, pricing, reviews, vs, compare, alternative to
**Campaign role:** Brand defense, competitor conquesting, comparison capture
**Bid strategy:** High bids on branded terms, moderate on competitor terms

| Keyword | Est. Monthly Volume | Est. CPC | Competition | Notes |
|---|---|---|---|---|
| [keyword 1] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 2] | [volume range] | $[range] | Low/Med/High | [note] |
[...continue for 5-10 keywords]

### 3. Commercial Investigation Intent (Mid-to-Bottom Funnel)
Users actively comparing solutions before purchasing. High-value traffic.

**Signal words:** best, top, review, comparison, vs, alternative, which, recommended
**Campaign role:** Consideration capture, competitive differentiation
**Bid strategy:** Moderate-to-high bids, maximize conversions

| Keyword | Est. Monthly Volume | Est. CPC | Competition | Notes |
|---|---|---|---|---|
| [keyword 1] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 2] | [volume range] | $[range] | Low/Med/High | [note] |
[...continue for 10-15 keywords]

### 4. Transactional Intent (Bottom of Funnel — Conversion)
Users ready to buy, sign up, or take action. Highest-value keywords.

**Signal words:** buy, order, hire, book, schedule, get quote, pricing, cost, near me, free trial, sign up, discount, coupon
**Campaign role:** Direct conversion, lead generation, sales
**Bid strategy:** Highest bids, target CPA or maximize conversions

| Keyword | Est. Monthly Volume | Est. CPC | Competition | Notes |
|---|---|---|---|---|
| [keyword 1] | [volume range] | $[range] | Low/Med/High | [note] |
| [keyword 2] | [volume range] | $[range] | Low/Med/High | [note] |
[...continue for 15-20 keywords]

Step 3: Keyword Grouping Into Ad Groups

Organize keywords into tightly themed ad groups. Each ad group should contain **3-5 closely related keywords** that can share the same ad copy.

## Ad Group Architecture

### Campaign: [Campaign Name — e.g., "Brand", "Non-Brand Core", "Competitor", "Long-Tail"]
**Campaign type:** Search
**Bidding strategy:** [Recommended strategy]
**Daily budget suggestion:** $[amount]
**Geographic targeting:** [Location]

---

#### Ad Group 1: [Theme Name]
**Intent:** [Informational / Commercial / Transactional]
**Theme:** [What u