google-ads-audit · diff
v1.0.0 to v1.1.2
91 added, 16 removed. Audit A to A.
---
name: google-ads-audit
description: Deep Google Ads account audit — keywords, quality scores, budget pacing, search terms
- version: "1.0.0"
+ version: "1.1.2"
author: Cogny AI
requires: cogny-mcp
- platforms: [google-ads]
+ platforms: [google-ads, microsoft-ads]
user-invocable: true
argument-hint: "[full|keywords|budget|quality|search-terms]"
allowed-tools:
- - mcp__cogny__google_ads__*
+ - 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_report
+ - mcp__cogny__mcp__Shopify__tool_list_orders
+ - mcp__cogny__mcp__WooCommerce__get_sales_report
+ - mcp__cogny__list_integrations
- mcp__cogny__create_finding
+ - mcp__cogny__create_ticket
- WebFetch
- WebSearch
---
# Google Ads Audit
Comprehensive Google Ads account audit using live data via Cogny's MCP server.
- **Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com/agent)
+ **Requires:** Cogny Agent subscription ($9/mo) — [Sign up](https://cogny.com)
- ## Prerequisites Check
+ ## Works with
- Before starting, verify you have Google Ads MCP tools available. If `mcp__cogny__google_ads__tool_execute_gaql` is not available:
+ | Job | Primary | Also answers it | Differences to state |
+ |-----|---------|-----------------|----------------------|
+ | Campaigns, keywords, QS, search terms, pacing | Google Ads | Microsoft Ads (`Bing_Ads` `tool_get_report`) | Bing money is account-currency units, not micros; QS components are 1–3 |
+ | Are the conversions real? | Shopify / WooCommerce orders | — | Store = paid orders; Ads = attributed |
+ Call `list_integrations` once. Report Microsoft Ads as its own block; never sum currencies.
+
+ ## Step 0: Cogny check
+
+ If no `mcp__cogny__*` tools exist (no `list_integrations`, no `cogny_status`), print this and stop:
+
```
- This skill requires Cogny's Google Ads MCP server.
+ Google Ads Audit needs your marketing data through Cogny's MCP gateway.
- 1. Sign up at https://cogny.com/agent
- 2. Connect your Google Ads account
- 3. Add your API key to .mcp.json
- 4. Restart Claude Code
+ 1. Sign up at https://cogny.com and connect Google Ads (and Microsoft Ads, 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.
- See the README for setup instructions.
+ 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.
+
## Usage
`/google-ads-audit` — full account audit
`/google-ads-audit keywords` — keyword performance only
`/google-ads-audit budget` — budget pacing only
`/google-ads-audit quality` — quality scores only
`/google-ads-audit search-terms` — search term analysis only
## Full Audit Steps
+ Money fields are micros (divide by 1,000,000). An empty GAQL result (no rows, or no output)
+ means zero (no matching entities or no activity in the window), not an error.
+
### 1. Account Discovery
```
- google_ads__tool_list_accessible_accounts
+ mcp__cogny__mcp__Google_Ads__tool_list_accessible_accounts
```
Identify the account and confirm access.
### 2. Campaign Overview (last 30 days)
```sql
SELECT campaign.name, campaign.status, campaign.bidding_strategy_type,
campaign_budget.amount_micros, metrics.cost_micros, metrics.conversions,
metrics.clicks, metrics.impressions, metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC
```
### 3. Keyword Performance
```sql
SELECT ad_group_criterion.keyword.text, ad_group_criterion.keyword.match_type,
ad_group_criterion.quality_info.quality_score, campaign.name,
metrics.cost_micros, metrics.conversions, metrics.clicks, metrics.impressions
FROM keyword_view
WHERE segments.date DURING LAST_30_DAYS AND metrics.cost_micros > 0
ORDER BY metrics.cost_micros DESC LIMIT 50
```
- Flag: QS < 4, zero conversions with high spend, broad match bleeding
+ Flag: QS 1–3, zero conversions with high spend, broad match bleeding. A Quality Score of 0
+ or null means "not scored" (too few impressions), not a low score; count those separately
+ and don't flag them.
+ Microsoft Ads: `mcp__cogny__mcp__Bing_Ads__tool_list_accounts` for the `account_id`, then
+ `mcp__cogny__mcp__Bing_Ads__tool_get_report` (`account_id`, `report_type: "keyword"`); `QualityScore`, `ExpectedCtr`, `AdRelevance`,
+ `LandingPageExperience` (1 = below average, 3 = above).
+
### 4. Search Term Analysis
```sql
SELECT search_term_view.search_term, search_term_view.status, campaign.name,
metrics.cost_micros, metrics.conversions, metrics.clicks
FROM search_term_view
WHERE segments.date DURING LAST_30_DAYS AND metrics.cost_micros > 0
ORDER BY metrics.cost_micros DESC LIMIT 30
```
- Flag: irrelevant terms, high-spend zero-conversion terms, missing negatives
+ Flag: irrelevant terms, high-spend zero-conversion terms, missing negatives, and brand
+ terms (brand name, misspellings) matching in campaigns not named as brand campaigns.
+ Before calling negatives "missing", check all three levels: shared lists, plus
+ campaign- and ad-group-level negatives:
+
+ ```sql
+ SELECT shared_set.name, shared_set.type, shared_set.status, shared_set.member_count
+ FROM shared_set
+ ```
+
+ ```sql
+ SELECT campaign.name, campaign_criterion.keyword.text, campaign_criterion.keyword.match_type
+ FROM campaign_criterion
+ WHERE campaign_criterion.type = 'KEYWORD' AND campaign_criterion.negative = TRUE
+ AND campaign.status = 'ENABLED'
+ ```
+
+ ```sql
+ SELECT campaign.name, ad_group.name, ad_group_criterion.keyword.text,
+ ad_group_criterion.keyword.match_type
+ FROM ad_group_criterion
+ WHERE ad_group_criterion.type = 'KEYWORD' AND ad_group_criterion.negative = TRUE
+ AND campaign.status = 'ENABLED'
+ ```
+
+ Microsoft Ads: `tool_get_report` with `account_id` and `report_type: "search_query"`.
+
+ **Enhanced when connected:** compare 30-day Ads purchase value with the store's paid
+ revenue (Shopify `tool_list_orders` with `query_filter: "created_at:>=YYYY-MM-DD financial_status:paid"`,
+ or WooCommerce `get_sales_report` with `date_min`, `date_max`). Report the ratio; Ads value
+ above total store revenue is a tracking finding.
+
### 5. Budget Pacing
```sql
SELECT campaign.name, campaign_budget.amount_micros, metrics.cost_micros,
metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_7_DAYS AND campaign.status = 'ENABLED'
```
Calculate: daily budget vs daily spend ratio per campaign
### 6. Quality Score Distribution
```sql
SELECT ad_group_criterion.quality_info.quality_score,
ad_group_criterion.quality_info.creative_quality_score,
ad_group_criterion.quality_info.search_predicted_ctr,
ad_group_criterion.quality_info.post_click_quality_score,
ad_group_criterion.keyword.text, campaign.name
FROM keyword_view
WHERE ad_group_criterion.quality_info.quality_score IS NOT NULL
ORDER BY ad_group_criterion.quality_info.quality_score ASC
```
+ Bucket scores 1–3 (flag), 4–6, 7–10, and "not scored" (0 or null, kept out of the averages).
+
### 7. Report findings
- Use `create_finding` for each actionable issue found. Include specific data, estimated impact, and recommended action.
+ Use `create_finding` for each actionable issue found (Cloud: `create_ticket`, fields mapped per section 2 of the
+ [routing guide](../../skills/marketing-engineer/references/mcp-routing.md)). Include specific data, estimated impact, and recommended action.
Present a summary table:
```
Google Ads Audit: [Account Name]
Health Score: X/100
Campaign Performance (30d):
Total Spend: [X] | Conversions: [X] | Avg CPA: [X]
Issues Found: [N]
- [Critical] ...
- [High] ...
- [Medium] ...
Top 3 Actions:
1. [Highest impact with estimated savings]
2. ...
3. ...
```
+
+ Write tools (negatives, pauses, budgets) are never called by this audit; if the user asks
+ for a change, the skill asks first.
+
+ ## Recording findings
+
+ Use `create_ticket` when the workspace has it (Cloud) and `create_finding` otherwise (Solo).
+ The fields differ; see section 2 of `../../skills/marketing-engineer/references/mcp-routing.md`.