Google Ads Keyword Planner Protocol

When to Use Keyword Planner

Rule: If a decision depends on search volume, CPC (top-of-page bid), or competition → Keyword Planner MUST be used. If Keyword Planner is not used → Stop recommendations.

Tools

• google_ads_keyword_discover: Discover new keyword ideas from seed keywords or URLs. Returns suggestions with volume, competition, bid estimates.
• google_ads_keyword_metrics: Get historical metrics + forecasts for specific keywords. Returns volume, competition, bid ranges, trend data.

When Keyword Planner is REQUIRED

1. Keyword Research / Discovery

Triggers:

• "Do keyword research"
• "Suggest keywords"
• "Find buyer keywords"
• "What keywords should we target?"

Action: Invoke google_ads_keyword_discover → Discover New Keywords

2. Keyword Validation / Filtering

Triggers:

• "Are these keywords good?"
• "Which keywords should I keep?"
• "Which keywords should I remove?"

Action: Invoke google_ads_keyword_metrics → Search volume + forecasts

3. Keyword Comparison / Prioritization

Triggers:

• "Which keyword is better?"
• "Prioritize these keywords"
• "High intent vs high volume keywords"

Action: Invoke google_ads_keyword_metrics for all compared keywords

4. New Search Campaign Creation

Triggers:

• "Create a new search campaign"
• "Launch Google Search ads"

Action: Run google_ads_keyword_discover (research) → google_ads_keyword_metrics (validate) BEFORE proposing structure

5. Market / Geo Expansion

Triggers:

• "Expand to a new country"
• "Test a new region"
• "International Google Ads"

Action: Invoke Keyword Planner with new location_ids + language_id

6. Budget-Based Decisions

Triggers:

• "Can we scale?"
• "What keywords fit this budget?"
• "What CPCs should we expect?"

Action: Invoke google_ads_keyword_metrics → Top-of-page bids (use forecast parameter)

When Keyword Planner is NOT Required

Allowed without Keyword Planner:

1. Creative
   • RSA headlines
   • Descriptions
   • Ad strength improvements
2. Structure
   • Match type explanations
   • Campaign naming
   • Account audits (unless keyword changes are suggested)
3. Post-Performance Analysis
   • CPA / ROAS analysis
   • Search term mining (use Search Terms Report)

Guardrail

If Keyword Planner data is required but unavailable:

• Do NOT generate keywords
• Do NOT estimate volume or CPC

How to Use Keyword Planner

STEP 1: Generate Candidate Keywords

Generate keywords only using buyer-intent patterns.

Approved Patterns:

• [service] + agency
• [service] + management
• [service] + pricing
• [service] + cost
• [service] + consultant
• [software] + for + [industry]
• [competitor] + alternative

Disallowed Patterns:

• how to
• what is
• guide
• tips
• tutorial
• free
• examples

STEP 2: Evaluate Each Keyword

STEP 3: Final Keyword Decision Rule

IF
  - Buyer intent = YES
  - Volume ≥ 50
  - Top-of-page bid ≠ Low / Zero
THEN
  - APPROVE
ELSE
  - REJECT

STEP 4: Match Type

For approved keywords only:

STEP 5: Output Format

Keyword:
Match Type:
Volume:
Top of Page Bid:
Competition:
Decision:
Reason:

Example:

Keyword: google ads agency for ecommerce
Match Type: Phrase
Volume: 90
Top of Page Bid: High
Competition: Medium
Decision: APPROVE
Reason: Clear buyer intent + active advertiser bidding

Final Rules

1. Intent > Volume (always)
2. Top-of-page bid = strongest commercial signal
3. Informational keywords = auto-reject
4. Fewer correct keywords > many random ones

Tool Call Examples

Discovery:

Tool: google_ads_keyword_discover
Parameters:
  customer_id: "1234567890"
  keywords: ["google ads agency", "ppc management"]
  location_ids: ["2840"]   # US
  language_id: "1000"      # English
  page_size: 100

Validation with forecast:

Tool: google_ads_keyword_metrics
Parameters:
  customer_id: "1234567890"
  keywords: ["google ads agency for ecommerce"]
  location_ids: ["2840"]
  language_id: "1000"
  forecast:
    daily_budget_micros: 500000000   # $500/day
    max_cpc_bid_micros: 5000000      # $5 max CPC
    forecast_period_days: 30