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gomarble-aigomarble-ai/marketing-agent/skills/google-ads-pmax-scaling/SKILL.md

google-ads-pmax-scaling

Skill15 starsChanged 38 days agoMITView on GitHub

Use when scaling Google Ads Performance Max campaigns: budget scaling rules, pause triggers, location/audience/asset expansion. Loads PMax evaluation first.

The file

We split this skill into the rules it gives an agent

12 rules. About 0 are common, 12 are distinctive, and 0 are very specific to this project.

  • ≈0

    Common · estimate

    Many files like this have a rule of this kind.

  • ≈12

    Distinctive · estimate

    This author's own choices. Worth a look.

  • 0

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Distinctive:

    ALL must be true before scaling:

    line 14
  2. Distinctive:

    Hard cap: Do not exceed 2–3× initial monthly budget until 90+ days of consistent profitability.

    line 33
  3. Distinctive:

    Only after core locations profitable for 30+ days

    line 41
  4. Distinctive:

    Create separate asset groups for new locations if targeting differs

    line 43
  5. Distinctive:

    Start with Observation mode for new audience signals

    line 50
  6. Distinctive:

    Do NOT force audience preferences without data

    line 53
  7. Distinctive:

    Never scale before 14 days of profitability

    line 73
  8. Distinctive:

    Never increase budget > 50% in one step

    line 74
  9. Distinctive:

    Never scale beyond 2–3× initial budget before 90 days profitable

    line 75
  10. Distinctive:

    Never continue scaling if CPA > 1.2× target OR ROAS < 0.8× target

    line 76
  11. Distinctive:

    Never remove BEST or GOOD performing assets

    line 77
  12. Distinctive:

    Never force device/location exclusions without checking for technical issues first

    line 78

≈ “Common” is an estimate: at least 1 in 5 of the 350,495 skill files we read have a rule of the same kind, not the same words. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

Google Ads PMax — Scaling & Expansion

Rules for scaling PMax campaigns that have passed evaluation. Only load after confirming profitability via google-ads-pmax-evaluation.

Scaling Prerequisites

ALL must be true before scaling:

  • Campaign profitable for 14–30 consecutive days
  • ROAS ≥ target (default 300% if not specified)
  • CPA ≤ target
  • Performance trends stable or improving WoW

Budget Scaling

Increase daily budget by 20–50% every 14–30 days.

ScenarioAction
Profitable 14+ days, trends stableIncrease 20–50%
Post-scaling CPA > 1.2× targetPAUSE scaling, optimize assets/negatives, reassess after 30 days
Post-scaling ROAS < 0.8× targetPAUSE scaling, optimize, reassess after 30 days
Consistently profitable 90+ daysCan exceed 2–3× initial budget cap

Hard cap: Do not exceed 2–3× initial monthly budget until 90+ days of consistent profitability.

Tool: google_ads_propose_update_campaigns with the new daily budget_micros in account currency (not micros). Dry-run first; apply only after the user approves.

Location Expansion

  • Only after core locations profitable for 30+ days
  • Expand to similar/adjacent markets
  • Create separate asset groups for new locations if targeting differs
  • Monitor new locations independently for 30 days before further expansion

Audience Expansion

  • Start with Observation mode for new audience signals
  • Monitor performance for 14+ days
  • Switch to Targeting mode only if performance holds
  • Do NOT force audience preferences without data

Asset Expansion

Based on BEST-performing assets from evaluation:

Asset TypeExpansion Rule
ImagesAdd 5–10 total, similar style to BEST. Different angles/contexts.
HeadlinesCreate variations of BEST. Same theme, different wording. Test different CTAs.
DescriptionsVariations of BEST. Same value props, different framing.
VideosTest 30-second formats if shorter videos are BEST.
New asset groupsCreate for high-performing audience segments identified in Insights. Use targeted messaging.

Prohibitions

  • Never scale before 14 days of profitability
  • Never increase budget > 50% in one step
  • Never scale beyond 2–3× initial budget before 90 days profitable
  • Never continue scaling if CPA > 1.2× target OR ROAS < 0.8× target
  • Never remove BEST or GOOD performing assets
  • Never force device/location exclusions without checking for technical issues first

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