Google Ads Search — Execution Rules

Tool parameters and processes for implementing search campaign changes. Load this after completing analysis with google-ads-search-analysis.

Bid Adjustments

When to increase bids (5–10%):

• ALL must be true: majority Q1 queries, CPA ≤ target, Rank Pressure = HIGH

Keyword-level bid change: google_ads_propose_update_adgroups on the keyword's ad group, with a keyword_changes entry for the keyword and its new cpc_bid_micros = current bid × 1.05–1.10, in account currency (divide the GAQL micros value by 1,000,000; e.g. 1.5 for $1.50).

Ad group-level bid change: google_ads_propose_update_adgroups with the new cpc_bid_micros = current bid × 1.05–1.10, in account currency.

Dry-run first; apply only after the user approves.

Budget Adjustments

When to increase budget (10–20%):

• ALL must be true: CPA stable, Q1–Q3 spend share ≥ 60%, Budget Pressure = HIGH

Tool: google_ads_propose_update_campaigns with the new daily budget_micros = current budget × 1.10–1.20, in account currency (e.g. 50 for $50; divide the GAQL amount_micros by 1,000,000). Dry-run first; apply only after the user approves.

Query Negation

Immediate negation (Q5): free, cheap, diy, how to, job, salary, course, pdf, meaning, used, repair.

Conditional negation (Q4): Cost ≥ 1× target CPA AND conversions = 0, OR CPA ≥ 1.5× target.

Action: Add terms to shared negative keyword list at campaign or account level.

Query Isolation (Q1)

When Q1 queries are mixed with Q2–Q5 and CPA on Q1 is below target but overall CPA is above target:

1. Identify top Q1 queries sorted by conversions
2. Create new campaign or ad group for isolated Q1 terms
3. Add Q1 queries as Exact match keywords in the new structure
4. Add the same terms as negatives in the original campaigns to prevent overlap
5. Set budget independently for the isolated campaign