Search launch

Build one Search campaign the way it survives review: themed keywords, approved copy, everything created paused, checked, then launched. The approved copy document is the single source of what ships.

When to use

A campaign row exists (from campaign-architect or the user): name, daily budget, bidding stage, goal, markets, languages, landing pages. For Demand Gen use demand-gen-launch.

Inputs

• account, and the campaign row above.
• Landing page per ad group (and per language). Product facts come only from these pages or from the user.
• The custom goal to bid on (customGoalId, or its name to look up). List goals with SELECT custom_conversion_goal.id, custom_conversion_goal.name, custom_conversion_goal.status FROM custom_conversion_goal. After ads_create_custom_goal, the ID is the last segment of the customConversionGoals/<id> resource it reports.

Steps

Call account_profile first (currency, geos, languages, writes). Use guide("policy") for wording rules.

1. Keywords per ad group. One product or intent theme per ad group, 5–15 tightly themed keywords, exact and phrase match only.
   • Business buyers: one ad group per brand or model, plus category terms ("<category> price", "buy <category>"), distributor terms, model names and common misspellings.
   • Consumers: brand, problem or benefit, "alternative to <existing solution>", competitor technology names (as keywords only, never in ad text). One ad group per language.
   • Evidence: get_search_terms, gsc_top_queries and gsc_query_page_matrix stand in for Keyword Planner, which isn't available at Explorer access.
2. Copy review document. Draft it for the user before building anything:
   • Per ad group: up to 15 headlines (≤30 characters) and 4 descriptions (≤90), display paths 2 × ≤15. Count the characters exactly; show the count next to each line. Mix: product name 2–3, benefits 3–4, proof 2–3, process facts 2, calls to action 2.
   • Campaign sitelinks (4–8, linkText ≤25, each with its own finalUrl and two description lines, description1 / description2 ≤35; one may point to the other-language page) and callouts (4–6, ≤25, factual: service, delivery, training, warranty, years in market).
   • Claims only from the landing page. No guarantees, superlatives ("best", "No. 1"), before/after, or unproven "official"/"exclusive". In regulated categories (health, finance…) no absolute outcome claims. No city names when the campaign covers several countries.
   • Second language: written natively, not machine-translated; numeric ranges in words (right-to-left scripts flip "1–2"); brand names spelled consistently.
   • No pinning unless text is legally required.
3. Approval. The user approves line by line. Fix what they mark. Only approved text goes into the build.
4. Check before building.
   • List every distinct final URL and ask the user to confirm each loads and matches its ad group (use the AI app's web fetch tool if it has one).
   • Check for existing campaigns or ad groups with the same names with run_gaql_query (SELECT campaign.id, campaign.name FROM campaign WHERE campaign.name = '<name>'), then SELECT ad_group.id, ad_group.name, campaign.id FROM ad_group WHERE campaign.name = '<name>' and SELECT ad_group.id, ad_group_ad.ad.id FROM ad_group_ad WHERE campaign.id = <id>. Existing campaigns are skipped (resume), never duplicated. An ad group that already has an RSA is done; an ad group without one resumes at ads_create_rsa.
5. Build, paused. Each step is a preview first and applied only after a yes. With the user's agreement you may preview the whole build, then apply step by step.
   1. ads_create_search_campaign: name, dailyBudget, bidding from the plan's stage (MAXIMIZE_CLICKS with maxCpc at launch, MANUAL_CPC for brand; maxCpc applies only with MAXIMIZE_CLICKS), geoTargetIds, languages = every language the landing page exists in. It is created paused, presence-only, Search network only.
   2. Per ad group: ads_create_ad_group with its keywords, then ads_create_rsa with the approved text and final URL. For MANUAL_CPC (brand) campaigns pass cpcBid (the plan's brand CPC) on ads_create_ad_group; without it the ad group gets a minimal default bid. Create each ad group whole (keywords + ad) before the next; an ad group with an RSA is done.
   3. ads_add_extensions with the approved sitelinks and callouts.
   4. ads_assign_custom_goal (with the customGoalId found above) so the campaign bids only on its audience's leads.
   5. Negatives: find existing lists with SELECT shared_set.id, shared_set.name FROM shared_set WHERE shared_set.type = 'NEGATIVE_KEYWORDS'. Attach one with ads_negative_list (sharedSetId + campaignIds). If a planned list doesn't exist, create and attach it in one call with name + keywords + campaignIds. Give exactly one of name or sharedSetId. Add campaign-specific negatives with ads_add_negative_keywords.
6. When a step fails, report the exact step and the error text. A policy error on one keyword (for example "Legal requirements") means: drop that keyword, keep the rest, resume from that ad group.
7. Pre-launch. Run the pre-launch-check skill on the new campaign. Then offer ads_set_status ENABLED as a preview; apply only on a yes.
8. After launch. Remind the user of the review rhythm:
   • launch day: approvals and serving;
   • daily in week 1: search terms, spend outside targets;
   • end of week 1: cost per lead in Ads and GA4;
   • week 3: move from maximize clicks to maximize conversions at about 15–30 conversions in 30 days; add a target CPA only after about 30+ conversions a month and a stable cost per lead for 2–4 weeks. Bidding strategy changes are made in the Google Ads interface (no tool yet). If this campaign replaces an old one, pause the old one after about 7 days (ads_set_status).

Output

1. The approved copy document (tables with character counts).
2. A build log: each step, the created IDs, and the change IDs (for undo).
3. The pre-launch table, and the launch confirmation or what's still blocking.

Never

• Never use broad match or Dynamic Search Ads.
• Never ship text the user didn't approve, invent claims, or put competitor names in ad text.
• Never enable before pre-launch-check passes, and never apply a step without its preview and a yes.
• Never edit an RSA's text. To change copy, create a new RSA (paused), enable it, then pause the old one.
• If the profile is read-only (no write tools), stop after the copy document and tell the user that building needs npx google-marketing-agent accounts set <alias> writes true and an MCP client restart.