The 50-Skill Google Ads System
Architecture Analysis and Full Build Specification
A growth marketer published a system of fifty AI skills for running eCommerce Google Ads accounts — eight categories covering account audits, search terms, product feeds, campaign structure, bidding, margin, measurement and reporting.
I took it apart and rebuilt it as a full specification: every skill with its exact inputs, its method, and the output it should produce. Detailed enough to build from rather than admire.
The central claim in the source is correct and worth stating plainly: most of the work in an eCommerce ad account is not strategy, it is checking things. Pulling the search terms report and reading it line by line. Reconciling the platform's conversion count against actual store orders. That work is unglamorous, it compounds when done and decays when skipped, and it is the first thing to fall off the list when the week fills up.
Six of the fifty skills exist to help you audit your agency
Pillar 8 is written explicitly from the advertiser's side. It shows a business how to interrogate whoever runs its ads: verify every reported number against the raw export, read the change history against what was claimed in the meeting, and check whether brand traffic is being separated from non-brand or quietly inflating the ROAS.
My first instinct was to prepare answers. My second was better — publish the answers before anyone asks. Brand versus non-brand on every report. A reconciliation between what Google reported and what the client actually banked. A change log with the reason written next to each change.
None of that costs margin. All of it costs comfort. The recommendation that visibly costs you something is the one that gets believed.
Read it here
The whole document, in the page. Nothing to fill in, and no need to leave the site — though you can download it if you prefer.
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Free to read, quote and share with attribution. Not for resale.
What's inside
Eight pillars, fifty skills, each with its inputs, method and expected output.
- 01
Pillar 1 — Account Audit
Skills 01–07. What to check first when an account stops producing.
- 02
Pillar 2 — Search Terms & Negatives
Skills 08–13. Reading the search terms report line by line, and acting on it.
- 03
Pillar 3 — Product Feed & Shopping
Skills 14–19. Feed quality, which decides whether Shopping works at all.
- 04
Pillar 4 — Structure & Settings
Skills 20–25. Campaign architecture, and the settings that quietly leak budget.
- 05
Pillar 5 — Bidding & Budget
Skills 26–31. Bid strategy selection, pacing and the data a strategy needs to work.
- 06
Pillar 6 — Margin & Profitability
Skills 32–38. Optimising toward profit rather than revenue.
- 07
Pillar 7 — Measurement & Tracking
Skills 39–44. Making the platform's numbers reconcile with the business's.
- 08
Pillar 8 — Reporting & Accountability
Skills 45–50. Written from the advertiser's side of the table — how to interrogate whoever runs your ads.
Who it's for
- eCommerce founders
- In-house performance marketers
- Agency teams
- Anyone buying paid search
Free · no email required
45 pages, 666 KB. Free to read, quote and share with attribution. Not for resale.
Download the PDFI'd rather you argue with it than agree quietly
If something in here is wrong, or you have run these checks on your own account and found something different, I want to hear it. And if you want the eighth pillar run against your current agency's reporting, that is a conversation worth having.