Google Ads — Platform Playbook
Search, Performance Max, Display, YouTube, Shopping
Last updated: March 2026
Audit & Management Workflows
Step-by-step guides with Claude prompts for each campaign type. Click through to the full workflow — every check, every cadence.
Search Campaigns
Search terms, keywords, bids, QS, ad copy, extensions. Full cadence from daily to quarterly.
Performance Max
Coming soon — asset groups, search categories, audience signals.
Display
Coming soon — placements, audiences, frequency.
YouTube / Video
Coming soon — view rates, placements, creative.
Shopping
Coming soon — product ROAS, categories, feed quality.
Campaign Types & When to Use
| Type | Use When | Bidding | Min Budget |
|---|---|---|---|
| Search | High-intent keywords. Active searchers. Best for B2B lead gen. | Manual CPC > Max Conv (15+ conv/mo) > Target CPA (30+) | ฿500+/day |
| Performance Max | Strong conversion data (50+ conv/mo). Expand across full Google inventory. | Max Conv Value or Target ROAS | ฿1,500+/day |
| Display | Retargeting visitors. Brand awareness with visual creative. Not for cold lead gen. | Target CPA or Manual CPC | ฿300+/day |
| YouTube (Video) | Brand awareness, product demos, testimonials. Top-of-funnel. | CPV (awareness) or Max Conv (action) | ฿500+/day |
| Shopping (Standard) | E-commerce with Merchant Center product feed. Products in Shopping tab + Search. | Manual CPC > Target ROAS (15+ conv/wk) | ฿500+/day |
| PMax + Product Feed | Google's 2026 default for e-commerce. All placements from your product feed. | Max Conv Value or Target ROAS | ฿1,500+/day |
Search Campaign Structure
| Element | Standard |
|---|---|
| Ad groups/campaign | 3–7 tightly themed groups. Each focused on one intent cluster. |
| Keywords/ad group | 8–20 keywords. Phrase match + exact match. No broad match until strong conversion data. |
| Ads/ad group | 1 RSA with 12–15 headlines and 4 descriptions. Pin headline 1 for control. |
| Extensions | Always: Sitelinks (4+), Callouts (4+), Structured Snippets (2+), Business Name/Logo. |
| Negative keywords | Account-level master + campaign-specific + cross-ad-group. Review search terms weekly. |
| Location targeting | Always "Presence only" — never "Presence or interest." Bid adjustments for key cities. |
| Networks | Search Partners OFF. Display Network OFF. |
Keyword Research Process (7 Steps)
| # | Action | Tool |
|---|---|---|
| 1 | Seed list: Brainstorm 10–20 core ways a customer would describe the service. | Internal brainstorm |
| 2 | Expand: Run seeds through Keyword Planner. Filter by country + language. | Google Keyword Planner |
| 3 | Competitor intel: Check what competitors bid on. Find gaps. | SEMrush / Ahrefs / SpyFu |
| 4 | Intent filter: Classify High / Medium / Low intent. Drop Low. | Manual review |
| 5 | SERP check: Google top 10 keywords incognito. Agency pages = good keyword. | Google Search |
| 6 | Group: Cluster keywords by theme into ad groups. | Spreadsheet |
| 7 | Post-launch: After 2 weeks, review Search Terms. Add converters, negative the rest. | Google Ads |