Strategy

New client onboarding: one-page competitive landscape brief

A one-page brief mapping who advertises in the client's market, where, with what message, and where the client stands today.

When to use it

When you are about to start with a new client and need to understand who they compete against in paid and organic search before the kickoff call.

What you get

A one-page competitive brief with a competitor table, the client's strengths and gaps, and 5 prioritized kickoff questions.

Does it change anything in my account?

No. The assistant only reads your data and reports back.

Works with

Google Ads, SEO Intelligence

Fill in before sending

[client name][client domain][account][5 core queries]

We are onboarding [client name] (domain [client domain], Google Ads account [account]). Build a competitive landscape brief before our kickoff call. 1. Get an account snapshot so we know current spend, conversions and active campaign types. 2. Run a live SERP analysis for the client's 5 most important commercial queries: [5 core queries]. Record which domains show in paid positions and which show in the top 5 organic results. 3. Take the 4 domains that appear most often in paid positions. For each one, pull its paid keyword footprint (keyword count and estimated paid traffic) and its live ads from public ad libraries. 4. Run a keyword gap between the client domain and those 4 competitors. Deliverable, one page: - competitor table with these columns: domain, paid presence (queries appeared on out of 5), organic presence, estimated paid keyword count, channels with live ads, main message - where the client is stronger, where it is weaker and where it is absent - 5 prioritized questions to ask the client at kickoff, such as margins, which competitor they lose deals to, and which offers they can legally match Read-only. No changes to the account.

We are onboarding [client name] (domain [client domain], Google Ads account [account]). Build a competitive landscape brief before our kickoff call.

1. Get an account snapshot so we know current spend, conversions and active campaign types.
2. Run a live SERP analysis for the client's 5 most important commercial queries: [5 core queries]. Record which domains show in paid positions and which show in the top 5 organic results.
3. Take the 4 domains that appear most often in paid positions. For each one, pull its paid keyword footprint (keyword count and estimated paid traffic) and its live ads from public ad libraries.
4. Run a keyword gap between the client domain and those 4 competitors.

Deliverable, one page:
- competitor table with these columns: domain, paid presence (queries appeared on out of 5), organic presence, estimated paid keyword count, channels with live ads, main message
- where the client is stronger, where it is weaker and where it is absent
- 5 prioritized questions to ask the client at kickoff, such as margins, which competitor they lose deals to, and which offers they can legally match

Read-only. No changes to the account.

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StrategyChanges after your approval

Shift budget between Google Ads and Meta based on 30-day CPA

A single campaign table across Google Ads and Meta and a line-by-line budget reallocation plan built on a clear CPA rule.

When to use itWhen one platform is clearly cheaper per conversion than the other and you need to decide where your monthly budget should go.

Compare my Google Ads and Meta campaigns over the last 30 days and tell me where my budget should move. My monthly ad budget is [monthly budget] and my target cost per conversion is [target CPA].

1. For every active campaign on both platforms, pull spend, conversions, cost per conversion, conversion rate and current daily budget. Use the same date range for both platforms.
2. Build one table sorted by cost per conversion. Include each campaign's share of total spend and its share of total conversions.
3. Mark any campaign with fewer than 10 conversions as "low confidence" and do not move its budget yet.
4. For Google Search campaigns, add impression share lost to budget.

Decision rule:
- A campaign with at least 10 conversions and a CPA more than 30% above target loses budget.
- A campaign below target CPA that loses more than 20% impression share to budget, or is a Meta ad set spending its full budget, gains budget.
- Never change any single budget by more than 20% in one step.

Deliver a reallocation table with these columns: campaign, platform, current daily budget, proposed daily budget, reason. Do not change anything yet. I will mark which lines I accept. Then show me a preview of those exact changes and wait for my confirmation before you apply them.

StrategyChanges after your approval

Month-end pacing check across Google Ads and Meta

A projection of total month-end spend against your monthly budget, plus a previewed rebalance that lands total spend within 5% of target.

When to use itWhen the month is half over and you want to be sure your ads will not overspend or underspend your fixed monthly budget.

I have a fixed monthly ad budget of [monthly budget] split across Google Ads and Meta. Check whether I will land on it this month.

1. Run budget pacing for Google Ads. Note which campaigns will overspend and which will underspend by month-end.
2. Pull Meta spend month-to-date for each campaign and ad set, along with their current daily budgets. Project month-end spend at the current daily rate.
3. Show one table with these columns: campaign/ad set, platform, spend so far, projected month-end spend, current daily budget, cost per conversion this month. Add the projected combined total versus my budget.

If the projected total is off by more than 5%, propose new daily budgets for the remaining days that bring it back within 5%. Follow these rules when you rebalance:
- Take money first from campaigns whose cost per conversion is above [target CPA].
- Add money first to campaigns with the lowest cost per conversion that are not already spending their full budget.
- Do not cut any campaign by more than 30%.

List each proposed change with the old value, the new value and the reason. Preview all changes and wait for my approval before applying anything.

StrategyRead-only

Check that conversions are comparable before moving budget between channels

A trust table that compares platform-reported conversions to GA4 and shows each channel's comparable cost per conversion.

When to use itWhen Google Ads, Meta and GA4 report very different conversion numbers and you do not know which one to trust before comparing channels.

Before I move any money between Google Ads and Meta, I need to know whether their conversion numbers can be compared at all. Use the last 30 days.

1. Google Ads: audit conversion tracking health. List the primary conversion actions with their counting type (every or one), click-through and view-through lookback windows, and attribution model.
2. Meta: list the pixels with their last fired time, the custom conversions, and the conversion events my campaigns optimize for. Note that Meta's default attribution includes view-through conversions.
3. GA4: pull key events by session source/medium for the same 30 days. Confirm which key events correspond to the platform conversions.
4. Build a table per channel with these columns: platform-reported conversions, GA4 key events from that channel, ratio, spend, platform CPA, GA4-based CPA.

Flag every issue that inflates or hides results:
- Counting set to "every" on lead actions.
- Duplicate or secondary actions being counted.
- A pixel that has not fired in 24 hours.
- A platform-to-GA4 ratio above 1.5.

Finish with a clear answer: which CPA should I use to compare channels, and what must be fixed first. Do not change any setting. If a fix is needed, describe it and I will ask for a preview separately.

StrategyChanges after your approval

Rewrite weak RSA assets to stand out from competitor ads

Compares your responsive search ad copy with competitors' live ads, flags generic or low-CTR assets, and prepares in-place rewrites built on verified facts. Nothing changes until you approve the preview.

When to use itWhen your Google Ads copy sounds just like your competitors' and you want RSA headlines and descriptions that stand out.

In Google Ads account [account], campaign [campaign name], I want our responsive search ads to stop sounding like the competition.

Facts you may use about [client name] (only these, plus anything you can read on our live landing page): [paste real numbers, guarantees, process details, certifications, review counts].

1. Find the campaign and its ad groups and ads with their IDs.
2. Pull the live Google ads of [competitor domains, up to 4] from the Ads Transparency Center, region [country]. List the claims and phrases that recur across them, such as "fast delivery", "best price" or "trusted by X". If a competitor returns no ads, say so and continue with the others.
3. Read our RSAs in this campaign: every headline and description, final URL, Ad Strength and Google's action items. Then pull asset-level performance for the last 60 days, with a 1,000-impression minimum.
4. Read the final URL of each ad as a live page and note any concrete facts it states (numbers, guarantees, delivery times, proof points). Use these together with the facts I pasted above.
5. Flag our headlines and descriptions that either (a) repeat a recurring competitor claim almost word for word, or (b) are in the bottom third by CTR among assets with 1,000+ impressions. If fewer than 6 assets clear 1,000 impressions, use lifetime figures instead and mark the result as low confidence.

For each flagged asset, write one replacement built on a specific fact from my list or the landing page: a number, guarantee, process detail or proof point that competitors do not mention. Never invent a claim. If no fact fits, write "needs a fact from you" instead of a replacement. Keep headlines to 30 characters and descriptions to 90. Keep at least 3 headlines that contain the main keyword.

Pins: if the ad details show which assets are pinned, leave pinned assets untouched. If pin status is not visible in the data, list the assets you plan to change and ask me which of them are pinned before preparing edits.

Show a before/after table per ad with the reason for each swap and the source of the fact used. Then prepare the edits with the partial in-place RSA update (remove and add only the flagged assets) so performance history is kept. Run it as a preview with confirm=false and wait for my approval before applying anything.