---
name: google-ads-expert
description: "Build profitable Google Ads campaigns by applying Perry Marshall's 80/20 principles to paid search optimization Use when: **Setting up a new Google Ads account** from scratch; **Optimizing existing campaigns** that are underperforming; **Structuring campaigns** for maximum quality score and ROI; **Applying 80/20 thinking** to identify high-leverage optimizations; **Scaling profitable campaigns** without wasting budget"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"
---

# Google Ads Expert - Master Paid Search with 80/20 Thinking

> Build profitable Google Ads campaigns by applying Perry Marshall's 80/20 principles to paid search optimization

## When to Use This Skill

- **Setting up a new Google Ads account** from scratch
- **Optimizing existing campaigns** that are underperforming
- **Structuring campaigns** for maximum quality score and ROI
- **Applying 80/20 thinking** to identify high-leverage optimizations
- **Scaling profitable campaigns** without wasting budget
- **Qualifying leads** before they click (saving money on bad clicks)
- **Prioritizing optimization efforts** for maximum impact

## Methodology Foundation

| Aspect | Details |
|--------|---------|
| **Source** | Ultimate Guide to Google Ads, 80/20 Sales and Marketing |
| **Expert** | Perry Marshall - Pioneer of Google Ads education, 80/20 marketing guru |
| **Core Principle** | "Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle. Once conversion is solid, traffic mysteries solve themselves." |


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures content frameworks | Final messaging |
| Suggests persuasion techniques | Brand voice |
| Creates draft variations | Version selection |
| Identifies optimization opportunities | Publication timing |
| Analyzes competitor approaches | Strategic direction |

## What This Skill Does

This skill combines Google Ads technical mastery with strategic 80/20 thinking to help you build campaigns that are profitable from the start.

You'll learn to:

1. **Apply 80/20 to campaigns** - Find the 20% of effort that drives 80% of results
2. **Structure for Quality Score** - Organize campaigns for maximum relevance
3. **Rack the shotgun** - Qualify visitors before they cost you money
4. **Optimize the right things** - Peel back the optimization onion correctly
5. **Scale profitably** - Know when and how to increase spend
6. **Think in conversions** - Put conversion ahead of traffic

The result: Campaigns that make money consistently, not just get clicks.

## How to Use

### Prompt Examples

```
Help me structure a Google Ads campaign for [business/product] using Perry Marshall's
match type segmentation approach. I want to maximize Quality Score and control.
```

```
Apply 80/20 analysis to my Google Ads account. Here are my top 20 keywords by spend:
[list]. Where should I focus my optimization efforts for maximum impact?
```

```
Create a lead qualification strategy for my Google Ads campaigns. I sell [product]
and waste money on [type of bad clicks]. How do I "rack the shotgun"?
```

```
My campaigns are profitable at $X/day but I want to scale. Use the 80/20 approach
to help me identify how to increase spend without killing ROI.
```

```
Prioritize my optimization checklist for [campaign type]. What's the 80/20 order
of operations I should follow before spending more money?
```

## Instructions

### The 80/20 Framework for Google Ads

```
┌─────────────────────────────────────────────────────────────┐
│              80/20 IN GOOGLE ADS                             │
├─────────────────────────────────────────────────────────────┤
│                                                             │
│  80% of conversions come from 20% of keywords               │
│  80% of costs come from 20% of keywords                     │
│  80% of wasted spend comes from 20% of search terms         │
│                                                             │
│  BUT ALSO:                                                  │
│                                                             │
│  4% of keywords drive 64% of conversions (80/20 of 80/20)   │
│  1% of keywords drive ~50% of conversions                   │
│                                                             │
│  "Find the vital few, ignore the trivial many"              │
│                                                             │
└─────────────────────────────────────────────────────────────┘
```

**Strategic Implication**: Don't optimize everything equally. Find your top performers and make them even better. Find your worst performers and eliminate them.

---

### Step 1: The Conversion-First Mindset

Before worrying about traffic, get conversion right.

> "Most people think traffic is 80% of the battle, but it's really 20%. CONVERSION is 80% of the battle."

**The Order of Operations:**

| Priority | Focus | Why |
|----------|-------|-----|
| 1 | Landing page conversion | Without this, all traffic is wasted |
| 2 | Offer/value proposition | Must be compelling enough to convert |
| 3 | Ad relevance to landing page | Quality Score and conversion both improve |
| 4 | Keyword selection | Target the right searchers |
| 5 | Traffic scaling | Only AFTER 1-4 are solid |

**Conversion Benchmarks:**
- If conversion rate is <1%, fix the landing page first
- If conversion rate is 2-5%, you can optimize ads
- If conversion rate is >5%, you can start scaling traffic

---

### Step 2: Campaign Structure for Quality Score

**Match Type Segmentation:**

Separate your keywords by match type into different ad groups or campaigns:

```
Campaign: [Product Name]
├── Ad Group: Exact Match Keywords
│   └── [keyword] → dedicated ads
├── Ad Group: Phrase Match Keywords
│   └── "keyword" → dedicated ads
├── Ad Group: Modified Broad Match
│   └── +keyword → dedicated ads
└── Ad Group: Broad Match (for discovery)
    └── keyword → catch-all ads
```

**Why This Works:**
- Exact match keywords get highest relevance scores
- You can bid aggressively on exact (known performers)
- Broad match becomes a "fishing expedition" for new terms
- Each match type gets appropriate bid strategy

**The Peel and Stick Technique:**

1. **Run broad match** to discover what people actually search
2. **Check Search Terms Report** for high-performers
3. **"Peel"** those terms out of broad match
4. **"Stick"** them into their own exact match ad groups
5. **Create dedicated ads** for each peeled term
6. **Add negative** of exact match to broad campaign

**Result**: Continuous refinement, higher Quality Scores, lower costs.

---

### Step 3: Rack the Shotgun (Qualify Before the Click)

> "The art of sorting out your customers, weeding out the qualified from the non-qualified, is one of the most important skills you can develop."

**80/20 Reality**: 80% of people who click will never buy. You're paying for all of them.

**Pre-Qualification Tactics:**

| Tactic | How It Works | Example |
|--------|--------------|---------|
| **Price in ad** | Scares away non-buyers | "$499/month starting price" |
| **Specificity** | Attracts only right audience | "Enterprise-only" or "For teams of 50+" |
| **Qualification language** | Self-selection | "If you're serious about..." |
| **Negative keywords** | Block bad searchers | -free, -cheap, -DIY, -jobs |
| **Callout extensions** | Set expectations | "Minimum $10K project" |

**Five Power Disqualifiers:**

Before someone becomes a lead, they should pass:

1. **Money** - Do they have budget for your solution?
2. **Authority** - Can they make the purchase decision?
3. **Need** - Do they have the problem you solve?
4. **Timing** - Are they ready to act now?
5. **Fit** - Are they the right customer for you?

**Landing Page Qualification:**
- Add a short quiz: "Is [Product] right for you?"
- Include pricing or "starting at" to filter budget
- Use specific case studies that speak to ideal customers
- Make non-buyers self-select out

---

### Step 4: The Optimization Onion

Peel back optimization layers in the right order:

```
                OPTIMIZATION PRIORITY
    ┌─────────────────────────────────────┐
    │                                     │
    │  OUTER LAYER (Do First)             │
    │  ├── Match type segmentation        │
    │  ├── Ad extensions (all of them)    │
    │  └── Negative keywords              │
    │                                     │
    │  MIDDLE LAYER (Do Second)           │
    │  ├── Ad copy split testing          │
    │  ├── Landing page optimization      │
    │  └── Bid adjustments by device      │
    │                                     │
    │  INNER LAYER (Do Third)             │
    │  ├── Audience targeting             │
    │  ├── Day/time bidding              │
    │  └── Geographic bid adjustments     │
    │                                     │
    │  CORE (Only After Everything Else)  │
    │  └── Increase budget/bids           │
    │                                     │
    └─────────────────────────────────────┘
```

**Perry's Rule:**

> "Your first response should NOT be 'I'm going to spend more money.' Your first response should be 'Am I optimizing everything I can really optimize?'"

---

### Step 5: 80/20 Budget Allocation

**Where to Put Your Money:**

| Performance Level | Budget Allocation | Strategy |
|-------------------|-------------------|----------|
| **Top 20% of keywords** | 64% of budget | Scale aggressively |
| **Middle 60%** | 30% of budget | Test and optimize |
| **Bottom 20%** | 6% of budget | Cut or pause |

**Identifying Your 80/20:**

1. Export last 90 days of keyword data
2. Sort by conversions (not clicks!)
3. Calculate cumulative % of total conversions
4. Mark where you hit 80% of conversions
5. Count how many keywords got you there (usually ~20%)
6. These are your "vital few"

**The 80/20 of 80/20:**
- Within your top 20%, another 80/20 exists
- 4% of keywords often drive 50%+ of conversions
- These deserve individual campaigns, dedicated landing pages

---

### Step 6: Scaling Profitably

**When to Scale:**

Only after:
- [ ] Conversion tracking is accurate
- [ ] ROI is positive at current spend
- [ ] Quality Scores are 7+ on main keywords
- [ ] All optimization layers addressed
- [ ] You understand your customer acquisition economics

**How to Scale:**

| Method | When to Use | Risk Level |
|--------|-------------|------------|
| **Increase bids on winners** | Top 20% keywords | Low |
| **Add similar keywords** | Proven ad groups | Medium |
| **Expand match types** | Exact → Phrase | Medium |
| **New campaigns/audiences** | After core is solid | Higher |
| **Increase daily budget** | All above done | Low |

**Warning Signs to Stop Scaling:**
- CPA increases by >20%
- Conversion rate drops significantly
- Quality Score declining
- Impression share not improving with budget

---

### Step 7: Advanced 80/20 Strategies

**Tiered Offering Strategy:**

> "20% of people are willing to spend 4x the money for a better experience."

If your main offer is $100, consider:
- Standard: $100 (for 80%)
- Premium: $400 (for 16%)
- Elite: $1,600 (for 4%)

**Run separate campaigns for each tier** - the economics are different.

**Predictive Budgeting:**

Using 80/20 math to predict market size:
- If 1,000 people buy at $50
- ~200 will pay $200 (4x)
- ~40 will pay $800 (16x)
- ~8 will pay $3,200 (64x)

**Plan campaigns and landing pages for each segment.**

---

## Examples

### Example 1: E-commerce Store Optimization

**Situation**: Online store selling specialty kitchen equipment. Spending $5,000/month on Google Ads with 2.5% conversion rate. Wants to improve ROI.

**80/20 Analysis:**

Exported 90 days of data, found:
- 147 active keywords
- 23 keywords (16%) drove 81% of sales
- 6 keywords (4%) drove 52% of sales
- 87 keywords (59%) had zero conversions

**Action Plan:**

**1. Immediate (Outer Layer):**
- Pause 87 zero-conversion keywords → Save ~$800/month
- Add negative keywords from Search Terms Report
- Enable all ad extensions (was missing callouts, structured snippets)

**2. Structure (Match Types):**
- Create exact match campaign for top 23 keywords
- Create separate ad groups for top 6 keywords
- Move existing to phrase/broad for discovery

**3. Qualify Better:**
- Add price to ads: "From $89 - Premium Kitchen Tools"
- Landing page: Added "Who this is for" section
- Negative keywords: -cheap, -wholesale, -bulk, -used

**4. Scale Winners:**
- Top 6 keywords: Increased bids 30%
- Created dedicated landing pages for top 3 products
- Built remarketing lists from converters

**Results after 60 days:**
- Spend: $4,200/month (down 16%)
- Conversions: Up 34%
- ROAS: Improved from 3.2x to 5.1x

---

### Example 2: B2B SaaS Lead Generation

**Situation**: SaaS company generating leads via Google Ads. Getting lots of clicks but low quality leads. Sales team complaining about tire-kickers.

**Problem Diagnosis:**

Using 80/20 thinking:
- 80% of leads were unqualified (too small, no budget, wrong use case)
- 80% of wasted ad spend came from broad match fishing

**Rack the Shotgun Implementation:**

**1. Ad Copy Qualification:**
Before: "Project Management Software - Free Trial"
After: "Project Management for Teams 50+ | Starting $499/mo"

**2. Landing Page Qualification:**
Added "Is [Product] Right For You?" quiz:
- Team size?
- Current tools?
- Budget range?
- Timeline to implement?

Score < 60 = Blog content offer
Score 60-80 = Self-serve trial
Score > 80 = Sales call booking

**3. Campaign Structure:**
- Separate campaign for enterprise keywords
- Separate campaign for SMB keywords
- Different landing pages, different qualification levels

**4. Negative Keywords:**
Added: -free, -open source, -small business, -startup, -cheap, -alternative to [competitor targeting SMB]

**Results:**
- Clicks: Down 40%
- Cost: Down 35%
- Qualified leads: Up 60%
- Sales accepted leads: Up 180%
- Cost per qualified lead: Down 58%

---

## Checklists & Templates

### Campaign Audit Checklist (80/20 Version)

```markdown
## Google Ads 80/20 Audit: [Account Name]

### 1. Data Pull (Last 90 Days)
- [ ] Export all keyword data with conversions
- [ ] Export Search Terms Report
- [ ] Export campaign/ad group performance
- [ ] Note current spend and ROAS

### 2. 80/20 Analysis
**Keywords:**
- Total active keywords: ___
- Keywords with 0 conversions: ___ (% of total: ___%)
- Keywords driving 80% of conversions: ___ (% of total: ___%)
- Keywords driving 50% of conversions: ___ (% of total: ___%)

**Campaigns:**
- Campaign driving most conversions: ___
- Campaign with worst ROAS: ___

### 3. Outer Layer Optimization
- [ ] Match types segmented? Y/N
- [ ] Negative keyword list comprehensive? Y/N
- [ ] All ad extensions enabled? Y/N
  - [ ] Sitelinks
  - [ ] Callouts
  - [ ] Structured snippets
  - [ ] Call extensions (if applicable)
  - [ ] Location (if applicable)

### 4. Qualification Assessment
- [ ] Price/qualification in ad copy? Y/N
- [ ] Landing page qualifies visitors? Y/N
- [ ] Negative keywords block non-buyers? Y/N

### 5. Priority Actions
1. Quick win:
2. Biggest impact:
3. Scale opportunity:

### 6. Budget Reallocation
- Pause: $___/month
- Shift to winners: $___/month
- Test budget: $___/month
```

### Campaign Structure Template

```markdown
## Campaign Structure: [Product/Service]

### Campaign 1: Brand (Exact)
- Match type: Exact
- Budget: 10% of total
- Keywords: Brand terms only
- Goal: Capture brand searches cheaply

### Campaign 2: Core Product (Exact)
- Match type: Exact
- Budget: 40% of total
- Keywords: Top 20% performers
- Ad groups: 1 per keyword theme (5-10 keywords max)
- Goal: Maximum ROAS

### Campaign 3: Core Product (Phrase/BMM)
- Match type: Phrase + Broad Match Modifier
- Budget: 30% of total
- Keywords: Same as exact but expanded
- Goal: Discover new exact match candidates

### Campaign 4: Discovery (Broad)
- Match type: Broad
- Budget: 10% of total
- Keywords: Category-level terms
- Goal: Find new keyword opportunities
- Review: Weekly search terms report

### Campaign 5: Competitor
- Match type: Exact
- Budget: 10% of total
- Keywords: Competitor brand names
- Goal: Conquest qualified traffic

### Negative Keyword Master List
Apply to all campaigns:
- [Non-buyer terms]: free, cheap, DIY, etc.
- [Wrong audience]: jobs, careers, salary, etc.
- [Irrelevant]: [specific to your business]
```

### Weekly Optimization Routine

```markdown
## Weekly Google Ads Check: [Week of ___]

### 10-Minute Daily Check
- [ ] Budget pacing on track?
- [ ] Any major CPA spikes?
- [ ] Disapproved ads?

### Weekly Deep Dive (30 min)

**Search Terms Report:**
- New terms to add as exact: ___
- New negative keywords: ___

**Performance Review:**
- Top performer this week: ___
- Worst performer this week: ___
- Action taken: ___

**Ad Testing:**
- Tests running: ___
- Tests to conclude: ___
- New tests to start: ___

**Quality Score Check:**
- Keywords <6 QS: ___
- Action: ___

### Monthly Strategic Review
- [ ] 80/20 analysis updated
- [ ] Budget reallocation needed?
- [ ] New campaign opportunities?
- [ ] Scaling opportunities?
```

---

## Skill Boundaries

### What This Skill Does Well
- Structuring persuasive content
- Applying copywriting frameworks
- Creating draft variations
- Analyzing competitor approaches

### What This Skill Cannot Do
- Guarantee conversion rates
- Replace brand voice development
- Know your specific audience
- Make final approval decisions

## References

- **Books**: Ultimate Guide to Google Ads, 80/20 Sales and Marketing by Perry Marshall
- **Concepts**: Peel and Stick, Racking the Shotgun, Five Power Disqualifiers
- **Updates**: Google Ads Help Center for latest features
- **Source**: `sources/books/marshall-google-ads-8020.md`

## Related Skills

- **conversion-copywriting** - Write ads that convert the right people
- **landing-page-copy** - Create landing pages that match ad intent
- **copy-frameworks** - AIDA, PAS for ad copy
- **grand-slam-offers** - Create offers worth advertising
- **jobs-to-be-done** - Understand what searchers really want