google-ads-expert

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 LAYE