Google Ads Weekly Brief
SKILL.md
HOW_TO_USE.md
sample_input.json
expected_output.json
skillsgoogle-adsSKILL.md
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# Google Ads Weekly Brief
Transform campaign data into clear, actionable reports that clients actually read.
## Core Philosophy
**Executives don't want data, they want insights.**
**The 3 Questions Every Brief Must Answer:**
1. Are we on track? (Performance vs. goals)
2. What happened? (Key changes and why)
3. What's next? (Actions and recommendations)
**Tone:** Confident, clear, no jargon. Write like you're explaining to a smart person who doesn't live in Google Ads.
---
## Required Context
### Must Have
**1. Performance Data**
This week's metrics (minimum):
- Spend
- Conversions
- CPA or ROAS
- Clicks (optional but helpful)
Last week's metrics for comparison:
- Same metrics as above
**2. Time Period**
- Week dates (e.g., Jan 13-19, 2025)
- Comparison period (typically previous week)
### Strongly Recommended
**3. Goals/Targets**
- Target CPA: $___
- Target ROAS: ___
- Monthly budget: $___
- Monthly conversion goal: ___
Without goals, I'll report on trends but can't assess "on track" status.
**4. Audience Context**
Who is reading this?
- Executive (high-level only)
- Marketing manager (some detail)
- Client (explain everything)
- Internal team (can use jargon)
### Nice to Have
- Top campaigns by performance
- Any recent changes made
- External factors (seasonality, promos, market events)
- Previous week's recommendations (did we act on them?)
---
## Report Structure
### Section 1: The Headline
One sentence that captures the week. This is what gets read.
**Formula:** [Performance assessment] + [Key driver] + [Outlook]
**Examples:**
- "Strong week: conversions up 23% as new ad copy tests outperformed. On pace to beat monthly target."
- "Flat week: CPA held steady despite increased competition. Budget pacing on track."
- "Challenging week: CPA spiked 31% due to conversion tracking issue (now resolved). Expect recovery next week."
### Section 2: The Scorecard
Visual snapshot of key metrics.
```
METRIC THIS WEEK LAST WEEK CHANGE VS TARGET
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
Spend $X,XXX $X,XXX +X% XX% of budget
Conversions XXX XXX +X% On/Off pace
CPA $XX.XX $XX.XX +X% ā/ā Target
ROAS X.XX X.XX +X% ā/ā Target
CTR X.XX% X.XX% +X% -
```
**Traffic Light System:**
- š¢ Beating target by 10%+
- š” Within 10% of target
- š“ Missing target by 10%+
### Section 3: What Happened (The Story)
**Wins** (2-3 bullets max)
What went well and why. Be specific.
ā "Performance improved"
ā "CPA dropped 18% after pausing underperforming broad match keywords identified last week"
**Concerns** (1-2 bullets if applicable)
What needs attention. Include context.
ā "CTR is down"
ā "CTR dropped 12% as we expanded to new audience segments. Expected during testing phase, monitoring conversion quality."
**Context** (if relevant)
External factors affecting performance.
- Seasonality
- Competitor activity
- Website/landing page changes
- Market events
### Section 4: Campaign Highlights
Top and bottom performers with brief context.
**Top Performer: [Campaign Name]**
- Conversions: XX at $XX CPA
- Why it's winning: [Brief explanation]
- Action: [Scale, maintain, or test]
**Needs Attention: [Campaign Name]**
- Conversions: XX at $XX CPA
- What's happening: [Brief explanation]
- Action: [Specific next step]
### Section 5: Actions & Next Steps
**Completed This Week:**
- [Action taken] ā [Result if known]
- [Action taken] ā [Result if known]
**Planned for Next Week:**
- [ ] [Specific action with expected impact]
- [ ] [Specific action with expected impact]
**Recommendations Requiring Approval:**
- [Recommendation], [Why], [Expected impact]
### Section 6: Month-to-Date Pacing
```
MONTHLY GOAL ACHIEVED PACE PROJECTION
āāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāāā
Conversions: XXX XXX (XX%) On/Behind ~XXX
Budget: $X,XXX $X,XXX (XX%) On/Under ~$X,XXX
Avg CPA: $XX $XX.XX At/Above -
```
---
## Tone Guidelines
### For Executive Audience
- Lead with the headline
- Scorecard + 2-3 key points
- Skip tactical details
- Focus on business outcomes
- 200 words max
### For Marketing Manager
- Full structure
- Include tactical context
- More detail on actions
- 400-500 words
### For Client (Non-Expert)
- Explain metrics in plain language
- Add "what this means" after numbers
- Avoid acronyms or define them
- More context on actions
- 500-600 words
### For Internal Team
- Can use industry jargon
- Include tactical details
- More granular campaign data
- 400-600 words
---
## Writing Rules
### Numbers
- Always include direction (up/down) and magnitude (%)
- Round to meaningful precision ($45.23 ā $45, 12.847% ā 12.8%)
- Compare to something (last week, target, benchmark)
### Headlines
- Active voice
- No weak verbs (is, was, had)
- Lead with the insight, not the data
ā "CPA was $47 this week"
ā "CPA dropped 15% to $47 after bid adjustments"
### Bullets
- Start with action verbs or key metric
- One idea per bullet
- No bullet should require a follow-up question
### Recommendations
- Specific and actionable
- Include expected impact
- Distinguish between "doing" and "need approval"
---
## Output Formats
### Email Format (Default)
Subject line + formatted body ready to send.
**Subject Line Formula:**
`[Account] Weekly Brief: [Headline] | Week of [Date]`
Example: "Acme Corp Weekly Brief: Conversions Up 23% | Week of Jan 13"
### Slack Format
Condensed version with emoji indicators.
Uses code blocks for scorecard.
Thread-friendly structure.
### Slide Format
Key points as bullet slides.
Scorecard as visual.
1 insight per slide.
### Executive Summary
3 sentences max.
Headline + key metric + outlook.
---
## Handling Tough Weeks
### When Performance is Down
**Don't:**
- Make excuses
- Bury bad news
- Be defensive
**Do:**
- Lead with acknowledgment
- Explain the why
- Show the plan to fix it
- Put in context (one bad week ā crisis)
**Example:**
"CPA increased 25% this week to $62, above our $50 target. Primary driver: a landing page issue on Thursday caused conversions to drop for 18 hours. Issue resolved Friday, early signs show recovery. Expect return to target range next week."
### When You Don't Know Why
Be honest. Don't fabricate explanations.
**Example:**
"CTR dropped 8% without clear cause. No changes were made to ads or targeting. Investigating whether this is competitor activity or algorithm fluctuation. Will report findings next week."
### When Recommending Budget Changes
Frame in terms of opportunity cost.
**Increase:** "Recommend adding $2K to Campaign X, it's generating leads at $35 CPA vs. $50 target but capped by budget. ROI opportunity."
**Decrease:** "Recommend shifting $1K from Campaign Y (CPA: $78) to Campaign X (CPA: $35). Same budget, better results."
---
## Quality Checklist
Before delivering the brief:
- [ ] Headline answers "how did we do this week?"
- [ ] All numbers have comparison context
- [ ] Wins are specific, not generic
- [ ] Concerns include "what we're doing about it"
- [ ] Actions are executable (who, what, when)
- [ ] Tone matches audience
- [ ] No unexplained jargon
- [ ] Formatted for easy scanning
- [ ] Subject line would make you open the email
---
## Limitations
**I can provide:**
- Clear narrative from performance data
- Metric comparisons and trend identification
- Professional formatting for any audience
- Recommendations based on data patterns
**I cannot provide:**
- Competitor analysis (need auction insights data)
- Conversion quality assessment (need backend data)
- Attribution analysis (need cross-channel data)
- Future predictions (only projections based on pace)
**For richer briefs, also provide:**
- Auction insights data
- Backend lead/sale quality data
- Website analytics (GA4)
- Any qualitative feedback from sales team
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# How to Use This Skill
Hey Claude, I just added the "google-ads-weekly-brief" skill. Can you create a weekly report for my client?
## Example Invocations
**Example 1: Client Report**
Hey Claude, I just added the "google-ads-weekly-brief" skill. Here's my performance data for this week vs last week. Can you write a client-friendly weekly brief? Target CPA is $45.
**Example 2: Executive Summary**
Hey Claude, I just added the "google-ads-weekly-brief" skill. I need a quick executive summary for my CMO. Just the highlights, she has 30 seconds to read it.
**Example 3: Slack Update**
Hey Claude, I just added the "google-ads-weekly-brief" skill. Can you format this week's performance as a Slack message I can post to our #marketing channel?
**Example 4: Internal Team Brief**
Hey Claude, I just added the "google-ads-weekly-brief" skill. Create an internal weekly brief with full tactical details. My team knows Google Ads well.
**Example 5: Bad Week Report**
Hey Claude, I just added the "google-ads-weekly-brief" skill. Performance was rough this week, help me write an honest but professional update that shows we have a plan.
## What to Provide
**Required:**
- This week's metrics: spend, conversions, CPA or ROAS
- Last week's metrics for comparison
- Week dates
**Recommended:**
- Target CPA/ROAS
- Monthly budget and goals
- Audience type (executive, client, internal)
- Top/bottom campaign performers
**Optional:**
- Actions taken this week
- External context (promos, seasonality)
- Specific concerns to address
## What You'll Get
1. **Headline** - One-sentence performance summary
2. **Scorecard** - Visual metrics snapshot with traffic lights
3. **Story** - Wins, concerns, and context explained
4. **Campaign Highlights** - Top and bottom performers
5. **Actions** - What was done + what's planned
6. **Pacing** - Month-to-date progress vs goals
## Output Format Options
- **Email** (default) - Subject line + formatted body
- **Slack** - Condensed with emoji, code blocks
- **Slides** - Bullet points per slide
- **Executive** - 3 sentences max
Just specify which format you need!
## Pro Tips
- Send the same data every week for consistent formatting
- Mention your audience so I can adjust the tone
- Include "why" context for unusual performance
- Share last week's recommendations so I can reference what was done
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{
"account_name": "Acme Corp",
"week_dates": "Jan 13-19, 2025",
"audience": "client",
"targets": {
"cpa": 50,
"monthly_budget": 15000,
"monthly_conversions": 300
},
"this_week": {
"spend": 3245.67,
"clicks": 1847,
"conversions": 78,
"cpa": 41.61,
"ctr": 4.2,
"impressions": 43976
},
"last_week": {
"spend": 3102.45,
"clicks": 1654,
"conversions": 63,
"cpa": 49.24,
"ctr": 3.9,
"impressions": 42410
},
"month_to_date": {
"spend": 6348.12,
"conversions": 141
},
"top_campaigns": [
{
"name": "Brand - Exact",
"conversions": 34,
"cpa": 28.5,
"change": "+15%"
},
{
"name": "Non-Brand - Product Features",
"conversions": 28,
"cpa": 45.2,
"change": "+23%"
}
],
"bottom_campaigns": [
{
"name": "Non-Brand - Competitor",
"conversions": 4,
"cpa": 89.5,
"change": "-12%"
}
],
"actions_completed": [
"Launched 3 new RSA variations in Product Features campaign",
"Added 15 negative keywords from search term review"
],
"context": "New landing page went live on Tuesday"
}
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{
"format": "email",
"subject_line": "Acme Corp Weekly Brief: Conversions Up 24%, CPA Beats Target | Week of Jan 13",
"body": {
"headline": "Strong week: conversions up 24% to 78 as new landing page and ad copy tests drove efficiency. CPA at $42 vs. $50 target. On pace for best month yet.",
"scorecard": {
"metrics": [
{
"metric": "Spend",
"this_week": "$3,246",
"last_week": "$3,102",
"change": "+5%",
"vs_target": "43% of monthly",
"status": "green"
},
{
"metric": "Conversions",
"this_week": "78",
"last_week": "63",
"change": "+24%",
"vs_target": "On pace",
"status": "green"
},
{
"metric": "CPA",
"this_week": "$41.61",
"last_week": "$49.24",
"change": "-15%",
"vs_target": "Below $50 target",
"status": "green"
},
{
"metric": "CTR",
"this_week": "4.2%",
"last_week": "3.9%",
"change": "+8%",
"vs_target": "-",
"status": "green"
}
]
},
"wins": [
"CPA dropped 15% to $42, well below our $50 target. The new landing page (launched Tuesday) is converting at a higher rate, early data shows 18% improvement in page conversion rate.",
"Product Features campaign conversions up 23% after new RSA variations launched last week started winning impressions. The 'Free Demo' messaging is outperforming."
],
"concerns": [
"Competitor campaign CPA remains high at $89.50. Conversions dropped further this week. Recommend pausing to reallocate budget unless conquesting is strategic priority."
],
"campaign_highlights": {
"top_performer": {
"name": "Brand - Exact",
"stats": "34 conversions at $28.50 CPA (+15% WoW)",
"insight": "Brand searches increasing, likely driven by recent PR coverage",
"action": "Maintain. Consider expanding brand terms to capture variations."
},
"needs_attention": {
"name": "Non-Brand - Competitor",
"stats": "4 conversions at $89.50 CPA (-12% WoW)",
"insight": "Competitor conquesting historically low ROI. Users searching for competitors rarely switch.",
"action": "Recommend pausing and reallocating $350/week to Product Features campaign."
}
},
"actions": {
"completed": [
"Launched 3 new RSA variations in Product Features ā Early winner identified ('Free Demo' CTA)",
"Added 15 negative keywords from search term review ā Blocked ~$200/month in irrelevant spend"
],
"next_week": [
"A/B test new landing page headline (hypothesis: specificity will improve CVR)",
"Expand exact match coverage in Product Features based on converting search terms",
"Review Competitor campaign, prepare pause recommendation if CPA doesn't improve"
]
},
"pacing": {
"conversions": {
"goal": 300,
"achieved": 141,
"percent": "47%",
"pace": "On track",
"projection": "~315"
},
"budget": {
"goal": 15000,
"achieved": 6348,
"percent": "42%",
"pace": "Slightly under",
"projection": "~$14,200"
}
},
"closing": "Overall, a strong week. The new landing page is already showing impact, and we have room to scale the winning campaigns. Main decision point: whether to continue the Competitor campaign or reallocate that budget.\n\nLet me know if you have questions or want to discuss the Competitor campaign strategy."
}
}
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