# Split Google Ads performance into brand and non-brand

> Tier: recipe. Operating recipe: real tool sequence, core rules, known traps.

Campaign and keyword performance partitioned by brand terms, the split every honest search report starts with.

**Intent.** The two economies of a search account, separated before anyone quotes an average.

## When to use

- Every reporting cycle.
- Before efficiency comparisons with other channels.

## When not to use

- No specific contraindication beyond the preconditions below.

## Sources

Required: Google Ads

## Preconditions

- The account is ticked in the dashboard, confirmed via list_accounts.

## Inputs

- `window`: Analysis window. Default: last 30 days.

## Procedure

1. Identify brand terms and campaigns from names and keyword text. — tools: `google_ads_get_campaigns`, `google_ads_get_keyword_performance`
2. Aggregate the two partitions separately over the window. — tools: `google_ads_get_insights`

## Decision rules

- **When** Brand share of conversions grew while total held → **conclude** Non-brand is shrinking under a stable top line: the blended number hides a decline.

## Evidence requirements

- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.

## Human approval boundary

- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.

## Failure modes

- Partial-match brand terms (misspellings, brand+category) leak across the split: state the classification rule used.

## Output

- **Readout**: The figures, with windows and accounts named.
- **Flags**: What deserves a deeper skill or a human decision.