Build a Google Ads dashboard in Claude

Builds the Get MCP Ads Google Ads template as a Claude dashboard: spend, Conversions, value, CPA, ROAS, CTR and CPC against an equivalent period, split by campaign type, with the last days whose conversions are still arriving marked as such; why CPA and ROAS moved split exactly into CPC (CPM and CTR), conversion rate and order value on settled days; a ranked list of what to act on (budget limited campaigns with the share lost, CPA or ROAS far from target, disapproved ads, broken conversion tracking, keywords spending without converting, Merchant Center products not eligible, the month's landing against budget) with the rule behind each; campaigns, ad groups and asset groups with bid strategy, target against actual, budget and impression share; ads and assets with ad strength and each asset's own results; conversion actions, goals and lag; keywords with Quality Score; budget and bids headroom with Google's simulations; search terms, Shopping and Performance Max; audiences, hours and changes; and account health.

Recipe, Google Ads

Intent A live home page for one Google Ads account that says how it is doing, why, and what to do this week, with every campaign, ad group, asset group and ad one click away.

Steps: 3
Tools: 1
Rules: 5
Failure modes: 4

skills/google-ads-dashboard.md

When to use it

Use it when

Someone asks for a Google Ads dashboard, a Google Ads account overview, why Google Ads CPA or ROAS moved, which campaigns are held by budget or off target, or what to fix on Google Ads this week.
A weekly Google Ads review before deciding budgets, targets, keywords and ads to change.

Do not use it when

Comparing Google Ads with other platforms: use the Cross-platform scorecard.
Changing budgets, targets, keywords or ads: the dashboard reads only; changes go through the Google Ads tools with preview and confirmation.
Hosts without Claude's Dashboard artifact type: answer in the conversation with the matching reports instead.

What it needs first

Required Google Ads

Optional Google Ads, Google Analytics 4

Preconditions

The organisation is on Team or Enterprise: ready-made dashboards are not offered on Free or Pro.
The account is among the chosen accounts, confirmed via list_accounts.

Evidence every conclusion must carry

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

Inputs
Input	Required	What it is
`window`		Analysis window.Default: last 30 days.

Procedure

In order. Every tool named is one the gateway ships, and links to its reference.

Steps

Resolve the client's workspace, its Google Ads account and, when connected, its GA4 property with list_accounts.
Fetch the google template with those accounts (accounts: the Google Ads account with its currency, and the GA4 property when there is one; brand_terms from detect_brand_terms when known, for the search terms' brand split).get_dashboard_template
Create a Dashboard artifact, write every document exactly as given in one batch, read its check, hand over with the lines given.

Decision rules

The observable condition, what it lets you conclude, and what takes the conclusion back.

When The template is refused with PLAN_REQUIREDConclude Say the dashboards come with Team and Enterprise and that only the account owner changes the plan; answer the question in the conversation meanwhile.
When The person asks why CPA or ROAS movedConclude Read the decomposition: it uses settled days only, and each driver's contribution adds up to the change, so name the largest one and its direction, then look at the campaigns, keywords and search terms behind it.
When The last days look like a drop in conversionsConclude Say Google counts conversions on the click's date, so the last days keep filling; the page marks them still arriving and shows how much is expected to come.
When An alert is questionedConclude Quote its rule from the row and the figures it compared; statuses, policy topics, ad strength and Merchant Center issues are Google's own fields, and simulations, recommendations and the optimization score are Google's estimates.
When A reader sees a source fail to loadConclude Their own Get MCP Ads access decides: check that their connection covers this client's workspace and that their plan includes dashboards before changing the dashboard.

Where the agent stops

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

How it goes wrong quietly

The cases where the analysis is wrong and still looks right. Read them before trusting a number.

Editing the template's page or queries by hand loses the provenance of each figure: ask for changes by name instead.
Adding all conversions to Conversions, or several conversion actions another way than Google does: Conversions is Google's own sum of the actions counted in it.
Reading an impression share of 10% or 90% as exact: Google reports any share under 10% as 0.0999 and any loss over 90% as 0.9001.
Asking for Best, Good or Low asset labels or for auction insights: Google no longer returns the labels, and auction insights are not available through the API.