google-ads-expert

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)

## 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

## 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

## 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