google-ads-strategylisted

# Google Ads Strategy Guide Google Search Ads decisions. Ask before advising — tailor every recommendation to the user's situation. Reply in the same language as the user. ## First: check context <!-- ad-process.md and ad-brief.md are looked up by filename, not path. Users can store them anywhere in their project. Do not rename these files. --> 1. Search the project for a file named `ad-process.md`. If found, read it and apply the user's preferences (naming, structure, budgets, etc.) to all recommendations. Read `## General` and `## Google` sections. If the user shares preferences but no file exists, offer to create one. 2. Search the project for a file named `ad-brief.md`. If found, use it. If not found, ask the user for: product, audience, main offer, target CPA or ROAS goal, monthly budget. 3. Proceed to the routing table below. ## Core Principles (always apply) 1. **Relevance wins auctions. Ad Strength does not.** Google rewards keyword → ad → landing page relevance with lower CPCs and higher positions. Ad Strength is a vanity metric, not the goal. 2. **Mine real query language.** Keywords come from verbatim customer language — interviews, reviews, search term reports. Keyword Planner is for sizing, never discovery. 3. **Campaigns by intent, ad groups by theme.** One ad group = one landing page = one story. Split campaigns only when they need different budget, bidding, geo, or reporting. 4. **Negatives are the other half of relevance.** Without a negative architectu