if you're a performance marketer, here's how I use a custom Claude...
austin@helloitsaustin
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Mar 26, 2026
~2 min read
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if you're a performance marketer, here's how I use a custom Claude Cowork plugin to manage Google Ads at @AnthropicAI. it connects to the Google Ads API via MCP, encodes my common paid search workflows into skills, and works on desktop and Dispatch.
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1) my plugin ships with a few skills, including mining for search terms, budget optimizations, weekly reviews, etc. each one is a structured prompt with specific steps, evaluation criteria, and output formats based on my personal working style.
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2) for example here's the search-term-methodology skill that contains instructions similar to what a paid search marketer would follow. eg filtering by add/excluded = none, sorting by spend desc to find the heavy hitters, and cross-referencing the search term with the keyword to understand relevancy.
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3) and here's what the output looks like after running the mine-search-terms skill. Claude queries campaigns with GAQL via MCP, filters search terms based on our skill instructions, then evaluates every search term based on our other skill, search-term-methodology.
the summary shows the top spending negatives with reasoning, a breakdown by category (eg wrong intent, competitor brand, research-only, too generic), and a bulk-upload ready CSV since I use GA Editor heavily.
(this data is stubbed for the demo, these are not real campaigns)
the summary shows the top spending negatives with reasoning, a breakdown by category (eg wrong intent, competitor brand, research-only, too generic), and a bulk-upload ready CSV since I use GA Editor heavily.
(this data is stubbed for the demo, these are not real campaigns)
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4) and here's the CSV opened (data is stubbed with fake outputs for illustration purposes). every row contains the campaign, ad group, keyword, search term, match type, performance metrics, and a reasoning column explaining why it was flagged.
this is important for auditability so that I can review the logic and override where needed, before anything is actually negated.
this is important for auditability so that I can review the logic and override where needed, before anything is actually negated.
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5) assuming the negation logic all checks out, since we're hooked up to my Google Ads MCP directly, I can also tell Claude to add the negatives directly within chat as well. all mutations require explicit approval.
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6) my Cowork plugin also extends to Dispatch on my phone. I can pull impression share by day (something the Google Ads mobile app doesn't support, among other things lol), get a budget recommendation, and apply it without opening my laptop.
basically full campaign management loops right from my phone.
basically full campaign management loops right from my phone.
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hopefully this was helpful, would be interested in hearing what other marketing folks are building with Cowork.
