Internal Tool

Ads Operations
Platform

Programmatic Google Ads management

// overview

An internal operations platform that interfaces with the Google Ads API to programmatically manage multi-market search campaigns for murmr, a text-to-speech API platform.

The platform automates daily and weekly performance reviews, keyword and search term analysis, budget pacing, bid optimization, and negative keyword management across campaigns targeting English, German, Spanish, and Portuguese markets.

// api usage

The platform uses the following Google Ads API resources and operations:

Campaign Management

Read and modify campaign settings, budgets, and bid strategies. Pause/enable campaigns and ad groups based on performance thresholds.

CampaignService CampaignBudgetService AdGroupService

Keyword Management

Add, pause, and adjust bids on keywords. Manage negative keyword lists across campaigns and shared sets.

AdGroupCriterionService CampaignCriterionService SharedSetService

Reporting & Analytics

Pull performance metrics via GAQL queries for automated daily and weekly reports. Search term analysis, geographic performance, device segmentation, and quality score tracking.

GoogleAdsService.SearchStream search_term_view keyword_view geographic_view

Ad Copy

Create and modify responsive search ads. A/B test headlines and descriptions across markets.

AdGroupAdService AdService

// architecture

┌─────────────────────────────┐
│   Operations Interface      │
│   (MCP Client + Playbooks)  │
└──────────┬──────────────────┘
           │
           ▼
┌─────────────────────────────┐
│   MCP Server                │
│   (Google Ads API adapter)  │
│                             │
│   ├─ GAQL query engine      │
│   ├─ Mutation handlers      │
│   └─ Rate limiting          │
└──────────┬──────────────────┘
           │
           ▼
┌─────────────────────────────┐
│   Google Ads API v18        │
│   Account: 4651698978       │
│                             │
│   4 campaigns (EN/DE/ES/PT) │
│   Search network only       │
└─────────────────────────────┘

MCP Protocol Integration

The platform uses the Model Context Protocol to provide a structured interface to the Google Ads API. GAQL queries are issued through the MCP server, which handles authentication, pagination, and response formatting.

Automated Playbooks

Daily and weekly review playbooks define the analysis workflow: fetch metrics, compare against KPI targets, flag anomalies, analyze search terms, and generate reports with ranked optimization recommendations.

Multi-Market Campaigns

Four parallel search campaigns target developer audiences across English (US/UK/CA/AU), German (DE/AT/CH), Spanish (ES/MX/AR/CO), and Portuguese (BR/PT) markets with localized ad copy and market-specific bid strategies.

// capabilities

  • Daily Performance Review Automated 7-day metric pulls, KPI comparison (CPA, CTR, conversion rate, ROAS), anomaly flagging
  • Search Term Analysis Identify high-spend/low-conversion queries, recommend negative keywords, surface new keyword opportunities
  • Budget Optimization Track pacing against daily budgets, recommend reallocations based on market-level CPA and conversion volume
  • Keyword Management Quality score tracking, bid adjustments, keyword expansion, negative keyword list curation
  • Ad Copy Testing Performance comparison across ad variations, headline/description optimization by market
  • Report Generation Structured daily and weekly reports with metrics, analysis, and prioritized action items