Practical Beginner's Guide for PPC Marketers

Build Your Own Claude Brain
+ 5 Google Ads Skills

A step-by-step guide to building an AI assistant that knows you, your clients, and your accounts.

Alex Almeida · Co-Founder @Beyond Six
2–3 hours to complete
Just want the skills?  github.com/AlexandreAlmeida90/google-ads-claude-skills

Imagine opening your laptop on a Monday morning and typing:

"Anything urgent across my accounts this week?"

And getting this:

Claude
⚠ Urgent
NorthPeak. CPA is up 38% week-over-week. Looks like search terms have drifted in the broad match campaigns. Worth reviewing before it compounds further.
✓ Winning
Botanica. Best week in 3 months. ROAS at 4.1x, up from 2.6x. The product title updates from two weeks ago are pulling more qualified traffic in Shopping.
📋 Heads up
Steelhaus. Nothing urgent. But you have a call Thursday and last time you discussed launching a retargeting campaign. That hasn't been started yet.

No dashboards. No CSV exports. No piecing it together yourself.

Right now, that answer takes an hour.

You open 6 accounts one by one. You scan dashboards. You check numbers. You try to remember what was happening last week. An hour later, you're ready to start your actual work.

This is what's possible when you build an AI that actually knows your business.

This guide gets you started. You'll set up the foundation: the brain, the memory, the connection to your accounts. And you'll walk away with 5 practical skills you can use from day one.

In future guides, we'll go deeper: automated monitoring, multi-account alerts, and the kind of setup that makes Monday mornings look like the one above.

Here's what you'll build in this guide:
  • An AI that knows every client, their goals, products, and ad history, without you re-explaining anything, ever
  • A live connection to your Google Ads accounts. No more exporting CSVs just to answer a simple question
  • Search term audits that classify every keyword by profitability and intent, delivered in a formatted Excel report
  • RSA copy written from real customer reviews, not generic AI filler
  • A system that compounds: the more you use it, the smarter it gets
All of this, running on your own computer, for $20/month.
By the end of this guide, you'll be ahead of +90% of people using AI.
Introduction

Why ChatGPT Isn't Enough

You've probably tried using ChatGPT for Google Ads tasks.

  • To troubleshoot conversion tracking.
  • To write new copy for your ads.
  • For keyword research.
  • To analyze keywords.

Sometimes, you even use it as a 'sparring partner' to bounce ideas before you make changes to an account.

But here's the problem.

You ask your question. It gives you a (very) generic result. You add more context to the conversation so that it can give you a better answer. You get slightly better results. Then, you repeat the process.

The next day, you want to go back to that conversation. You ask the same question, and it gives you a different response. It forgot (almost) everything you talked about the day before.

So you paste the context again and repeat the process. You actually spend more time managing the conversation than doing the actual work.

The problem isn't the AI. The problem is that these tools are essentially smart chatbots.

What you need is a co-pilot. A co-pilot that always knows:

  • Who you are
  • Who your clients are
  • How you like to work
  • Your processes and systems
  • How you like your reports formatted

So instead of explaining everything from scratch every time, you just ask:

What's the biggest issue in [client]'s account right now?

And it already knows the account, the targets, the challenges, and everything you've told it before.

That's what this guide builds.

Claude Code is Anthropic's AI tool. Unlike the "common" AI chatbots, it runs directly on your computer, reads your files, remembers context, and can be built to work how you need it to.

You give it a memory file, and it reads that file every single time you start a new session.

It knows who you are. How you work. What you do. Who your clients are.

And the more you teach it, the more useful it becomes.

By the end of this guide, you'll have an AI assistant that knows you, your clients, and can pull reports, write copy, audit accounts, without you having to re-explain the context every single time.

And the results you'll get are significantly better than any other AI tool you'll ever use.

Because it was built by yourself, for yourself.

No coding required. No prior AI experience needed.

Just follow the steps.

Let's build.

Chapter 01

What Claude Code Is (And Why It Matters)

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The Difference Between Chat-Based AI Tools & Claude Code

Most AI tools work like this.

You open a new chat.
You explain your situation and ask your question.
You get an answer.
You close the tab.
Next time, you start over.

Claude Code is different.

It keeps context.
It remembers.
It reads files.

When you set it up correctly, every session starts with Claude already knowing:

  • Your name and how you work
  • Who your clients are
  • Their goals
  • The challenges you've been facing
  • The things you're good at

So when you need to use AI, you don't have to explain the entire context again.

You can just ask:

Pull me a search term report for [client] from the last 7 days, but exclude branded keywords.

And it will know which account you're talking about.
It will know which keywords need to be excluded.
It will deliver the report in the exact same template you like to use.

And if you ever want to update this template, you just ask. You don't have to code anything.

And it will memorize that template moving forward.

You stop wasting time with prompts on ChatGPT. You become a strategist with a very smart co-pilot that never sleeps and never forgets anything.

What Claude Code Actually Does

We're now entering the geeky part.

But don't worry, you don't need to understand every single word I'm about to say.

You just need to understand how it works. And once you try it out, I can guarantee that in 2-3 days you'll be ahead of 90% of people using AI.

So here's what it does.

  • Runs in your terminal: this is a fancy way of saying it runs on your computer (Mac or Windows)
  • Reads files on your computer in real time: it can even open folders for you, open your browser, organize your files, and more
  • Executes code, analyzes data, writes scripts
  • Has a permanent memory file (CLAUDE.md) that loads every session

It's the closest thing to a 24/7 assistant we've ever had.

It takes some time to configure, but when it's done, it's fast... and potentially life-changing.

How To Get Started With Claude Code

Here's everything we're about to do:

  1. Install Node.js (the engine Claude Code runs on)
  2. Install Claude Code
  3. Install Cursor (the editor you'll use to manage Claude)
  4. Create your brain folder
  5. Open the folder in Cursor
  6. Launch Claude Code for the first time

Don't worry if you don't know what any of this means.

We'll cover everything in this guide, step-by-step.

Step 1.1 Install Node.js (Windows)

Node.js is a free, open-source runtime environment.

If that sounds gibberish to you, here's the plain English version: it's a software that lets your computer run JavaScript-based tools outside of a browser. Claude Code is one of those tools.

It's used by millions of developers worldwide.

Here's how you install it (takes 1 minute).

Go to nodejs.org and download the LTS version (the one that says "recommended for most users"). Then, run the installer. That's it.

To confirm it was installed correctly, open your terminal and type this:

node -v

You should see something like v24.14.0. You're good to go.

If you see something else, repeat the steps above (or just go to claude.ai and ask what to do).

ℹ️On Windows, the terminal is PowerShell. Search for it in the Start menu.
Step 1.2 Install Claude Code

With Node.js installed, we'll now install Claude Code.

Open your terminal and run this single command:

npm install -g @anthropic-ai/claude-code

It should take a few minutes to install Claude Code.

Then, to make sure it has been installed, run this command:

claude --version

You should see something like 2.1.76 (Claude Code).

ℹ️If you get any errors, just go to Claude.ai and ask what went wrong.
Step 1.3 Install Cursor

Cursor is a code editor, which is a fancy way of saying it's where you'll open, read, and edit your files.

In short, it's what we'll be using instead of PowerShell or Terminal.

The reason why we're using Cursor is that it makes navigating your files much easier compared to PowerShell or Terminal, especially as your "second brain" grows.

Go to cursor.com/download. Download the installer. Install Cursor. That's it.

Step 1.4 Create Your Brain Folder

On your computer, create a new folder called google-ads-brain (read this section until the end before you create the folder).

This folder will be the home of your Google Ads brain.

Everything lives in here: your memory file, your client information, and your skills. The more you use Claude Code, the more valuable this folder becomes.

To create this folder, pick a location that's easy to find and won't get moved. I recommend:

  • Mac: Inside your home folder or Documents. Something like /Users/yourname/google-ads-brain
  • Windows: Inside your user folder or Documents. Something like C:\Users\yourname\google-ads-brain

Avoid putting it on your Desktop, inside a Downloads folder, or anywhere that tends to get cluttered. You'll be coming back to this folder regularly.

This is the bare minimum before you can start using Claude Code.

We'll keep building this folder over time, but for the sake of keeping things simple in this guide, that's all we need for now.

Step 1.5 Open Your Brain Folder in Cursor

Open Cursor.

Go to File → Open Folder, and select your google-ads-brain folder.

Here's what you're looking at:

Cursor editor layout showing file explorer, editor, and terminal
  • Left sidebar: file explorer
  • Center panel: editor (where you read and edit files)
  • Bottom panel: terminal (where you'll type claude)

If you don't see the bottom panel (terminal), go to Terminal → New Terminal in the top menu. This will show up as a small window at the bottom.

This is where you'll type claude to start Claude Code.

Step 1.6 Launch Claude Code

Now, the fun starts.

The technical part of the setup is now done, and you'll get to start using your Claude Code second brain.

In the top menu, click Terminal → New Terminal.

You'll see a terminal window appear at the bottom of Cursor. This is where you'll talk to Claude from now, not PowerShell or Terminal like before.

Don't worry if this looks a bit scary. It's just a text chat that looks a bit geeky.

Type this command and press Enter:

claude

The first time you run this, Claude Code will ask you to log in with your Anthropic account. Follow the steps on the screen. It will automatically open a browser window to authenticate.

If you don't have a subscription yet, I recommend the $20/month plan. It's more than enough for now. It'll give you access to Claude Sonnet, which is the model we'll be using in this guide.

As your usage grows (especially if you're running this across multiple client accounts every day), you may need to upgrade to the $100/month plan.

Once that's done, you should see a prompt waiting for your input.

Claude Code running in the terminal

You're now inside your Google Ads brain.

Chapter 02

Building Your Google Ads Brain

At this point, you can start using Claude Code as you would use any chat-based AI like ChatGPT or Claude.

But the real power of Claude Code is its memory.

Without it, it's basically just a chatbot.

We want it to become an assistant that knows everything about us and can help us do our jobs better and better, every day.

But to become a good assistant, it needs to know:

  • Who you are
  • What you do
  • Who your clients are or what your business is about
  • What your goals are
  • How you work
  • How you like your reports
  • And more

The more you "teach it", the more powerful it becomes.

This is what we'll be doing in the next part of this guide.

Now, I won't sugarcoat this.

This might take 2-3 hours to fully set up but I promise it will 100% be worth it. Trust me.

Here's what we're building (how your "brain" will be structured):

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google-ads-brain/
├── CLAUDE.md                  ← everything Claude needs to know about you
├── clients/
│   └── [client-name]/
│       ├── profile.md         ← client goals, products, history
│       ├── competitors.md     ← competitor insights and notes
│       ├── product-catalog.md ← product feed data from GMC
│       ├── customer-reviews.md← reviews from Judge.me, Yotpo, etc.
│       ├── calls/             ← notes or transcripts from client calls
│       └── reports/           ← performance reports
├── data/
│   └── [client-name]/         ← Google Ads CSV exports
└── .claude/
    └── skills/                ← pre-built workflows Claude runs automatically
        ├── search-term-audit/
        ├── product-page-audit/
        ├── rsa-copywriter/
        ├── product-feed-optimization/
        └── skill-creator/
Step 2.1 Build Your CLAUDE.md File

The first thing we're going to do is teach Claude who you are.

We do this by creating a file called CLAUDE.md.

This is your memory file. Claude reads it automatically every time you start a new session.

And don't worry, this doesn't need to be perfect the first time you set this up. You can improve this over time. It's a living file that should be evolving constantly.

There are multiple ways to create this file. But in this guide, we'll show you the fastest and easiest way: we'll get Claude to build it for you.

Open the Google Doc linked below. Then, copy and paste the prompt into your terminal and press Enter.

Claude Onboarding Prompt →

Claude will ask a series of questions, one at a time. It should take 10-15 minutes to answer them. The more specific you are, the more useful Claude will be from day one.

At the end, Claude will write your CLAUDE.md file automatically and save it directly to your google-ads-brain folder.

Take your time. The more detailed you are, the better results you'll see.

Once you're finished, you have your CLAUDE.md file created. You can keep building this over time, but for now, you're good to go.

Step 2.2 Build Your Client Folders

You now have your CLAUDE.md file created.

Right now, Claude knows you. It knows your name. It knows how you work, what you care about.

But it doesn't know your clients yet. It doesn't know what their goals are, your relationships with these clients, their products, if they have any upcoming product launches, or what you're working on right now.

The folder strategy in this chapter solves that.

When you set it up correctly, Claude knows every client you manage the same way it knows you.

Ask it to pull a search term report from [client name], and it knows exactly which account to pull data from. Ask it to write copy, and it will have access to product reviews, the product catalog, and understand your client's customers. You can even ask it to remind you of what you discussed in your last call with this client.

That's what these folders unlock.

And the more information you keep adding to these folders, the better it will be able to assist you.

To set all of this up automatically, open the Google Doc below, copy the prompt inside, paste it into Claude in Cursor, and press Enter.

Create Client Folders Prompt →

Claude will automatically create your "Clients" folder and prepare everything for you to add your first client. The whole thing takes about 30 seconds.

Step 2.3 Add Your First Client

With everything set up, adding a client takes one sentence.

You literally just open Claude and ask:

Add a new client to the brain.

That's it.

Claude will then ask you two questions:

  1. What is the client's name?
  2. What is the website URL?

Answer both, and Claude will:

  • Create a clients/[client-name] folder
  • Create a profile.md
  • (Optional) Create an empty competitors.md ready to fill in
  • (Optional) Create an empty customer-reviews.md ready to fill in
  • (Optional) Create an empty product-catalog.md ready to fill in
  • Create subfolders for other relevant assets (calls, reports)

The most important part here is the profile.md. It's basically where you'll store all information about this particular client.

To fill this document out, just ask:

Let's fill the profile.md

Claude will ask you some basic questions to get more information about your client. Just answer as thoroughly as you can, and Claude will store this in your profile.md.

That's all you need. We're now ready to start using Claude Code. Let's get into it.

ℹ️At the end of this guide, I'll share some tips on how to enrich your brain with even more details for each client. This will include things like adding your client's product catalog, product reviews, competitors, and more.
Chapter 03

Claude Code Basics

So far, you have:

  • Installed Cursor
  • Installed Claude Code
  • Launched Claude Code
  • Created your memory file
  • Added your first client
  • Had your first conversations with Claude Code

Before we dive into the 5 Google Ads skills, this chapter covers the basics of working with Claude Code on a daily basis.

  • How your memory works
  • How to start and end sessions
  • The commands you'll use most often
  • How to back up your brain so you never lose your work

None of this is complicated and takes about 15 minutes to learn, and it will make you significantly more effective from day one.

ℹ️If you just want to dive right into the Google Ads skills, feel free to skip this chapter for now. However, I seriously recommend you read this at least once. It'll save you a lot of time later.
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Get Familiar with Claude

Before we move on, take a few minutes to just talk to Claude.

Ask it something simple. For example:

  • "What do you know about me?"
  • "Summarize who I am and how I work"
  • "Who are my biggest clients?"
  • "What are my biggest challenges with Google Ads right now?"

Claude should answer based on everything you just told it.

This is the moment it clicks.

You now have a 24/7 AI assistant that knows everything you tell it, and doesn't forget.

You can ask it to store information about:

  • Your clients
  • Your business
  • Newsletters, podcasts, or YouTube videos you watched (you can literally ask Claude to scrape content and summarize it for you)

And even...

  • Connect your Google Calendar or Gmail
  • Connect your task management tool
  • Ask Claude to organize your files and folders on your computer
  • And much more

Truly, an AI assistant. Not just a smart chatbot.

ℹ️We won't cover Google Calendar, email, and more of these advanced use cases in this guide. I recommend you don't worry about this until you're more experienced with Claude Code.

How Memory Works

Every time you start a new Claude session, the first thing it does is read your CLAUDE.md file.

This is what makes it different from any other AI tool you've used: it doesn't start from scratch. It starts from everything you've already told it.

Think of CLAUDE.md as a briefing document that you share with your assistant at the beginning of every working day. Except you only write it once, and Claude reads it automatically, every single time.

What's Inside Your CLAUDE.md

If you open your google-ads-brain folder in Cursor and click CLAUDE.md in the left menu, you'll see everything Claude built during your onboarding (all those questions you answered).

Read through it.

If something is missing or is wrong, you can edit it directly in Cursor like any other text file.

Keeping It Up To Date

Your CLAUDE.md file should grow over time.

Got a new standard operating procedure? Add it to your memory.
Changed one of your reporting templates? Update it.

There are two ways to update it:

  1. Edit it manually. In Cursor, open the CLAUDE.md file and make changes directly.
  2. Ask Claude to update it (recommended). Just tell Claude what changed, and it will handle the rest. For example: "I just onboarded a new client called XYZ. Please create a client folder for them."

The second option is much faster, and it's a habit worth building.

Starting & Ending Sessions

Starting a Session

Open Cursor.

If you've been using it regularly, it will automatically reopen your google-ads-brain folder from your last session.

Then open the terminal (Terminal → New Terminal) and type:

claude

That's it. Claude loads your memory file automatically, and you're ready to go.

Ending a Session

When you're done, type exit in the terminal and press Enter.

This closes Claude Code cleanly.

Your CLAUDE.md file stays exactly as it is. The next time you run Claude, it reads your memory file and knows who you are, who your clients are, and how you work.

What doesn't carry over is the conversation itself. Each new session starts fresh.

Claude has no memory of what you discussed, what you decided, or what you were working on, unless it was intentionally saved to a file.

This is why the most important habit to build is saving before you exit.

If something came up during a conversation (a decision you made, something you learned about a client, a new process), ask Claude before you close:

"Is there anything from this conversation worth saving?"

Claude will flag what matters and update the right files for you.

If it came up in a client conversation, it gets stored in their profile.md. If it's about how you work, it goes into your CLAUDE.md file.

Nothing important gets lost... but only if you ask.

ℹ️Stick to things that don't change every day: new client information, strategic decisions, process changes. Don't save data conclusions, one-off observations, or to-do items.

Essential Commands

As you use Claude Code day-to-day, there are some commands you'll use repeatedly.

CommandWhat it does
/clearClears the current conversation. Use when switching tasks.
/compactCompresses conversation history. Useful in long sessions.
/helpShows all available commands.
exitCloses Claude Code cleanly.
⚠️The most important habit: run /clear between tasks. If you've just finished analyzing a search term report and now want to write ad copy, clear the conversation first. It keeps Claude focused and responsive.

Backing Up Your Brain

If there's anything you take from this chapter, it should be this.

Your google-ads-brain folder lives on your computer.

This means that if your computer breaks, gets lost or stolen, or you want to work from a different machine, everything is gone.

Your "memory" won't be there.

GitHub solves this.

In short, it's a free online storage platform for files and folders. Kind of a Google Drive specifically designed for this type of work. It keeps a full history of every change you've ever made.

Setting it up takes about 5 minutes. You only need to do this once.

Step 3.5.1 Create a GitHub Account

Go to github.com and create a free account if you don't have one already.

Step 3.5.2 Create a Private Repository

Click New and create a repository called google-ads-brain.

⚠️Set it to Private. This folder may contain client information and should never be public.
Step 3.5.3 Create a .gitignore File

Before you back anything up, you need to tell GitHub what to ignore.

Some files in your brain folder should never be backed up, like CSV exports with client data, files containing personally identifiable information (PII), or any files containing passwords or API keys.

Even though your repository is private, it's good practice to keep sensitive data off GitHub entirely.

In Cursor, right-click inside your folder → New File → name it .gitignore (exactly as written, including the dot). Open the file and paste this in:

exports/
*.csv
.env
Credentials.json
google-ads.yaml
client_secrets.json

Here's what this does:

  • exports/: skips your entire exports folder (where you'll drop CSV files from Google Ads)
  • *.csv: skips any CSV file anywhere in your folder, just in case
  • .env: skips any file containing passwords or API keys
  • Credentials.json: skips authentication files
  • google-ads.yaml: guarantees you don't share any secret API keys
  • client_secrets.json: same as above
Step 3.5.4 Connect to GitHub

Open your terminal in Cursor and run these commands, one at a time:

git init
git remote add origin https://github.com/yourusername/google-ads-brain.git
git add -A
git commit -m "Initial backup"
git push -u origin main

Replace "yourusername" with your GitHub username.

This connects your local folder to GitHub and pushes everything up for the first time.

To confirm everything worked, go to github.com/[yourusername]/google-ads-brain in your browser. You should see your files there.

ℹ️If git push asks for a password, don't use your GitHub password. GitHub requires a Personal Access Token instead. Get one at: github.com → Settings → Developer Settings → Personal Access Tokens → Tokens (classic). Give it a name, set expiration to "No expiration", check the "repo" checkbox, and click Generate. Paste the token when git asks for your password.
Step 3.5.5 Back Up Daily

From now on, at the end of every working session, just ask Claude:

Back up my brain to GitHub.

Claude will run these commands automatically. Your memory file, client files, and skills are safely stored online.

Chapter 04

Connecting Google Ads to Claude Code

Now there's only one piece missing: you need to give Claude access to your Google Ads accounts.

I want to preface this with a note.

You don't have to connect Claude to your Google Ads accounts. If you're not comfortable with this yet, you can skip this step and simply upload .csv files to Claude and use Claude Code this way.

However, I really don't think that's the best use for Claude Code. It can access data faster, pull more insights, and see things maybe you would've missed.

If you've ever used a tool like SuperMetrics or Adveronix to build reports, it's similar: you add a connector that pulls data from Google into Claude.

This chapter sets that up. There are two parts:

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Part 1Google Ads API (required)~45 min
Part 2MCP (optional, more conversational)~20 min
⚠️Before you start: Keep your credentials private throughout this setup. Never paste your Developer Token, Client Secret, or any credential values directly into Claude. You'll fill those in yourself directly in files.

Part 1: The Google Ads API

ℹ️Due to how fast Claude Code evolves, this process can change over time as Claude (and Google) release new updates. If you run into any issues, just ask Claude.ai how to configure the API and follow the steps.
Step 4.1Create a Google Cloud Project

Google Cloud is the platform that handles authentication between Claude and Google Ads.

You're just using it to create login credentials. It takes 1-2 minutes.

Go to console.cloud.google.com and sign in with the Google account that has access to your Google Ads accounts.

At the top of the page, click the project dropdown. In the pop-up, click New project. Name it Google Ads API Access and click Create.

Step 4.2Enable the Google Ads API

In the left sidebar, go to APIs & Services → Library.

Search for Google Ads API. Click the result, then click the blue Enable button.

Wait until you see "API enabled" with a green checkmark.

Step 4.3Configure OAuth Consent Screen

Google requires an OAuth screen before you can create credentials. This is the "Do you authorize this app" screen you typically see when accessing new SaaS tools, except you'll be the only one who ever sees this one.

This has two parts.

Part 1: In the left sidebar, click Branding (under APIs & Services → OAuth consent screen). Fill in the required fields:

  • App name: Google Ads API Access
  • User support email: your email address
  • Developer contact email: your email address

Leave everything else blank and hit Save.

Part 2: In the left sidebar, click Audience. Under User type, select External and click Save. Scroll down to Test users and click Add users. Enter your Google Ads account email address (the same one you signed in with). Click Add, then Save.

ℹ️Your app stays in "testing" mode permanently. You never need to publish it. But while in testing mode, Google will only allow accounts listed as test users to complete the login flow. If you skip this, authentication will fail.
Step 4.4Add the Google Ads Scope

Data access → Add or remove scopes → search "adwords" → select the scope below → Update → Save.

https://www.googleapis.com/auth/adwords
Step 4.5Create OAuth Credentials

Credentials → Create Credentials → OAuth 2.0 Client ID → Desktop app → name it and Create. Download the JSON and rename it client_secrets.json.

Now move it somewhere safe, outside your brain folder. I recommend creating a dedicated folder in your home directory:

  • Mac: /Users/yourname/.brain-secrets/google/client_secrets.json
  • Windows: C:\Users\yourname\.brain-secrets\google\client_secrets.json

The . prefix hides the folder from casual browsing on Mac and makes it easy to exclude from backups. On Windows, it's just a plain folder name.

If you'd rather use a location you already know, Documents/google-ads-api/ works too. The key rule: it must live outside your google-ads-brain folder.

⚠️Never place this file inside your brain folder, commit it to GitHub, share its contents with anyone, or paste its values into Claude.
Step 4.6Get Your Developer Token

Log in to your Google Ads MCC → Tools & Settings → Setup → API Center. Copy your Developer Token.

ℹ️If you don't see API Center, apply for Basic access. Approval takes a few business days.
Step 4.7Generate Your Refresh Token

Go to developers.google.com/oauthplayground

  1. Click settings gear → check "Use your own OAuth credentials" → enter client_id and client_secret
  2. Paste https://www.googleapis.com/auth/adwords in the scope field → Authorize APIs
  3. Sign in with your Google Ads account email → Allow
  4. Click "Exchange authorization code for tokens" → copy the refresh_token
⚠️Save the refresh token immediately. You won't see it again once you leave the page.
Step 4.8Create Your google-ads.yaml File

Ask Claude:

Please create a file at `~/google-ads.yaml` for me with placeholder values.

Then open the file and replace each placeholder:

client_id: YOUR_CLIENT_ID_HERE
client_secret: YOUR_CLIENT_SECRET_HERE
refresh_token: YOUR_REFRESH_TOKEN_HERE
developer_token: YOUR_DEVELOPER_TOKEN_HERE

On Mac, run:

chmod 600 ~/google-ads.yaml
Step 4.9Test the API Connection 
Please test my Google Ads API connection by listing my accessible customer accounts.

If you see your accounts listed, you're connected.

Part 2: Google Ads MCP (Optional)

The API from Part 1 is everything you need to run the Google Ads skills in the next chapter.

The main difference between the API and MCP is this:

  • With API: "Analyze search terms for [Client Name]" → Claude runs a script → returns results
  • With MCP: "Show me top search terms for [Client Name]" → Claude queries the data live → returns results

Both options work, but the MCP is faster and more conversational for day-to-day use.

💡You don't need an MCP to get started. I'd recommend you just start with the API, get familiar with Claude Code and Google Ads, and when you're more comfortable, come back and add the MCP.
Step 4.10Check Pre-Requisites 
Can you check if I have Python 3.12+, pip, and git installed on my system?
Step 4.11Clone MCP Repository 
Please clone the Google Ads MCP repository from https://github.com/google-marketing-solutions/google_ads_mcp.git to ~/google_ads_mcp and install dependencies with uv
Step 4.12Create google-ads.yaml for MCP 
Please create a `google-ads.yaml` file in `~/google_ads_mcp/` using the same credentials as my `~/google-ads.yaml`. Make sure `use_proto_plus: True` is included.
Step 4.13Configure Claude Code 
Please save my Claude Code MCP config file at `~/.claude/mcp_settings.json`. The MCP server is at `~/google_ads_mcp`.

Then restart Claude: type exit then claude.

Step 4.14Test the MCP 
cd ~/google_ads_mcp
uv run -m ads_mcp.server

You should see the server running at http://127.0.0.1:8000.

Chapter 05

5 Google Ads Skills To Get You Started

Your progress0 / 8 steps completed

You're now finally ready to start using Claude Code for your Google Ads clients.

This is where the fun begins.

At this point, you can start asking questions to Claude about your data:

  • What are my top search terms for [account name] in the last 7 days?
  • What are my top products in the last 30 days?
  • How did my last 7 days compare against the previous 7?
  • What are my keywords with a low quality score?
  • What are my top-performing landing pages?

If you've set your brain properly, it should have enough context for you to ask more detailed questions. For example:

  • Why do you think my conversion rate dropped in the last 2 weeks?
  • Do I have any keywords with a poor landing page mismatch?
  • Is there any room for improvement in my ad copy?

The more you use Claude, the more useful it gets over time. Just try it.

With that said, Claude Code can do way more than just answer these questions. One of the coolest features you'll find in Claude Code is called skills.

What Are Claude Skills?

Skills are pre-built workflows that Claude runs automatically when you ask for them. You build the workflow once. Claude delivers the same structured output every time.

Let me illustrate with an example.

Let's say you want to analyze your search terms and:

  • Automatically identify and label all search terms: branded, competitors, product, or generic keywords
  • Automatically label all search terms based on funnel stage: top, middle, or bottom of the funnel
  • Identify profitable, unprofitable, or just plain wasteful/irrelevant search terms

Without skills, you'd have to explain the task every single time: "Analyze my search terms, label each search term according to where they sit in the funnel, group by intent..." This is not efficient.

It's a waste of time.

Also, it gives you different results every single time you run this.

With skills, you can build this workflow once, add detailed instructions on what Claude should do and how to proceed in different scenarios, and deliver the results in the exact same format you need every time.

The best part?

Since you've already added your client's information to your brain, the skill has everything it needs to deliver a powerful output. For example, in the scenario above, the skill would already know which keywords are branded for each client.

Neat, huh?

1

Search Term Analyzer

Classifies every search term by profitability, intent, and funnel stage. Exports an Excel report.

2

Product Page Audit

Audits any product page against 32 CRO criteria. Scores A–F. Generates a branded HTML report.

3

RSA Copywriter

Interviews you, scrapes the landing page, writes 15 headlines + 4 descriptions. Exports to Excel.

4

Product Feed Audit

Audits your Shopping feed for missing attributes, bad categories, and weak titles.

5

Custom Skill Builder

Guides you through building your own skills for any workflow you repeat.

Installing the Skills

Step 5.1Open Your Terminal in Cursor

Make sure you're in your google-ads-brain folder. Terminal → New Terminal.

Step 5.2Download the Skills 
mkdir .claude
git clone https://github.com/AlexandreAlmeida90/google-ads-claude-skills .claude/skills
Step 5.3Restart Claude 
exit
claude
ℹ️If your CLAUDE.md was created before installing the skills, tell Claude: "I installed skills into .claude/skills/. Please update my CLAUDE.md to reference them."

Running the 5 Skills

Skill 1Search Term Analyzer

Pulls your search terms from Google Ads and tells you:

  • What's working
  • What's wasting money
  • What is inconclusive

It also breaks your search terms down into different categories so you can analyze performance on a more strategic level. These get labelled into:

  • Profitability
  • Intent (Branded / Competitor / Product / Generic)
  • Funnel Stage (Top / Mid / Bottom)

You get an Excel report with a recommendations sheet, a full breakdown, and every search term with its metrics.

To run this skill, type /search-term-audit or ask naturally:

/search-term-audit

"Run a search term audit for [client]: last 30 days, my target CPA/ROAS is $X."

Claude will confirm the account, timeframe, and targets before running.

Skill 2Product Page Audit

This skill audits any product page against 32 CRO criteria across 7 different categories:

  • Above the fold
  • Trust signals
  • Mobile UX
  • Speed
  • Variants
  • SEO alignment

It then scores your page A-F and generates an HTML report you can open in a browser or share directly with a client. Fully customizable.

To run this skill, type /product-page-audit or ask naturally: "Audit this product page: [YOUR URL]"

/product-page-audit
Skill 3RSA Copywriter

Helps you write high-converting copy for your RSAs.

First, it asks you a few questions about your client or project. It scrapes your website. Writes 15 headlines and 4 descriptions, all within Google's character limits, organized by different types (call to action, social proof, features, benefits, etc.). Delivers the output in an Excel file you can use right away.

/rsa-copywriter
Skill 4Product Feed Audit

Reads a TSV feed exported from Google Merchant Center and checks everything: missing attributes, categories that are too broad, weak titles, duplicate descriptions, and more.

It then delivers an Excel file with recommended actions ranked by priority.

As a second step, it can:

  • Rewrite product titles using AI
  • Rewrite product descriptions using AI
  • Recommend missing attributes
/product-feed-optimization
ℹ️Export your TSV from Google Merchant Center → Products tab and upload it to Claude when prompted.
Skill 5Custom Skill Builder

Once you've experienced the 4 skills above, you'll start thinking about tasks you repeat every week that you'd like to automate. Things like:

  • Adding negative keywords
  • Writing client reports
  • Scraping competitor websites for price updates or sales monitoring

This skill guides you through creating your very own skills just by talking to Claude: "I want to create a skill that does X and Y. Here's how it should work."

The skill will write all the appropriate files and structure everything correctly into your brain so you can keep building skills over time.

/skill-create
Chapter 06

Enriching Your Brain

You now have a working "second brain" and five skills ready to go.

But here's the thing about this system: it compounds over time. It becomes better the more you use it. And the better it gets, the faster (and better) you work.

Every piece of information you add makes every future conversation smarter, without having to re-explain everything again and again.

If you want to make your "second brain" even more powerful, here are the top things you can do right now:

📦

Product Catalogs

If you're running ads for e-commerce clients, export their product catalog as a CSV or TSV and drop it into their folder. Claude can then reference it when writing copy, auditing feeds, or answering questions about a specific product.

Here's how: export the TSV product feed file from Google Merchant Center. Start a new conversation with Claude, upload the feed, and ask "please add this catalog to my [client]'s file." That's it. Claude will upload everything, organize it, and learn how to reference it the next time you ask for anything product-related.

⭐

Product Reviews

This is one of my favorite things to do. It helps improve your RSA copywriter skill tenfold.

If you're using a tool like Judge.me, Yotpo, Okendo, Reviews.io or any other platform, just export all your product ratings and ask Claude to process them: "Here are [client's] reviews. Create a customer-reviews.md with key themes, selling points, and customer language."

When Claude writes RSA copy or helps you think about positioning, it will pull real customer language directly from the reviews. It also helps Claude understand where you (or your client) stand out, your negative feedback, which products are getting more reviews, and so much more.

📞

Call Notes & Transcripts

After every client call, drop a quick summary into the /calls folder. If you're using Fathom or any other AI-powered notetaker, just download the summary and upload it into Claude.

Over time, this folder becomes a full history of your relationship with every client. You can ask Claude to remind you what you discussed last month, flag commitments you made, or pull context before your next meeting.

This has been a game-changer for me. It truly feels like I have a 24/7 AI-powered assistant constantly supporting me with client work. When I write client reports, I ask Claude to review them to make sure I didn't miss anything. In fact, Claude is starting to write reports almost entirely on its own because it has all the context it needs.

🔍

Competitor Notes

As you learn more about each client's competitive landscape, add it to competitors.md: pricing, positioning, sales, new products.

In fact, try this. Ask Claude to scrape one of your competitors' websites and fill in the competitors.md file for that particular client in as much detail as possible.

Then, every week, ask it to scrape their website to see if there's been any updates to prices, sales, or anything relevant. In fact, you could even build a skill to do this every week.

Now, Claude doesn't only have information about your client. It will have data from their competitors, too. Can you see how powerful this is?

Chapter 07

Conclusion

Building More Skills

The five skills in this guide are just a starting point.

Right now, I have dozens of ideas for new skills to create. It truly feels like there are endless opportunities for marketers using Claude Code, and I wanted to share the foundation with you first.

As you use Claude more and more, you'll start noticing tasks you do every day that follow the same pattern.

Automate them.
Let Claude handle part of the work.
Teach it how to think like you do.

Over time, you'll build a "second brain" that works better every day and feels like having a full-time employee helping you work for under $100/month.

What This Guide Didn't Cover

This is a beginner's guide.

It's designed to get you from zero to a working brain as fast as possible, not to cover everything Claude Code can do. This is just barely scratching the surface.

There's a lot more to explore:

  • Custom agents (specialized assistants for specific tasks)
  • Slash commands (shortcuts for workflows you run daily)
  • Hooks (actions that trigger automatically)
  • Advanced context-building
  • Deeper API integrations

I'm considering writing a dedicated newsletter on this topic, covering everything from beginner setups like this one to more advanced use cases for marketers and agency owners. If that sounds interesting, follow me on X at @almeidalexandr. I'll announce it there first.

What You've Built

Let's recap everything we just built here.

You built a personal AI assistant that:

Knows who you are and how you work
Knows every client: goals, products, and history
Pulls Google Ads data directly from your accounts
Runs structured analysis and exports polished reports
Writes ad copy based on real research and reviews
Gets better every time you use it

Six months ago, this would've required a development team and a significant budget. You just built it by following a free guide in 2-3 hours of work.

Where To Go From Here

It can feel a bit overwhelming when you first dive into Claude Code.

But take it one step at a time.

Here are a few things to try out in your first week:

1Run the search term audit for your biggest account
2Audit one product page for a client struggling with conversion rates
3Write copy for ads that haven't been updated in a while

As you use each skill, you'll get a feeling for how they work. You may even want to customize these skills to your liking, and you can do this simply by asking Claude what you want: what you liked, what you want different, and how you'd like the output to look.

If you have any questions, want to share what you've built, or just want to follow along as I keep developing this system, you can find me on X at @almeidalexandr.

Now go build something.

Done-For-You Installation

You now know what's possible.
Want it built for you?

This guide takes 2-3 hours if everything goes smoothly. For most people, it takes longer. API setup alone can eat an afternoon.

I'm offering a done-for-you installation where I personally build your Claude Code brain, configured to how you think about Google Ads. Everything in this guide, plus everything it doesn't cover.

Built for Google Ads freelancers and small agency owners managing 3+ client accounts.

What you get:

  • Full brain setup with CLAUDE.md, client folders, and all 5 skills
  • Google Ads API + MCP configured and tested
  • A context folder custom-tailored to you: personal profile, market position, business philosophy, and more
  • A research folder with your favorite podcasts, newsletters, blogs, and books transcribed and summarized
  • Custom agents, commands, and hooks
  • 60-min walkthrough call to show you how to use everything

Early bird price: $499

Price goes to $997 after the first cohort.

I build each brain personally. Launching when 20 people join the waitlist.

Join the Waitlist →

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