The best Google Ads skills for an AI agent — and how Agent Planners uses them
A Skill in Agent Planners is a reusable bundle of tool bindings and proven-method instructions the orchestrator consults while planning — the difference between an agent that re-derives a Google Ads audit from scratch every time and one that follows a checklist that's already caught the same 12 issues on a hundred other accounts. Google Ads has the deepest built-in library of any platform: 24 skills spanning audits, bidding, budget, Performance Max, remarketing and reference material. Here's what's in it, and how it actually gets used during a run.
What a Skill actually is
A Skill bundles specific tool calls with the proven method for using them — not a vague tip, but the actual field names, thresholds and sequencing that make a task work correctly the first time. Built-in skills seed automatically when you create an organization; every org can also add its own, and the agent can save one mid-run when it notices a pattern worth keeping.
The built-in Google Ads library
| Skill | Category | What it does |
|---|---|---|
| Google Ads Account Audit | Audit | A comprehensive health check across 12 categories — wasted spend, broken tracking, structural issues — ending in the top 5 prioritized fixes. |
| Search Term Waste Miner | Optimization | Surfaces high-cost, zero-conversion search terms and proposes negative keywords. |
| Performance Max Optimization | Optimization | Grades PMax asset groups, surfaces underperforming assets, and configures URL expansion and audience signals toward Excellent ad strength. |
| Quality Score Optimization | Optimization | Diagnoses Quality Score across its three real factors — expected CTR, ad relevance, landing page experience — rather than treating it as a black box. |
| Bidding Strategy Optimization | Optimization | Picks the right bidding strategy per campaign from real conversion history, and maps the Manual CPC → Maximize Conversions → Target CPA → Target ROAS migration path. |
| Budget Optimization | Optimization | Reallocates budget across campaigns using marginal-return logic — finds budget-throttled winners before defunding underperformers. |
| Remarketing Strategy | Optimization | A multi-tier remarketing architecture — cart abandoners, page viewers, repeat customers — across RLSA, Display and YouTube. |
| RSA Copy Generation | Creative | Writes responsive search ad copy that ships at Ad Strength = Excellent, including pinning strategy and DKI usage. |
| Conversion Tracking Setup & Audit | Audit | Detects missing conversion actions, duplicate counting and mis-attributed values, and proposes the right tracking schema for your business model. |
| Competitor Analysis | Analytics | Auction insights plus live SERP scraping and competitor landing-page teardowns, producing a defensive and offensive playbook. |
| GAQL Best Practices (v22) | Reference | The reference card the orchestrator consults before any query or mutation — field-name pitfalls, deprecated fields, prohibited segments — so plans don't fail on avoidable API errors. |
| Account Structure Review | Audit | Audits campaign-vs-theme organization, ad-group granularity, naming and shared budgets, and proposes a restructure plan. |
How the agent decides which skill to use
Skills are relevance-ranked against your goal and the platforms connected to the task, and only load automatically when a matching account is present — a Google Ads skill won't clutter a Shopify-only run. For a large library like Google Ads' 24 skills, the agent stays aware of every one through a one-line summary, but only pulls the FULL playbook into its planning context for the handful that are actually relevant to what you asked — so a big skill library speeds up matching runs without slowing down every run with irrelevant detail.
You can also pin specific skills in the Workspace composer to force the agent to consider them — useful when you know exactly which checklist a task should follow.
Adding your own Google Ads skill
- Ask the agent to save a proven run as a skill ("save this as a skill", "make this our standard audit") and it persists directly — no confirmation card needed for an explicit request.
- When the agent notices a repeatable pattern on its own, it proposes a skill via a card in the task chat rather than saving it silently — you approve before it's added.
- Paste a GitHub or web link to an existing playbook and ask the agent to turn it into a skill — it imports the content directly rather than requiring you to retype it.
- Skills are per-organization by default; an org can optionally share one of its own skills across organizations, and a shared-in skill is usable but not editable outside the org that owns it.
Frequently asked questions
- How many built-in Google Ads skills does Agent Planners ship?
- 24, spanning audit (account health, conversion tracking, account structure), optimization (bidding, budget, Performance Max, remarketing, dayparting, device bids, placements, Shopping), creative (RSA copy), analytics (competitor analysis) and reference (GAQL field-name pitfalls).
- Do I have to manually pick which skill to use?
- No — skills load automatically based on relevance to your goal and which accounts are connected. Pinning a skill in the Workspace composer is optional, for when you want to force a specific method.
- Can I add a skill that isn't built in?
- Yes — ask the agent to save a proven run as a skill, approve a skill the agent proposes after noticing a repeatable pattern, or import one directly from a GitHub or web link.
- Does a big skill library slow down planning?
- No — only the skills most relevant to your specific goal load in full; the rest stay available as one-line summaries the agent can pull in full if it decides they're needed.
- Are Google Ads skills shared with other organizations?
- Not by default — skills are per-organization. An org can choose to share one of its own skills across organizations; a skill shared in from elsewhere is usable but not editable.