Third chapter of the AdsPulse playbook, and the first in which AdsPulse writes to the account. The mechanism is the same for all four use cases: the request produces a preview of what would change, you read it in full, you approve, and only then does the change go. If you change a detail, ask for a new preview. The reason for this two-step design is explained in the AdsPulse announcement.
Two playbook rules weigh more here than anywhere else: read the whole preview, because it is the only moment when correcting costs nothing, and one removal at a time, because deletions and exclusions are permanent and should not be bundled with other changes.
RSA and sitelinks from the landing page
New ads, or a low ad strength to fix. The best copy comes from the page the user lands on, not from an abstract brief: on how to build an RSA that holds up, see responsive search ads assets and pinning.
Read the landing page [URL] and write a complete RSA (15 headlines, 4 descriptions) and 6 sitelinks for the ad group [name]. Respect the character limits and show me everything before uploading.
What you get. Copy written from the real content of the page, already within the character limits, ready to review: headlines, descriptions and sitelinks in a single answer.
Watch out. Generating uploads nothing. The upload is a separate step, with its own preview: after reviewing the copy, explicitly ask to upload it and approve the preview that follows.
New ad group or new campaign
A new offer, a new landing page, a new keyword theme. Structure, keywords and ads are born together, in the same request, instead of across three different screens.
In [campaign], create a new ad group for the landing page [URL]: propose keywords with match types, an RSA and sitelinks. Show me the complete preview before creating anything.
What you get. Structure, keywords and ads in a single preview to approve. Read all of it: this is the moment when an off-topic keyword or a match type that is too broad gets corrected at no cost.
Watch out. To change landing page, create a new ad group. Overwriting existing RSAs deletes their history: run the new ad group alongside, compare, then pause the old one.
Bids and budgets
A campaign is performing and you want to give it room, or the opposite. Before the change, the right question is “what does Google estimate at a different budget”: the answer already exists in the account, and here it arrives together with the change ready to go.
For [campaign], show the budget and bid simulations. How many extra conversions does Google estimate going from €80 to €120 a day? Prepare the change but do not apply it.
What you get. Google’s scenarios at different budgets and bids, and the change ready in a preview: you apply it only if the numbers convince you.
Watch out. A budget can be shared: changing it moves the spend of every campaign that uses it. The preview says so; if it is shared, decide whether you really want to touch every campaign in the group or whether a dedicated budget comes first.
Google recommendations
The optimisation score is asking you to do something. Some recommendations are worth it, others mainly serve Google: we tell them apart case by case, with the reasoning in optimisation score and auto-applied recommendations.
List the recommendations for [account] with their estimated impact. Tell me which ones you would apply and which not, and why. Also show me which types Google is already applying on its own.
What you get. The recommendations ordered by impact, with a verdict on each, and the list of active auto-applies. The ones you decide to apply go through the usual preview.
Watch out. Auto-apply is a permanent permission: Google applies every future recommendation of that type without asking you anything. The list of active auto-applies deserves the same attention as the recommendations themselves.
Where they sit in the week
In the typical week, 11 sits on Monday with pacing, 12 on Wednesday with the PMax X-ray; 09 and 10 are used when needed. None of the four should be run in a hurry: the preview is where the decision is made, not a formality.
Next chapter
The last chapter looks outside the account: chapter 4, Research and new business, with keyword research and forecasts, competitors and impression share, the pitch for a prospect and custom GAQL queries. The previous chapter is Audit and diagnosis.