Google Ads weekly digest

What you get

• Headline vs last week and target
• Campaign table
• Anomalies with likely causes
• Act this week / watch

Install

claude.ai and Claude Desktop

1. Download the .zip.
2. In Claude, go to Settings, Capabilities, Skills, and upload it.
3. Connect Caybl.ai from the connector directory if you haven’t already.

Claude Code

The skill

This is the full SKILL.md - the same file you download. View raw.

---
name: google-ads-weekly-digest
description: Writes a weekly Google Ads performance digest from live data via the Caybl.ai connector - week-over-week and month-over-month changes against target, statistically flagged anomalies, the account changes that explain them, and a short "act this week / watch" list. Use for "weekly report", "what changed this week", "anything unusual in the account", "Monday Google Ads update", or as a scheduled weekly routine.
license: MIT
compatibility: Requires the Caybl.ai MCP connector (https://api.caybl.ai/mcp) with Google Ads connected.
metadata:
  author: Caybl.ai
  version: "1.0"
  adapted-from: mardab96/google-ads-skills (weekly-operator-digest-google-ads, anomaly-detection-google-ads), MIT
---

# Google Ads weekly digest

## Requires

The Caybl.ai MCP connector with Google Ads connected (https://caybl.ai/google-ads-mcp). Works well as a scheduled task (e.g. every Monday 8am).

## Workflow

1. **Fixed cut-off.** Use the last complete Monday-Sunday week (or the user's reporting week). Say which dates.
2. **Daily data, 90 days back.** `run_gaql_report`:
   `SELECT campaign.name, segments.date, metrics.cost_micros, metrics.clicks, metrics.impressions, metrics.conversions, metrics.conversions_value FROM campaign WHERE segments.date BETWEEN '<90 days ago>' AND '<last Sunday>'`
3. **Changes.** `run_gaql_report` on `change_event` for the last 30 days (`LIMIT 1000`) - budget, bid strategy, status, keyword and ad changes. **Read changes before explaining any movement.** A known change outranks any statistical story.
4. **Deltas.** This week vs last week, and month-to-date vs the same days last month - absolute and %, and against target where one exists.
5. **Anomalies.** For each campaign, compare each day with the same weekday over the baseline (30 and 90 days): z-score below 2 = normal, 2-3 = investigate, above 3 = significant. Rules:
   - fewer than 7 baseline days -> no z-score,
   - don't judge ratio metrics (CPA, conversion rate) at daily grain below ~5 conversions a day - judge them weekly,
   - "unexplained" is a valid answer.
6. **Attribute** each material movement to a change, a mix shift (one campaign growing or shrinking), seasonality, or "unexplained".
7. Flag campaigns that **stopped spending** or **hit their budget cap** every day.

## Output

1. **Headline** (2-3 sentences): spend, conversions and CPA/ROAS this week vs last, vs target.
2. **Table:** | Campaign | Spend | Delta WoW | Conv. | Delta WoW | CPA / ROAS | vs target | Note |
3. **Anomalies:** each with metric, size, z-score band and the likely cause (or "unexplained").
4. **Changes made this week** and their visible effect so far.
5. **Act this week** (max 3, specific) and **Watch** (things not yet worth acting on).

## Guardrails
- Don't call something an anomaly on tiny volume - say the data is too thin.
- Don't recommend changes during a Smart Bidding learning period without saying so.
- Report numbers as they are; never smooth or round away a bad week.

Adapted from mardab96/google-ads-skills (MIT). See NOTICES.md.

More Google Ads skills

• Google Ads wasted spend finder - Finds search terms, devices, locations and hours that cost money without paying back, ranked by estimated reducible spend.
• Google Ads negative keyword builder - Groups bad search terms into patterns and builds a paste-ready negative list with the right match type and level - then adds it after a preview.
• Google Ads impression share gap finder - Separates impression share lost to budget from lost to rank, and tells you which campaigns to fund now, fix first, or leave alone.