Google Ads MCP Server + 12 Free Claude Skills | InsightfulPipe

Already know your way around? Here's the Google Ads MCP Server and the 12 Claude Skills.

For everyone else, here's how to set it up.

What You'll Need

Claude Pro, Team, or Enterprise — Skills require a paid Claude subscription. The free tier doesn't support them.
A Google Ads account — Any account with active campaigns. The more data, the better the insights.
InsightfulPipe account — This is how Claude connects to Google Ads. Free to sign up.
10 minutes — One-time setup. After that, it's just conversation.

Works everywhere

These Skills work in both Claude.ai (web) and Claude Desktop (app). Most people start with the web interface since there's nothing to install.

Setup Guide

Two ways to set this up. Pick the one that works for you.

Option 1: Claude.ai Web Interface

The fastest way to get started. No downloads required.

Step 1: Go to claude.ai/settings/capabilities
Step 2: Enable the Skills toggle
Step 3: Download the skills folder and drag it into Claude
Step 4: Connect your Google Ads account through InsightfulPipe

For Team or Enterprise accounts, your admin needs to enable Skills organization-wide first.

Watch this quick walkthrough on setting up Claude Skills:

How to Set Up Claude Skills

Option 2: Claude Desktop App

If you prefer the desktop experience or want more control over MCP configuration.

Step 1: Download Claude Desktop if you haven't already
Step 2: Sign up at InsightfulPipe and connect your Google Ads account
Step 3: Copy your MCP server URL from the dashboard
Step 4: Add it to your claude_desktop_config.json file
Step 5: Restart Claude Desktop and start chatting

Here's a complete walkthrough of the MCP setup process:

Complete MCP Setup Tutorial for Claude Desktop

The 12 Skills

Here's what's in the folder. Each skill is designed to solve a specific problem.

1. Weekly Brief Generator — Download

Turns your campaign data into a report your boss actually wants to read. No more exporting CSVs and building slides manually.

Executive summary that answers "how did we do?"
Visual scorecard with traffic lights
Top wins and concerns with context
Specific action items for next week

Try it: "Generate a weekly brief comparing this week to last. Target CPA is $50, budget is $15K. Make it executive-friendly."

2. Search Term Gold Miner — Download

Finds the search terms bleeding your budget and the hidden gems you're missing. This skill alone has saved accounts thousands per month.

Copy-paste negative keyword lists
Keywords worth promoting to exact match
Pattern-based negatives that block entire categories
Estimated monthly savings

Try it: "Mine my search terms from the last 30 days. Flag anything over $50 spend with zero conversions. I'm B2B so catch job seeker queries."

3. Bid Strategy Auditor — Download

Tells you if Smart Bidding is actually helping or just burning money. Google profits whether your Target CPA works or not. This skill doesn't.

Data sufficiency check (do you have enough conversions?)
Performance vs target analysis
Honest assessment with switch recommendations
Transition plan if you need to change strategies

Try it: "Audit my bid strategy. Using Target CPA at $60 for 3 weeks. Got 45 conversions last month. Is this working?"

4. Budget Allocation Optimizer — Download

Shows you exactly where to move money for more conversions. Most accounts have winners starving for budget while losers keep spending.

Campaign efficiency ranking
Specific dollar amounts to reallocate
Projected conversion gains
Week-by-week implementation plan

Try it: "Optimize my budget across 6 campaigns. $20K monthly budget, $40 target CPA. Where should I move money?"

5. Keyword Performance Analyzer — Download

Finds Quality Score issues that are silently inflating your CPCs. A QS of 5 means you're paying ~50% more per click than you should.

QS distribution and cost impact
Keywords to scale vs pause
Bid adjustment recommendations
Match type migration opportunities

Try it: "Analyze keyword performance from last 30 days. Target CPA $50. Find QS issues costing me money."

6. Negative Keyword Implementer — Download

Takes your negative keyword list and adds them directly to Google Ads. No more copying between spreadsheets and the UI.

Conflict checking before implementation
Match type recommendations
Confirmation of what was added
Rollback instructions if needed

Try it: "Add these negatives to my Brand Campaign: free, jobs, careers, tutorial. Use phrase match. Check for conflicts first."

7. Month-End Report Generator — Download

Creates the monthly report that makes you look like a hero. Perfect for client presentations or stakeholder updates.

3-4 sentence executive summary
Goal tracking with clear hit/miss status
Campaign-level insights
Next month priorities

Try it: "Generate January month-end report. Goals: 300 conversions at $45 CPA on $15K budget. Compare to December. CMO audience."

8. Spend Pacing Monitor — Download

Tells you if you'll hit your budget or scramble at month end. No more surprises on the 28th.

Current pacing status
Month-end projection
Required daily spend to hit target
Specific adjustment recommendations

Try it: "Check my spend pacing. $25K monthly budget, today is the 15th. Am I on track?"

9. A/B Test Designer — Download

Designs tests that actually prove something. Most "A/B tests" are just guesses. This gives you statistical rigor without the math degree.

Clear hypothesis formation
Sample size calculations
Test duration estimates
Success criteria before you start

Try it: "Design an A/B test for RSA headlines. Testing benefit vs feature focus. Current CTR 4.2%, 500 clicks/week. Need 15% improvement detection."

10. Scaling Roadmap Builder — Download

Creates a phase-by-phase plan to grow without killing efficiency. Going from $10K to $30K/month isn't about spending more. It's about expanding what works.

Scaling readiness assessment
Phase-by-phase roadmap
Success criteria per phase
Pause triggers if things go wrong

Try it: "Build a roadmap to scale from $10K to $30K over 4 months. CPA $42 vs $50 target. One campaign drives 70% of conversions."

11. Geo Performance Optimizer — Download

Finds which locations are printing money and which are burning it. Location bid modifiers are one of the most underused levers in Google Ads.

Location performance ranking
Specific bid adjustments with formulas
Dead zones to exclude
Expansion opportunities

Try it: "Analyze geographic performance across the US. Target CPA $55. Give me bid adjustments by state."

12. Ad Copy Performance Ranker — Download

Tells you which headlines are working and which to kill. Google's RSA system tests combinations, but you need to know which assets are carrying the weight.

Ad performance ranking
Winning headline patterns
Assets to replace
New headline suggestions based on winners

Try it: "Rank my RSA performance. Which headlines drive clicks? Which should I replace? Suggest 3 new ones based on what's working."

Tips That Actually Matter

Give context. Always include your target CPA/ROAS and budget. "Analyze my keywords" is fine. "Analyze my keywords, target CPA $45, B2B software" is way better.

Chain skills together. Run Search Term Gold Miner → Negative Keyword Implementer → Weekly Brief to track impact. They're designed to work together.

Build a routine. Weekly Brief every Monday. Spend Pacing mid-month. Month-End Report on the last day. Make it automatic.

Review before implementing. The write actions (adding negatives, creating ads) are powerful. Always review recommendations before making changes.