Monthly Keyword Report Using Google Ads MCP with Claude

Using Google Ads data, produce a keyword performance report for the user-defined time range. Rank and summarize best and worst performing keywords on key metrics (impressions, clicks, conversions, spend, CPL, ROAS) and compare results against the previous same-length period. Document all relevant data points and explain any changes in keyword effectiveness. If any keyword data is incomplete, flag the gap. Offer a final summary with recommendations for keyword optimization, including pausing or bidding changes.

Instruction to generate report:

- Always validate data directly from Google Ads before presenting.
- Never use hypothetical or sample data in any output.
- Disclose and explain any metrics or data points missing due to system limitations.
- For large data sets, chunk the analysis and aggregate at the end for efficiency and completeness.
- Each insight or recommendation must be supported by specific data points and a logical explanation.
- Conclude each report with a clear, prioritized summary and next steps for improving results.

Output Received and How It Is Helpful

The prompt delivers an in-depth keyword performance analysis, comparing the most recent month (September 2025) against the prior month (August 2025) for Google Ads Account 579-XXX-XXXX. It ranks keywords by effectiveness, identifies costly inefficiencies, and provides actionable recommendations, all while maintaining transparency about data limitations.

Overall Account Summary

• Conversions fell 46.8% despite a 31.5% increase in spend, leading to a 147% surge in cost-per-lead (CPL) from $33.23 to $82.21.
• CTR dropped sharply (from 8.64% to 4.38%), highlighting declining engagement.
• ROAS plummeted from 1.80 to 0.66 (-63.3%), a red flag for inefficiency.

Top 10 Best Performing Keywords

The analysis surfaces the strongest keywords (by conversion volume and ROAS), such as:

Keyword	Impr.	Clicks	CTR	Spend	Conv.	CPL	ROAS
[Platform X] market analysis	9,882	500	5.06%	$4,479	52.00	$86.13	0.63
[Brand A] [Platform X]	694	219	31.56%	$1,804	40.66	$44.36	1.25
[Brand A] [Platform X]	597	175	29.31%	$429	39.30	$10.92	5.03

Top 10 Worst Performing Keywords

The worst performers (high spend, few or no conversions) are flagged for immediate optimization:

Keyword	Impr.	Clicks	CTR	Spend	Conv.	CPL	ROAS
best short term rental pricing software	429	21	4.90%	$1,512	0.00	∞	0.00
short term rental dynamic pricing	919	36	3.92%	$1,353	1.04	$1,300	0.08
dynamic pricing software vacation rentals	1,197	21	1.75%	$1,022	2.00	$511	0.44

Key Performance Changes and Insights

• Major conversion drops for “[Brand A] [Platform X]” and “[Brand A] co pricing” (-45.8% and -50.9%, respectively).
• Small conversion increases for “[Platform X] market analysis” and “[Platform X] software,” showing some resilience.
• Paused keywords show both potential (good CPL if reactivated) and waste (high CPL/low volume).

Data gaps such as missing Quality Score, device-level details, and ad scheduling are explicitly disclosed, ensuring full transparency.

Recommendations & Next Steps

• Pause immediate underperformers: Keywords with $500+ spend and zero conversions (e.g., “best short-term rental pricing software”).
• Bid reductions: Cut bids on low-ROAS keywords and increase for well-performing brand variants.
• Budget reallocation: Shift budget toward keywords with ROAS above 1.0 and CPL below $50.
• Landing page testing: Severe conversion drop and CTR decline indicate the need for ad and landing page revision.
• Weekly reviews: Monitor keyword trends after changes; reassess negative keywords and match types for continued improvement.

Final Summary

September 2025 highlighted a serious performance decline, including a 147% spike in CPL and ROAS falling to 0.66. The immediate action plan prioritizes pausing or reducing bids on inefficient keywords, reactivating high-potential paused terms, and focusing spend on top performers. Marketers are encouraged to set the restoration goal of sub-$50 CPL and a minimum 1.5 ROAS within 30 days for meaningful account recovery.