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Google Ads MCP Server

by johnoconnor0
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Python
Remote

google_ads_create_bidding_strategy

Create a portfolio bidding strategy to apply automated bidding across multiple campaigns, optimizing bids with targets like CPA, ROAS, or impression share.

Instructions

Create a portfolio bidding strategy for shared use across campaigns.

Portfolio bidding strategies allow you to apply the same automated bidding strategy across multiple campaigns, enabling Google's AI to optimize bids based on a larger pool of data.

Strategy Types:

  • TARGET_CPA: Optimize for target cost per acquisition

  • TARGET_ROAS: Optimize for target return on ad spend

  • MAXIMIZE_CONVERSIONS: Get the most conversions within budget

  • MAXIMIZE_CONVERSION_VALUE: Maximize total conversion value

  • TARGET_IMPRESSION_SHARE: Target specific impression share percentage

  • MANUAL_CPC: Manual bidding with optional enhanced CPC

Args: customer_id: Customer ID (without hyphens) strategy_name: Name for the bidding strategy (e.g., "High Value Customers") strategy_type: Strategy type (TARGET_CPA, TARGET_ROAS, MAXIMIZE_CONVERSIONS, etc.) target_cpa: Target cost per acquisition in currency units (required for TARGET_CPA) target_roas: Target return on ad spend as decimal (e.g., 4.0 = 400% ROAS) (for TARGET_ROAS) target_impression_share: Target impression share 0.0-1.0 (e.g., 0.75 = 75%) (for TARGET_IMPRESSION_SHARE) impression_share_location: Where to target impressions (ANYWHERE_ON_PAGE, TOP_OF_PAGE, ABSOLUTE_TOP_OF_PAGE) max_cpc_bid: Maximum CPC bid limit in currency units (optional for TARGET_IMPRESSION_SHARE) enhanced_cpc: Enable enhanced CPC for MANUAL_CPC strategy

Returns: Success message with strategy ID and configuration details

Example: google_ads_create_bidding_strategy( customer_id="1234567890", strategy_name="Target CPA - $25", strategy_type="TARGET_CPA", target_cpa=25.00 )

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
customer_idYes
strategy_nameYes
strategy_typeYes
target_cpaNo
target_roasNo
target_impression_shareNo
impression_share_locationNo
max_cpc_bidNo
enhanced_cpcNo

Output Schema

TableJSON Schema
NameRequiredDescriptionDefault
resultYes

Tool Definition Quality

A4.1/5.0
Behavior4/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

With no annotations, the description carries full burden. It explains the creation behavior, conditional parameter requirements per strategy type, and return value, but does not disclose rate limits, authentication details, or irreversibility. Still fairly transparent.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is well-structured with a clear hierarchy: purpose definition, strategy types list, parameter descriptions, return value, and example. Each sentence adds value, and it's appropriately sized for the complexity.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Given 9 parameters with conditional logic, the description is thorough. It covers all necessary aspects including output, but could mention uniqueness constraints or error handling to be fully complete.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters5/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

All 9 parameters are described with examples, units, and conditional requirements (e.g., target_cpa for TARGET_CPA). The description compensates fully for the schema's 0% description coverage, adding meaning beyond titles.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The description clearly states it creates a portfolio bidding strategy for shared use, specifying 'create' as the verb and 'bidding strategy' as the resource. It also lists strategy types and distinguishes from other tools by emphasizing portfolio and shared use.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines2/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

No explicit guidance on when to use this tool vs alternatives like assign_bidding_strategy or update_bidding_strategy. No prerequisites or exclusions mentioned, leaving the agent without context for proper selection.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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