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Python
Hybrid

google_ads_negative_keywords_add

Add campaign-level negative keywords to stop ads from showing for irrelevant searches across every ad group.

Instructions

Adds one or more campaign-level negative keywords. These apply to every ad group in the campaign. Returns created criterion_ids. Mutating — not automatically reversible; record before-state with mureo_state_action_log_append if you may need to roll back. For negatives scoped to a single ad group use google_ads_negative_keywords_add_to_ad_group instead — campaign-level negatives can over-block if applied too broadly.

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
reasonNoWhy this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.
keywordsYesNegative keywords to add. Each item has `text` and optional `match_type` (BROAD / PHRASE / EXACT; EXACT is the safest for narrow exclusions).
campaign_idYesCampaign that will receive the negatives. The negatives apply to all ad groups under this campaign.
customer_idNoGoogle Ads customer ID as a 10-digit string without dashes (e.g. '1234567890'). Optional — falls back to GOOGLE_ADS_CUSTOMER_ID / GOOGLE_ADS_LOGIN_CUSTOMER_ID from the configured credentials when omitted.

Schema Changelog

Changes observed during successful MCP inspections.

  1. Changed1 schema field changedv0.20.0
    • addedInput schema / properties / reason
      Added value: +{
+  "description": "Why this change is being made: one or two sentences naming the evidence and the expected effect. Stored in the journal and on the action_log entry this call produces, for the operator and the next session.",
+  "maxLength": 500,
+  "type": "string"
+}
  2. Changed1 schema field changedv0.10.37
    • addedInput schema / additionalProperties
      Added value: +false
  3. Addedv0.10.11
  4. Removedv0.10.9
  5. Addedv0.9.12
  6. Removedv0.9.6
  7. Addedv0.9.2
  8. Removedv0.9.1
  9. Addedv1.0.5

TDQS

A4.5/5.0
Behavior4/5

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

With no annotations provided, the description carries the full burden and does it well: it flags that the operation is mutating, not automatically reversible, and instructs the agent to record before-state with mureo_state_action_log_append if rollback may be needed. It also notes the return value (created criterion_ids). It could go further on duplicate/idempotency behavior, but the key safety traits are disclosed.

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?

Three sentences with no filler. The core purpose is front-loaded, followed by scope, return value, mutation warning, and sibling routing. Every sentence earns its place.

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

Completeness5/5

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

For a mutating tool with no annotations and no output schema, this description is remarkably complete: it covers scope, return value, safety/rollback, and when to use a different sibling. Combined with the rich parameter schemas, an agent has enough to invoke this tool correctly.

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

Parameters3/5

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

Schema description coverage is 100%, so the schema already documents all parameters in detail. The description adds contextual framing like 'campaign-level' and 'apply to every ad group,' but most parameter-level meaning is already present in the schema, so the description's added value here is modest.

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 names a specific verb and resource: 'Adds one or more campaign-level negative keywords.' It also clarifies the crucial scope distinction that these apply to every ad group in the campaign, distinguishing it from the ad-group-scoped sibling tool without needing to open any schema.

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

Usage Guidelines5/5

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

It explicitly states when to use this tool versus the alternative: 'For negatives scoped to a single ad group use google_ads_negative_keywords_add_to_ad_group instead.' It also warns about the risk of over-blocking when applied too broadly, giving the agent concrete selection guidance.

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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