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Google Ads MCP Server

Google Ads MCP Server

update_keyword_bid

Idempotent

Updates a keyword's max CPC bid after returning a safety preview; call again with confirm=True to apply, and bids above the configured maximum are refused.

Instructions

Update the CPC bid for a keyword.

Safety: returns a preview first; call again with confirm=True. Refused if
cpc_bid is above GOOGLE_ADS_MAX_CPC_BID.

Args:
    customer_id: Google Ads customer ID.
    ad_group_id: Ad group ID containing the keyword.
    criterion_id: Keyword criterion ID to update.
    cpc_bid: New max CPC bid in currency (e.g., 2.50 for $2.50).
    confirm: Must be True to apply the new bid.

Tool call template

Replace each placeholder with a value matching the input schema. Only required parameters are included; add optional parameters as needed.

{
  "id": 1,
  "jsonrpc": "2.0",
  "method": "tools/call",
  "params": {
    "arguments": {
      "customer_id": "<customer_id>",
      "ad_group_id": "<ad_group_id>",
      "criterion_id": "<criterion_id>",
      "cpc_bid": "<cpc_bid>"
    },
    "name": "update_keyword_bid"
  }
}

Input Schema

NameRequiredDescriptionDefault
confirmNo
cpc_bidYes
ad_group_idYes
customer_idYes
criterion_idYes

Schema Changelog

Changes observed during successful MCP inspections.

  1. First observedv1.0.0

TDQS

A4.5/5.0
Behavior5/5

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

Beyond the annotations, the description discloses the key safety behavior: it returns a preview first, requires confirm=True to apply, and refuses bids above GOOGLE_ADS_MAX_CPC_BID. These details materially help an agent avoid unintended bid changes.

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 front-loaded with purpose and safety, then lists arguments compactly. Every line adds useful information, and there is no redundant restatement of the schema types.

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?

For a mutation tool with no output schema, the description covers the essential safety flow, refusal condition, and all parameters. It could explain what the preview contains, but the calling instructions are otherwise 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?

Schema description coverage is 0%, so the description must carry parameter meaning. It documents all five parameters, including the currency example for cpc_bid and the special confirm=True requirement.

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 first sentence states a specific verb and resource: 'Update the CPC bid for a keyword.' This clearly distinguishes it from list/read siblings like get_keyword_performance and from remove_keyword.

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

Usage Guidelines3/5

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

The description gives explicit invocation guidance through the preview/confirm workflow, but it does not name alternatives or state when not to use this tool versus related tools such as update_ad_group or update_budget.

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