A roster of 65 workflows covering all 8 core jobs, with the core Google Search Ads workflows at every level and overlapping versions removed. Start with the Basic essentials and add each level as you grow.
Finds Google Search negative keywords that block your own keywords, and gaps where obvious negatives are missing.
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Finds the Google Search spend caps, billing holds and limits that are silently blocking delivery, and clears them.
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Finds rejected or limited Google Search ads, fixes what is fixable and appeals what was rejected by mistake.
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A simple weekly view of how much you spend on competitor keywords and what it returns.
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A weekly Google Search readout of spend, conversion volume and cost per goal against baseline, with the three campaigns that moved the number most.
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Catches Google Search spend spikes and drops against the expected daily pattern before they blow the budget or stall delivery.
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Keeps Google Search month-to-date spend on the curve that lands exactly at the channel budget, without overspend or a dead last week.
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Aligns Google Search delivery with the hours and days that actually convert, and with when your team can respond.
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Adjusts Google Search delivery by device or platform based on where conversions actually happen.
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Shifts Google Search spend toward the regions that convert efficiently and excludes the ones that never do.
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Shows how much more search volume each efficient non-brand campaign could win, from lost impression share due to budget and rank.
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Finds the keywords on Google Search Ads that win on pipeline and cost per goal, then raises their budgets or bid targets a little each run.
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A daily check that raises Google Search and Microsoft (Bing) brand budgets, and checks for new competitors, in measured steps when brand impression share stays below target.
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Takes keywords that win on Google Search Ads or Microsoft (Bing) Ads and proposes the same keywords and copy on the other channel.
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Keeps Microsoft Advertising negative keyword lists and brand exclusions in sync with Google Ads, so lessons from one search engine protect the other.
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Improves the quality of the conversion data Google Search optimizes on: deduplication, match quality, primary vs secondary actions and values.
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Checks Google Ads audience segments and Customer Match lists for age, size and exclusions, and flags what the team needs to fix in the CRM sync. Roadway never uploads contact data.
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Joins Google Search leads to CRM stages so you can see which campaigns create pipeline, not just form fills.
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Weekly brand search report: impression share, top-of-page rate, CPC trend and competitor overlap on brand terms on Google and Microsoft.
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Reports Google Search revenue and new-customer share against your return target and profit margin, not just platform-reported revenue.
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Turns the Google Search search terms report into intent themes that show where money goes and which new keywords or negatives you need.
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Detects when Google Search conversion tracking breaks or double counts, and protects automated bidding from bad data.
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Catches sudden drops in Google Search lead quality (spam, bots, out-of-ICP leads) before bidding learns to buy more of them.
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Rebalances Google Search and Microsoft (Bing) budgets and bids so brand campaigns hold your impression share target at the lowest cost, without starving non-brand.
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Mines the Google Search search terms report to add winners as keywords and block wasted spend with negatives.
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Ad-level decisions for Google Search: pause losers, keep winners, rebuild ads with the right concept and the wrong execution.
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Builds and prunes Google Search audience segments (custom, in-market, your data) so budget follows the highest-intent people.
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Runs competitor-term search campaigns efficiently: which competitor terms to bid on, at what price, with what copy and comparison pages.
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Asset-level copy optimization for Google Search: replace low performers, add missing angles and keep the strongest lines.
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Pauses keywords that waste spend and keeps or retunes match types on the ones that work, under Maximize conversions. It adjusts the campaign's target CPA or target ROAS when volume or cost is off, and does not set manual keyword bids.
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An onboarding audit of the whole Google Search account: structure, tracking, bidding, targeting and creative, ranked by impact, with the workflow that fixes each issue.
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Runs a small number of Google Search copy tests at a time, one variable per test, and promotes a winner only on cost per goal.
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Proposes and runs controlled tests of new Google Search targeting, so new audiences are found deliberately rather than by accident.
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Tests which offer (demo, trial, discount, lead magnet, quote) and call to action gets the best qualified results on Google Search, one change at a time.
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Shifts Google Search budget between campaigns inside the channel, from the ones past their cost guardrail to the ones with headroom, and holds total channel spend flat.
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Finds the Google Search campaigns and keywords that beat your cost per goal and scales them without breaking efficiency.
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Spots new phrases rising in your search terms and on-site searches, and works them into headlines and ad groups before competitors catch on.
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Uses your promo calendar and seasonality to ramp Google Search budgets, ad copy and targets before peaks, and roll them back after.
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When new reviews, ratings, awards or customer wins land, works the strongest proof into Google Search ads.
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Reads Google Search auction insights for brand and non-brand campaigns to show which competitors are gaining overlap and outranking you.
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Spots competitors, affiliates or scammers bidding on your brand in Google Search and impersonating you in ad copy.
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Finds bot, fraud and accidental click patterns on Google Search and blocks the sources.
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When Google Search cost per goal jumps, breaks the change down into what you pay per click, how many people click and how many convert, and fixes the real cause.
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Picks the right Google Search bid strategy and target for each campaign based on its conversion volume, maturity and goal.
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Makes Google Search lead forms produce qualified leads instead of cheap, junk submissions.
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Finds the Google Search campaigns where the landing page is the problem, drafts a challenger page in your page builder, and lays out a controlled test against the current page. Needs a page builder MCP such as Webflow, Framer, Lovable or Ploy connected in Roadway.
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Takes proven Google Search targets and tests the adjacent ones (related keywords, broader match types, new audience segments) to find the next layer of scale.
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Takes proven Google Search campaigns into new countries or regions in a controlled way.
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Turns converting search terms on Google Search Ads into new exact and phrase keywords and tightly themed ad groups, with negatives to avoid overlap.
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Gradually steps Google Search bid targets up or down to find the point where extra volume still pays back.
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Watches your changelog and launch calendar, and spins up Google Search launch campaigns and copy refreshes for meaningful releases.
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Watches partner launches and adds partner headlines, sitelinks and callouts to your search ads, plus a dedicated partner integration ad group, on the next run.
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Detects sudden auction pressure (CPC jumps, new competitors, overlap spikes) on search, and separates it from internal causes.
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Moves Google Search from optimizing to lead volume to optimizing to predicted pipeline or revenue value, using CRM and order data.
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Decides how much to spend on brand search by testing whether brand ads are incremental when you already rank first organically and competitors are absent.
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Builds draft landing page variants from the ad angles that win on Google Search, so each winning promise has a page that matches it. Needs a page builder MCP such as Webflow, Framer, Lovable or Ploy connected in Roadway.
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Measures how many Google Search conversions your ads truly drive and recalibrates targets with the result.
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Uses native split tests to prove whether a different Google Search bid strategy or target actually beats the current one.
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Finds where extra spend stops paying off for every Google Search campaign and sets budgets where the next dollar works hardest.
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When a competitor raises prices, removes a plan or changes packaging, updates Google Search conquesting campaigns and copy to capture switchers.
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Reads marketplace liquidity by city or category and points Google Search spend at whichever side (supply or demand) is the bottleneck.
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An opt-in workflow that watches competitor status pages and, during a major outage, proposes a surge of Google Search spend on switch-intent audiences with pre-approved copy. Every surge waits for your approval, even if auto-approve is on.
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