Standard Google Search Ads agent

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A Google Search Ads agent that runs paid media workflows in Roadway. It handles reporting, budget pacing and optimization on Google Search Ads.

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Workflows by category

A roster of 39 workflows at Standard complexity, covering all 8 core jobs. It includes the core Google Search Ads workflows at Basic and Standard, with overlapping versions removed.

Account health and maintenance · 5

Audit negative keyword conflicts for Google Search Ads

Finds Google Search negative keywords that block your own keywords, and gaps where obvious negatives are missing.

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Google Search Ads

Maintenance Basic complexity Revenue growth

Check spend caps and unblock delivery for Google Search Ads

Finds the Google Search spend caps, billing holds and limits that are silently blocking delivery, and clears them.

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Google Search Ads

Maintenance Basic complexity Brand protection

Fix disapproved ads and policy issues for Google Search Ads

Finds rejected or limited Google Search ads, fixes what is fixable and appeals what was rejected by mistake.

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Google Search Ads

Maintenance Basic complexity Brand protection

Audit conversion signal quality for Google Search Ads

Improves the quality of the conversion data Google Search optimizes on: deduplication, match quality, primary vs secondary actions and values.

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Google Search Ads

Maintenance Standard complexity Revenue growth

Refresh stale retargeting and exclusion audiences for Google Search Ads

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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Google Search Ads

Maintenance Standard complexity Account-based marketing

Reporting · 6

Check spend on competitor keywords

A simple weekly view of how much you spend on competitor keywords and what it returns.

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Google Search Ads Microsoft (Bing) Ads

Reporting Basic complexity Competitor conquesting Pipeline generation

Report weekly performance and next actions for Google Search Ads

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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Google Search Ads

Reporting Basic complexity Revenue growth

Grade campaigns on lead-to-pipeline quality for Google Search Ads

Joins Google Search leads to CRM stages so you can see which campaigns create pipeline, not just form fills.

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Google Search Ads

Reporting Standard complexity Pipeline generation Lead generation

Report brand search impression share

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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Google Search Ads Microsoft (Bing) Ads

Reporting Standard complexity Competitor conquesting Brand protection

Report revenue and new-customer revenue for Google Search Ads

Reports Google Search revenue and new-customer share against your return target and profit margin, not just platform-reported revenue.

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Google Search Ads

Reporting Standard complexity Brand protection Revenue growth

Report search intent shifts and new opportunities for Google Search Ads

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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Google Search Ads

Reporting Standard complexity Competitor conquesting Lead generation

Anomaly detection · 3

Detect spend anomalies for Google Search Ads

Catches Google Search spend spikes and drops against the expected daily pattern before they blow the budget or stall delivery.

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Google Search Ads

Anomaly detection Basic complexity Brand protection

Detect conversion tracking breakage for Google Search Ads

Detects when Google Search conversion tracking breaks or double counts, and protects automated bidding from bad data.

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Google Search Ads

Anomaly detection Standard complexity Revenue growth

Detect lead quality and spam surges for Google Search Ads

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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Google Search Ads

Anomaly detection Standard complexity Lead generation

Pacing and budget caps · 1

Pace daily spend against the budget cap for Google Search Ads

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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Google Search Ads

Budget cap Basic complexity Revenue growth

Optimization · 11

Optimize ad schedules for Google Search Ads

Aligns Google Search delivery with the hours and days that actually convert, and with when your team can respond.

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Google Search Ads

Optimization Basic complexity Revenue growth

Optimize device and platform bids for Google Search Ads

Adjusts Google Search delivery by device or platform based on where conversions actually happen.

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Google Search Ads

Optimization Basic complexity Revenue growth

Optimize location targeting for Google Search Ads

Shifts Google Search spend toward the regions that convert efficiently and excludes the ones that never do.

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Google Search Ads

Optimization Basic complexity Revenue growth

Adjust budgets across campaigns to maximize brand term impression share

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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Google Search Ads Microsoft (Bing) Ads

Optimization Standard complexity Brand protection

Mine search terms for new keywords and negatives for Google Search Ads

Mines the Google Search search terms report to add winners as keywords and block wasted spend with negatives.

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Google Search Ads

Optimization Standard complexity Competitor conquesting Brand protection

Optimize ads by pausing losers and rebuilding near-misses for Google Search Ads

Ad-level decisions for Google Search: pause losers, keep winners, rebuild ads with the right concept and the wrong execution.

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Google Search Ads

Optimization Standard complexity Revenue growth

Optimize audience segments for Google Search Ads

Builds and prunes Google Search audience segments (custom, in-market, your data) so budget follows the highest-intent people.

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Google Search Ads

Optimization Standard complexity Competitor conquesting Launches

Optimize competitor conquest campaigns on search

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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Google Search Ads Microsoft (Bing) Ads

Optimization Standard complexity Competitor conquesting Pipeline generation

Optimize headlines and descriptions for Google Search Ads

Asset-level copy optimization for Google Search: replace low performers, add missing angles and keep the strongest lines.

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Google Search Ads

Optimization Standard complexity Revenue growth

Optimize keywords and match types for Google Search Ads

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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Google Search Ads

Optimization Standard complexity Brand protection Lead generation

Run a whole-account optimization check for Google Search Ads

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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Google Search Ads

Optimization Standard complexity Brand protection

Experimentation · 3

Run copy iteration experiments for Google Search Ads

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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Google Search Ads

Experimentation Standard complexity Launches

Test new targeting for Google Search Ads

Proposes and runs controlled tests of new Google Search targeting, so new audiences are found deliberately rather than by accident.

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Google Search Ads

Experimentation Standard complexity Launches Lead generation

Test offers and CTAs for Google Search Ads

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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Google Search Ads

Experimentation Standard complexity Trial & signup growth Lead generation

Scaling · 4

Check search impression share headroom

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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Google Search Ads Microsoft (Bing) Ads

Scaling Basic complexity Brand protection

Scale winning keywords for Google Search Ads

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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Google Search Ads

Scaling Basic complexity Revenue growth Pipeline generation

Reallocate budget to winning campaigns for Google Search Ads

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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Google Search Ads

Scaling Standard complexity Revenue growth

Scale winning targets and campaigns for Google Search Ads

Finds the Google Search campaigns and keywords that beat your cost per goal and scales them without breaking efficiency.

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Google Search Ads

Scaling Standard complexity Brand protection

Signal-based reactions · 4

Up brand campaign budget when impression share dips below target

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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Google Search Ads Microsoft (Bing) Ads

Signal-based Basic complexity Brand protection Revenue growth

Mirror rising search language in ad copy

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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Google Search Ads Microsoft (Bing) Ads

Signal-based Standard complexity Lead generation Revenue growth

Preload budgets for promos and seasonal peaks for Google Search Ads

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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Google Search Ads