# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Report search intent shifts and new opportunities for Google Search Ads.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/report-search-intent-shifts-and-new-opportunities-for-google-search-ads
Page: https://www.roadwayai.com/workflows/report-search-intent-shifts-and-new-opportunities-for-google-search-ads
Library index: https://www.roadwayai.com/automation-library
---
name: report-search-intent-shifts-and-new-opportunities-for-google-search-ads
description: >-
Turns the Google Search search terms report into intent themes that show where money goes and which new keywords or negatives you need.
---
# Report search intent shifts and new opportunities for Google Search Ads
Source: https://www.roadwayai.com/workflows/report-search-intent-shifts-and-new-opportunities-for-google-search-ads
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Turns the Google Search search terms report into intent themes that show where money goes and which new keywords or negatives you need.
Turns the Google Search search terms report into intent themes that show where money goes and which new keywords or negatives you need. It pulls the numbers from your live account and writes them up for you.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
brand_terms, competitors, cost_per_goal_baseline, goal_metric, icp, lookback_window, top_landing_pages
## Prompt
Report search intent shifts and new opportunities for Google Search Ads
Cluster my Google Ads search terms from the last [set this to your own lookback window] into intent themes and label each theme:
1. High-intent core
2. Research intent
3. Competitor intent
4. Irrelevant
Context and defaults (use these; don't ask):
- The baseline cost per goal: [set this to your own cost per goal baseline]. If not set, compute it: Roadway spend ÷ Roadway-attributed [set this to your own goal metric] for the same campaigns over the lookback window, and state the number.
- The top landing pages: [set this to your own top landing pages]. If not set, rank pages by Roadway lead rate ([set this to your own goal metric] ÷ new visitors) for the same intent over the lookback window.
Rules:
- Cluster by intent, not by string: "pricing", "vs", "alternative", "template", "free", "jobs" and "login" each signal different stages and need different treatment.
- High-intent core: themes whose cost per goal is under the baseline cost per goal. These should be exact or phrase match keywords with their own ad copy.
- Research intent: themes with clicks but few conversions. Recommend a content or lead magnet landing page from the top landing pages rather than cutting them outright when they match [set this to your own ICP].
- Competitor intent: any term containing [set this to your own competitors]. Report spend and cost per goal separately so the conquesting decision is explicit. Irrelevant: support, careers, login, free-tool and wrong-product searches, which become negatives.
- Quantify the spend hidden in "Other search terms" (unreported low-volume queries) and say whether match types are too loose.
- Roadway attributes [set this to your own goal metric] to the keyword, not the search query. Judge a search term by its parent keyword's Roadway cost per goal, use the platform's query-level conversions only as a directional tie-breaker, and never act on CTR or relevance alone.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Search search intent insights report
Summary:
Spend and goal share per theme, the new keywords to add, the negatives to add, and any brand ([set this to your own brand terms]) leakage into non-brand campaigns.
High-intent core:
- [theme / sample terms] - [reason]
Research intent:
- [theme / sample terms] - [reason]
Competitor intent:
- [theme / sample terms] - [reason]
Irrelevant:
- [theme / sample terms] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/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. It pulls the numbers from your live account and writes them up for you.
