# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Retarget free users toward upgrade 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/retarget-free-users-toward-upgrade-for-google-search-ads
Page: https://www.roadwayai.com/workflows/retarget-free-users-toward-upgrade-for-google-search-ads
Library index: https://www.roadwayai.com/automation-library
---
name: retarget-free-users-toward-upgrade-for-google-search-ads
description: >-
Uses product signals to target free or trial users who reached the first product milestone you define but have not paid, with upgrade-focused Google Search ads.
---
# Retarget free users toward upgrade for Google Search Ads
Source: https://www.roadwayai.com/workflows/retarget-free-users-toward-upgrade-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
Uses product signals to target free or trial users who reached the first product milestone you define but have not paid, with upgrade-focused Google Search ads.
Uses product signals to target free or trial users who reached the first product milestone you define but have not paid, with upgrade-focused Google Search ads. It keeps watching for this trigger, so you can respond within hours instead of at the next review. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
## 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
activation_event, activation_window_days, auto_approve, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, product_usage_data, task_history
## Prompt
Retarget free users toward upgrade for Google Search Ads
Using product usage data, build or refresh Google Search audiences from product signals and decide for each segment:
1. Target with upgrade ads
2. Exclude from all ads
3. Target with activation help
4. Hold
Context and defaults (use these; don't ask):
- Product usage data: [set this to your own product usage data]. If it isn't available, say so and skip the rules that depend on it.
- The activation event: [set this to your own activation event]. If it isn't available, say so and skip the rules that depend on it.
- The activation window: [set this to your own activation window days] days. If not set, 14 days.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Upgrade segment: users who hit the activation event and are near a plan limit or used a paid feature trial. Show them the paid plan's value, a team or collaboration angle, and any time-limited offer.
- Activation help segment: signed up but not activated after the activation window. Show onboarding content, templates or a "book a setup call" offer.
- Exclude paying customers and users who churned in the last 30 days.
- Apply these audiences on Google Search via Customer Match lists, your data segments (remarketing), and in-market/affinity segments added in Observation mode, and judge on upgrades (from product usage data), not clicks.
- Use pixel- and event-based audiences only (visitors of logged-in pages such as /billing, /upgrade or /settings/team, plus product events forwarded to the ad pixel through Segment or PostHog). Roadway does not upload user lists or handle PII.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
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 product-signal retargeting report
Summary:
The segment sizes, the audiences synced, and the upgrades and activations influenced.
Target with upgrade ads:
- [segment] - [reason]
Exclude from all ads:
- [segment] - [reason]
Target with activation help:
- [segment] - [reason]
Hold:
- [segment] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/retarget-free-users-toward-upgrade-for-google-search-ads
Retarget free users toward upgrade for Google Search Ads
Retarget free users toward upgrade for Google Search Ads
Uses product signals to target free or trial users who reached the first product milestone you define but have not paid, with upgrade-focused Google Search ads.
Uses product signals to target free or trial users who reached the first product milestone you define but have not paid, with upgrade-focused Google Search ads. It keeps watching for this trigger, so you can respond within hours instead of at the next review. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
