launch-pmax

Goal

Stand up a complete PMax campaign with one fully-loaded asset group and (when applicable) Merchant Center listing scope. Always start paused.

Inputs to confirm with the user (batch these)

1. Account name (substring) — required.
2. Goal: Sales (ROAS-driven, usually with Merchant Center) or Leads (CPA-driven). Required.
3. Daily budget. Required.
4. Bidding: MAXIMIZE_CONVERSIONS (default for leads/no history), MAXIMIZE_CONVERSION_VALUE (default for sales), or with target (TARGET_CPA / TARGET_ROAS). Required.
5. Geo + language. Required.
6. Final URL(s). Required.
7. Brand name + 1-line value prop. Required.
8. Asset inventory the user can provide: logos (1:1 + 4:1), images (landscape, square, portrait), videos (optional but Google will auto-generate if missing). Ask which they have; you'll generate text assets, but Google won't accept text-only PMax for most goals.
9. For Sales: Merchant Center ID + product scope (all products, by brand, by product type, by custom label). Required.
10. Audience signals (optional but recommended): existing customer lists, website visitors, custom segments by interest/intent. These are hints, not targeting.

Workflow

1. Discover with find_operations. Look for: gads_select_accounts, gads_create_campaign, gads_create_pmax_asset_group, gads_create_image_asset, gads_create_headline_asset, gads_create_description_asset, gads_update_audience_signals, gads_update_listing_groups, gads_pmax_channel_split, gads_search_geo_targets.
2. Inspect each with get_operation_inputs.
3. Resolve account: gads_select_accounts with substring match.
4. Resolve geo: gads_search_geo_targets.
5. Create campaign (PAUSED). Set advertising_channel_type=PERFORMANCE_MAX, the bidding strategy + target, daily budget, geo + language. For Sales: link the Merchant Center ID.
6. Create asset group under the campaign → returns asset_group_id.
7. Upload image assets with gads_create_image_asset for each user-provided image and logo. Capture the returned asset IDs.
8. Create text assets with gads_create_headline_asset and gads_create_description_asset — generate the variety described in the rules below.
9. Attach assets to the asset group as the create-asset ops require (see each op's schema — some accept an asset_group_id directly).
10. Audience signals — gads_update_audience_signals with chosen segments. Skip if user has none, but explain that it slows ramp-up.
11. Listing groups (Sales only) — gads_update_listing_groups to scope which products PMax can advertise. Default: all products. Refine if the user wants brand/category exclusions.
12. Confirm: campaign id, asset group id, asset count by type, audience signal count, listing scope. Remind user it's paused.

Use the safe-write-operations skill from step 5 onward.

Platform-specific rules the model MUST respect

• PMax asset minimums (Google enforces these):
  • Headlines: 3 minimum, 5+ recommended (30 chars each).
  • Long headlines: 1 minimum, 5 recommended (90 chars each).
  • Descriptions: 2 minimum, 5 recommended; first one short ≤ 60 chars, others 90 chars.
  • Long description: 1 (90 chars).
  • Business name: 1 (25 chars).
  • Logos: 1+ (1:1 required, 4:1 recommended).
  • Images: 1+ landscape (1.91:1, 1200×628), 1+ square (1:1, 1200×1200), portrait (4:5) recommended.
  • Videos: 0+ — if none provided, Google auto-generates from your images. Auto-generated video gets less reach; warn user.
• Audience signals are hints, not targeting. PMax will go beyond them. Don't over-promise audience exclusivity.
• Listing groups for Sales scope which products PMax serves — leaving it open ("all products") is the default and usually the right call for the first 2–4 weeks.
• Channel mix is not directly controllable. Use gads_pmax_channel_split after a week of data to see where spend went (Search, Display, YouTube, Discover, Maps).
• Don't create multiple PMax campaigns in the same account targeting overlapping products. They cannibalize each other in the same auction.
• Bidding strategy switch resets learning — pick the right one up front. Use MAXIMIZE_CONVERSION_VALUE (no target) for first 2 weeks of a Sales PMax, then add TARGET_ROAS once you have ≥ 30 conversions.
• Always start PAUSED.

Failure modes & recoveries

• "Asset group missing required asset" → tell user exactly which type (e.g. "needs a 1:1 logo") and ask them to upload.
• "Merchant Center not linked" → tell user to link MC in Google Ads UI; can't be done via op.
• Bidding target unrealistic (e.g. TARGET_ROAS 10 with no history) → warn and suggest dropping the target for the first 2 weeks.
• After launch, if PMax goes 80%+ to Display/YouTube and conversions are weak, that's the most common PMax failure — tell user to add more text/image variety, refine audience signals, or switch to a Search campaign for that intent.

Output to user

Item	Value
Account	(id)
Campaign	(id, PAUSED)
Asset group	(id)
Headlines / long / desc / long-desc	counts
Logos / images / videos	counts
Audience signals	segments
Listing scope	all products /
Daily budget / bidding

End with: "Unpause when ready. Check gads_pmax_channel_split after 7 days to see where spend is going."