What you need to run this agent

• Google Ads Report: Search terms report (view below)
• Relay.app account (Click here to create one) with these apps connected:
  • Google Workspace (Gmail + GSheets)

Ways to make this agent better

1. Connecting marketing platforms like Customer.io or Braze
2. Cross-referencing campaign data with website analytics (GA4) to make sure that “negative keywords” aren’t actually driving conversions (rare occurrence).

Steps and instructions

Step 1: Create the search terms report in Google Ads

Access Reports Section

1. Log into your Google Ads account
2. Click on Reports in the left navigation menu
3. Go to Template Gallery > Search terms

Configure Report Columns & Rows

Add these rows:

• Search term (what users have queried)
• Search term match type (see if some keywords aren’t set up correctly)
• Campaign (which campaign was served)
• Campaign state (enabled/paused status)
• Ad group (which ad group was served)
• Ad (which ad was served)

Add these columns:

• Clicks (traffic volume)
• Impressions (reach)
• Impressions (Abs. Top) %
• Impressions (Top) %
• CTR (click-through rate)
• Avg CPC (cost per click)
• Cost (total spend)
• Conversions (conversion count)
• Conv rate (conversion rate)
• View-through conversions
• Cost per conversion

Apply Filters

• Campaign status: Enabled (to see active campaigns)
• Ad group status: Enabled, Paused
• Date range: Last 30-90 days (sufficient data for analysis)

Step 4: Schedule Export

1. Click the Schedule button at the top
2. Choose Google Sheets as the destination
3. Set frequency to Monthly (matches your cleaner agent schedule)
4. Name the sheet: "Keyword Performance - [Your Company Name]"
5. Grant access to your automation tools

Step 5: Export Format

• File type: Google Sheets (for easy API access)
• Include: All filtered data
• Sort by: Cost (descending) to prioritize high-spend keywords

Step 2: Recreate the agent in your Relay.app workspace

Here are screenshots of every step and how we’ve set them up ⤵️

Monthly trigger

What it does: Starts the workflow monthly

Note: Make sure the trigger date matches the Google Ad report schedule date (ex: day of report schedule, or day after)

Add company URL

What it does: Sets a constant to feed to the AI later.

Find keyword report

What it does: Finds the report produced by your Google Ads schedule

Ask AI to analyze all search terms

What it does: Scans your report and finds searches to remove and searches to invest more in.

💡 Prompt:

You're an experienced marketer who's tasked to optimize Google ad performance for $0. Attached is a report listing all keywords in our Google Ads campaigns with performance stats.

I want you to do 2 things:

1. Find searches to change to Negative keywords since they're costing us money but don't fit the company's offering or the search intent is misaligned with our offering (aka we're wasting money on this search term).

2. Find keywords to double down on because their performance is strong.‍

‍Note: To call the Constant in your prompt instead of having “$0”, open the Relay assistant and paste ⤵️

Replace "$0" with a placeholder that dynamically calls the Constant at step 2.

Write the AI output to your Google Sheet

What it does: Adds both findings as new tabs in your report.

Send the report via email to stakeholders

What it does: Sends the summarized findings and a link to the report via email.