Claude Skills + MCP: turn your prompts into autonomous Google Ads systems

TL;DR — Anthropic just shipped Claude Skills: reusable `.md` files that define how Claude should accomplish a task. Combined with the Model Context Protocol (MCP), they turn your repetitive prompts into systems that actually execute your Google Ads campaigns — with guardrails.

If you open ChatGPT (or Claude) several times a day to paste your Google Ads report and ask it to identify search terms to exclude, you're not automating. You're doing manual work — just inside a chat window.

Anthropic just shipped a new primitive that changes the game: Claude Skills. Combined with the Model Context Protocol (MCP), they let you turn a prompt you replay every morning into a real agentic system: business logic becomes reusable, and the AI no longer just suggests — it executes.

Everyone will be implementing this kind of solution in the coming months — the question is no longer if, but how. The official spec is documented by Anthropic (Skills + Model Context Protocol). We look here at what this concretely opens up for Google Ads campaign management — applied at Busony.

1. The "AI Groundhog Day" syndrome

The scenario every marketer will recognize:

• Monday 9am: open Claude/ChatGPT, paste the search term report, write the prompt "identify queries to exclude", grab the list, apply it manually.
• Tuesday 9am: do it again.
• Wednesday 9am: do it again.

You pay for a powerful AI, you get a good output… but the entire process stays manual. Worse: results aren't always formatted the same way — one day a score out of 10, the next a percentage, the third A/B/C grades. Impossible to chain into another tool or to delegate to a junior.

The problem isn't the AI. It's that we use it as a one-off assistant instead of a system building block.

2. What is a Claude Skill?

A Skill is a structured, reusable, versioned instruction that defines how Claude should accomplish a specific task. Concretely, it's a Markdown (`.md`) file containing:

• Problem context (e.g. "you're auditing an SMB Google Ads account")
• Step-by-step logic (steps, rules, numerical thresholds)
• Expected output format (always the same)
• Tools Claude should use (MCP, scripts, APIs)

Where ChatGPT's Custom Instructions sets a global "tone", a Skill encodes a complete playbook. Result: an audit launched today produces the same output as next week's. This predictability is what turns AI from a "nervous assistant" into a reliable teammate.

Better: a Skill can be shared. Your team can version it, improve it, deploy it at one client then another, without reinventing the prompt every time.

3. The critical role of MCP

A Skill alone stays theoretical. It can say: "identify queries costing more than €50 with no conversion in the last 14 days", but it doesn't know how to fetch the data from Google Ads.

That's where Model Context Protocol (MCP) comes in — an open standard from Anthropic that connects LLMs directly to external tools: Google Ads, Search Console, Analytics, your CRM, your e-commerce inventory, etc.

• Before: you'd manually export a CSV, paste it in the chat, wait for the result. Data was stale the second you downloaded it.
• With MCP: the Skill asks Claude "fetch the last 14 days' search term report via Google Ads MCP", and Claude calls the API in real time.

> Skills tell Claude how to do the work. MCP gives Claude the means to execute it.

4. Skills + MCP = a real system, not a prompt

This combination changes everything.

This is exactly the transition Busony has been pushing for months on SEO/GEO and conversational agents — now applied to paid media management.

5. 4 Google Ads Skills Busony can build today

5.1. Automated search term mining

• Without MCP: the Skill takes a CSV, identifies negative keywords, hands them to you in the chat.
• With MCP: the Skill pulls the search term report itself, identifies terms to exclude, applies the negatives as exact match directly in the account.

5.2. Ad copy generation + deployment

• Without MCP: the Skill produces headlines + descriptions, you copy-paste into Google Ads.
• With MCP: the Skill detects underperforming ad assets, generates variants aligned with the landing page (fetched from your CMS), and deploys an ad experiment in the right ad group.

5.3. Recurring account audit

• Without MCP: the Skill lists the issues (missing extensions, budget-limited campaigns, low-CTR ad groups).
• With MCP: the Skill identifies AND applies low-risk fixes (e.g. adding a callout extension already approved elsewhere in the account) and pings the human for higher-impact changes.

5.4. Dynamic budget reallocation

• Without MCP: the Skill recommends "Decrease Campaign A by 20%, increase B by 15%".
• With MCP: the Skill analyzes ROAS over the right time window, executes the change, and pushes a Slack notification to the manager with justification and raw numbers for audit.

> ⚠ Mandatory risks & guardrails > > As soon as a Skill modifies the account (adding negatives, deploying ads, changing budgets), it must be wrapped with: > > - Human approval on high-impact actions: budget change > 20%, campaign deactivation, mass exclusion of head-of-tail terms. > - Auditable logs for every AI action — timestamp, reason, input/output parameters — for audit and rollback. > - Automatic blocking thresholds: never exceed €X of reallocation per day, never exclude more than Y keywords without review. > - One-click rollback on actions taken in the last 24 hours. > - Dry-run mode by default on newly deployed Skills, before going to production. > > An ungoverned Skill is a 0-person ad agency that can burn €10,000 of budget in one night. The logic is powerful precisely because it executes — all the more reason to frame it.

6. What does a Skill actually look like?

Here is an anonymized excerpt of a Busony search term cleanup Skill, simplified for readability:

```

name: search-term-cleanup description: Weekly audit of search terms and application of negatives version: 1.2 owner: ppc-ops

Inputs

• account_id: string (Google Ads Customer ID)
• lookback_days: int (default 14)
• min_cost: float (default 50)
• max_conversions: int (default 0)

Tools (MCP)

• google_ads.get_search_term_report
• google_ads.list_existing_negatives
• google_ads.add_negative_keyword

Logic

1. Pull search terms via get_search_term_report over {lookback_days} days. 2. Filter: cost >= {min_cost} AND conversions <= {max_conversions}. 3. Cross-check with list_existing_negatives — exclude already-covered terms. 4. Score each candidate (intent gap, brand mismatch, language). 5. Emit the list — without applying it. 6. On human approval: add_negative_keyword (exact match, campaign-level).

Output format (always identical)

{ "scanned": 1247, "candidates": [ {"term": "...", "cost": 87.50, "campaign": "...", "confidence": 0.92} ], "applied": 14, "skipped_already_negative": 8, "requires_human_review": 3 }

Guardrails

• Max 50 negatives applied per run.
• Refuse if min_cost < 5 EUR (protects long-tail).
• Mandatory dry-run on first run of a new account.

```

This Skill, triggered every Monday by your PPC manager or a supervisor agent, produces the same report week after week. Auditable, testable, modifiable like code — far from a prompt thrown into a chat.

7. From PPC "doer" to PPC "designer"

For 15 years, the PPC manager job was:

• Pull the reports
• Identify the opportunities
• Apply the optimizations manually

With Skills + MCP, those 3 steps become automatable. The role evolves: your job is now to design the system rather than execute it. You define the rules, thresholds, guardrails. You review the outputs. You arbitrate edge cases.

It's the same shift developers are going through with code agents. And it's good news on two counts:

• You work higher up the value chain (strategy instead of operations).
• You can manage 5× more accounts without burning out.

8. How Busony helps you get there

At Busony, we build Skills + MCP for brands and e-commerce merchants who want to industrialize their paid acquisition:

• Current process audit — what's manual, repetitive, error-prone.
• Skills mapping — ordered by impact (time saved × volume × risk).
• MCP setup — Google Ads, GA4, Search Console, CRM connections.
• Skills authoring + versioning — `.md` files shared across the team, reviewed by your PPC managers.
• Guardrails and observability — AI action logs, human-in-the-loop thresholds, rollback.

You keep the strategy. Claude executes. And you take back control when it really matters.

Discover our Agentic Optimization offering — also available in French.