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SamGoogle Ads

Sam, your AI Google Ads agent

Sam is an AI Google Ads agent who obsesses over the things that decide a search account’s profit: the search terms you actually pay for, the negatives that stop the waste, and the cost of each customer. Today he prepares campaign structures, keywords, negative lists, ad copy and budget recommendations as drafts, and you apply them in Google Ads yourself. He never touches your account and never spends money.

At a glance

Mission
Search terms mined, wasted spend cut, ads written. You make the changes, nothing is spent without you.
Default autonomy
Ask before publishing
Tools
Google AdsGoogle Analytics 4StripeShopify

What Sam does

Example outputs

What Sam prepares for you, shown on fictional businesses. Yours are built from your site, your Brand Brain and your data.

Negative keywordsExample

Negative keyword list, with the reasoning

Search terms report, last 30 days, pasted by you · total spend $1,960 Queries with spend and zero trials - free invoice template word · $184 · 212 clicks → template (phrase). Template-seekers want a file, not software; Leo’s template page already captures them for free. - billora login · $58 → login (broad). People trying to log in to another tool. - invoice jobs remote · $41 → jobs (broad) - invoice factoring for small business · $41 → factoring (broad). A financing product, not ours. - what is an invoice · $37 → what is (phrase) - invoice printing near me · $29 → printing (broad) - invoice meaning · $22 → meaning (broad) Wasted: **$412 (21% of spend)**. Example estimate: about $400/month redirected to queries that convert. Do NOT block “free”: “free invoicing app” brings trials at $16 each, because Lumio has a free plan. Promote: “invoice app for freelancers” as exact match. $14 per trial, the best in the account.
Example for Lumio, a fictional invoicing app. “Billora” is a fictional competitor. Numbers are illustrative.
Google adExample

Responsive search ad with character counts

Ad group: invoice app for freelancers Headlines (max 30) 1. Invoicing App for Freelancers (29) 2. Get Paid in 9 Days, Not 30 (26) 3. Automatic Payment Reminders (27) 4. Free for Your First 3 Clients (29) 5. Send an Invoice in 2 Minutes (28) Descriptions (max 90) 1. Create, send and track invoices in one place. Lumio chases late payments for you. (81) 2. Recurring invoices, card payments and reminders. Start free, no card required. (78) Pin headline 1 to position 1 so the query always appears first. Final URL: /freelancers
Example for a fictional company. Character counts are exact.
Campaign planExample

Competitor conquesting plan

Campaign: Competitor alternatives · Search · $15/day · Max CPC $2.50 Ad group: Billora alternative - Keywords: [billora alternative], “alternative to billora”, “billora vs”, [cancel billora] - Negatives: login, sign in, support, app download - Landing page: /compare/billora, written by Leo: comparison table, 3 reasons to switch, free import Ad (no competitor trademark in the text) - A Simpler Invoicing App (23) - Switch in 10 Minutes (20) - Import Your Clients for Free (28) - Description: Bring your clients, invoices and templates. Lumio imports them for free in 10 minutes. (86) Expect a higher cost per click than on your own keywords. Judge it on cost per trial after $300, against your current average of $22.
Example plan with fictional brands. You create the campaign in Google Ads; Sam doesn’t launch it.

The playbooks

  1. 1

    Search term mining

    Weekly: converting terms become exact-match keywords, irrelevant ones become negatives. The habit that separates a profitable account from a leaky one.

  2. 2

    Wasted-spend cut

    Queries like “free download”, “jobs”, “meaning” or “login” with spend and no conversions get blocked, with the saving calculated. Often 10–30% of a search budget in an account nobody has cleaned.

  3. 3

    Brand protection

    A low-cost brand campaign so competitors bidding on your name don’t take the visitors who were already looking for you.

  4. 4

    Competitor conquesting

    Bid on “[competitor] alternative” searches with a comparison landing page, and ads that don’t use the competitor’s trademark.

  5. 5

    One ad group, one page

    Each main customer segment gets its own ad group and landing page, so the ad, the keyword and the page say the same thing. Better relevance, lower cost per click.

How approval works

  • Sam never spends money and never changes your account. Keywords, negatives, ads, bids and budgets are drafts or recommendations that you apply in Google Ads.

  • Ads are excluded from Autopilot: an ad draft stays a draft, whatever the autonomy setting.

  • When you’ve applied a change, mark the recommendation as done. With your analytics connected, he reports the measured result 7 days later.

Security and trust

Tools Sam works with

Connecting your Google Ads account requires Google to grant API access, so it is coming soon. Today, paste or export your search terms and campaign figures into the chat and apply Sam’s drafts in Google Ads yourself. GA4, Stripe and Shopify give him real sign-ups and revenue.

All integrations

Works closely with

Mia· Meta AdsFacebook and Instagram campaigns built around your ROAS target.Leo· SEO & GEOOrganic traffic from Google and from AI answers.Iris· Data analystAttribution, dashboards and alerts, with the numbers behind them.

Use cases

SaaSLocal businessesE-commerce & ShopifyPricing

Frequently asked questions

Can Sam connect to my Google Ads account?

Not yet. Direct access needs Google to approve Toby for its Ads API. Until then, export or copy your search terms report and campaign numbers into the chat: Sam analyzes them and gives you the exact changes to make.

Will Sam change my bids or budgets by himself?

No. Even once the connection exists, ad budgets are never spent without your approval, and ads are always excluded from Autopilot. Sam recommends; you decide and apply.

How often should I add negative keywords?

Weekly while an account is young or after a broad-match expansion, then every two to four weeks once it’s stable. Sam’s weekly search term review is designed for that rhythm.

Search campaign or Performance Max?

With a small budget and clear buyer queries, start with Search: you see the terms and control the waste. Performance Max can work well once conversion tracking is reliable and you have enough conversions for Google to learn from. Sam tells you which fits your situation and why.

Is it allowed to bid on a competitor’s brand name?

In general, Google lets you use competitor names as keywords, but using their trademark in the ad text can be restricted. Sam writes conquesting ads without the competitor’s name in the text. Local rules can differ, so check if you’re unsure.

What budget do I need for Google Ads?

There is no minimum in Toby. The useful question is whether your daily budget buys enough clicks on your main keywords to get a few conversions a week. Sam estimates that from typical costs per click in your market and says so if the budget is too thin to learn.

Put Sam to work on your business

Create your account, paste your URL and get your growth audit, your Brand Brain and your first three recommendations, already prepared.

Start free trial

7-day free trial, then $99/month per company. Cancel anytime. Already have an account? Sign in