What Google Ads is and how Kite uses it
Google Ads is Google's advertising platform. You bid on the searches your buyers type, show ads across Google's network, and pay for the clicks those ads earn. Kite treats your Google Ads account as the record of what your paid search is doing. It reads performance for every campaign, ad group, ad, and keyword, checks how the account is built, and finds keywords worth adding. Then it turns what it finds into work you can use: a regular read on spend and results, a short list of changes, new ad copy built from your best lines, and a stronger landing page behind the ad. You connect your own Google Ads account through OAuth, and Kite works from what that account can see.
Marketing jobs Kite can do with Google Ads
Kite's Google Ads work starts with reading the account and ends with changes your team can act on right away. The jobs below follow the order a paid search marketer would work in: see what's happening, find the cause, then improve the keywords, the ads, and the page behind them.
Report on how your campaigns are performing
Kite pulls performance reports at every level of your account: the account as a whole, each campaign, each ad group, and each ad. Those reports cover the numbers you'd check yourself, such as impressions, clicks, cost, and conversions, over whatever date range the question needs.
The value is in the explanation. Say your cost per conversion jumped last week. Kite compares the week with the one before, finds the campaign whose spend rose while its conversions stayed flat, and narrows it to the ad group and keywords responsible. It tells you all of that in Slack with the numbers attached, so you know where to look before you open Google Ads.
You can also put this on a schedule. A Monday report in your marketing channel can show last week's spend and conversions by campaign next to traffic and pipeline from your other connected tools.
Audit how your account is set up
Performance numbers tell you something changed, and the account's setup usually tells you why. Kite reads the structure behind the results:
- each campaign and the budget attached to it
- the portfolio bidding strategies your campaigns share
- the ad groups inside each campaign and the ads inside each ad group
- the keywords, placements, and audiences each campaign and ad group targets
- your shared lists of negative keywords and the campaigns each list is attached to
A negative keyword is a search you've told Google not to show your ads for, such as "free" or "jobs" for a paid software product. Gaps in those lists are easy to miss. Kite might notice that the negative list you built for job seekers covers two of your three search campaigns but not the newest one, or that two ad groups bid on the same keyword and compete with each other. It brings each finding with the exact keyword, list, or campaign involved.
Find out why a keyword costs what it does
Quality Score is Google's rating, from 1 to 10, of how well a keyword, its ad, and its landing page match what the searcher wanted. Higher scores generally earn better ad positions for less money per click. Kite reads current and historical Quality Scores for your keywords, along with the three parts Google builds them from: expected click-through rate, ad relevance, and landing page experience.
Those three parts point to different fixes. If ad relevance is below average, the ad copy doesn't speak to the keyword, so Kite writes new lines that do. If landing page experience is the weak part, Kite reads the page the ad sends people to and sees why. It might find that a keyword about invoicing software lands on a general homepage that never mentions invoices.
Find new keywords worth bidding on
Kite generates keyword ideas through your Google Ads account, starting from your product, your website, or the keywords already converting. It filters those ideas using what it knows about your buyers and positioning, so a term that would attract students or job seekers doesn't make the list.
Kite can also check which of those searches you already rank for organically, using its built-in search data. That helps you decide where a paid click adds reach and where you're paying for a visit you'd likely get anyway.
Write new ads from the lines that already work
Kite reads ad-level results for a stated period and sorts your current lines into the ones that earned clicks and conversions and the ones that didn't. It then writes a fresh batch of responsive search ads. The winning angles get new wording, the losing ones are retired, and one or two new angles go in to test.
Every line comes from real customer evidence, such as reviews, testimonials, and quotes from sales calls, and Kite notes the source beside each one. Google mixes any three headlines and two descriptions together, so Kite writes each headline to make sense on its own and checks every line against Google's character limits. You get the batch in Slack as a file to review, choose from, and add to your ad groups. If you give Kite the campaign and ad group names and the final URL, it also saves a copy laid out for import into Google Ads.
Fix the landing page behind the ad
An ad is only as good as the page it sends people to. When Quality Scores or conversion rates point at a weak landing page, Kite can rewrite it or build a new one for that keyword's audience. On a site Kite hosts, it publishes the page once you approve it. If your site runs on Webflow, Kite publishes through your connected Webflow account.
After the new page goes live, Kite watches the same keywords in Google Ads for changes in landing page experience and conversions. If your site is measured in Google Analytics, Kite can also follow what visitors from those ads did on the page.
What Kite reads in Google Ads
Information Kite can read
- Performance reportsResults for the account, each campaign, each ad group, and each ad over a chosen date range, which Kite uses to explain what changed.
- Campaigns and budgetsEach campaign's settings and the budget it draws on, so Kite can see where money is going.
- Bidding strategiesThe portfolio bidding strategies shared across campaigns, which tell Kite how Google is deciding what to bid.
- Ad groups and adsThe ad groups inside each campaign and the ads running in them, which Kite reads before it writes new copy.
- Keywords and targetingThe keywords, placements, and audiences each campaign and ad group targets.
- Negative keyword and placement listsYour shared lists, the entries in them, and which campaigns each list is attached to.
- Quality ScoresCurrent and historical scores for your keywords, with expected click-through rate, ad relevance, and landing page experience.
- Keyword ideasNew keyword suggestions generated from your product, site, or existing keywords.
- Client accountsThe accounts under a manager account, so Kite works in the right one.
How Kite connects to Google Ads
Connect your Google Ads account through OAuth by signing in with the Google account that has access to it. Kite then works with the accounts and data that sign-in can see. If you sign in with a manager account, Kite can see the client accounts under it and asks which one you mean when it isn't clear. Agencies can go a step further and run a separate Kite team for each client, so each client's research and settings stay apart.
You can start with a question rather than a setup checklist. Ask, "Our cost per lead on Google Ads went up this month. What happened?" Kite proposes the campaigns and date ranges to compare, then comes back with what it found.
Where Google Ads fits in Kite's marketing work
Google Ads supplies the paid side of the weekly report. Kite adds spend, clicks, and conversions by campaign next to your site traffic and pipeline, so you can see what paid search contributed and what changed from the week before.
Google Ads shows which paid visitors arrive and how often they convert, and its landing page ratings point at pages that let them down. Kite uses that to choose which landing page to fix first, rewrites it, and checks the same keywords afterward to see whether conversions and landing page experience improved.
Limits and product-specific details
- Your team makes changes inside Google Ads. Kite reads the account and doesn't create, edit, pause, or launch campaigns, ads, keywords, audiences, or budgets in it. Its recommendations name the exact keyword, list, budget, or ad copy to change, and new ads arrive as a reviewed batch ready to add.
- This page covers Google Ads. Google Ad Manager, the platform publishers use to sell ad space on their own sites, is a separate product with its own connection.
Common questions
Can Kite see what my competitors are running on Google?
Yes. Kite's built-in ad intelligence covers competitors' current ads on Google as well as Meta and LinkedIn, including the copy, images and video, landing pages, formats, and run dates. That research doesn't need your Google Ads account, and Kite can use it to find an angle your competitors aren't using before it writes your next batch of ads.
Do I need to connect Google Ads to get keyword search volumes?
No. Kite's built-in search data includes keyword search volume, ranking difficulty, and who ranks for each search, with no account needed. Connecting your Google Ads account adds what only your account knows: your actual spend and results, your Quality Scores, and keyword ideas based on your own campaigns.