Dossier Kobi Digital Ads · Board pack · v1.9.13 Board pack · v1.9.13

Platforms · Draft

Google Ads

Created 9 Jun 2026·Updated 11 Jun 2026

Latest change: Publish Dossier site and full doc pack to GitHub

Draft document — deep-dive spec incomplete; content will be updated before and during build. Do not treat as signed-off implementation detail. Pack overview

Priority: 1 (first platform integrated)

Overview

Google Ads is the primary search and shopping channel for most Kobi verticals. Accounts are created and owned by Kobi/agency; clients never receive direct Google Ads admin access.

Account model

Element Approach
MCC hierarchy Kobi master MCC → sub-MCC or client shell accounts per tenant
Client visibility Kobi dashboard only; optional read-only Google Analytics access for client-owned GA4 property
Billing Kobi/agency billing profile only — no client payment method on account; client invoiced monthly
Business verification Kobi legal entity on MCC — shell accounts inherit; complete via MCC Verification Hub (bulk) — PRE-7; not client entity
Naming kobi-{tenant_slug}-google-{env}

Access & API

  • OAuth / service account via Google Ads API (developer token required)
  • Users: automation service account + break-glass human admin in MCC
  • Permissions: Standard access for API user; no client email on account user list unless required for verification

Readiness: developer token tier (Basic → Standard), OAuth adwords scope verification, rate limits, test MCC accounts — see Platform access & API readiness.

Onboarding checklist

Provisioning packages and plan-based limits: onboarding provisioning spec.

  1. Create or link Google Ads account under MCC
  2. Link GA4 property (client or Kobi-managed)
  3. Configure conversion actions (primary + secondary)
  4. Set up Enhanced Conversions for Leads / Web where applicable
  5. Merchant Center link (if ecommerce — see Merchant Center section)
  6. Business verify — inherited from verified Kobi MCC (PRE-7); poll status via API if prompted on shell
  7. Domain verify — client website only (implementation guide if needed)
  8. Import offline conversions endpoint ready for CRM
  9. Enable Google Ads → BigQuery export under Kobi GCP (Data Transfer Service and/or API pipeline)

BigQuery export (Kobi responsibility)

Because Google Ads accounts live under Kobi MCC, Kobi operates warehouse export — not the client.

Item Approach
Dataset e.g. google_ads_raw in Kobi GCP project; partitioned by tenant_id / customer_id
Mechanism BigQuery Data Transfer Service for Google Ads + supplemental Google Ads API extracts where transfer lacks fields
Scope All MCC-linked customer accounts managed by Kobi
Use Reporting, cost joins, optimization features, monthly invoice reconciliation
Not in scope Client GA4 or MMP BigQuery — see Data warehouse responsibility

Refresh cadence: daily minimum for reporting; optional intraday for active optimization tenants.

Merchant Center

Fully automated via API once Kobi agency MCA exists. Client only provides feed URL in portal.

  • Accounts.create — sub-account under agency MCA
  • DataSources.create — scheduled fetch from client feed URL
  • Accounts.link + Ads ProductLinkService — link to Ads customer
  • Policy crawl is async — may block shopping launch, not account creation

See onboarding — Merchant Center.

Conversion tracking

Method Use case
GA4 import to Google Ads Default path when GA4 is source of truth
Google tag / gtag Fallback or supplemental
Enhanced Conversions Hashed PII for match rate
Offline conversion import CRM closed-won, appointments, enrollments
Conversion adjustments Retractions, value updates

Data to GA4

  • Auto-tagging enabled (gclid) — no utm_* on ads URLs — UTM spec
  • CRM SKU: custom params kcid / kpv on suffix + forms only
  • Link Ads ↔ GA4 for cost import into GA4 reports

Agent capabilities (execution scope)

  • Campaign / ad group / ad / keyword / asset creation per approved plan
  • Budget and bid strategy application within guardrails
  • Negative keyword lists from vertical templates
  • Performance Max / Search / Shopping structures per plan template

Human touchpoints

  • Billing verification failures
  • Policy disapprovals requiring creative/legal review
  • First launch per tenant (configurable)
  • Conversion action definition changes

KPIs (examples by vertical)

  • Health: cost per appointment, call conversions
  • Schools: cost per lead, enrollment assist conversions
  • Ecommerce: ROAS, shopping impression share

Dependencies