Search Ads 360 MCP Server
Search & Performance
Connect your AI assistant to Search Ads 360 to analyse, plan and optimise search campaigns across every sub-account — with every change held for your approval.
What is the Search Ads 360 MCP?
The Search Ads 360 MCP Server is a secure connection between your AI assistant and Google’s Search Ads 360 (SA360), the enterprise search management platform used to plan, buy and optimise campaigns across Google Ads and other search engines from a single place. Through OpenAds, tools such as ChatGPT, Claude, Claude Code, Cursor and Codex can read your SA360 accounts, sub-accounts and engine accounts, interrogate performance, and draft changes to bids, budgets and campaign structure — all through one Model Context Protocol connection rather than a patchwork of scripts and manual exports.
It matters because SA360 sits above multiple engine accounts and often manages significant, cross-brand spend. That scale makes it powerful but slow to act on: pulling reports, spotting waste and reconciling bid strategies across sub-accounts is painstaking. OpenAds compresses that loop by letting you ask questions in plain language and receive analysis in seconds. Crucially, it keeps a firm line between reading and doing. The AI can analyse freely and propose changes, but every write action — a budget shift, a new campaign, a bid change — is held for your explicit approval before it reaches your account.
Key capabilities
Query performance across SA360 accounts, sub-accounts and engine accounts in natural language.
Analyse keyword, ad group, campaign and device-level metrics with trend context.
Research new keywords, match types and audiences to expand qualified reach.
Surface wasted spend from low-quality search terms, redundant keywords and underperforming ads.
Draft new search campaigns with structured ad groups, keywords and responsive search ads.
Propose bid-strategy and budget-pacing adjustments aligned to targets.
Generate scheduled or on-demand performance reports for stakeholders.
Hold all write actions for human approval with a clear audit trail.
What you can do
Analyse performance
Ask how any SA360 sub-account, campaign or engine account is performing over a chosen window. OpenAds retrieves impressions, clicks, cost, conversions, CPA and ROAS, compares them to the prior period, and highlights what moved and why — for example a bid-strategy change that lifted conversions but pushed CPA above target.
Research keywords & audiences
Discover keyword ideas, volume and competition estimates, and audience segments relevant to your products. OpenAds proposes match-type mixes and audience layers so you can extend coverage into qualified queries without diluting intent, and flags overlap with terms you already run.
Find wasted spend
OpenAds scans search-term reports and keyword performance to isolate spend that converts poorly — irrelevant queries, duplicate keywords competing against each other, and ads with weak engagement. It returns a ranked list of negative-keyword and pause candidates with the projected saving for each.
Create campaigns
Describe an objective, budget and target market, and OpenAds drafts a complete search campaign: ad group structure, keyword lists with match types, negative lists, and responsive search ads. Nothing goes live until you review the full proposal and approve it.
Optimise & pace budget
OpenAds tracks month-to-date spend against your plan across sub-accounts and flags campaigns pacing over or under. It proposes budget reallocations toward better-performing engine accounts and bid adjustments to hold CPA or ROAS within target ranges.
Generate reports
Request a report for any period and audience — a concise executive summary or a granular breakdown by campaign, device and match type. OpenAds assembles the figures, adds plain-language commentary, and can schedule the same report to recur.
Supported campaign types
Campaign typePrimary useTypical workflow Search (text)Capture high-intent queries across engine accountsResearch keywords, draft ad groups and RSAs, approve, launch ShoppingPromote products with feed-driven listingsReview feed performance, propose bid and structure changes, approve Performance MaxCross-channel goal-based buying via Google Ads engineSet targets, draft asset groups, review projections, approve Dynamic Search AdsFill coverage gaps using site contentAnalyse landing pages, propose targets and exclusions, approve Display remarketingRe-engage prior visitors and audiencesDefine audiences, draft creatives, review reach, approve Bid-strategy portfoliosManage automated bidding across campaignsAssess CPA/ROAS targets, propose strategy edits, approve
Getting started
Sign in to OpenAds and open the integrations directory.
Select Search Ads 360 and start the secure OAuth connection.
Authorise access to the SA360 accounts and sub-accounts you want to manage.
Confirm which engine accounts OpenAds may read and propose changes for.
Set your approval preferences — which action types always require sign-off.
Once connected, link your AI assistant of choice. ChatGPT, Claude, Claude Code, Cursor and Codex all speak to the same MCP endpoint, so you can analyse and draft changes from whichever tool you already work in. Your credentials stay with OpenAds; the assistant never sees raw tokens, and every write still passes through the approval checkpoint.
First prompts to try
"How did my Search Ads 360 sub-accounts perform last month by CPA?"
"Find wasted spend across my search campaigns and rank the savings."
"Suggest negative keywords from last quarter's search-term report."
"Draft a new search campaign for enterprise CRM with a ₹4,00,000 monthly budget."
"Which engine accounts are pacing over budget this month?"
"Propose bid changes to bring my lead-gen campaigns back to a ₹1,200 target CPA."
"Research keyword ideas for our new analytics product and estimate volume."
"Build me a weekly performance report by campaign and device."
A complete workflow example
Objective: reduce wasted spend in a search sub-account without losing qualified volume.
User prompt: "Our brand-response sub-account is over a ₹1,500 CPA target. Find the waste and propose fixes."
What OpenAds analysed: it pulled 90 days of campaign, keyword and search-term data across the sub-account's engine accounts, then compared spend and conversions at query and keyword level.
Findings: three broad-match keywords were matching to off-topic queries, consuming ₹2,10,000 with a CPA above ₹3,000; two keywords in different ad groups were cannibalising each other; and one responsive search ad had a click-through rate well below its peers.
Proposed actions: add 14 negative keywords, pause the two worst broad-match terms, consolidate the duplicated keywords, and refresh the underperforming ad — with a projected monthly saving of about ₹1,80,000 and CPA back under target.
Approval step: OpenAds presented each change as a discrete, reviewable item. You approved the negatives and pauses, deferred the ad refresh, and rejected one consolidation. Nothing executed until you approved — the analysis and proposal are read-only until you say go.
Result: only the approved changes were written to SA360, logged with a timestamp and a record of what was proposed versus applied.
Best practices
State your CPA or ROAS target in the prompt so proposals are measured against it.
Review search-term and negative-keyword suggestions before every launch.
Start with one sub-account, confirm the quality, then widen scope.
Keep automated bid strategies aligned to a single goal per campaign.
Schedule recurring reports so pacing issues surface early, not at month-end.
Safety and control
OpenAds draws a hard line between read and write actions. Reading — pulling metrics, search terms, keyword ideas and reports — happens freely so the AI can analyse without restriction. Writing — creating campaigns, changing bids or budgets, adding keywords, pausing anything — is always held at an approval checkpoint. You see exactly what will change before it happens, approve or reject each item individually, and retain a full audit trail. The separation of analysis, proposal, approval and execution is the core promise, not an optional setting.
OpenAds vs manual Search Ads 360 management
AspectOpenAdsManual SA360 management Analysis speedPlain-language answers in secondsManual report builds and exports Waste detectionRanked candidates with projected savingsSlow, manual search-term review Campaign creationFull draft from a single briefBuilt screen by screen Cross-account viewUnified across sub-accounts and enginesSwitching between accounts ControlEvery write approved with an audit trailDirect edits, easier to make errors
Limitations
OpenAds proposes and executes changes but cannot guarantee performance outcomes, which depend on market and auction dynamics.
Capabilities are bound by what the Search Ads 360 API exposes; a few niche settings may still need the SA360 UI.
Data reflects SA360's own reporting latency, so very recent activity may not appear instantly.
Approval is required for write actions by design, so fully unattended automation is intentionally not offered.
Frequently asked questions
Does OpenAds change my campaigns automatically?
No. OpenAds analyses and proposes, but every write action waits for your explicit approval before it reaches Search Ads 360. You approve or reject each item individually.
Which AI assistants can I use?
ChatGPT, Claude, Claude Code, Cursor and Codex all connect through the same MCP endpoint, so you can work from whichever tool you prefer.
Can it manage multiple sub-accounts and engine accounts?
Yes. OpenAds reads and proposes across the SA360 accounts, sub-accounts and engine accounts you authorise, giving you a unified view without switching screens.
Is my account access secure?
Connection uses secure OAuth. Your credentials stay with OpenAds, the assistant never sees raw tokens, and all write actions pass through the approval checkpoint with a full audit trail.
What happens if I reject a proposal?
Nothing is written. Rejected items are discarded, approved items execute, and the record shows what was proposed versus what was applied.
Connect it through one secure MCP connection.