gaql-query-patterns

How to use

Copy the installation command and review the source package before installing it in your own agent environment.
Check the source document for required tools, credentials and supported hosts.
Describe your input and desired deliverable; review the output against the source material.

npx skills add https://github.com/fourteenwm/ppc-ai-skills --skill gaql-query-patterns

Before you start

Installation does not include a model subscription, API allowance or permission to access your files.
Repository stars and installation counts describe activity, not an independent quality or security test.

Original skill document

Rendered from the source repository. Headings, examples, code, tables, links, and referenced images are preserved.

GAQL Query Patterns

Ready-to-use GAQL (Google Ads Query Language) query templates for common PPC analysis tasks.

What This Skill Deliberately Does NOT Do

Run the queries. These are copy-paste templates, not a runner — paste them into your own API client, Google Ads Scripts, or `google-ads-query` to actually execute and export.
Mutate anything. Every template is a read-only SELECT; nothing here changes an account.
Cover change-history queries. Pulling what changed and when needs a finite date window and a LIMIT, and lives in `change-history-checker` — a windowless change query won't run.
Diagnose the results. The "Use for" and "Interpreting results" notes point you at the analysis; the actual root-causing lives in the diagnostic skills (e.g. `impression-share-diagnostics` for the impression-share query).

Campaign Queries

7-Day Campaign Spend Analysis

sql

SELECT
    campaign.id,
    campaign.name,
    campaign.status,
    campaign.advertising_channel_type,
    campaign.bidding_strategy_type,
    campaign_budget.amount_micros,
    campaign_budget.explicitly_shared,
    metrics.cost_micros,
    metrics.impressions,
    metrics.clicks,
    metrics.conversions,
    metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_7_DAYS
ORDER BY campaign.name

Use for: Recent spend analysis, budget utilization, campaign health checks

Month-to-Date Pacing

sql

SELECT
    campaign.id,
    campaign.name,
    campaign_budget.amount_micros,
    metrics.cost_micros
FROM campaign
WHERE segments.date DURING THIS_MONTH
ORDER BY campaign.name

Use for: Monthly pacing calculations, budget tracking

Campaign Settings Audit

sql

SELECT
    campaign.id,
    campaign.name,
    campaign.status,
    campaign.advertising_channel_type,
    campaign.bidding_strategy_type,
    campaign.target_cpa.target_cpa_micros,
    campaign.target_roas.target_roas,
    campaign_budget.amount_micros,
    campaign_budget.explicitly_shared
FROM campaign
WHERE campaign.status = 'ENABLED'

Use for: Configuration audits, bidding strategy checks, budget review

Impression Share

Search Impression Share Analysis

sql

SELECT
    campaign.id,
    campaign.name,
    campaign.advertising_channel_type,
    metrics.search_impression_share,
    metrics.search_budget_lost_impression_share,
    metrics.search_rank_lost_impression_share,
    metrics.impressions
FROM campaign
WHERE segments.date DURING LAST_7_DAYS
  AND campaign.advertising_channel_type IN ('SEARCH', 'PERFORMANCE_MAX')
ORDER BY metrics.search_budget_lost_impression_share DESC

Use for: Diagnosing underspending, identifying budget constraints vs. quality issues

Interpreting results:

High Budget Lost IS → increase budget to capture more impressions
High Rank Lost IS → quality/relevance issue (not a budget problem)
Both high → budget is primary constraint, but quality also needs work

Search Terms

Search Term Report (Last 30 Days)

sql

SELECT
    search_term_view.search_term,
    campaign.name,
    ad_group.name,
    metrics.impressions,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions,
    search_term_view.status
FROM search_term_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.impressions > 0
ORDER BY metrics.cost_micros DESC

Use for: Negative keyword discovery, search term audits, intent analysis

High-Spend Non-Converting Search Terms

sql

SELECT
    search_term_view.search_term,
    campaign.name,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions
FROM search_term_view
WHERE segments.date DURING LAST_30_DAYS
  AND metrics.conversions = 0
  AND metrics.cost_micros > 0
ORDER BY metrics.cost_micros DESC

Use for: Finding wasted spend, negative keyword candidates

Keywords

Keyword Performance with Quality Score

sql

SELECT
    ad_group.name,
    ad_group_criterion.keyword.text,
    ad_group_criterion.keyword.match_type,
    ad_group_criterion.quality_info.quality_score,
    ad_group_criterion.quality_info.creative_quality_score,
    ad_group_criterion.quality_info.post_click_quality_score,
    ad_group_criterion.quality_info.search_predicted_ctr,
    metrics.impressions,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions
FROM keyword_view
WHERE segments.date DURING LAST_30_DAYS
  AND ad_group_criterion.status = 'ENABLED'
ORDER BY metrics.cost_micros DESC

Use for: Quality score audits, keyword performance analysis

Non-Serving Keywords (Zero Impressions)

sql

SELECT
    campaign.name,
    ad_group.name,
    ad_group_criterion.keyword.text,
    ad_group_criterion.keyword.match_type,
    ad_group_criterion.status,
    metrics.impressions
FROM keyword_view
WHERE segments.date DURING LAST_180_DAYS
  AND campaign.status = 'ENABLED'
  AND ad_group.status = 'ENABLED'
  AND ad_group_criterion.status = 'ENABLED'
  AND metrics.impressions = 0

Use for: Finding dead keywords to clean up, account hygiene

RSA Performance

sql

SELECT
    campaign.name,
    ad_group.name,
    ad_group_ad.ad.id,
    ad_group_ad.ad.responsive_search_ad.headlines,
    ad_group_ad.ad.responsive_search_ad.descriptions,
    ad_group_ad.ad_strength,
    metrics.impressions,
    metrics.clicks,
    metrics.conversions,
    metrics.cost_micros
FROM ad_group_ad
WHERE segments.date DURING LAST_30_DAYS
  AND ad_group_ad.ad.type = 'RESPONSIVE_SEARCH_AD'
  AND ad_group_ad.status = 'ENABLED'
ORDER BY metrics.impressions DESC

Use for: Ad performance review, RSA optimization

Conversions

Conversion Actions List

sql

SELECT
    conversion_action.id,
    conversion_action.name,
    conversion_action.type,
    conversion_action.status,
    conversion_action.category,
    conversion_action.value_settings.default_value,
    conversion_action.counting_type,
    conversion_action.attribution_model_settings.attribution_model
FROM conversion_action
WHERE conversion_action.status = 'ENABLED'
ORDER BY conversion_action.name

Use for: Conversion tracking audits, identifying misconfigured actions

Conversion Performance by Action

sql

SELECT
    segments.conversion_action_name,
    segments.conversion_action_category,
    metrics.conversions,
    metrics.conversions_value,
    metrics.all_conversions,
    metrics.cost_micros
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.conversions DESC

Use for: Understanding which conversion actions are firing, value distribution

Geographic Performance

sql

SELECT
    geographic_view.country_criterion_id,
    geographic_view.location_type,
    campaign.name,
    metrics.impressions,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions
FROM geographic_view
WHERE segments.date DURING LAST_30_DAYS
ORDER BY metrics.cost_micros DESC

Use for: Geographic bid adjustments, location targeting audits

Device Performance

sql

SELECT
    campaign.name,
    segments.device,
    metrics.impressions,
    metrics.clicks,
    metrics.cost_micros,
    metrics.conversions,
    metrics.average_cpc
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
ORDER BY campaign.name, segments.device

Use for: Device bid adjustments, mobile vs. desktop analysis

Account-Level Summary

sql

SELECT
    customer.id,
    customer.descriptive_name,
    metrics.cost_micros,
    metrics.impressions,
    metrics.clicks,
    metrics.conversions,
    metrics.conversions_value
FROM customer
WHERE segments.date DURING LAST_30_DAYS

Use for: High-level account overview, executive reporting

Date Range Reference

Keyword	Meaning
`YESTERDAY`	Yesterday only
`TODAY`	Today only
`LAST_7_DAYS`	Last 7 days
`LAST_14_DAYS`	Last 14 days
`LAST_30_DAYS`	Last 30 days
`THIS_MONTH`	Current month to date
`LAST_MONTH`	Previous calendar month
`THIS_WEEK_MON_TODAY`	This week (Monday to today)

Key Field Notes

Micros Conversion

The API returns monetary values in micros (1,000,000 = $1):

50000000 micros = $50.00
1234567 micros = $1.23

Always divide by 1,000,000 when displaying to users.

Impression Share Returns Decimals

The API returns impression share as decimals (0.0 - 1.0), NOT percentages:

API value 0.2464 = 24.64% actual impression share
Always multiply by 100 when displaying

Metrics Require Date Segmentation

Any query with metrics.* fields MUST include a WHERE segments.date clause. Without it, the query will fail.

Impression Share is Search/PMax Only

search_impression_share, search_budget_lost_impression_share, and search_rank_lost_impression_share are only available for Search and Performance Max campaigns.

AND vs OR

GAQL doesn't support OR. Use IN instead:

sql

-- Wrong
WHERE campaign.status = 'ENABLED' OR campaign.status = 'PAUSED'

-- Correct
WHERE campaign.status IN ('ENABLED', 'PAUSED')

When to Load Other Skills

Skill	When
`google-ads-query`	To run these templates against an account and export the results to CSV — this skill is the templates, that one is the runner
`change-history-checker`	For "what changed and when" queries — they require a finite date window (90-day / 30-day) and a `LIMIT` that these general templates don't carry
`impression-share-diagnostics`	To interpret the impression-share query — Search IS, Budget Lost IS, and Rank Lost IS root-causing lives there

Several skills reach for these templates when they outgrow their own — `underspending-investigation`, `budget-recommendation-calculator`, and `mcc-hack-audit` all point back here for custom GAQL.