skill-030-ad-extension-coverage-audit

Skill 030: Ad Extension Coverage Audit

Purpose

Ad extensions increase ad real estate and improve CTR by 10-15%. Missing extensions mean lost opportunities. This audit ensures comprehensive extension coverage at account, campaign, and ad group levels for all relevant extension types.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/ext_sitelinks.md - Sitelink extensions
• data/account/ext_callouts.md - Callout extensions
• data/account/ext_structured_snippets.md - Structured snippet extensions
• data/account/ext_call.md - Call extensions
• data/account/ext_price.md - Price extensions
• data/account/ext_promotion.md - Promotion extensions
• data/account/campaigns/*/campaign.md - Campaign settings

Reference GAQL:

SELECT
  campaign.name,
  campaign.status,
  asset.type,
  campaign_asset.status,
  campaign_asset.field_type
FROM campaign_asset
WHERE campaign.status != 'REMOVED'

Use /google-ads:get-custom for account-level asset inventory or performance data.

Analysis Steps

1. Inventory all extension types: Read ext_*.md files, categorize by type and linking level
2. Check coverage requirements: Sitelinks (4+ recommended), Callouts (4+), Structured snippets (1+)
3. Verify linking hierarchy: Account-level applies to all, campaign overrides account, ad group overrides campaign
4. Assess extension status: Enabled vs Paused, Approved vs Disapproved
5. Evaluate quality: Sitelinks with descriptions, unique callouts, relevant snippet headers

Thresholds

Condition	Severity
No sitelinks at any level	Critical
No callouts at any level	Critical
Sitelinks < 4	Warning
Callouts < 4	Warning
No structured snippets	Warning
Disapproved extension	Critical

Output

Short (default):

## Extension Coverage Audit
**Account:** [Name] | **Extension Types:** [X]/8 | **Issues:** [Y]

### Critical ([Count])
- **No [extension type]** at account level -> Add [X] [extension type]

### Warnings ([Count])
- **Sitelinks**: [X] (need [Y] more)

### Coverage Matrix
| Type | Account | Campaigns | Status |
|------|---------|-----------|--------|
| Sitelinks | X | X override | OK/Missing |
| Callouts | X | X | OK/Missing |
| Snippets | X | X | OK/Missing |
| Call | X | X | OK/Missing |

### Recommendations
1. [Priority action]