Brand and non-brand splitter
Give it your campaigns and brand terms. Get the brand leaks, your true non-brand ROAS, a split plan and a score.
Brand and non-brand splitter is a free AI skill for the job "Run Google Ads". Give the instructions to an AI assistant that supports the required files and tools, then review its output.
Free · No account · Made by AI Blocks
What it does
People who search your brand name were already going to buy. Their sales are cheap, so when they land in Performance Max or Shopping, your ROAS looks great while new customers cost more than you think. One manual's example had brand at about 11 percent of search spend but 34 percent of conversions. That is one account, not an average. This skill pulls brand and non-brand spend and sales apart. It shows your non-brand ROAS alone and checks it against break-even. Then it lists every campaign that should block brand terms, the negatives to add, the Performance Max exclusions to check, and the settings for each campaign in the split. The score shows how clean the separation is now.
You give it
- A campaign export with spend, conversions and conversion value
- A search terms or search category report, ideally by campaign
- Your brand name, misspellings and product lines
- Your break-even ROAS (optional, the skill can work it out from margin)
- Auction insights showing who bids on your name (optional)
- Brand brain (optional)
You get
- A pre-split report showing the share of spend and sales that is brand
- Your non-brand ROAS compared with break-even
- A list of campaigns that get brand traffic and should not, with an exact-match brand negative list
- A campaign map with priority and target ROAS settings, and a separation score out of 100
Use it when
- Your Performance Max or Shopping ROAS looks strong but new customers are not growing.
- You want to know if your non-brand campaigns are profitable on their own.
- You are about to add a branded campaign and need to stop other campaigns from stealing its traffic.
How to use it
- Start a chat with the skill. Open it if you added it to your AI, or copy it and paste it in.
- Attach the campaign export and the search terms report for the last 30 to 60 days.
- Add your brand name with every misspelling, plus your break-even ROAS if you know it.
- Add the negatives and Performance Max exclusions it lists, then change nothing else for two weeks.
- Run it again after two to four weeks and compare the scores.