Claude Marketing Skills: Three Reusable Workflows for Your Live Data
Published October 18, 2026 · Written by Aanart
Claude marketing skills are reusable instructions for tasks such as reviewing campaigns, checking search terms and prioritising SEO work. A skill describes the process. A connected data source supplies the figures that process needs.
This guide includes three downloadable starter skills designed around SourcetoMCP’s Google Ads connector and Search Console connector. They keep reads separate from account changes and ask Claude to discover available operations before using them.
Choose a skill, a prompt or project instructions
Use a prompt for a single request with a specific account and date range. Keep persistent business context, such as your approved accounts and conversion definition, in project instructions. Use a skill when you want the same procedure and output structure each time you repeat a task.
| Format | Good use | Example |
|---|---|---|
| Prompt | A specific question now | Compare last week’s spend with the previous week |
| Project instructions | Business facts used across tasks | Report in AUD and identify the selected brand |
| Skill | A repeatable procedure | Run a campaign review with evidence and next actions |
A skill cannot grant access to an advertising account or create missing reporting fields. Connect your sources separately and confirm which accounts Claude can read. Our Claude Code marketing guide covers that connection and the broader reporting routine.
The starter files below are instructions you should adapt and validate against your own account. They contain no credentials, executable scripts or automatic schedules.
Download the three starter skills
Download the campaign review skill. It compares two complete periods, calculates ratios from totals and returns campaign-level findings with evidence. Use it when you need a consistent weekly acquisition review.
Download the search-term review skill. It groups returned search terms by the task behind the query and proposes exclusions for human review. It keeps omitted terms, conversion delay and incomplete reports visible.
Download the SEO opportunities skill. It reads Search Console query and page data, identifies candidates for investigation and records why a page deserves attention. It requires an intent check before recommending content changes.
Each ZIP contains one folder with a SKILL.md file. Open the file and read the instructions before installing it. Replace the account, business target and reporting context in your request each time you run the skill.
Understand what a SKILL.md file contains
A basic skill starts with a name and description in YAML frontmatter, followed by instructions. The description explains when Claude should use it. The body specifies the reporting task, evidence rules and output.
---
name: marketing-campaign-review
description: Review connected Google Ads campaign performance across two periods with evidence and next actions.
---
Confirm the brand, account, currency, timezone and conversion definition.
Discover available reporting operations before requesting data.
Compare two complete periods with matching weekdays.
Calculate CTR, CPC and CPA from summed numerators and denominators.
Report missing values, reporting delays and incomplete results.
Return three prioritised findings with supporting campaign IDs.
Propose account changes for review. Do not apply any changes.Keep the name specific enough to distinguish this skill from unrelated reporting tasks. Avoid putting tokens, customer records or private exports inside files you plan to share.
Install in Claude or Claude Code
In Claude’s web interface, open Customize, then Skills, and upload the individual skill ZIP. Your account needs access to custom skills and code execution. Organisation settings can restrict who can upload them. Check Anthropic’s custom-skill instructions for the current controls.
For Claude Code, unpack a skill folder under .claude/skills/ in your project, or under ~/.claude/skills/ for personal use across projects. For example, the campaign file belongs at .claude/skills/marketing-campaign-review/SKILL.md.
Invoke it with /marketing-campaign-review and provide the account and dates. Claude Code’s skills documentation describes file locations and invocation. Uploading a file and connecting an MCP server are separate setup steps.
Confirm that SourcetoMCP is connected in the client you actually intend to use. A working connection in another client does not establish that this Claude session has access.
Give the skill a precise first request
Use marketing-campaign-review for [brand] and Google Ads account [ID]. Compare [start–end] with [start–end]. Our main outcome is [conversion definition], and our target CPA is [amount and currency]. First identify the connected account and available operations. Read data only. Return campaign totals, three findings with supporting figures and questions the available reports cannot answer.
A hypothetical report might show AUD 1,200 spend, 600 clicks and 30 recorded conversions. That produces AUD 2 CPC and AUD 40 CPA. If the business target is AUD 35 CPA, the report should investigate the AUD 5 difference and the conversion definition before proposing a change.
Ask Claude to identify where each number came from. A narrative that names a cause without supporting evidence needs another check. For example, rising CPA after a creative change does not establish that the creative caused the increase.
Check the first output against the source
Validate a small report before using the routine across several brands. Compare the chosen account, dates, spend and conversion totals with the native platform. Check that excluded rows, incomplete reports and delayed conversions are disclosed.
For a search-term review, verify that proposed exclusions do not remove relevant queries. For SEO opportunities, open the candidate pages and search results before assigning a rewrite. Search Console performance identifies what happened in search, but does not inspect your page copy.
Treat recurring execution as a separate requirement. Installing these skills does not schedule a Monday report or run a background job. Invoke the skill when you want the review, then save the approved actions with an owner and a review date.
Use the same request again after your next complete reporting period. Keep one accepted report as a reference so changes to the skill can be checked against a known output.