Google Ads MCP tool
Our in-house tool for Google Ads: it clusters every search term by intent, finds campaigns bidding against each other, and removes the words that waste spend, so healthcare budgets go to the searches that book appointments.
What it does
Healthcare Google Ads accounts quietly leak money. The same search gets matched by two campaigns that then bid against each other. Words like "course", "salary" or "home remedy" pull in people who will never book. Search reports run to thousands of rows, so nobody reads them closely. The Google Ads MCP tool reads all of it, every week.
Cross-firing detection
Finds search terms matched by more than one campaign or ad group, shows the spend lost to the overlap, and recommends where each term should live.
Intent clusters
Groups every search term by intent (treatment, cost, location, best-of, brand) with clicks, conversions and cost per cluster.
Twelve-month super clusters
Tracks how each cluster grows or decays across a year, so budget follows rising demand rather than last month's average.
N-gram waste analysis
Breaks thousands of search terms into individual words and finds the ones that spend without converting, so negatives are added at the word level.
Where Google Ads MCP tool sits in the patient journey
- 0Foundations
- 1Demand gen
- 2Capture
- 3Lead quality
- 4Lead mgmt
- 5Scheduling
- 6Show-up
- 7Conversion
- 8Retention
Google Ads MCP tool runs the Demand capture stage of the nine-stage patient journey. Clusters every search term, finds campaigns bidding against each other, and shows where spend leaks.
Inside the Google Ads MCP tool: four views we work from every week
The Google Ads MCP tool runs the Demand capture stage: it reads every search term in an account, so budget goes to the searches that book appointments. Spend figures and locations are hidden in these screens. See all nine stages and the tool behind each one →
How we use it on client accounts
Every ICG Google Ads engagement runs the tool weekly. Cross-firing fixes and new negatives go live the same week; cluster shifts feed next month's budget plan. On local campaigns with Business Profile location assets (GMB ads), it keeps "near me" traffic clean. The same weekly routine ran on the account in our dermatology case study.
The tool is included with ICG's Google Ads management for healthcare clients, from ₹25,000/- per month, with media paid directly to Google and Performance-Linked Payout Models available.
Questions about the Google Ads MCP tool
What is the Google Ads MCP tool?
It is ICG's in-house analysis tool for Google Ads. It reads every search term in an account, groups terms by intent, finds campaigns bidding against each other and flags the words that waste spend.
Is it sold separately?
It is included in ICG's Google Ads management for healthcare clients. Management starts from ₹25,000/- per month, with media paid directly to Google.
What does cross-firing mean?
Cross-firing is when the same search term is matched by more than one campaign or ad group. The campaigns compete with each other, reporting gets muddled and spend is wasted. The tool shows each overlap and where the term should live.
How does it help clinics specifically?
Healthcare accounts collect many low-intent searches: courses, jobs, salaries, home remedies. The tool finds them at the word level, so budget goes to treatment and near-me searches that book appointments.
Does it work with GMB ads?
Yes. It analyses the search terms behind Search campaigns with location assets, which is how ICG keeps local "near me" campaigns clean. See the dermatology case study for an example.
