Guide · Agent skill
How to use the SEO vs Ads Overlap agent skill
Updated · written with AI from the project's own documentation and checked against our catalogue data
The seo-vs-ads skill is a set of instructions that lets an AI agent compare your Google Ads search terms with your Google Search Console organic rankings. It looks for money spent on queries you already rank for, plus paid queries with no organic page behind them. This guide explains what the skill does, how to install it, how to ask for it in plain language, and what it needs to work.
SEO vs Ads OverlapRyze-AI-Adgent/open-seo-mcp-skills · MIT Download the skill Quick start
- 1Download and unzip. Download the skill ZIP from the page and unzip it. Keep SKILL.md inside the skill folder.
- 2Place the skill folder. Move the folder to ~/.claude/skills/ for personal use or .claude/skills/ inside a project. Or upload it under Settings → Capabilities → Skills in the Claude apps.
- 3Add the Ryze connector. Run the claude mcp add command for Claude Code, or add https://connector.get-ryze.ai/mcp as a custom connector in claude.ai, Claude Desktop or Cursor.
- 4Connect Google Ads and Search Console. Make sure both your Google Ads account and your Google Search Console property are connected through the Ryze MCP.
- 5Ask in plain language. Request something like "SEO vs ads overlap" or "brand bidding waste" and let the agent run the analysis.
- 6Review the buckets. Read the headline, the four bucket tables and the savings estimate, and check its stated assumptions.
- 7Act on the list. Review the suggested negative keywords and pages to build before applying any changes.
What the seo-vs-ads skill makes the agent do
Once installed and connected, the agent pulls your paid search terms from Google Ads for the last 90 days, including term, impressions, clicks, cost and conversions. It then pulls your organic query positions from Google Search Console for the same window and joins the two lists on the search query.
Each matched term is sorted into one of four buckets: double-paying (you pay for clicks on terms where you already rank in the top 3 organically), defensible (you rank top 3 but competitors bid on the term, so paid presence may be justified), paid-only winners (terms that convert in ads with no organic ranking, which makes a content roadmap), and organic-only converters (strong organic queries with no ad coverage, which may be scale candidates).
- Headline estimate of wasted spend, stated as a quarterly figure
- Tables for each bucket showing term, cost, conversions and organic position
- Savings estimate with its assumptions stated
- Short action list: exact negative keywords to add and exact pages to build
Install the skill from the ZIP file
Download the ZIP for this skill from the page where you found it, then unzip it. The skill's main file is SKILL.md. For a personal setup, put the unzipped skill folder in ~/.claude/skills/. For a single project, put it in that project's .claude/skills/ folder.
If you use the Claude apps instead, you can upload the skill under Settings → Capabilities → Skills.
- Personal install: ~/.claude/skills/
- Project install: .claude/skills/ inside your project folder
- Claude apps: Settings → Capabilities → Skills, then upload
Connect the Ryze MCP connector and both data sources
The skill depends on the free Ryze MCP connector at https://connector.get-ryze.ai/mcp. In Claude Code you can add it with the command below. In claude.ai, Claude Desktop or Cursor, add it as a custom connector using the same URL.
Your Google Ads account and your Google Search Console property both need to be connected through the Ryze MCP. The skill needs both to join the data. Setup instructions are at the Ryze guide linked from the skill's source page.
claude mcp add ryze --transport http https://connector.get-ryze.ai/mcpTrigger the skill with a natural request
You do not need to name the skill or type a command. Ask in plain language, and the agent should match your request to the skill's description. The skill's description lists these example phrasings:
- am I paying for clicks I'd get free
- brand bidding waste
- SEO vs ads overlap
- cut wasted ad spend with SEO
What a typical run looks like
After you make a request like the ones above, the agent runs the Google Ads search-term report and the Search Console query report, joins them, and buckets the results. The output opens with a headline sentence, followed by the four bucket tables, a savings estimate and the action list.
The savings figure is built from an assumption. The skill uses a conservative organic click-capture rate of about 50 to 70 percent for position 1 brand terms and labels the result as an estimate. Treat it as a planning number, not a firm financial figure.
- If only one account is connected, the agent runs what it can and names the missing connection instead of guessing
Safety notes: scripts and network access
This skill does not run scripts. It is a set of instructions (SKILL.md) for the agent. It does use the network, because it calls the Ryze MCP connector to read data from Google Ads and Google Search Console.
Review the connector permissions and the accounts you grant before you run the skill, and only connect accounts you are allowed to analyse.
- Runs scripts: no
- Uses network: yes, through the Ryze MCP connector
- Licence: MIT
Tips for getting useful results
Check the brand terms first. The skill's strongest finding is usually brand queries where you pay for clicks while already ranking near the top organically. Before cutting any spend, confirm the competition and top-of-page data the skill points to, because some competitors bidding on brand terms can make paid presence worth keeping.
Use the paid-only winners list as a content roadmap. Terms that convert in ads but have no organic page are candidates for new SEO content.
- Start with a request that names the time window or account if you have several
- Treat negative keyword suggestions as drafts to review before applying them
- Use the output as a starting point for a conversation with your ads and SEO teams
What people use it for
- Finding brand search terms where you pay for ads while already ranking in the top 3 organically
- Checking whether competitor bidding on a term justifies keeping paid ads alongside a strong organic position
- Turning paid terms that convert but lack an organic page into an SEO content list
- Finding strong organic queries with no ad coverage that the ads team might want to scale
- Auditing a client's Google Ads account and Search Console together as an agency
Frequently asked questions
Is the seo-vs-ads skill free?
The skill is published under the MIT licence. It uses the Ryze MCP connector, which the source describes as free, but you still need your own Google Ads and Google Search Console access.
What does the seo-vs-ads skill require?
It requires the Ryze MCP connector at https://connector.get-ryze.ai/mcp, a connected Google Ads account, a connected Google Search Console property, and one of Claude Code, claude.ai, Claude Desktop or Cursor to add the custom connector.
Where do I put the skill files?
Put the unzipped folder in ~/.claude/skills/ for personal use or in a project's .claude/skills/ folder. You can also upload it in the Claude apps under Settings → Capabilities → Skills.
What if I only have Google Ads or only Search Console connected?
The skill can only join the two data sources properly when both are connected. If only one is connected, it runs what it can and tells you which connection is missing instead of guessing.
Does the skill change my ad account automatically?
The source describes the skill as producing a headline estimate, tables, negative keywords to add and pages to build. It does not describe applying changes to your account, so review every suggestion before acting on it.
How does this compare with other ways to find ad and SEO overlap?
This skill joins Google Ads search-term data with Google Search Console query data for the last 90 days. Manual comparison in spreadsheets can do similar work, but the skill automates the join and bucketing. The skill is not useful for businesses that are not on Google Search.
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Our verdict
This skill suits marketers running Google Ads alongside SEO who suspect they pay for brand clicks they would get organically, and agencies auditing Google Ads and Search Console together. It is not a good fit if you lack access to both Google Ads and Search Console, or if you are not on Google Search, since its data sources will not apply. Treat its savings figures as estimates.
Download the skill