Hazel reads your full Google Ads history (campaigns, ad groups, keywords, search terms, spend, conversions, and ROAS) and answers business questions in plain English. No dashboards to build.
May 23, 2026
Hazel is an AI coworker that connects to your Google Ads account and answers business questions about your paid search and shopping performance the way an analyst would. Once connected, Hazel ingests your account structure, campaigns, ad groups, ads, keywords, search terms, daily spend, and conversion data across Search, Shopping, Display, and Performance Max, then refreshes every few hours. Ask Hazel about brand vs. non-brand spend, ROAS by campaign type, wasted spend on irrelevant search terms, or how a Performance Max campaign is pacing this month, and you get an answer with the numbers behind it. For consumer brands running Google Ads, Hazel replaces the work of building Looker Studio reports, exporting CSVs out of the UI, and stitching Google Ads data together with your store and other ad channels by hand, and it pairs Google Ads with Shopify, Meta Ads, GA4, and your email and subscription tools so cross-channel questions are a single prompt.
Hazel reads the Google Ads data that matters for analyzing a consumer brand and lets you query it conversationally:
Hazel keeps the full historical record, so YoY and multi-month trend analyses are one prompt.
Common questions consumer brands ask about their Google Ads data:
"How much are we spending on brand vs. non-brand search in Google Ads, weekly for the last 13 weeks?"
"Which search terms have spent the most this month with zero conversions? I want a kill list for next week's review."
"Compare ROAS by campaign type week over week, using new customer revenue from Shopify as the conversion denominator, not Google's reported conversions."
"Pull brand search campaign CVR on Google Ads over the last 6 months, alongside brand search volume from Search Console for the same period: did paid cannibalize organic, or did total branded demand grow?"
"How is our top-selling SKU pacing on Performance Max this month vs. plan, and what percent of that spend is going to YouTube placements?"
"Geo performance by state for our top three campaigns. Where are we paying more than $X per new customer and where are we underspending vs. opportunity?"
"Is our brand search CPA inflating because competitors are bidding on our terms? Show me search term reports for queries containing our brand name where we're not top-of-page."
"Pull Google Ads spend, GA4 sessions, and Shopify new-customer revenue side-by-side, by week. Show me where the funnel breaks."
Connect Hazel to your Google Ads account through a Google Sign-in popup. Pick the Google account that has access to your Google Ads account, approve the read-only scopes, and the connection is live. No developer token, no manual GAQL, no Python.
Full account structure (campaigns, ad groups, ads) plus keyword-level performance, click-level data including search terms, daily spend, and conversion counts and value. Hazel ingests Search, Shopping, Display, and Performance Max campaigns. Campaign performance rollups come along for the ride so you can pivot from account total down to a single keyword.
Roughly every 6 hours, automatically.
OAuth via Google Sign-in. Hazel only reads your data; it never writes back to your Google Ads account, never edits bids, never pauses campaigns.
Hazel for Google Ads is most powerful next to Hazel for Shopify and Hazel for Meta Ads. That combination lets you ask blended-ROAS, channel-mix, and new-customer-acquisition questions across your full paid stack in a single prompt.
Google ships its own official Google Ads MCP server, and there's a healthy open-source ecosystem too (google-marketing-solutions/google_ads_mcp, googleads/google-ads-mcp, Composio, Zapier, and others). Managed MCP providers like Markifact, AdKit, CData, and GoMarble wrap the Google Ads API as hosted servers your LLM can call directly. Those servers are great if you want to wire an LLM directly into the Google Ads API and write GAQL queries yourself. They generally expose tools like `list_accessible_customers` and a raw `search` over GAQL.
Rather than connecting an LLM directly to the Google Ads API and writing GAQL for every question, Hazel ingests your Google Ads data into an analytical store, joins it with your other sources (Shopify, Meta Ads, GA4, email, subscriptions, reviews), and gives your team a single conversational interface for business questions. No developer token to manage, no per-prompt schema discovery, no rate limits to babysit, and the same agent answers questions across every source you've connected.
If you specifically want MCP access to Hazel itself, that's available too. Ping us at https://calendly.com/clint-dunn/clint-hazel-intro.
Yes. Connect your Google Ads account in one click via Google Sign-in. Hazel ingests campaigns, ad groups, ads, keywords, search terms, spend, and conversions across Search, Shopping, Display, and Performance Max.
Ask Advisor (formerly Ads Advisor and Analytics Advisor) is Google's unified Gemini-powered agent across Google Ads, Analytics, and Merchant Center. It answers questions about what's happening inside those Google products. Hazel ingests your Google Ads data into an analytical store and joins it with your other sources, Shopify orders, Meta Ads, GA4, Klaviyo, subscriptions, so you can ask cross-channel and cross-source business questions Ask Advisor can't reach.
AI Max is Google's AI optimization layer inside Search campaigns: it expands match types, customizes headlines, and expands landing page targeting. AI Max optimizes the campaign. Hazel reads the data those campaigns generate and joins it with Shopify, Meta Ads, GA4, and your email and subscription tools. AI Max makes your Search campaigns better; Hazel answers the cross-channel business question.
Those tools are attribution-first and ship opinionated dashboards. Hazel is analyst-first: any question about your business, not just attribution. You don't need to learn a dashboard or define metrics in advance. Hazel works the way an analyst would, starting from your question.
Roughly every 6 hours.
No. Hazel only reads. We never edit bids, change budgets, pause campaigns, or modify any setting in your account.
Yes. Hazel ingests campaign and ad group names plus the actual search terms, so you can split brand vs. non-brand any way your account is structured: by naming convention, by label, or by keyword pattern.
Yes. Search, Shopping, Display, and Performance Max are all supported. You can compare ROAS, spend, and conversions across campaign types in one prompt.
Book a call and we'll walk through your data, the questions you want to answer, and what the rollout looks like.
Hazel helps your team uncover new revenue, catch problems early, and make smarter, faster decisions before you even know what to ask.