Session Overview

This session had two major workstreams. First, Sam asked to customize the generic "marketing" Cowork plugin for Sam Aguiar Injury Lawyers. The plugin shipped with placeholder content for a generic SaaS company, so every skill, command, MCP config, and reference file needed to be rewritten with firm-specific brand voice, practice areas, markets, tools, and workflows. Second, Sam asked to build a complete Lexington Google Ads campaign with English and Spanish ad groups, ready for import via Google Ads Editor.

During the plugin customization, Sam also shared a link to Google's official Google Ads MCP server repo, which was wired into the plugin config with real credentials pulled from Notion.

What Was Accomplished

1. Marketing Plugin Full Customization

The marketing plugin was copied to the working directory and every file was rewritten:

Brand Voice Skill: Complete rewrite with firm voice attributes (confident, client-focused, results-driven, plain-spoken), full banned words list, all messaging rules (Bigger Share Guarantee standard form, $0 Out-Of-Pocket Forever formatting, review language rules, fee percentage restrictions), CTA rules, tone spectrum by channel, and 10-point style guide enforcement checklist.

Content Creation Skill: Rebuilt for PI law firm use. Web page templates with Kadence/RankMath specs, 2,000-word page max, center-aligned headers, AI discovery optimization rules, citation hierarchy (gov > journals > IIHS > university > news, never legal aggregators), legal accuracy rules (KY statute of limitations from last PIP payment, PIP is optional), and the list of generic filler sections to skip.

Campaign Planning Skill: Firm channels in priority order (Google Ads Search, SEO, GBP, Meta, YouTube, community, TV), market breakdown (Louisville primary, Lexington/statewide secondary, Western/Eastern KY emerging), seasonal crash patterns, default budget allocation percentages, and PI-specific KPIs (cost per signed case, call volume, call-to-case conversion).

Competitive Analysis Skill: Framed for Louisville PI market, firm's 9 competitive advantages as comparison dimensions, positioning rule (against Big Insurance, never naming competitor firms), and analysis framework covering web presence, SEO, paid ads, reviews, and AI visibility.

Performance Analytics Skill: Firm data sources (Google Ads API, GSC, GA4, Semrush, Litify, GBP), PI-firm KPIs replacing generic SaaS metrics (no MQLs/SQLs/MRR), and reporting frameworks for weekly snapshots, monthly reports, and quarterly business reviews.

All 7 Commands: Updated headers, auto-applied brand voice (removed "do you have brand guidelines?" prompts), firm-specific context references, em dashes removed throughout.

MCP Config: Removed unused servers (Slack, HubSpot, Amplitude, Ahrefs, Similarweb, Klaviyo, Figma). Kept: Notion, Canva, Google Calendar, Gmail, Google Drive.

Tool Placeholders: All replaced: Notion for knowledge base, Semrush for SEO, Google Analytics/GSC for analytics, Canva for design, Litify for CRM.

2. Google Ads MCP Server Integration

Sam shared a link to the official Google Ads MCP server at https://github.com/samaguiar1982-cpu/google-ads-mcp. This was added to the marketing plugin's MCP config.

Credentials were pulled from Notion and wired in: