Google Ads scripts are snippets of code that run inside a Google Ads account to automate and optimize processes, like pausing low-performing ads or sending budget alerts. Here are the top 11 our PPC experts use every day.

What if you had a Google Ads assistant who took care of all the nitty-gritty tasks inside your account? I’m talking about customized reports, budget allocation, or bulk updates.

Well, Google Ads scripts do just that.

These small programs are written in JavaScript and run inside your Google Ads account, offering diverse functionalities like bid management, ad customizations, and data analysis. They can generate heatmaps and write ad copy, or even make changes to Gmail and Shopping campaigns.

Imagine the time you could save by automatically tweaking bids based on performance data or pausing underperforming keywords.

In this guide, we’ll walk you through how to implement your own scripts and offer a few of our personal favorites for you to try, with key insights from digital marketing expert Jenny Palmer.

What are Google Ad scripts?

Google Ad Scripts are snippets of code created in Javascript that automate bulk actions and optimize Google Ads campaigns, like adding negative keywords and automating bid adjustments.

They simplify complex tasks, enhance efficiency, and streamline campaign management.

How Google Ads scripts work

Ad scripts operate inside the Google Ads platform. You can create your own scripts using JavaScript or simply make use of the thousands that have already been developed.

They execute predefined actions or changes to campaigns based on specified conditions. Typically, scripts serve to automate repetitive tasks or pull additional data from campaigns and can be run manually or on a recurring schedule.

Why you should use Google Ads scripts

Google Ads scripts make your campaigns more efficient, automating otherwise time-consuming tasks.

In addition to efficiency, scripts offer:

Precision targeting

When you automate time-consuming tasks like ad scheduling and scanning for negative keyword conflicts, you can ensure your ads are presented to the most relevant users at the optimal times.

This level of control over your ads allows you to tailor your approach based on user behavior, demographics, and even external factors like weather conditions.

Higher ROAS

By automatically adjusting keyword bids, pausing low-performing elements, and providing detailed spend reports, Google Ads scripts give you the power to make data-driven decisions that yield higher returns.

Streamlined management

Some scripts, like the link checker and budget scripts, can be run at the manager account (MCC) level, ideal for large accounts with multiple campaigns and sub-accounts to manage.

Timely alerts

Set up scripts to send real-time notifications when specific metrics drop or budgets are exceeded, allowing faster responses and tighter control.

How to get started with Google Ads scripts

You only need a Google Ads account and beginner-level JavaScript knowledge to get started.

“Google Ads scripts may seem intimidating if you don’t have a development background,” says Palmer, “but there are tons of free scripts out there that have already been written that are very easy to implement.”

She recommends starting with the Google Script Library inside your Google Ads account (click the Tools icon > Bulk Actions > Scripts). If you don’t find what you need in the library, do a quick Google Search.

Once you have your script:

  1. Log in to your account
  2. Click the Tools icon
  3. Under Bulk Actions, click Scripts
  4. Press “+” to add your script
  5. Copy your code and paste it into the editor inside the main function
  6. Click Authorize when prompted; this allows the script to access your account (this is necessary every time you enter a new script)
  7. Run the script in preview mode (Click Preview), and you will see your results in the Changes/Logs panel

Top Google Ad scripts to use

Here are 11 of our favorite Google Ad scripts (in no particular order) that will save you time and money in your ad management.

  1. N-gram script
  2. Quality Score tracker
  3. Weather-based campaign management
  4. Display excluder
  5. “0” impressions pause
  6. 24/7 bidding
  7. Ad spend report script
  8. Account performance report
  9. Search query report
  10. Rotate ad copy

1. N-Gram script

Description

N-grams refer to the analysis of individual words and phrases within a search query, helping advertisers identify keyword trends and user intent with greater nuance.

Use cases and benefits

  • Discover high-performing search terms for more effective targeting
  • Uncover irrelevant keywords to add as negatives
  • Optimize bidding strategies based on keyword patterns

Example

If you run an online shoe store, the n-gram script could reveal frequent search terms like “waterproof running shoes” or “vegan-leather sneakers.”

With this insight, you could create targeted ad groups and craft ad copy that resonates with users’ preferences, which boosts click-through rates (CTR) and lowers cost per action (CPA) by aligning more closely with user intent.

2. Quality Score tracker

Description

Keep an eye on your Quality Scores with this script that monitors and reports your Quality Score in real time.

It tracks the factors influencing your Quality Score so that you can react rapidly to any changes.

Use cases

  • Pinpoint keywords bringing down performance
  • Improve ad copy and landing page quality
  • Reallocate your budget toward high-performing keywords

Example

A Quality Score tracker script automatically pulls Quality Score data for keywords in a Google Ads account, logging the changes over time in a Google sheet.

This can help digital marketers identify which keywords are improving or declining and, as a result, optimize their ad copy, landing pages, or bidding strategies accordingly.

This ensures a higher ad rank and reduces the cost per click (CPC), ultimately optimizing the overall campaign performance.

3. Weather-based campaign management

Description

Adjust ad campaigns based on meteorological conditions (no, really) and tailor your message to match current weather patterns.

Weather targeting uses a Google spreadsheet to set bid modifier rules and external data from the OpenWeatherMap API to gather data and make adjustments.

Use cases

  • Align ads with seasonal or weather-driven behavior
  • Increase relevance and engagement
  • Maximize conversions during specific weather events

Example

A travel agency can use this script to promote warm destinations.

When a cold front hits a user’s location, the script would boost bids for tropical getaway ads, capturing interest when it’s most relevant and resulting in higher engagement and conversion rates.

4. Display excluder

Description

Take control of where your display ads appear on the Google Display Network and protect your brand image by excluding specific websites.

Use cases

  • Avoid low-quality or irrelevant placements
  • Maintain brand integrity
  • Improve overall campaign ROI

Example

An upscale fashion brand might use the Display Excluder Google Ads script to prevent its ads from displaying on websites associated with low-quality content or counterfeit goods.

By excluding these sites, the brand maintains its “premium” image, avoids irrelevant clicks, and ensures that its ads are displayed in environments where its target audience would spend time.

5. “0” Impressions Pause

Description

This script pauses keywords or ads that receive zero impressions over a set period to reduce wasted budget.

Use cases

  • Optimize budget allocation
  • Improve ad relevance
  • Streamline campaign performance

Example

A tech startup launching a new product might use the “0” impressions pause script to monitor early PPC performance.

Keywords without impressions are paused automatically, allowing the marketing team to redirect that budget towards keywords that drive meaningful traffic and conversions.

6. 24/7 Bidding

Description

This script dynamically adjusts bids throughout the day based on performance metrics, ensuring your ads stay competitive around the clock.

This one works on both Google Shopping and Search.

Use cases

  • Maximize visibility during peak hours
  • Optimize budget allocation
  • Outbid competitors in high-traffic windows

Example

An ecommerce giant could use the 24/7 Bidding script during major sales events.

The script will increase bids to secure top ad placements as user activity surges. This ensures the brand remains prominent and visible, which capitalizes on heightened customer interest.

7. Ad spend report script

Description

Gain a comprehensive overview of your ad spend across campaigns, ad groups, and keywords with an ad spend report script.

Use cases

  • Identify budget drains
  • Allocate resources efficiently
  • Optimize ROI

Example

A multinational ecommerce store might use the ad spend report script to assess the performance of various product categories.

With the insights that this Google Ad script provides, it can examine which categories yield the highest returns.

The ecommerce store can then allocate budgets more strategically to maximize profitability and minimize wasted ad spend.

A software company could leverage the ad performance report script to analyze different ad variations to determine which ad creatives perform the best. (Image: Unsplash)

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(Image: Unsplash)

8. Account performance report

Description

Generate detailed reports that pull key performance metrics into a pre-built Google Sheet template for quick analysis and data-driven optimizations.

This script begins its process by creating a copy of the template spreadsheet where the data values are automatically inserted.

Use cases

  • Uncover high-performing ad creatives
  • Refine targeting strategies
  • Boost overall campaign effectiveness

Example

A software company could leverage the ad performance report script to analyze different ad variations to determine which ad creatives perform the best.

The company can refine its messaging strategy and edit its ad copy in line with the best-performing ads, which should lead to improved ad engagement and conversion rates.

9. Search query report

Description

Uncover valuable insights into user search queries to refine keyword targeting and ad copy with this script.

Use cases

  • Enhance ad relevance
  • Minimize irrelevant clicks
  • Uncover new keyword opportunities

Example

An online bookstore that uses the search query report script might discover frequent queries for “sci-fi book recommendations.”

They can use this data to create new ad groups and content tailored to sci-fi readers, which leads to higher conversion rates and increased book sales.

10. Rotate ad copy

This script takes your A/B testing to a new level by automating the rotation of ad copy variations.

It simplifies the testing process, making identifying the most effective ad messaging easier.

Use cases

  • Automate creative testing
  • Identify high-performing messaging
  • Continuously optimize ad performance

Example

A SaaS company could use the rotating ad copy script to test different value propositions in its ads.

By automating the rotation of ad copies, they can quickly identify which messages resonate most with their target audience.

This insight enables them to continuously optimize their ad content and improve their return on ad spend (ROAS).

Tips and best practices

Ready to get started with Google Ads scripts? Here are tips from our experts:

  1. Use preview mode first: Before letting a script go live, click Preview to simulate the script action.
  2. Log everything to debug and review what your script does: This makes it easy to verify the data being processed.
  3. Scale up, start small: Test your script on a single campaign or a small subset of data first before applying it across your entire account.
  4. Label your scripts clearly to easily identify them: Be sure to add comments to your code explaining what each section does as well.
  5. Don’t overload your account with frequent runs: Avoid peak traffic times by running performance-checking scripts early in the morning or at night.
  6. Save a copy of your script code before major edits: Use a platform like Google Docs or GitHub.
  7. Monitor and perform regular audits: Routinely check the change history, script status, and logs.

The takeaway

From time-saving automation to precision targeting, cost optimization, and facilitating continuous improvement through A/B testing, these scripts are the keys to making the most out of your Google Ads campaigns.

For any marketer who wants to get the highest possible ROAS for their campaigns, Google Ad Scripts are the tools that will elevate those campaigns from good to exceptional.

This article has been updated and was originally published in January 2024.

Google Ad scripts FAQs

  • Where do I find Google Ads scripts?

    You can access Google Ads scripts directly within the Google Ads platform. Go to the “Tools & Settings” menu, select “Scripts,” and create a custom script or paste your desired script into the editor.

  • What is the difference between rules and scripts in Google Ads?

    Rules in Google Ads are predefined conditions that automatically take specific actions.

    Scripts provide a more customized and flexible approach that allows advertisers to write their own JavaScript code to perform tailored automation tasks.

    What are the benefits of using Google Ads scripts?

    Using Google Ad Scripts provides streamlined efficiency, precision targeting, cost optimization, a competitive edge, and better A/B testing, which all enhance overall campaign performance.

    “Google Ads scripts can really help with efficiency in accounts as well as monitoring performance or possible concerns 24/7,” Palmer says.

    She goes on to explain how some scripts pull data that could take someone hours to export and format. “They can also flag potential issues in the account, like a drop-off in conversions/clicks or broken URLs,” she says.

  • What are the challenges?

    While Google Ads scripts solve many challenges, they do present some others.

    “For somebody who doesn’t have a development background, you may run into issues if the script is not compatible with a new script experience,” says Palmer.

    “You may also have a hard time customizing the script to fit your needs unless you are familiar with JavaScript.”

Shire Lyon

Shire Lyon

Shire is a passionate writer and marketer with over eight years of experience as a writer and digital marketer. She's well-versed in SEO, PPC, and social media, helping businesses both big and small grow and scale. On her downtime, she enjoys hiking, cooking, gardening, reading, and sailing.