How to Use Google Ads Scripts to Automate Campaigns

Let’s be honest: running Google Ads at scale can feel like a never-ending to-do list. Updating bids. Monitoring performance. Pausing underperformers. Rinse and repeat. That’s where Google Ads scripts come in. Scripts are like little robots that help you get more done with less effort. They automate routine tasks, catch issues faster, and free you up to focus on strategy instead of the boring stuff. If you’re not using them yet, you’re missing out. Here's how to get started.

Wait, What Are Google Ads Scripts?

In simple terms, Google Ads scripts are small JavaScript snippets that run inside your Google Ads account. They interact with your campaigns through the Google Ads API.

You can use them to:

Change bids automatically
Pause poor-performing keywords
Create reports
Detect anomalies (like a sudden spend spike)
Rotate ad copy
And a ton more

It’s like having a mini assistant working in your account 24/7.

Why Marketers Love Scripts

Three big reasons:

1. They save time

Once set up, scripts do the job for you. No more manual edits or late-night spreadsheet marathons.

2. They reduce human error

Scripts follow rules perfectly. They don’t forget. They don’t get tired. They just run.

3. They give you superpowers

Scripts can catch things you might miss - like if a landing page suddenly breaks or a keyword starts draining your budget.

Real-World Examples of Scripts in Action

Let’s look at some practical uses. These are based on actual marketing problems.

- Pause keywords with high spend and no conversions

Tired of wasting budget? This script checks for keywords that cost more than a set amount but haven’t converted, and pauses them automatically.

javascript

CopyEdit

function main() { var keywords = AdsApp.keywords() .withCondition("Cost > 10") .withCondition("Conversions < 1") .withCondition("Status = ENABLED") .get(); while (keywords.hasNext()) { var keyword = keywords.next(); keyword.pause(); } }

- Get alerted when your account spends too fast

Use a script that sends you an email if your daily spend jumps unexpectedly. Great for catching runaway campaigns before they eat your budget.

- Generate automatic performance reports

Set up weekly emails with metrics like CTR, conversions, and ROAS across campaigns. No need to log in and check every Monday.

Where to Find Great Scripts

You don’t need to code from scratch. Start with trusted sources:

Google’s own script library https://developers.google.com/google-ads/scripts/docs/examples
Free AdWords Scripts This blog (and others like it) has tons of useful templates.
GitHub Many performance marketers share open-source scripts on GitHub. Search with keywords like “Google Ads automation scripts”.

How to Set Up a Script (Step-by-Step)

Go to your Google Ads account.
Click on “Tools & Settings” → “Scripts” under Bulk Actions.
Click the blue + button.
Paste in your script.
Authorize it (Google needs permission to run it).
Preview it first (always preview to avoid disasters).
Schedule it to run (daily, hourly, weekly - up to you).

Done.

Pro Tips for Using Scripts Like a Pro

Always test in a test campaign first. You don’t want to accidentally pause your top keywords because of a typo.
Set email alerts Many scripts can send updates straight to your inbox. Useful for staying in the loop.
Use labels to filter Scripts can act on labeled items only. That way, you control what gets touched.
Combine scripts with rules and automation Scripts aren’t the only automation tool. Layer them with built-in rules for maximum power.

You Don’t Need to Be a Coder

Sure, these are written in JavaScript. But most scripts online are plug-and-play. If you can copy, paste, and follow directions, you can start automating today.

The real value isn’t in writing code - it’s in knowing what to automate and why. Once you master that, you’re not just running campaigns. You’re running them smarter, faster, and way more efficiently.