How To Use Google Ads Scripts

How To Articles

Google Ads Scripts are a powerful tool that can help automate and enhance your Google Ads campaigns. As a digital marketer, I have found these scripts to be incredibly valuable in saving time and optimizing performance. In this article, I will share my personal experiences and insights on how to effectively use Google Ads Scripts.

What are Google Ads Scripts?

Google Ads Scripts are snippets of JavaScript code that can be added to your Google Ads account to automate tasks and make optimizations. These scripts can be used to perform a wide range of functions, such as adjusting bids based on certain conditions, generating custom reports, and integrating data from external sources.

By leveraging Google Ads Scripts, you can streamline your campaign management and gain a competitive advantage. These scripts are executed within the Google Ads platform and can be scheduled to run at specific times or triggered by specific events.

Getting Started with Google Ads Scripts

To start using Google Ads Scripts, you need access to a Google Ads account and knowledge of JavaScript. If you are not familiar with JavaScript, don’t worry! Google provides extensive documentation and examples to help you get started.

Once you’re ready, you can navigate to the “Tools & Settings” tab in your Google Ads account and select “Scripts.” From there, you can create a new script or choose from existing templates. It’s recommended to start with a template if you’re new to scripting.

Example: Automated Bid Adjustments

One of the most common use cases for Google Ads Scripts is automated bid adjustments based on performance data. Let’s say you have a campaign and you want to increase bids by 10% for keywords that have a high conversion rate. You can achieve this with a simple script:

function main() {
var campaignIterator = AdsApp.campaigns().get();
while (campaignIterator.hasNext()) {
var campaign =;
var adGroupIterator = campaign.adGroups().get();
while (adGroupIterator.hasNext()) {
var adGroup =;
var keywordIterator = adGroup.keywords().withCondition("Status = ENABLED").get();
while (keywordIterator.hasNext()) {
var keyword =;
var stats = keyword.getStatsFor("LAST_30_DAYS");
if (stats.getConversionRate() > 0.1) {
keyword.bidding().setCpc(keyword.bidding().getCpc() * 1.1);

Don’t worry if this code looks overwhelming at first glance. Let me break it down for you:

  1. The main() function is the entry point of the script. It defines a nested loop structure to iterate through campaigns, ad groups, and keywords.
  2. The keyword.getStatsFor() method retrieves performance data for the last 30 days.
  3. The if statement checks if the conversion rate is higher than 0.1 (10%). If true, it increases the keyword’s CPC bid by 10% using the setCpc() method.

By regularly running this script, you can automate bid adjustments based on conversion rate and improve the overall performance of your campaigns.

Advanced Use Cases

Google Ads Scripts offer endless possibilities for automation and optimization. Some advanced use cases include:

  • Generating custom reports and sending them via email.
  • Integrating data from external APIs to automate campaign management.
  • Creating customized bidding strategies based on business rules.
  • Implementing A/B testing frameworks to optimize ad copy and landing pages.

Although these advanced use cases require more technical knowledge and expertise, they can significantly impact the success of your Google Ads campaigns.


Google Ads Scripts are a game-changer for digital marketers. They empower you to automate repetitive tasks, make data-driven optimizations, and gain a competitive edge. By investing time in learning JavaScript and experimenting with different scripts, you can unlock new levels of efficiency and effectiveness in managing your Google Ads campaigns.