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PPC Scripts for Better PPC Management

Are you looking after a PPC campaign but would like to find out ways to run it more efficiently? Google Ads Scripts can certainly improve your PPC Ads Performance.

Let’s be honest, if you’re a PPC manager and look after Google Ads for your business (or client) then you probably know all too well how tedious and time-consuming managing it can be. With so many usability insights to monitor and optimise, sometimes you can feel like you’re doing the same tasks literally every day, because you almost definitely are.

It’s common knowledge that to achieve a high-quality score, you need to make sure your ads are continually tweaked to optimise them. However, what’s not as well known is that there’s hundreds of free (and helpful) scripts out there that can help make your life much easier.

Known as Google Ads Scripts, these scripts do various things to your Ads that you’d otherwise have to do manually. By taking advantage of these scripts, you can spend less time on the mundane tasks, and more time on the things that will actually improve your results.

Don’t work harder, work smarter comes to mind.

So, What Are Google Ads Scripts?

If you’ve never come across a Google Ads Script before, you’d be forgiven for finding it perhaps a little intimidating. However, with just a bit of knowledge (and pointing in the right direction) you’ll quickly see that they’re incredibly useful and can seriously improve your campaign results.

At a basic level, these scripts are just code that can be easily dropped into Google Ads and can do a range of helpful things. These include helping with Ad Management, Account Management, Analysis, Alerts, Bid Management, Reporting and Keywords.

From pausing ads with low click-through rates to increasing bids on cheap conversion keywords, there’s a Google Ads Script that can probably help. This is partly due to the fact that anyone can create a script; you just need some programming knowledge and an idea of what you’d like it to do.


Because of this, there are literally hundreds of free Google Ads scripts available - with new ones being created all the time. The good news is, if you’re looking for a task you want automated, then someone has probably already made a script for it.

Now that you know what a Google Ads script does, hopefully you’d now want to know how to find or make one...

Here’s some examples of some useful scripts in action:

Account Management Scripts

Daily Overdelivery Alerts by Nils Rooijmans

Making Google Ads stick to your daily budget has become quite a challenge in recent years, but luckily there are a few different scripts that can help. Here’s one alerts you if the latest daily budget change by Google will cause Google to overdeliver and spend more money than your daily budget.

Quality Score Tracker by PPC Epiphany

As a PPC manager, tracking your quality score should be one of the most important things in your daily tasks. With quality score having such a big impact on how much you pay per click, it makes sense to track it right? Luckily, this advanced quality score tracker keeps track of an account’s quality scores on a daily basis.

Bid Management Scripts

Bid Testing by Google

When trying to determine the best bid for your keywords, it can be effective to try different levels of bidding to see what works best. Doing this manually is obviously time consuming, however this handy script from Google will help you find the sweet spot with the least effort. This script will adjust your keywords bids based on specific multipliers and record the results of each change.

Search Scripts

Find Your Best And Worst Search Queries by Daniel Gilbert

Optimising your search keywords doesn’t have to be as dull and time consuming as it once was. Using the power of n-grams, this script helps you split up your queries and finds your best and worst-performing search queries.

Shopping Scripts

Google Shopping Bid Optimizer by Derek Martin

You can take the guesswork out of Google Shopping optimisation with this handy Google Shopping optimisation script. This is particularly useful for getting the most out of your ad spend. Simply enter your metrics and run it.

The difference between PPC rules and PPC Scripts

Whilst automated rules can be easier to implement than scripts, the main benefit is you can quickly set up basic rules to run on a schedule and they are generally safer than scripts (if you don't know what you're doing).

The main benefit of scripts however, is you can perform complex operations, run them across multiple accounts simultaneously (on MCC versions), output data to spreadsheets and much more.


Ultimately, these are all useful tools, however they are only as good as the PPC Manager. They do not interpret information, but are defined by rules.

Are you looking for effective PPC Management?

At MetricHub, we use a variety of scripts, experience and proven techniques to ensure the very best ROI for our clients. Each strategy is unique to the nuances of our clients’ individual business, and never ‘one size fits all’. A truly tailored approach is the only way to effectively run a successful Google Ads campaign, or any PPC activity for that matter.

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