How to Use Google Ads Scripts to Automate Tasks

Automating your Google Ads isn't just for big agencies in Sydney or Melbourne; it’s a game-changer for Brisbane small business owners who need to get more out of their day. By using scripts, you can stop wasting time on manual spreadsheet updates and let Google’s system handle the heavy lifting of monitoring performance and pausing underperforming ads.

Why Scripts Matter for Your Business

Think of a Google Ads Script as a digital assistant that never sleeps. Whether it’s automatically pausing keywords that are wasting your budget or sending you an email alert when a landing page breaks, scripts ensure your marketing budget isn't being flushed away while you're busy running your actual business. Most people are intimidated by the 'coding' aspect, but honestly, once you know where to copy and paste, it's easier than setting up a complex Excel formula.

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Prerequisites: What You’ll Need

Before we dive into the technical bits, make sure you have the following ready:

• A Google Ads Account: You’ll need standard or administrative access.
• Basic Goal Clarity: Know what you want to automate (e.g., "I want to pause ads when my stock runs out" or "I want a weekly report sent to my Gmail").
• A Workspace Account: Having a Google Sheet ready is often necessary as many scripts export data there.
• A Healthy Dose of Patience: Google’s interface can be a bit laggy, and the script editor sometimes takes a moment to find its feet.

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Step 1: Navigating to the Scripts Menu

First things first, let's find where the magic happens. Google likes to move things around, so don't be surprised if your dashboard looks slightly different from last month.

• Log in to your Google Ads account.
• In the top menu bar, click on Tools and Settings (the wrench icon).
• Under the Bulk Actions column, click on Scripts.

Step 2: Creating Your First Script

Don't worry, we aren't going to write code from scratch today. We are going to use a template.

• Click the blue plus (+) button.
• You’ll be taken to the script editor. It looks like a blank text document with some scary-looking brackets.
• Pro Tip: At the top, click on "Untitled Script" and give it a name. Use something descriptive like "Weekly Performance Alert" or "Negative Keyword Cleaner." Trust me, "Script 1" becomes very confusing three months from now.

Step 3: Authorising the Script

This is where most people get stuck and give up. Before a script can run, it needs your permission to access your account data.

• Look for a yellow bar at the top of the editor that says "Authorisation required."
• Click Authorise Now.
• A pop-up will appear (you might need to disable your pop-up blocker—classic Google hurdle!).
• Select your Google account and click Allow.

Step 4: Copying and Pasting a Solution

Instead of learning JavaScript, we’re going to use the "Copy-Paste" method. Let's try a simple "Account Summary Report" script.

• Delete any existing text in the main editor window.
• Search for a "Google Ads Script Template" online (Google’s official developer site is a great source).
• Copy the code block and paste it into the editor.

Step 5: Setting Your Variables

Most scripts have a section at the top (usually between lines 1 and 20) where you need to change a few details.

• SPREADSHEET_URL: You’ll likely need to create a blank Google Sheet, copy the URL, and paste it between the quotation marks in the script.
• RECIPIENT_EMAIL: Change this to your business email address.

Step 6: Previewing Your Script

Never, ever click 'Run' without clicking 'Preview' first.

• Click the Preview button at the bottom right.
• Wait for the "Logs" to populate. This shows you what the script would have done without actually changing anything in your account.
• Check the "Changes" tab. If it says "Paused 500 keywords" and you only meant to pause 5, you know there’s a mistake in your logic!

Step 7: Setting a Schedule

Once you’re happy that the script works, you don't want to have to come back and click run every day.

• Go back to the main Scripts page.
• Find your script and look at the Frequency column.
• Click the pencil icon and choose how often you want it to run (Daily, Weekly, or even Hourly).
• For most small businesses, a daily check at 6:00 AM is perfect so you have a report waiting in your inbox when you start work.

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Common Mistakes to Avoid

• Ignoring the "New Scripts Experience": Google updated their scripting engine recently. Some old scripts from 2018 might not work. Always look for scripts updated within the last 12-18 months.
• Too Many Scripts: Running 20 scripts at once can slow down your account management. Stick to the essentials.
• Forgetting ABN/GST Settings: If you use a script to adjust bids based on weather or external data, remember that Australian search trends can be seasonal in ways US scripts don't account for (like our EOFY sales in June).

Troubleshooting

• "ReferenceError: [Name] is not defined": This usually means you’ve deleted a character in the code by accident. Try pasting the original template again.
• Script keeps timing out: Google Ads scripts have a 30-minute time limit. If you have a massive account with 10,000+ keywords, you might need to break the script into smaller chunks.
• Email alerts not sending: Check your spam folder, or ensure you authorised the script to "Send email as you."

Next Steps

Now that you've dipped your toes into automation, why not try something more advanced? You can find scripts that automatically bid higher when it rains (perfect for Brisbane plumbing or roofing businesses!) or scripts that check for 404 errors on your website.

If this all feels a bit too "Matrix" for you and you’d rather focus on running your business, we can help. At Local Marketing Group, we build custom automation for Brisbane businesses to ensure every cent of your Google Ads spend is working hard.