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Expert Guidance

Google Ads Script Best Practices

Expert recommendations for writing efficient, maintainable, and safe automation scripts that deliver consistent results.

18 minutes
Safety First
  • Always test with preview mode
  • Start with conservative settings
  • Set reasonable limits and caps
  • Monitor results closely
Performance
  • Use efficient filtering
  • Batch operations when possible
  • Minimize API calls
  • Respect execution limits
Reliability
  • Handle errors gracefully
  • Log important actions
  • Use descriptive naming
  • Schedule wisely
Essential Safety Rules

🚨 Never Skip Testing

Always use preview mode before running scripts live. This shows exactly what changes will be made.

Good: Use preview first, then run
1. Click "Preview" - review logs
2. If satisfied, click "Run"

⚠️ Start Conservative

Begin with safe thresholds and gradually optimize. It's easier to scale up than recover from mistakes.

  • • Budget increases: Start with 10-15% instead of 50%
  • • R.O.A.S. thresholds: Use higher values initially
  • • Time periods: Start with shorter loopback windows
Code Quality Standards
// ✅ Good: Clear, safe, logged
function main() {
  const TARGET_ROAS = 3.0;
  const MAX_BUDGET = 1000;
  
  Logger.log('Starting budget optimization...');
  
  const campaigns = AdsApp.campaigns()
    .withCondition('Status = ENABLED')
    .withCondition('Cost > 50 DURING LAST_7_DAYS')
    .get();
    
  let optimizedCount = 0;
  
  while (campaigns.hasNext()) {
    const campaign = campaigns.next();
    const stats = campaign.getStatsFor('LAST_7_DAYS');
    const roas = stats.getConversionValue() / stats.getCost();
    
    if (roas >= TARGET_ROAS) {
      const currentBudget = campaign.getBudget();
      const newBudget = Math.min(currentBudget * 1.2, MAX_BUDGET);
      
      campaign.setBudget(newBudget);
      optimizedCount++;
      
      Logger.log(`Optimized: ${campaign.getName()} - ${currentBudget} → ${newBudget}`);
    }
  }
  
  Logger.log(`Optimization complete: ${optimizedCount} campaigns updated`);
}

✅ Best Practices

  • • Use clear variable names
  • • Add safety caps and limits
  • • Log all important actions
  • • Include error handling
  • • Use consistent formatting

❌ Avoid These

  • • Hardcoded values without limits
  • • No logging or visibility
  • • Unclear variable names
  • • No error handling
  • • Aggressive changes without testing
Scheduling Best Practices

📅 Timing Recommendations

  • Budget scripts: 9 AM weekdays
  • Pause scripts: 10 AM weekdays
  • Reports: 8 AM daily
  • Alerts: Multiple times daily

🔔 Notification Setup

  • • Enable completion emails
  • • Set up failure alerts
  • • Include multiple recipients
  • • Test email delivery
🎯 Summary Checklist

Before Deploying

  • Tested in preview mode
  • Conservative thresholds set
  • Safety limits in place
  • Email notifications configured

After Deploying

  • Monitor first week closely
  • Review execution logs
  • Measure performance impact
  • Optimize based on results
TroubleshootingSecurity Guide