Who this is for
Accounts spending enough that a week of a silent problem costs real money, and accounts nobody looks at daily. It suits in-house marketers managing Google Ads alongside other work, and businesses whose accounts are managed by someone else who they would like independent monitoring on. This sits within marketing and business automation and complements PPC management rather than replacing the judgement part of it.
What is worth automating, and what is not
Automation belongs on detection and on mechanical tasks. It does not belong on strategy: what to bid, which campaign to build, whether a channel is working. Google’s own smart bidding already handles bid-level decisions better than a script can, so the scripts here are about catching what the platform does not tell you.
- Worth automating: conversion tracking failure alerts, budget pacing, disapproved ads, broken final URLs, feed errors, search terms with spend and no conversions, brand-term competitor alerts, quality score drops, and daily reporting into a sheet or dashboard.
- Not worth automating: bid changes on a smart bidding campaign, pausing keywords on a few days of data, or anything that changes strategy without a human deciding.
The guardrails I usually build
- Conversion tracking watchdog. Alerts if the account records no conversions for longer than normal for the time of day. This single script catches the most expensive failure in paid search: spending against a tag that stopped firing.
- Broken URL checker. Every final URL tested daily for 404s, redirects and slow responses, since a redesign that changes URLs can quietly send an entire budget to error pages.
- Budget pacing. Alerts when spend is running materially ahead of or behind plan, mid-month, when there is still time to act.
- Disapproval alerts. Immediate notification of disapproved ads or restricted keywords, which otherwise sit unnoticed while campaigns underdeliver.
- Wasted spend report. Weekly list of search terms with spend and no conversions, ready to be reviewed for negatives.
- Shopping feed monitoring, for stores: disapproved products, missing prices, out-of-stock items still advertised.
- Anomaly alerts on cost per acquisition, click cost and conversion rate, so a change is noticed the day it happens.
- Reporting automation, pushing daily figures into Google Sheets or Looker Studio so nobody rebuilds a report by hand: see reporting automation.
How a build runs
- Account review. What has gone wrong before, what nobody would notice for a week, and what the reporting currently costs in manual time.
- Guardrail selection. The three or four alerts that would have caught the most costly past problems, first.
- Script development and testing in preview mode against the live account before scheduling.
- Alert routing to email, WhatsApp or Slack, at a threshold that avoids alert fatigue, because alerts nobody reads are worse than none.
- Documentation of every script, what it checks, what it does not, and how to change the thresholds.
- Review after a month to tune thresholds against what actually fired.
What you receive
- Scripts installed in your own Google Ads account, which you keep.
- Alerts routed where your team will see them.
- An automated daily or weekly report.
- Documentation of each script and its thresholds.
- A note of what is deliberately not automated, and why.
Build pricing is on request; see packages. Scripts run inside your account at no platform cost.
Next step
Tell me the last thing that went wrong in your account and how long it took to notice, on the contact page. That usually identifies the first guardrail worth building. For the Meta equivalent, see Meta Ads automation.