Google Ads scripts offer advertisers a powerful way to automate workflows, optimize campaigns, and uncover hidden performance insights. With programmatic access to your account’s data and settings, these scripts help streamline repetitive tasks, enable data-driven decision-making, and improve efficiency.
With so many options available, here are our five must-have scripts that can take your Google Ads reporting and optimization to the next level:
1. Customize budgets by day of week
Google Ads automatically adjusts your monthly budget to maximize clicks and conversions, but sometimes, you need more control. If your account follows predictable weekly patterns—like lower weekend conversions—you might prefer to set exact daily budgets.
That’s where Ambrie’s Budgets by Day of the Week script comes in. It lets you customize the exact amount you want to spend, by campaign, for each day of the week. While you could achieve similar results with Google Ads rules, the script’s Google Sheet interface makes it easier to adjust daily allocations on-the-fly without dealing with the complexity of the rules platform.
At Synapse, we’ve enhanced this capability by integrating the script with our new suite of reporting tools. By using monthly pacing data to pinpoint where we get the most efficient conversions by day and campaign, we’ve fully automated the budget optimization process, saving time and improving accuracy.
2. Analyze RSA copy performance
Analyzing Responsive Search Ads (RSAs) can be challenging without the right tools. Google Ads only allows performance exports for individual ad units, meaning advertisers managing granular ad group structures might face hundreds of manual exports to get a complete picture of headline and description performance.
Digital Oasis’s RSA Performance script eliminates that bottleneck. By adding this script to your Google Ads account, advertisers can bulk export performance data for every headline and description across all enabled ad units, ad groups, and campaigns in just minutes, saving time and helping uncover valuable performance trends at scale.
Not only can this script reveal which headlines and descriptions drive the best results, but it also shows which types of copy resonate most across different keyword themes and campaigns. With these insights, you can refine your messaging, double down on high-performing assets, and improve the effectiveness of your RSAs without the manual workload.
3. Control close variant query matches
Google’s keyword match types have evolved, with new “close variants” expanding exact and phrase match keywords to include plurals, misspellings, synonyms, and related terms. Although these close variant queries can be helpful in capturing additional reach, they can sometimes cause irrelevant search term traffic to match out to your ads, wasting ad spend on low-converting terms.
While you can control close variants with regular search query monitoring and negation, the Exclude Close Variants script can put that process on auto drive. The script monitors and automatically negates close variants to ensure that you’re only showing on the very specific queries that are built into your keyword set.
4. Monitor search query trends
Query monitoring is an essential part of any Google Ads manager’s job. In addition to identifying irrelevant queries to negate, regular monitoring can uncover trending search terms that highlight new opportunities for growth. However, with so many queries coming through every day, combing through the data can be a difficult task.
Nils Rooijmans’s Trending Search Term script simplifies this process by tracking weekly, monthly, and yearly shifts in query traffic automatically . This allows you to quickly spot trends, helping you target high-potential keywords and eliminate irrelevant ones.
5. Improve PMax data transparency
Since Performance Max (PMax) campaigns were introduced, advertisers have benefited from their fully automated, goal-based bidding capabilities. However, one significant disadvantage of the campaign type is the limited in-platform visibility into performance by placements, queries, and channels. This lack of transparency has made it difficult for advertisers to determine where their dollars are the most efficient in generating conversions, in turn limiting their ability to optimize campaigns effectively.
Mike Rhode’s PMax script tackles this issue by accessing hidden data from the Google Ads API to uncover granular performance insights. The script has several useful features, including channel cost and conversion breakdowns, search query analysis, and detailed asset performance reporting. By installing this script, advertisers can take advantage of the machine-learning benefits of PMax while gaining the data and control needed for advanced reporting and campaign optimization.
Google Ads scripts can transform how you manage and optimize campaigns, automating tedious tasks and uncovering valuable insights. But implementing and managing them effectively takes time and expertise.
Need help setting up or customizing scripts to fit your specific needs? Reach out to us at sales@synapsesem.com to learn more about our comprehensive services.
