Summary
This chapter demonstrates how to leverage conditional rules and JavaScript-based scripting to automate decision-making and bulk operations in a system.

General domain of usage
Digital advertising campaign management

Scaling isn't just about spending more - it’s about **managing more**. Automation allows you to maintain efficiency, catch problems early, and run smarter without drowning in manual tasks. This chapter explores how Google Ads rules and scripts can become your silent co-pilot.

Google Ads provides two key automation tools: **Rules** and **Scripts**, that help marketers save time, reduce errors, and manage large-scale accounts without losing control.

### 1. Rules
**Rules** are Google Ads' built-in automation system.

Examples of useful rules:
- Pause ads with a **CTR under 2%** after 500 impressions;
- Send an **email alert** when daily spend exceeds a set limit;
- Automatically **enable holiday campaigns** on a specific date;
- Reduce bids by **20% if CPA stays above target** for a week;
- Pause keywords with **no conversions after 200 clicks**.
### 2. Scripts
**Scripts** are small pieces of JavaScript that unlock more advanced automation.</br>
They can perform complex logic, cross-account operations, and data integrations that go far beyond simple rules.

Gain a structured, end-to-end understanding of how to plan, launch, optimize, and scale paid search and video campaigns. The program connects strategic thinking with hands-on execution, covering keywords, ad creatives, landing pages, bidding logic, audience targeting, automation, and measurement. Emphasis is placed on data-driven decision-making, avoiding common mistakes, and building campaigns that are profitable, scalable, and aligned with real business goals.

An introduction to Google Ads, exploring how it can benefit your business or clients, the different types of campaigns available, and a guided look inside the platform's interface.

Learn how to set up your Google Ads account for long-term success, from structuring it professionally and integrating key tracking tools to configuring billing, permissions, and essential business settings.

Master keyword research and targeting by learning how to use the Keyword Planner, understand match types, and build ad groups strategically for maximum campaign performance.

Learn how to create ads that drive results by writing compelling ad copy, leveraging ad extensions for greater impact, and following best practices to ensure smooth approval.

Discover how to design landing pages that drive action, ensure a strong message match with your ads, and use testing and optimization tools to continually improve performance.

Gain full control over your ad spend by understanding daily vs. lifetime budgets, choosing between manual and automated bidding, and optimizing your Quality Score for better results.

Unlock the full potential of audience targeting by creating core, custom, and lookalike audiences, applying high-converting remarketing strategies, and leveraging Customer Match with GA4 audiences in your campaigns.

Learn what Performance Max campaigns are, when to use them, how to provide high-quality creative assets and data, and the best practices for monitoring and optimizing their performance.

Explore why short-form video is so powerful, how to create effective YouTube ads using accessible tools, and proven targeting strategies to maximize video campaign success.

Build a complete performance feedback loop by combining accurate tracking, attribution analysis, and automation-driven scaling. The goal is to move from raw data to confident decisions that sustain long-term campaign growth.

Learn how to troubleshoot poor campaign performance, manage negative keywords and UX issues, perform regular account audits, adapt strategies during force majeure events, and apply lessons from cross-industry case studies.

Using Scripts and Rules to Automate Campaign Management

1. Rules

2. Scripts

Using Scripts and Rules to Automate Campaign Management

1. Rules

2. Scripts