Short answer: Automated rules in Google Ads make simple changes on a schedule, such as pausing a campaign when spend passes a limit or emailing you when conversions drop. Scripts are small pieces of JavaScript that can do more, such as checking for broken links or sending a daily report. For small accounts, a few alert rules and one or two monitoring scripts give peace of mind. Avoid rules that change bids when you use Smart Bidding, and always preview before running.
Where to find them
- Rules: Tools, then Bulk actions, then Rules
- Scripts: Tools, then Bulk actions, then Scripts
Rules can also be created from many tables by selecting items and choosing to create a rule.
Useful automated rules
| Rule | What it does |
|---|---|
| Spend alert | Email when daily spend passes a set amount |
| Zero conversion alert | Email when a campaign spends without conversions over several days |
| Promotion start and end | Enable and pause ads or campaigns for a sale period |
| Budget pause | Pause a campaign when monthly spend hits a limit |
| Disapproved ads alert | Email when ads are disapproved |
Useful scripts
- Broken link checker: checks landing pages and alerts you to errors.
- Anomaly detector: compares today with past days and alerts on big changes.
- Search query report email: sends new search terms for review.
- Budget pacing: shows if spend is on track for the month.
Google provides sample scripts, and many trusted scripts are shared by the PPC community. Read any script before running it and test it in preview mode first.
Rules to avoid with Smart Bidding
Do not use rules that frequently raise or lower bids on campaigns using Smart Bidding. The two systems fight each other. Use rules for alerts and scheduling instead.
Safety tips
- Always preview a rule or script before running it.
- Start with email alerts before allowing automatic changes.
- Name rules clearly so others understand them.
- Check the rule history regularly.
- Remove rules you no longer need.
Frequently asked questions
What are automated rules in Google Ads?
What are Google Ads scripts?
Do I need to know coding to use scripts?
Can rules work with Smart Bidding?
What is the most useful rule for small accounts?
Who can set up rules and scripts for my account?
Want an account that warns you early?
I can set up alerts and monitoring scripts for you. See my Google Ads management service or request a free ads audit. Also read Google Ads daily budget and Google Ads auto applied recommendations.