Ninja Scripts Academy
Google Ads from top to bottom: basic, intermediate and advanced. With real examples, best practices and the gaps the scripts fill. 🔄 Syllabus reviewed and updated every month with the latest Google Ads news · 🎧 Every lesson also in audio · 🖍️ Highlight and save your favourite lessons to come back to them.
🌐 Lessons are in Spanish for now; the English version is in preparation.
Ninja Scripts Suite subscribers get 100 % of the three levels, every new lesson each month and the study tools: 🎧 audio for every lesson, ⭐ favourites and 🖍️ highlights. See the subscription →
Advanced training
97 lessons · 16 h 23 minPerformance Max: opening the black box of your spend 🔒 Subscribers
PMax does not tell you where your money goes — but it can be worked out. How to estimate the real split between Search, Shopping, Display and YouTube, and what to do with what you find.
Asset groups and signals: the only thing PMax lets you build 🔑 With a free account
How to structure asset groups by intent or product family, which creatives each one needs (and what Google generates if you don't supply them), how to choose audience signals that teach rather than limit, final URL expansion and URL exclusions, and the asset report as your only creative window.
PMax reporting in 2026: channel performance, search terms, placements and what still can't be seen 🔒 Subscribers
Which breakdowns Performance Max offers today (the «Channel performance» report, search terms, placements, asset groups, assets), how to read them together to reconstruct where the money goes, which privacy thresholds trim them, and the method for judging each channel by its own yardstick.
Putting limits on PMax: brand, negatives, placements, URLs and new customers 🔒 Subscribers
Every control lever PMax admits in 2026 — brand exclusions, account-level and campaign-level negatives, account placement exclusion lists, URL exclusions, the new customer acquisition goal, content and audience exclusions — what each one does, its limits and the order in which you set them up before the first euro.
PMax with a feed versus standard Shopping: coexistence, priority and structuring by margin 🔒 Subscribers
How products get shared out when PMax and standard Shopping coexist (PMax always wins), when each one suits you, the three possible structures (standard only, PMax only, hybrid by margin or by stage), how to move products from one to the other without losing data, and how to really compare the performance of both.
Auditing a PMax campaign: the checklist and the incrementality test 🔒 Subscribers
The 20 points for auditing any Performance Max campaign (settings, exclusions, measurement, assets, reporting), how to prove whether it brings incremental conversions or just claims them (official experiment, controlled pause, geo test), and the final decision: scale, rein in or switch off.
What Demand Gen really is: Google's visual campaign and its place in the account 🔑 With a free account
Where Demand Gen comes from (Discovery and Video action campaigns), which inventory it buys (YouTube in-stream, in-feed and Shorts, Discover, Gmail), what separates it from PMax and from Display, which objectives it makes sense for, and the mistake of treating it as cold acquisition.
Audiences in Demand Gen: your data, lookalikes, custom segments and Optimized targeting 🔒 Subscribers
How to build the audience structure of a Demand Gen campaign (one group per audience), lookalike segments and which seed makes them work, custom segments built from searches, the Optimized targeting option and when to switch it off, and the method for comparing audiences by the same yardstick.
Creatives for Demand Gen: formats, aspect ratios, vertical video and the message in the first two seconds 🔒 Subscribers
The Demand Gen formats (single image, carousel, in-stream/in-feed/Shorts video), the aspect ratios and technical requirements, what makes a creative work in a feed (not in a banner), how many versions each group needs, how to read the creative report and the rules for refreshing without losing the learning.
Creative fatigue and comparing audiences: the Demand Gen monitoring method 🔑 With a free account
How fatigue is measured (CTR against peak, frequency, view rate), the thresholds that trigger a refresh, comparing audiences by the same yardstick, pauses via checkbox and the alert anti-spam rule — the Demand Gen Optimizer method explained so you can do it by hand or automated.
Measuring and bidding in Demand Gen: view-through conversions, windows, strategies and a fair yardstick 🔒 Subscribers
The bidding strategies available (Maximize conversions, Target CPA, Maximize clicks, value), why view-through and engaged-view conversions inflate Demand Gen, which windows to use, how to set the target with a different yardstick from Search, the native A/B experiments and how to defend the campaign to whoever pays for it.
Demand Gen with a product feed: your catalogue in discovery formats 🔒 Subscribers
How to connect Merchant Center to Demand Gen, which formats use the feed (product cards, dynamic carousel, video with products), which feed requirements are critical here (lifestyle images, short titles, availability), how to combine the feed with your own creatives, visual dynamic remarketing and how to judge catalogue sales in a discovery environment.
AI Max for Search: the promise, the components and the part you can't see 🔑 With a free account
What AI Max is (the automatic expansion layer on top of Search campaigns: dynamic broad matching, keywordless traffic, text customization and URL expansion), what it promises, how it gets switched on (often by default and in bulk) and why its problem is not performance but traceability.
Opacity by design: the three layers that switch off the light 🔒 Subscribers
Why the keyword stops mapping to the traffic in AI Max, how the search terms report's privacy threshold trims exactly the long tail where incremental traffic lives, why the reports don't reconcile with each other (each view with its own threshold), and the residue that has a name: the «no breakdown» bucket.
How to measure what you can't see: split by source, before/after with a control, and reconcile 🔒 Subscribers
The three-step method for judging AI Max from outside — splitting the spend by source (keyword baseline, dynamic broad, keywordless, no breakdown), comparing the opaque bucket with itself before and after activation using the baseline as a seasonality control (difference in differences), and the direct traceability test that reconciles combinations with the search terms report.
Two accounts, two results: when AI Max degrades and when it delivers 🔒 Subscribers
The two real, anonymised cases from the study — a real estate account (21 campaigns, bulk activation, 1% traceability, a red Pre/Post in every one) and a training account (CPA and ROAS identical to the baseline, a green verdict, but a third of the spend opaque and two campaigns that do go off the rails) — and the lesson the contrast teaches: the constant and the variable.
What the advertiser can do: the four principles and the AI Max controls 🔒 Subscribers
Measure by source and not by campaign, set the baseline before switching it on, watch whether the «no breakdown» bucket grows after activation, watch the drift and not just the launch — plus the controls Google does give you (components separately, brand exclusions, URL exclusions, negatives, AI Max experiments) and a decision for each scenario.
AI Max Analyzer in practice: install it, read the verdict and act 🔑 With a free account
How to install the free script (ten minutes from the panel), which tabs it builds in your spreadsheet (split by source, Pre/Post of the opaque bucket, combinations, terms and exclusions), how to read the traffic light per campaign and its recommendation, what to do for each colour and the five-minute weekly routine.
Advanced portfolios: designing the bid strategy architecture of a large account 🔑 With a free account
How target CPA and target ROAS portfolios are designed in accounts with dozens of campaigns (by economics, by conversion cycle, by country and currency), the bid limits and when to use them, cross-account strategies in an MCC, migrating campaigns between portfolios without resetting learning, and the architecture mistakes that cost the most.
Cross-mode: campaigns bidding on CPA but judged on ROAS (and the other way round) 🔒 Subscribers
Why the bid strategy and the business target can live in different modes, the four cross-mode cases (leads of uneven value, ecommerce with new customers, brand on impression share judged on CPA, maximising without a target), how to translate a ROAS target into a CPA target and back, and when to change the strategy instead of judging across modes.
The advanced judge: rules, thresholds, windows and the full decision matrix 🔒 Subscribers
The complete specification of the business target judge — windows adjusted for latency, minimum volume, compliance bands, the verdict × lost IS × trend → action matrix (budget, target, nothing), maximum steps, waiting periods, loose campaigns versus portfolios, and the record that makes every move auditable.
Bid strategy experiments: comparing bidding properly before changing an account 🔒 Subscribers
How to design a bid strategy experiment (CPA vs ROAS, a different target, portfolio vs its own strategy, with and without broad match, with and without AI Max), the traffic split, the duration set by latency and volume, how to read significance and effect size, the mistakes that invalidate an experiment, and how to take the winner into production without resetting everything.
Smart Bidding beyond Search: Demand Gen, PMax, Shopping and video under the same judge 🔒 Subscribers
What changes when you judge and move bids in automated campaigns — view-through conversions, different latencies, targets that coexist with channel opacity, the API limits on what a script can mutate in each type — and how to bring every campaign in the account under a single budget and target logic.
Anomalies, currencies and safety: keeping the judge from doing harm 🔒 Subscribers
The data that fools an automated bidding system (expensive clicks with no conversion because of latency, conversions at zero from broken measurement, one-day spikes, massive offline uploads, other people's changes), the anti-anomaly thresholds and why they must scale with each account's currency, the "if it fails, it touches nothing" design, the absolute limits and the monthly audit of the judge itself.
The ad fraud ecosystem: who gets paid for your impressions, and why Google does not stop it entirely 🔑 With a free account
The players in ad fraud (site farms built for ads, apps living off accidental clicks, bots and non-human traffic, competitor clicks, proxies), how they make money out of your budget, what Google detects and refunds as «invalid traffic» and what it does not, and why the defence is the advertiser's responsibility.
Spotting farms and networks: the signals of a rubbish domain and how to group domains by their fingerprint 🔒 Subscribers
How a site is analysed (ad density, copied or generated content, no author and no contact details, domain age, ads.txt), the trust signals that clear a site (CMP, trust seal, company number, a real blog, social profiles, schema, an app, longevity, MX, DNSSEC), and the clustering by IP, name servers, RDAP record and publisher ID that turns a list of domains into whole networks.
Apps, IPs and non-human traffic: the other three doors into fraud 🔒 Subscribers
How apps living off accidental clicks are detected (anomalous CTR, zero-second sessions, filler categories) and how they are excluded by category or wholesale; account-level IP exclusions, their limits and how to feed them from your visitors' fingerprints; and the signals of non-human traffic on your site (browsing speed, no events, data centres, proxies) that a visitor script can measure.
Safe Sites, aggressiveness and calibration: protecting without losing reach 🔒 Subscribers
The Safe Sites whitelist and the «harvest campaign» that discovers them, the shield's aggressiveness levels (from conservative to maximum) and which thresholds each one sets in one go, the retroactive effect when you relax it (reinstating exclusions), the impact forecast before changing level, and how you measure whether the shield is improving your CPA or merely cutting reach.
Fraud in PMax, video and Shopping: where the rubbish gets into automated campaigns and how to shut it out 🔒 Subscribers
Why PMax is the farms' favourite ground (Display and video inventory with no control per campaign), Google video partners and bought views, apps inside PMax, fraud in Shopping (comparison shopping clicks and price bots) and the one defence they all respect: account-level exclusions maintained every night.
Ninja Shield in practice: installation, scenarios, the Dashboard and the false positives review 🔒 Subscribers
How the shield is deployed (installed by the team from the MCC, with its own spreadsheet per client and the visitor snippet on the website), its modules (Site Analyzer, Farms, Visitor/IP/App/Lead/Video Shield), the scenarios and Smart Mode, the Dashboard showing fraud blocked in euros, the false positives tab with its checkbox, and the client's routine.
From lead to customer: the real funnel Google cannot see, and what ignoring it costs 🔑 With a free account
The stages between the form and the sale (raw, contacted, qualified, proposal, closed), the typical rates by sector, how you work out the real cost per customer against Google's CPA, the effect of optimising towards forms (more volume, worse quality) and the economic case for lead scoring.
The lead's fingerprint (layer A): what your site knows about every contact before anyone has called them 🔒 Subscribers
The signals a snippet captures at the moment of the form — the fraud score inverted, time on page and real scrolling, pages viewed, returning visitor, typing cadence, time of day, device, field coherence (a valid phone number, the email domain, a plausible name), honeypot — how they are weighted inside the ~40 behaviour points, and how the GCLID is captured without breaking privacy.
Positive actions and source (layers B and C): what the lead does next and where they came from 🔒 Subscribers
The signals that arrive minutes or hours after the form (confirmed their email, answered the call, replied on WhatsApp, booked, downloaded) and how they reach you by webhook from the CRM or your email platform; the ranking of campaign types as a source prior (brand > search > Demand Gen > Display) with an override by ID, the Site Score of the placement and the floor of zero if it was blocked later; and the statistical block that grows with the data.
The three offline conversions: Raw Lead (= the rating), Qualified and Sale with an amount 🔒 Subscribers
How the conversion actions are designed so that Smart Bidding learns quality — Raw carrying the rating as its value the same day, Qualified when it is marked, Sale with the real amount — how they are configured (import from clicks, counting, windows, primary/secondary depending on the strategy), the automatic bulk upload by GCLID, the adjustments, and the rule that leads never leave the client's spreadsheet.
Recalibrating with ground truth: the calibration curve, lift per signal and manual scoring 🔑 With a free account
How you check that the rating actually predicts (a calibration curve by band: do leads on 80 qualify more than leads on 30?), the real performance by network and campaign that reorders the source prior, the lift of each signal in this particular client, the salesperson's manual verdict (Bad / Good / Sale) as field truth, and the monthly report that makes it all visible.
Lead Rating in practice: installation, the client's spreadsheet, the sales team and the first 60 days 🔒 Subscribers
How it is deployed (a spreadsheet per client, Apps Script with a webhook, the snippet on the site by plugin or proxy, a Google Ads script for the uploads), what the sales team sees and does every day, the initial configuration (campaign ranking, values, strategy), the first 60 days week by week, and the symptoms that something is not right.
Multi-country and multi-language feeds: one catalogue, many markets 🔑 With a free account
How to structure feeds to sell in several countries (one feed per country and language, or a single feed with additional countries of sale), currencies and prices per market, shipping and taxes by destination, translating titles and descriptions, shared identifiers, and the mistakes that end up selling a product in Germany at the Spanish price.
Price and stock in near real time: partial feeds, Content API and automatic item updates 🔒 Subscribers
How to keep price and availability current in high-turnover catalogues (partial price/stock-only feeds several times a day, Content API for immediate changes, automatic item updates from structured data), the sale strategy with scheduled sale_price, stock by warehouse and the link with bidding (do not advertise what is running out).
Promotions, reviews and complementary feeds: what enriches the listing beyond the product 🔒 Subscribers
Merchant's promotions feed (codes and offers that appear as an annotation on the listing), product and seller ratings (feeds and programmes that put stars on the ad), local inventory feeds and local inventory ads for physical shops, the vehicle feed and other verticals, and how to prioritise which one to switch on for your business.
Titles and attributes at scale with AI: generate, validate and measure without breaking the feed 🔒 Subscribers
How to use a language model to rewrite thousands of titles and fill in attributes (material, colour, highlights) from the spec sheet and the search terms, the validation rules that stop the AI making things up (length, existing attributes only, no promos, no shouting caps), the batch workflow with sampled review, delivery through a supplemental feed and the per-category test that proves the effect.
Dynamic labels and catalogue segmentation: margin, turnover, seasonality and performance as structure 🔒 Subscribers
How to turn business data (margin, stock turnover, newness, seasonality, recent performance) into custom labels recalculated every day, the margin × performance matrix that decides which campaign and which target each product belongs to, the rules for moving products automatically between campaigns, and the limits that stop the catalogue dancing about.
Feed governance: owners, versions, alerts and the catalogue's operating manual 🔒 Subscribers
Who owns each attribute (platform, ERP, marketing, finance), how changes are versioned (primary feed, rules, supplemental feeds) and rolled back, the alerts that warn you about a broken feed before Merchant does (products vanishing, prices jumping, mass disapprovals), the quarterly audit and the operating manual that lets the catalogue survive a change of platform or of team.
What GAQL is: the language you use to ask Google Ads what the interface does not show 🔑 With a free account
Google Ads Query Language explained for non-programmers — what it is, why it exists, what makes it different from the interface (resources, fields, segments and metrics with fixed names), where it runs (API, scripts, the online query builder and validator) and the three things you can do with GAQL that you cannot do on screen.
Anatomy of a GAQL query: clauses, operators, dates, micros and the rules that get you rejected 🔑 With a free account
The clauses (SELECT, FROM, WHERE, ORDER BY, LIMIT, PARAMETERS), the WHERE operators (comparison, IN, LIKE, CONTAINS, BETWEEN, DURING), predefined and explicit date ranges, metrics in "micros", status enums, and the five validation rules that explain almost every error — with a complete annotated query.
The resources that matter: the map of GAQL tables for every question in this course 🔒 Subscribers
The tables (resources and views) that answer each need — campaign and ad_group, keyword_view with Quality Score and its components, search_term_view, shopping_performance_view by product, detail_placement_view and group_placement_view for placements, ad_group_ad_asset_view for RSA assets, campaign_budget, bidding_strategy, conversion_action, change_event — with their key fields and their traps.
The GAQL cookbook: ten queries that answer the questions from the whole course 🔒 Subscribers
Ten complete, annotated queries — search terms that convert without being keywords, keywords with low QS and high spend, IS lost to budget with a good CPA, RSA assets rated Low with volume, products that spend without selling, yesterday's new placements, conversions by action and campaign, recent budget changes, zero conversions with normal clicks, hour-of-day performance — ready to paste into a script or the validator.
Limits, quotas and traps: what to know before you build a process on GAQL 🔒 Subscribers
The limits on scripts (30 minutes, one run per hour, daily UrlFetch quotas depending on Workspace or Gmail), the API's limits (operations, rows, daily quotas), the privacy threshold and the data that does not exist, the delay before metrics are available, API version changes, and how to design processes that survive all of it (batches, resuming, frozen windows, retries).
API versus scripts, and server-side \"engines\": where each piece of an automation lives 🔒 Subscribers
When a Google Ads script is enough and when you need the API from a server of your own (long processes, non-Google IPs, databases, many accounts at scale, logic that must not be exposed), the thin-client architecture (the script collects and paints; the engine on the server calculates and calls the AI), its advantages (keys out of circulation, updates without touching the account, parity proven by tests) and its risks.
Architecture principles: how to design an account that can grow without being rebuilt 🔑 With a free account
The seven principles of a scalable account — separate by economics, consolidate for learning, protect the brand, keep universal things at account level, identify by ID, measure before structuring, document — the permanent conflict between control and volume, and how to decide the size of each piece from the data it generates.
Case: the small service business that goes from €1,500 to €8,000 a month without rebuilding the account 🔒 Subscribers
A real anonymised architecture for a service business (renovations/installations) with three services and two regions — from a single "General" campaign to six campaigns, two portfolios, brand kept separate, remarketing and Lead Rating — with the decisions taken at each budget step, the numbers before and after, and the mistakes that were avoided.
Case: the 5,000-SKU ecommerce site that moved from a single ROAS to managing by profit 🔒 Subscribers
A real anonymised architecture for an online shop (fashion/home, 5,000 products, two countries) — from one PMax covering the whole catalogue at ROAS 4 to a hybrid structure by margin with standard Shopping, PMax by product family, catalogue Demand Gen, dynamic labels and feeds per country — with the numbers, the step-by-step migration and the role of POAS.
Case: the agency (or multi-country brand) running thirty accounts from one manager account 🔒 Subscribers
An operating architecture for a fleet — manager and sub-manager account structure, account templates and conventions, shared lists and exclusions at manager level, cross-account portfolios, manager-account scripts that sweep the fleet, the per-account dashboard (spend vs plan, anomalies, measurement) and how the work is split between the agent, the scripts and the people.
Case: long-cycle B2B lead generation — few leads, high value and a funnel that lasts months 🔒 Subscribers
An architecture for businesses with 10-30 leads a month and sales worth thousands of euros that take weeks to close — aggressive consolidation into portfolios, intermediate conversions (qualified, meeting, proposal) as the signal, values by stage, 90-day windows, Demand Gen and remarketing for the cycle, and why lead scoring is not optional here.
Migrating and restructuring without losing the history: the architecture change protocol 🔑 With a free account
How to rebuild an account (or migrate agency, manager account or measurement platform) while keeping the learning — what is inherited and what is not (QS history, lists, conversions), the phased protocol (freeze, measure, duplicate, overlap, switch off), letting two structures coexist for a while, data exclusions and how to communicate with the client.
How to keep up with Google Ads news without getting lost: sources, cadence and judgement 🔑 With a free account
The official sources that matter (the Google Ads announcements page, the Ads & Commerce blog, Google Marketing Live, the API release notes), how to filter out industry noise, the weekly cadence and the criteria for classifying each change (mandatory, on by default, optional, irrelevant) — and why this module is updated every month.
What's new in Search and AI Max (updated August 2026) 🔒 Subscribers
What has changed in Search over the last twelve months — AI Max as the foundation of Search campaigns, the migration of dynamic search ads (DSA) to AI Max, AI Max in Shopping and travel formats, the new brand, tone and matching controls, ads in AI Search, and what each change means for whoever runs the account — with its classification and the recommended action.
What's new in bidding and budgets (updated August 2026) 🔒 Subscribers
What has changed in Smart Bidding and budgets over the last year — journey-aware bidding (beta), the expansion of Smart Bidding Exploration to PMax and Shopping, demand-led pacing (coming soon), campaign total budgets, the Performance Planner changes — with their class, what they mean for your judge and your planning, and the recommended action.
What's new in Demand Gen, PMax and video (updated August 2026) 🔒 Subscribers
What has changed in automated campaigns — the "Demand Gen Drops" (shoppable CTV, attributed branded searches, travel feeds), the PMax channel performance report, the migration of video action campaigns to Demand Gen, the Discovery improvements with feeds and product-level reporting, Asset Studio with Gemini — with their class and the recommended action.
What's new in measurement, privacy and AI agents (updated August 2026) 🔒 Subscribers
What has changed in measurement and in your relationship with the platform — enhanced conversions for leads as the main route for offline uploads, Consent Mode v2 now consolidated, Ask Advisor (the Gemini agent spanning Ads, Analytics, Merchant and Marketing Platform), the creation and optimisation agents inside Google Ads — what they offer, what risks they bring and how to live with a Google agent inside your account.
How to evaluate a new feature before adopting it: the six-step protocol and the monthly cycle 🔒 Subscribers
The protocol for deciding on any new feature — read the official source, classify it, check what switched itself on, estimate the impact with your own data, test with an experiment or a pilot account, decide and document — applied to an example (Smart Bidding Exploration), plus the monthly cycle that keeps this module and your accounts up to date.
Tutorial · Calls (1/2): call assets, call-only ads and call reporting 🔑 With a free account
A step-by-step guide to setting up everything Google Ads offers for calls — the call asset (a tappable number next to the ad) at account, campaign and ad group level, with scheduling and a Google forwarding number; call-only ads; the call report (duration, source, time of day) and the decisions that come out of it.
Tutorial · Calls (2/2): measuring calls as conversions — from the ad and from the website 🔒 Subscribers
A step-by-step guide to the two call conversion actions — "Calls from ads" (forwarding number) and "Calls to a phone number on your website" (the number on the site is dynamically swapped after an ad click) — with the Google tag and the phone snippet, the duration threshold, value per call, what goes in as primary, how to verify it and the usual problems (a number that won't swap, switchboards, WhatsApp).
Tutorial · Offline conversions step by step: from the GCLID in the form to the sheet Google reads every day 🔒 Subscribers
The complete setup with no developer — switch on auto-tagging, capture the GCLID on the site and store it in the form (hidden field) and in the CRM/sheet, create the "Track conversions from clicks" actions, prepare the Google Sheet with the exact format, schedule the upload, upload adjustments and refunds, and verify that the conversions land in the right campaign.
Tutorial · Enhanced conversions for leads: uploading sales by email, without a GCLID 🔒 Subscribers
A step-by-step guide to the modern alternative to GCLID imports — capture the email/phone from the form with the tag (Tag Manager or direct, with automatic hashing), configure the "leads" type conversion action, prepare the upload sheet with email and phone instead of GCLID, comply with consent, and know when to combine it with GCLID.
Tutorial · Seasonality adjustments and data exclusions: setting them up properly, step by step 🔑 With a free account
Where they live, how to create them (scope, campaigns, devices, dates, percentage), how to work out the percentage of a seasonality adjustment from your own data, when to create a data exclusion and with which dates, how to check they were applied, how to edit or remove them, and three worked cases (Black Friday, a week of broken measurement, a 48-hour flash promotion).
Tutorial · Setting up an account's conversions from scratch: actions, categories, campaign goals and values 🔒 Subscribers
The complete tour of Goals → Conversions — creating each type of action (website, calls, import, app, store), its settings (category, value, counting, windows, attribution, primary/secondary, enhanced conversions), how Google groups actions into standard and custom goals, how to assign different goals to each campaign, and the setup template for lead generation and for ecommerce.
Tutorial · Ad customizers: prices, stock and text that update themselves inside RSAs 🔒 Subscribers
A step-by-step guide to creating customizer attributes (text, number, price, percentage) at account, campaign, ad group or keyword level, inserting them into responsive search ad headlines and descriptions with the {CUSTOMIZER.attribute:default value} syntax, feeding them from a sheet (business data) so they update in bulk, the {COUNTDOWN()} function for dated offers, and the usual validation errors.
Tutorial · Page feeds and business data: telling AI Max, DSA and PMax exactly which pages to advertise 🔑 With a free account
A step-by-step guide to the page feed (URL + labels) that controls which pages of your site dynamic ads, AI Max and PMax's URL expansion can use — how to create it, how to label it by category, how to attach it to a campaign and how to schedule it from a sheet; plus the other business data feeds (sitelinks, callouts and prices in bulk) and location assets from Business Profile.
Tutorial · Dynamic remarketing for businesses with no product catalogue: real estate, education, travel, services 🔒 Subscribers
A step-by-step guide to running dynamic ads when there is no Merchant Center — choosing the feed's vertical (real estate, education, flights, hotels, jobs, local deals or custom), preparing the sheet from the template, uploading it to business data, configuring the tag with the dynamic parameters (item ID, page type, value), creating the Display or Demand Gen campaign with the feed and the lists, and checking that each person sees what they viewed.
Tutorial · Report editor and dashboards: building the report the interface doesn't ship, and getting it every Monday 🔒 Subscribers
A step-by-step guide to the report editor — build a table with rows, columns and filters by dragging, turn it into a chart, save it, build a dashboard with several cards (campaigns, search terms, devices, conversions by action), share it and schedule it by email as PDF/CSV — with five ready-to-copy reports (spend vs plan, lost IS, converting search terms, CPA by device and hour, QS by ad group).
Tutorial · Looker Studio and Google Sheets: Google Ads reporting outside Google Ads 🔑 With a free account
A step-by-step guide to connecting Google Ads to Looker Studio (official connector, fields, blends with GA4 and Sheets, filters by account and dates, templates), building a four-page client report, and the alternative using the Google Ads add-on for Sheets (scheduled reports in a spreadsheet, with your own formulas) — when to use each and what neither can do.
Tutorial · Custom columns: formulas inside Google Ads (business CPA, POAS, traffic lights) 🔒 Subscribers
A step-by-step guide to creating formula columns in the interface — combined metrics, metrics filtered by conversion action, constants and functions — plus twelve useful columns ready to copy: qualified lead CPA, POAS with margin, % of L1, cost per call, total lost IS, real conversion rate, deviation vs target, and how to use them in filters, rules and column sets.
Tutorial · A custom experiment from start to finish 🔑 With a free account
Step by step through the Experiments page — creating the experiment from a campaign, choosing what changes in the trial version (strategy, target, match type, landing page, ads, AI Max), the traffic split and the split type (search-based or cookie-based), the dates, how to read the results panel with its confidence intervals, and how to apply the winner or end without applying.
Tutorial · Google Ads Editor: bulk changes without the risk (structure, negatives, ads, URLs) 🔒 Subscribers
Step by step with the free desktop application — downloading the account, working offline, find and replace, bulk editing, copying campaigns between accounts, importing from a spreadsheet (keywords, negatives, ads, URLs), reviewing errors and warnings before posting, and posting — with six typical tasks solved.
Tutorial · Automated rules used properly: five alert rules and one safety rule 🔒 Subscribers
Step by step for creating automated rules that alert you (runaway daily spend, zero conversions, CPA out of range, keywords with no impressions, disapproved ads) and the only one that acts on its own (pausing if account spend passes an absurd ceiling) — with the exact setup (level, condition, frequency, data range, email), the traps of rules that touch bids, and how to review the log.
Tutorial · Ad scheduling and bid adjustments: when they still count under Smart Bidding 🔒 Subscribers
Step by step through ad scheduling (the calendar per campaign, time blocks, exceptions) and bid adjustments by device, location, audience and time of day — what each one does under manual bidding and under Smart Bidding (only −100% applies), how to decide them with the hour and device report, and three template setups (local business with opening hours, 24-hour ecommerce, B2B).
Tutorial · Local campaigns: PMax with store goals, store visits and local inventory ads 🔒 Subscribers
Step by step for businesses with physical shops — linking the Business Profile and verifying locations, switching on store visits and store sales measurement, creating a PMax with a store visits goal (the heir to local campaigns), its assets and signals, local inventory ads with Merchant Center, how to judge it (visits, calls, directions, local sales) and the mistakes multi-store accounts make.
Tutorial · Auditing an inherited account in two hours: the script, with checklist and deliverable 🔑 With a free account
The procedure for walking into an account you do not know and walking out with a diagnosis — access and ownership, measurement, structure, dangerous settings, bidding, search terms and negatives, ads, Display/PMax and fraud, budgets, change history — with the time per block, what to export, how to prioritise findings by euros and the audit report template.
Merchant Center in depth I: the account, the policies and how to survive a suspension 🔑 With a free account
The anatomy of a Merchant Center (Next) account — verifying and claiming the website, shipping, returns and tax settings, business information, programmes — and the part nobody explains until it hurts — the Shopping policies, the difference between a product disapproval and an account suspension, the real reasons (misrepresentation, missing information, prices that do not add up, checkout), the preventive review and the step-by-step procedure for appealing and getting the account back.
Merchant Center in depth II: the feed specification, attribute by attribute 🔒 Subscribers
The feed as an editorial product — the required attributes and their exact meaning (id, title, description, link, image_link, price, availability, condition, brand, gtin, mpn), the ones that change performance (product_type, google_product_category, sale_price, shipping, additional_image_link, color/size/material/pattern, item_group_id, custom_label_0-4, product_highlight, product_detail), unique identifiers and their exception, the title rules that move impressions, variants done properly, data sources (file, Sheets, API, platform, automatic crawl), supplemental feeds and transformation rules, and the feed errors with their fixes.
Merchant Center in depth III: diagnostics, price and stock syncing, and catalogue quality as an advantage 🔒 Subscribers
How to read and manage Merchant Center Diagnostics — account, product and feed issues, the approved/limited/disapproved/pending statuses, the reprocessing windows — the number one problem (prices and availability out of sync) with its three solutions by shop size, the data quality score, products "limited by performance", automatic item updates, the real update frequency and a weekly catalogue maintenance routine.
Shopping in depth IV: campaign architectures — standard vs PMax with a feed, priorities, partitions and per-product bidding 🔒 Subscribers
The three real architectures (standard Shopping with priorities, PMax with a feed, hybrid) and when each one wins; the mechanics of high/medium/low priority with cascading negatives to separate generic, product and brand queries; partitions by product_type, brand, custom labels and item ID; the "Everything else" group; ROAS by margin and by band; the long-tail, new-arrivals and clearance campaigns; per-product bidding; and the four mistakes that sink Shopping accounts.
Shopping in depth V: the Merchant Center reports nobody looks at — price competitiveness, best sellers, margin and listing performance 🔑 With a free account
The Merchant Center reports most people ignore and that decide the strategy — price competitiveness (your price against the benchmark, by product and category), price insights and suggested prices, best sellers and the fastest-growing products in the market (what sells even when you do not stock it), gross margin with cost_of_goods_sold, performance by product and by destination (ads vs free listings), and how to turn each report into a pricing, assortment or bidding decision — plus how to read them alongside Google Ads.
Shopping in depth VI: feed optimisation in practice — titles, labels, rules and automation with spreadsheets and scripts 🔒 Subscribers
The complete feed optimisation workshop without touching the shop — the supplemental feed in Google Sheets as a control layer, the title formula by vertical using real search terms, assigning custom labels automatically by performance, margin, price and seasonality with formulas and with scripts, the Merchant Center rules that are actually worth it, A/B testing titles, cleaning up descriptions and images, the weekly workflow and the limits of what can be automated.
Shopping in depth VII: promotions, reviews, badges, free listings, CSS in Europe and the Merchant Center programmes 🔒 Subscribers
Everything that makes your Shopping ad stand out against the one next to it — Merchant Center promotions (promotion feed, types, approval, the "special offer" badge), product ratings and seller ratings (Google Customer Reviews and aggregators), the automatic badges (price drop, fast delivery, free returns), the shipping and returns annotations, free listings, the Comparison Shopping Services programme in Europe and its 20% CSS discount, and which programme is worth it for each type of shop.
Shopping in depth VIII: local inventory, multi-client accounts, several countries and currencies, and running large catalogues 🔒 Subscribers
Scale — local inventory ads and the local storefront step by step (local product and inventory feeds, verification, Business Profile, in-store pickup), multi-client accounts and sub-accounts for agencies, marketplaces and brands with several shops, selling in several countries (feeds by country and language, currency conversion, international shipping, landing page language), catalogues with tens of thousands of SKUs (Merchant API, batch processing, limits), the feed strategy per marketplace and how to automate keeping watch over all of it.
What Lead Scoring for Google Ads is (and who really needs it) 🔒 Subscribers
The methodology from Enrique del Valle's book from scratch — what sets it apart from CRM lead scoring, why bidding algorithms are chronically hungry for signals, the diet metaphor, and the honest list of who needs it and who can skip it.
Goodbye CPA, hello ROAS: value-based bidding and the sister campaigns 🔒 Subscribers
Why lead scoring demands a change of bidding strategy — the labelled diet, how value-based bidding changes what the algorithm understands, the three launch options, and the sister-campaign pattern — the CPA one feeds the ROAS one until the younger sister becomes the leader.
The vertical line: L1 and L2, the border that orders all your signals 🔒 Subscribers
The centrepiece of the method — website interactions (L1, non-tangible) on the left, user interactions (L2, the leads) on the right; full examples for lead-gen businesses and for ecommerce, and the signal-selection strategies with their thresholds.
The power of points: what each signal is worth (and why 1,000 doesn't always go to the sale) 🔒 Subscribers
The method's scoring system — the 1,000-point scale, the relationship between conversions as the basis of the split, the counter-intuitive twist of spreading value along the funnel like a home-made attribution model, and the per-signal cookie-window structure.
Incremental conversions: adding signals without inflating the buyer 🔒 Subscribers
How to chain signals that overlap (call click + long call), the problem of the user who does everything, and the three solutions — no incrementals, dynamic incrementals with a custom CRM, and static incrementals with a range — with all their numbers.
The five phases of a Lead Scoring project, from the raw website to continuous readjustment 🔒 Subscribers
The full implementation plan — site study and new measurements, secondary conversions building history without touching anything, point assignment with data, switch-on by duplication starting with the highest-volume campaign, and the phase that never ends.
The method's metrics: % L1 Conv and % L1 Value, and the art of readjusting the mix 🔒 Subscribers
The two custom columns that govern the system — the share of clicks ending in L1 and the share of total value taken by L1 — with their 25% and 50% thresholds, the real case of the runaway S90 signal, and the point-readjustment protocol.
Day-to-day operation: the starting ROAS, the concept of squeezing, and the tricks of the trade 🔒 Subscribers
With the system running, the operation — what ROAS to set at launch, how and when to squeeze to reach the conversions that generate real business, the law of 9 and 1, the timestamp in the campaign name and the % cost column.
Lead Scoring in ecommerce: the static value and surfing seasonality 🔒 Subscribers
Why an online store also does lead scoring even though it sells with real amounts — the short/long cycle decision, the static-value sale as a vaccine against euphoria, the store's wealth of signals and the duplicated sales conversions trick.
Two real cases with numbers: education (CPA vs LS) and a SaaS that doubles 🔒 Subscribers
The course's two success stories in detail — the education campaign where lead scoring multiplied the enrolment rate by 5 with a cost per enrolment 3 times lower, and the SaaS signal structure with 30- and 90-day windows; with the lessons of each.
The next leap: real-time scoring of every lead with Lead Rating 🔒 Subscribers
Where the method is heading — scoring not just actions but EACH LEAD the moment it arrives, with its behaviour fingerprint, its later actions and its origin, returned to Google as a conversion with value; the Lead Rating tool from Ninja Scripts, piece by piece, and what changes the day you switch it on.