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 →
Showing only 🔎 Search lessons at the Advanced level.
Advanced training
22 lessons · 3 h 33 minPutting 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.
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.
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.
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: 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.
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.
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 · 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 · 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 · 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 · 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 · 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.