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 →
Basic training
45 lessons · 6 h 53 minWhat Google Ads is and where your ads show up 🔑 With a free account
The full map before you touch anything — what Google sells, the places your ad can appear and why paying is not the same as ranking organically.
The Google Ads auction: what happens every time somebody searches 🔑 With a free account
The mechanism that decides which ads appear, in what order and how much each one pays — and why the highest bidder does NOT always win.
Ad Rank and Quality Score: what the «quality» Google rewards is made of 🔑 With a free account
The three ingredients of Quality Score (expected CTR, ad relevance and landing page experience), the thresholds that keep you out of the auction and what that number from 1 to 10 really means.
The 10 metrics you have to master before spending a single euro 🔑 With a free account
Impressions, clicks, CTR, CPC, conversions, CPA, ROAS, impression share... what each one measures, how it is calculated and which to look at depending on what you want to know.
What you control and what the algorithm decides: the advertiser's levers 🔑 With a free account
The decision map of an account — keywords, ads, bids, budget, targeting and measurement — and the ever-shifting border between what you command and what Google automates.
The four levels of an account: what gets decided at each one 🔑 With a free account
Account, campaigns, ad groups and ads/keywords — the Google Ads hierarchy and the golden rule that keeps you from getting lost: every setting lives at one level only.
How to organise your campaigns (and why names matter less than you think) 🔑 With a free account
Real criteria for splitting campaigns — goal, product, location, budget, brand vs generic — a naming convention that survives the years, and the reason professionals identify campaigns by their ID.
Ad groups: the unit of relevance 🔑 With a free account
How to group keywords by intent so the ad fits, how many to put in each group, the «junk drawer» mistake and a three-step method for designing groups from scratch.
The campaign settings that can ruin you without you knowing 🔑 With a free account
Search partners, Display expansion, «presence or interest» in locations, languages, ad rotation, device adjustments — the boxes Google ticks by default and that are worth reviewing before you switch any campaign on.
Manager accounts and access: managing several accounts without losing control 🔑 With a free account
What a manager account (MCC) is, when you need one, the access levels and the golden rule for working with agencies and freelancers — you never hand over ownership of the account.
Keywords: what they really are (and what they are not) 🔑 With a free account
The difference between a keyword and a search term, the four types of intent behind every search and why the «long tail» is where the money is made.
How to find keywords: the five sources and how to judge them 🔑 With a free account
Keyword Planner and its traps, your own website, your competitors, Google autocomplete and — the best of the lot — your real search terms. Plus how to decide which ones are worth it.
Match types: exact, phrase and broad — and which to use when starting out 🔑 With a free account
How the three match types are written, what each one triggers in 2026 (clue: intent, not literal text) and the safe combination for a brand-new account.
Negative keywords: the control you do keep 🔑 With a free account
What a negative is, how its match types work (yes, negatives are literal), where to put them, the universal starter list and the mistakes that block good traffic.
The search terms report: the weekly routine that pays for the account 🔑 With a free account
Where it is, how to read it, the three decisions per term (add, add as negative, leave it), how much data you need to decide and a 20-minute weekly routine.
Anatomy of a responsive search ad (RSA) 🔑 With a free account
The pieces of a text ad in 2026 — 15 headlines, 4 descriptions, display URL and paths — how Google combines them on every search and what «Ad strength» really measures.
Writing headlines and descriptions that win the click 🔑 With a free account
The formula for a good headline (keyword + benefit + proof + call to action), the eight angles so you never repeat yourself, numbers that convince and the mistakes that sink your CTR.
Ad assets: more space, more reasons, same price 🔑 With a free account
Sitelinks, callouts, structured snippets, call, image, price, promotion, location... what each asset brings, which ones are compulsory from day one and what to do with the «automated» ones Google switches on by itself.
The landing page: where the click converts (or is lost) 🔑 With a free account
The half of the ad that lives outside Google Ads — consistency with the message, speed, mobile, a single action — plus the ten-point checklist to run before you send traffic to a page.
Testing and improving ads: the asset report and continuous optimisation 🔑 With a free account
How to read which pieces of the ad are working (asset report and combinations), when to change and when to wait, the «one piece at a time» rule and why an ad is never finished.
The daily budget: how it really works (and why one day you spend double) 🔑 With a free account
The daily average, the double-spend cap, the 30.4-day monthly limit, the «limited by budget» warning, how to set your first budget and when a shared budget makes sense.
The map of bidding strategies: manual, automated and Smart Bidding 🔑 With a free account
What each strategy does (Manual CPC, Enhanced CPC, Maximize clicks, Maximize conversions, Target CPA, Maximize conversion value, Target ROAS, Target impression share) and which to choose depending on the stage of the account.
How Smart Bidding learns: signals, learning period and minimum data 🔑 With a free account
What the algorithm looks at in each auction, what the «Learning» status means, the 50-conversion benchmark, why changes restart the learning and how to live with it without sabotaging it.
How to set a realistic target CPA or ROAS (not the one you'd like) 🔑 With a free account
Working out the target from margin and customer value, checking it against your history, the mistake of setting the target you want instead of the one you can reach, and how to close in on the real target in 10-20% steps.
Where NOT to touch: the ten management mistakes that sabotage an account 🔑 With a free account
Changing targets every other day, cutting the budget of what works, pausing at weekends, dangerous automated rules, accepting recommendations blindly... and the change rule that avoids nearly all of them.
What to count as a conversion (and what not): the decision that governs the whole account 🔑 With a free account
Primary and secondary actions, the value of each conversion, counting «one» or «every», the conversion window and the mistake of counting everything that moves — tracking is the steering wheel of Smart Bidding.
The Google tag: how tracking is installed (and how to check it works) 🔑 With a free account
What the Google tag is, the three ways to install it (direct, Tag Manager, GA4), how to define the conversion event, enhanced conversions and verification with Tag Assistant.
Cookies, GDPR and Consent Mode: measuring without breaking the law (or the data) 🔑 With a free account
What consent requires in Europe, what a CMP is, how Consent Mode works (basic and advanced), conversion modelling and how to check it is properly implemented.
Attribution and lag: why today's conversions show up next week 🔑 With a free account
Attribution models (data-driven and last click), what «Conversions» means against «All conversions», conversion lag, the click date versus the event date and how to read the reports without fooling yourself.
Auditing your tracking: the routine that tells you your data is trustworthy 🔑 With a free account
The status of each conversion action, the diagnostics, comparing with the CRM, duplicates and spam, the monthly end-to-end test and the signs that tracking has broken.
The map of the interface: where everything lives and how to move fast 🔑 With a free account
The Google Ads side menu (Campaigns, Goals, Tools, Billing, Admin), the levels, the filters, the date range and period comparison — just enough to stop wasting time looking for things.
The columns that matter: recommended sets by level 🔑 With a free account
How to customise and save column sets, what to look at at campaign, ad group, keyword and ad level, and the «hidden» columns that count the most — impression share, Quality Score components and conversions by date.
Segments: breaking averages apart to see what they hide 🔑 With a free account
How to segment a table by device, network, hour and day, click type, conversion action or top vs. other — plus five typical findings that only show up once you segment.
Predefined reports, the report editor and auction insights 🔑 With a free account
The reports that come ready-made, how to build your own with the editor, how to schedule it by email, and the report that shows you who competes with you and how — auction insights.
Change history, alerts and the 30-minute weekly routine 🔑 With a free account
The change history (who touched what and when), notifications and rules that warn you, how to handle the Recommendations tab, and the weekly routine that pulls together everything you learned at Basic level.
Structure mistakes: the «General» campaign, brand mixed in and the junk drawer 🔑 With a free account
Four organisation mistakes that show up in almost every inherited account, with a real anonymised case of each, how to spot them in five minutes and how to fix them without losing your history.
Measurement mistakes: when the numbers lie and Smart Bidding believes them 🔑 With a free account
Everything as a primary conversion, navigation conversions inflating the data, duplicates, the thank-you page that vanished and the month Smart Bidding optimised towards nothing — with real cases.
Money mistakes: impossible targets, itchy hands and recommendations accepted blindly 🔑 With a free account
The «wished-for» target CPA that switches the campaign off, budget cut from what works, daily changes, recommendations applied in bulk and the Display expansion nobody turned on — real cases.
Mistakes with Display, PMax and automated campaigns: the money that leaks out unseen 🔑 With a free account
Site farms and children's apps charging you for impressions, PMax cannibalising your brand, inflated view-through conversions and blind faith in «automatic» — real cases from Suite accounts.
Management and access mistakes — and the Basic level exit checklist 🔑 With a free account
The account that belonged to the agency, deciding on three days of data, never reading search terms, reports with no CRM, access for people who left… and the checklist that certifies an account is properly set up.
Display in basic terms: banners, audiences and remarketing (and where the money goes) 🔑 With a free account
What a Display campaign is, responsive display ads, the ways of targeting (audiences, remarketing, topics, placements), what it is really for and the three rules for not losing money in the first month.
Shopping in basic terms: Merchant Center, the feed and product listings 🔑 With a free account
How Shopping ads work (no keywords: a product feed instead), what Merchant Center is, the minimum feed attributes, the difference between standard Shopping and PMax, and the first-month mistakes.
Performance Max in basic terms: what it is, what it needs and when (not) to start with it 🔑 With a free account
The campaign that buys across every network at once — asset groups, audience signals, what Google decides and what you decide, the requirements before launching it and the two settings that must never be missing.
YouTube and Demand Gen in basic terms: skippable video, bumpers and the visual campaigns 🔑 With a free account
The video formats (skippable in-stream, non-skippable, bumper, in-feed, Shorts), what you pay for in each one, what Demand Gen is and why it replaced video action campaigns, and what they are really for in a small account.
App campaigns and the final map: which campaign type for each objective 🔑 With a free account
What App campaigns are (installs and in-app actions, with their own measurement), and the table that closes the Basic level — objective, stage and budget → recommended campaign type, with the order in which to add them.