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 Basic level.
Basic training
26 lessons · 3 h 56 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.
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.
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 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.
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.
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.