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 Intermediate level.
Intermediate training
13 lessons · 2 h 7 minMatch types in 2026: what really triggers your ads 🔑 With a free account
Exact, phrase and broad no longer mean what the 2018 manual said — how intent-based matching works today and how to keep control.
Search term mining: from thousands of rows to ten decisions 🔑 With a free account
The method for analysing terms at scale — export, group by n-grams and roots, classify by intent, cross-reference with cost and conversions — and the worksheet that turns an unmanageable report into a short list of actions.
Negativisation scenarios: rules that decide for you (and how to calibrate them) 🔒 Subscribers
How to turn judgement into rules — cost with no conversions, low CTR with impressions, runaway CPA, semantic irrelevance — with thresholds tied to the target CPA, rotating shared lists and the safeguards that stop you negativising what sells.
The white list: controlling traffic the other way round 🔒 Subscribers
The inverse approach to negatives — define what you DO want and block everything else —, when it is the right choice, how it is built and maintained, its risks and how to combine it with scenarios.
Broad match with Smart Bidding: how to test it without burning money 🔒 Subscribers
Why modern broad only works with automated bidding, how to set up a clean experiment (50/50, one ad group, negative seatbelt), what to measure, when it wins and when it does not, and the account pattern that integrates it.
Dynamic Search Ads (DSA): the demand finder that reads your website 🔑 With a free account
How DSA work (Google generates the headline and the destination from your pages), their three profitable uses — discovering terms, covering large catalogues, filling gaps —, how to control them with negative targets and how to turn what they discover into keywords.
The three versions of Quality Score: the warning light, the doorman and the one that charges you 🔑 With a free account
Why the 1-to-10 number is a simplification that is never used in the auction, what the ranking QS and the CPC QS are that really do decide position and price in every search, and why «Quality Score no longer matters» is a sentence that depends on which of the three you mean.
The small print of Quality Score: one QS per term, per device, per area — and what does NOT affect it 🔒 Subscribers
Every search term carries its own hidden QS (and how to «pull the good ones out of the bag»), the separate QS figures by device, network, geography and time of day, vertical and horizontal relevance, the myths about what affects it, and why the landing page can only hurt you.
The relevance chain: the golden rules and the recipe for lifting a keyword 🔒 Subscribers
The six rules distilled from twenty years of accounts (with CTR as the goal of all of them), the ad test that looks at CTR × conversion and not CTR alone, and the step-by-step procedure for rescuing a specific keyword — with its small print: it works, it takes months and that is why almost nobody does it by hand.
The map of angles: how to generate hypotheses that teach you something 🔑 With a free account
The ten message angles and how they are tracked per ad group (tried / pending / won / lost), where good hypotheses come from — search terms, landing page, history, competitors — and the template for writing a challenger that is not a paraphrase.
Shopping campaign structure: product groups, priorities and the architecture by intent 🔑 With a free account
How to subdivide the catalogue into product groups (category, brand, custom labels), what campaign priority does and how to use it with negatives to separate brand, generic and specific-product searches — the classic three-tier architecture.
Search terms and negatives in Shopping: your only control over searches 🔒 Subscribers
How to read the search terms report of a Shopping campaign (with no keywords to explain it), the patterns that give away a feed with badly chosen vocabulary, negatives by priority tier, and the universal negative list of an ecommerce business.
Anatomy of impression share: how much of the market you buy and what holds you back 🔑 With a free account
The five share metrics (search IS, top, absolute top, lost IS to budget, lost IS to rank), how they are calculated and how to read them together to know whether you can grow, at what cost and in which direction — the foundation of all planning.