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.
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Showing only 📐 Measurement lessons at the Intermediate level.
Intermediate training
12 lessons · 1 h 59 minSeasonality adjustments and data exclusions: telling the algorithm what you know 🔒 Subscribers
The two tools for correcting Smart Bidding from the outside — announcing a short spike or drop in the conversion rate, and wiping a period of broken data from its memory — when to use them, when not to, and how to set them up without doing damage.
The judge: judging each campaign by its business target, not by the strategy target 🔒 Subscribers
The difference between what Smart Bidding chases and what the business needs, the «cross-mode» case (a campaign on target CPA judged on ROAS and vice versa), reference conversions, and the method for deciding when to move targets and budgets — and by how much.
Diagnosing Smart Bidding: symptoms, causes and the bid strategy report 🔑 With a free account
The symptom table (spend that collapses, CPA that climbs, endless learning, volume that vanishes) with its likely causes and how to check each one, how to read the bid strategy report, and the checklist to run before blaming the algorithm.
Bidding in Shopping: target ROAS by margin, real sales and POAS 🔒 Subscribers
Why a single ROAS for the whole catalogue is a mistake, how to set targets by margin group, the trap of judging Shopping by revenue (real sales, returns, cancelled orders) and the indicator that should be in charge: return on profit.
Remarketing in depth: behaviour-based lists, membership duration, exclusions and frequency 🔒 Subscribers
How to build lists that mean something (not «all visitors»), membership duration matched to the buying cycle, excluding people who already bought, capping frequency so you remind rather than stalk, dynamic remarketing and customer lists — and how to judge whether remarketing adds anything or just claims credit for sales.
Measuring Display honestly: view-through, windows, incrementality and experiments 🔒 Subscribers
Why view-through conversions inflate the numbers, which windows to use, the right question (what would have happened without the campaign?), the three methods for answering it — holdout experiment, geo experiment and reading the account total — and how to present Display to whoever pays for it.
Offline conversions: telling Google what happens after the form 🔑 With a free account
Auto-tagging and the GCLID, how to store the click identifier in your CRM, how to upload the conversions that happen off the website (qualified lead, sale, amount) by spreadsheet, API or integration, enhanced conversions for leads, and the deadlines and limits you have to respect.
Conversion value strategy: what each conversion is worth (and how to make Google chase it) 🔒 Subscribers
How to assign values that reflect real money — fixed by lead type, dynamic by order, margin-based, by probability of closing — the 50% rule for navigation conversions, the move to value-based bidding in lead generation, and the mistakes that make the value lie.
GA4 and Google Ads: linking, importing conversions, sharing audiences — and why they never match 🔑 With a free account
What the link gives you (GA4 events as conversions, GA4 audiences in Ads, Ads data in GA4), when to measure with GA4 and when with the Ads tag, the attribution and window differences that explain the discrepancies, and the healthy setup that stops you counting twice.
Advanced attribution: what data-driven attribution really measures and which decisions it supports 🔒 Subscribers
How data-driven attribution works, what changes between last click and DDA in the reports (and what doesn't), conversion paths and windows, the limits of any attribution inside Google Ads, and the rule for deciding budgets: attribution to allocate, incrementality to confirm.
Lead quality: scoring every contact and teaching Google the difference between a customer and a browser 🔒 Subscribers
Why the form is not the conversion, how a lead score is built from three layers (behaviour on the site, positive actions, source campaign), how it is recalibrated with the CRM, and how it is sent back to Google as a value so Smart Bidding optimises towards customers.
The advanced measurement audit: the 25-point list and the map of what reaches Google 🔑 With a free account
The full audit of a mature account — tag, consent, enhanced conversions, offline, values, duplicates, GA4, attribution — organised around a map of «which signal reaches Google, from where and with what value», plus an introduction to server-side tagging.