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 💰 Bids and budgets lessons at the Intermediate level.
Intermediate training
18 lessons · 2 h 53 minBroad 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.
Smart Bidding from the inside: signals, prediction and what the algorithm cannot know 🔑 With a free account
How Google turns the signals of each auction into a bid, what data feeds it, the «top signals» in the bid strategy report, and the algorithm's three blind spots that are still your job.
Portfolio strategies and shared budgets: pooling data without losing control 🔑 With a free account
When to group campaigns into a portfolio (volume, a common target), the maximum and minimum bid limits, how to combine a portfolio with a shared budget, the typical mistakes and a portfolio structure for a mid-sized account.
Seasonality 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.
From manual bidding to Smart Bidding without sinking the account: the transition plan 🔒 Subscribers
How to move from manual or enhanced CPC to target CPA/ROAS in four phases — prepare the measurement, choose the bridge strategy, set the first target from the data, and the four weeks of watching — with the normal symptoms and the alarming ones.
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.
Where QS hits: the position leapfrog and how much money is at stake 🔑 With a free account
The threshold mechanism that lets an advertiser with a QS of 9 and the lowest bid leapfrog someone bidding twice as much, the non-linear relationship between QS and CPC, and a calculation of how much more (or less) the same budget buys depending on the account's effective QS.
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.
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.
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.
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.
Response curves: diminishing returns and the marginal cost of the next conversion 🔒 Subscribers
Why doubling the budget does not double conversions, how to draw the spend → conversions curve of a campaign from your own data and with the Performance Planner, what marginal CPA is and how it decides where the next euro goes — the concept that separates managing from spending.
The Performance Planner: useful forecasts (and their limits) 🔑 With a free account
What the Performance Planner does, how to build a monthly plan and read its curves, which campaign types it supports and which it no longer does (2026 changes), how to use it to negotiate budget and why its figures are a starting point, not a promise.
Splitting the budget across campaigns: the marginal method, the rules and the calendar 🔒 Subscribers
From a monthly total to daily budgets per campaign — the six-step method based on target attainment, lost IS and marginal CPA, the ring-fenced budgets (brand, remarketing, testing), how to handle seasonality and the mistakes that throw the split off.
Controlling monthly spend: pacing, variances, alerts and a month-end with no surprises 🔑 With a free account
How to track spend against plan day by day (expected pace, running total, projection), which variances are normal and which are warning you about a problem, the alerts worth having, what to do mid-month and how to close without overshooting or undershooting.
Annual planning: seasonality, peaks, reserve and a budget that grows with results 🔒 Subscribers
How to build the twelve-month plan from your history (a seasonality index per month and per campaign), when to raise ahead of a peak and by how much, the reserve for the unexpected and for testing, budget tied to goals (not to a fixed percentage) and how to present it to whoever signs it off.