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 🥷 Scripts lessons across all levels.
Basic training
9 lessons · 1 h 22 minWhat 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.
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.
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.
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.
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.
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.
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.
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.
Intermediate training
13 lessons · 2 h 8 minSearch 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.
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.
The 30-day plan: getting Quality Score out of the drawer with automated discipline 🔒 Subscribers
Four weeks to turn QS into a routine — the X-ray, the bleeding, the structure and the components — what to look at each week, what to decide and what to let the machine do, and the Monday ritual that keeps the improvement going afterwards.
What a manager cannot do (even if they want to): the five walls of testing by hand 🔒 Subscribers
The history Google does not give you and nobody keeps, the mistakes repeated for lack of memory, the paraphrases that pass for tests, the ad judged as a whole instead of piece by piece, and the impossible discipline — plus the archive sheet that solves the first four.
Automated discipline: how you work with the RSA Optimizer in practice 🔒 Subscribers
The archive the script keeps for you, the AI proposals that learn from the ad group's history, the connection with real Quality Score, the «nothing goes live without your checkbox» rule, the 15-minute weekly flow and the safeguards that stop testing turning into noise.
Product-level management: acting on the catalogue with real sales data 🔒 Subscribers
The Shopping workflow at scale — per-product analysis with real sales and margin, the profitability traffic light, the three checkbox actions (exclude, negativise, improve titles), TEST mode and verification — and how the work is split between the script and you.
Continuous feed optimisation: testing titles and attributes the way you test ads 🔒 Subscribers
The feed is not configured once — it is cultivated. How to measure performance by attribute (which titles, categories and labels sell), the title test on a pilot category, the monthly feed routine and the feed ↔ terms ↔ sales circuit that closes the module.
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.
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.
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.
Advanced training
27 lessons · 4 h 33 minCreative fatigue and comparing audiences: the Demand Gen monitoring method 🔑 With a free account
How fatigue is measured (CTR against peak, frequency, view rate), the thresholds that trigger a refresh, comparing audiences by the same yardstick, pauses via checkbox and the alert anti-spam rule — the Demand Gen Optimizer method explained so you can do it by hand or automated.
AI Max Analyzer in practice: install it, read the verdict and act 🔑 With a free account
How to install the free script (ten minutes from the panel), which tabs it builds in your spreadsheet (split by source, Pre/Post of the opaque bucket, combinations, terms and exclusions), how to read the traffic light per campaign and its recommendation, what to do for each colour and the five-minute weekly routine.
The advanced judge: rules, thresholds, windows and the full decision matrix 🔒 Subscribers
The complete specification of the business target judge — windows adjusted for latency, minimum volume, compliance bands, the verdict × lost IS × trend → action matrix (budget, target, nothing), maximum steps, waiting periods, loose campaigns versus portfolios, and the record that makes every move auditable.
Anomalies, currencies and safety: keeping the judge from doing harm 🔒 Subscribers
The data that fools an automated bidding system (expensive clicks with no conversion because of latency, conversions at zero from broken measurement, one-day spikes, massive offline uploads, other people's changes), the anti-anomaly thresholds and why they must scale with each account's currency, the "if it fails, it touches nothing" design, the absolute limits and the monthly audit of the judge itself.
Ninja Shield in practice: installation, scenarios, the Dashboard and the false positives review 🔒 Subscribers
How the shield is deployed (installed by the team from the MCC, with its own spreadsheet per client and the visitor snippet on the website), its modules (Site Analyzer, Farms, Visitor/IP/App/Lead/Video Shield), the scenarios and Smart Mode, the Dashboard showing fraud blocked in euros, the false positives tab with its checkbox, and the client's routine.
The three offline conversions: Raw Lead (= the rating), Qualified and Sale with an amount 🔒 Subscribers
How the conversion actions are designed so that Smart Bidding learns quality — Raw carrying the rating as its value the same day, Qualified when it is marked, Sale with the real amount — how they are configured (import from clicks, counting, windows, primary/secondary depending on the strategy), the automatic bulk upload by GCLID, the adjustments, and the rule that leads never leave the client's spreadsheet.
Lead Rating in practice: installation, the client's spreadsheet, the sales team and the first 60 days 🔒 Subscribers
How it is deployed (a spreadsheet per client, Apps Script with a webhook, the snippet on the site by plugin or proxy, a Google Ads script for the uploads), what the sales team sees and does every day, the initial configuration (campaign ranking, values, strategy), the first 60 days week by week, and the symptoms that something is not right.
Titles and attributes at scale with AI: generate, validate and measure without breaking the feed 🔒 Subscribers
How to use a language model to rewrite thousands of titles and fill in attributes (material, colour, highlights) from the spec sheet and the search terms, the validation rules that stop the AI making things up (length, existing attributes only, no promos, no shouting caps), the batch workflow with sampled review, delivery through a supplemental feed and the per-category test that proves the effect.
Feed governance: owners, versions, alerts and the catalogue's operating manual 🔒 Subscribers
Who owns each attribute (platform, ERP, marketing, finance), how changes are versioned (primary feed, rules, supplemental feeds) and rolled back, the alerts that warn you about a broken feed before Merchant does (products vanishing, prices jumping, mass disapprovals), the quarterly audit and the operating manual that lets the catalogue survive a change of platform or of team.
What GAQL is: the language you use to ask Google Ads what the interface does not show 🔑 With a free account
Google Ads Query Language explained for non-programmers — what it is, why it exists, what makes it different from the interface (resources, fields, segments and metrics with fixed names), where it runs (API, scripts, the online query builder and validator) and the three things you can do with GAQL that you cannot do on screen.
Anatomy of a GAQL query: clauses, operators, dates, micros and the rules that get you rejected 🔑 With a free account
The clauses (SELECT, FROM, WHERE, ORDER BY, LIMIT, PARAMETERS), the WHERE operators (comparison, IN, LIKE, CONTAINS, BETWEEN, DURING), predefined and explicit date ranges, metrics in "micros", status enums, and the five validation rules that explain almost every error — with a complete annotated query.
The resources that matter: the map of GAQL tables for every question in this course 🔒 Subscribers
The tables (resources and views) that answer each need — campaign and ad_group, keyword_view with Quality Score and its components, search_term_view, shopping_performance_view by product, detail_placement_view and group_placement_view for placements, ad_group_ad_asset_view for RSA assets, campaign_budget, bidding_strategy, conversion_action, change_event — with their key fields and their traps.
The GAQL cookbook: ten queries that answer the questions from the whole course 🔒 Subscribers
Ten complete, annotated queries — search terms that convert without being keywords, keywords with low QS and high spend, IS lost to budget with a good CPA, RSA assets rated Low with volume, products that spend without selling, yesterday's new placements, conversions by action and campaign, recent budget changes, zero conversions with normal clicks, hour-of-day performance — ready to paste into a script or the validator.
Limits, quotas and traps: what to know before you build a process on GAQL 🔒 Subscribers
The limits on scripts (30 minutes, one run per hour, daily UrlFetch quotas depending on Workspace or Gmail), the API's limits (operations, rows, daily quotas), the privacy threshold and the data that does not exist, the delay before metrics are available, API version changes, and how to design processes that survive all of it (batches, resuming, frozen windows, retries).
API versus scripts: where each automation should live 🔒 Subscribers
When a Google Ads script is enough and when you need the API from a server (long processes, databases, many accounts at scale), the full decision table, the hidden costs of each path and the criteria to avoid over-engineering your automation.
Architecture principles: how to design an account that can grow without being rebuilt 🔑 With a free account
The seven principles of a scalable account — separate by economics, consolidate for learning, protect the brand, keep universal things at account level, identify by ID, measure before structuring, document — the permanent conflict between control and volume, and how to decide the size of each piece from the data it generates.
Case: the agency (or multi-country brand) running thirty accounts from one manager account 🔒 Subscribers
An operating architecture for a fleet — manager and sub-manager account structure, account templates and conventions, shared lists and exclusions at manager level, cross-account portfolios, manager-account scripts that sweep the fleet, the per-account dashboard (spend vs plan, anomalies, measurement) and how the work is split between the agent, the scripts and the people.
What's new in measurement, privacy and AI agents (updated August 2026) 🔒 Subscribers
What has changed in measurement and in your relationship with the platform — enhanced conversions for leads as the main route for offline uploads, Consent Mode v2 now consolidated, Ask Advisor (the Gemini agent spanning Ads, Analytics, Merchant and Marketing Platform), the creation and optimisation agents inside Google Ads — what they offer, what risks they bring and how to live with a Google agent inside your account.
How to evaluate a new feature before adopting it: the six-step protocol and the monthly cycle 🔒 Subscribers
The protocol for deciding on any new feature — read the official source, classify it, check what switched itself on, estimate the impact with your own data, test with an experiment or a pilot account, decide and document — applied to an example (Smart Bidding Exploration), plus the monthly cycle that keeps this module and your accounts up to date.
Tutorial · Looker Studio and Google Sheets: Google Ads reporting outside Google Ads 🔑 With a free account
A step-by-step guide to connecting Google Ads to Looker Studio (official connector, fields, blends with GA4 and Sheets, filters by account and dates, templates), building a four-page client report, and the alternative using the Google Ads add-on for Sheets (scheduled reports in a spreadsheet, with your own formulas) — when to use each and what neither can do.
Tutorial · Google Ads Editor: bulk changes without the risk (structure, negatives, ads, URLs) 🔒 Subscribers
Step by step with the free desktop application — downloading the account, working offline, find and replace, bulk editing, copying campaigns between accounts, importing from a spreadsheet (keywords, negatives, ads, URLs), reviewing errors and warnings before posting, and posting — with six typical tasks solved.
Tutorial · Automated rules used properly: five alert rules and one safety rule 🔒 Subscribers
Step by step for creating automated rules that alert you (runaway daily spend, zero conversions, CPA out of range, keywords with no impressions, disapproved ads) and the only one that acts on its own (pausing if account spend passes an absurd ceiling) — with the exact setup (level, condition, frequency, data range, email), the traps of rules that touch bids, and how to review the log.
Tutorial · Auditing an inherited account in two hours: the script, with checklist and deliverable 🔑 With a free account
The procedure for walking into an account you do not know and walking out with a diagnosis — access and ownership, measurement, structure, dangerous settings, bidding, search terms and negatives, ads, Display/PMax and fraud, budgets, change history — with the time per block, what to export, how to prioritise findings by euros and the audit report template.
Merchant Center in depth III: diagnostics, price and stock syncing, and catalogue quality as an advantage 🔒 Subscribers
How to read and manage Merchant Center Diagnostics — account, product and feed issues, the approved/limited/disapproved/pending statuses, the reprocessing windows — the number one problem (prices and availability out of sync) with its three solutions by shop size, the data quality score, products "limited by performance", automatic item updates, the real update frequency and a weekly catalogue maintenance routine.
Shopping in depth VI: feed optimisation in practice — titles, labels, rules and automation with spreadsheets and scripts 🔒 Subscribers
The complete feed optimisation workshop without touching the shop — the supplemental feed in Google Sheets as a control layer, the title formula by vertical using real search terms, assigning custom labels automatically by performance, margin, price and seasonality with formulas and with scripts, the Merchant Center rules that are actually worth it, A/B testing titles, cleaning up descriptions and images, the weekly workflow and the limits of what can be automated.
Shopping in depth VIII: local inventory, multi-client accounts, several countries and currencies, and running large catalogues 🔒 Subscribers
Scale — local inventory ads and the local storefront step by step (local product and inventory feeds, verification, Business Profile, in-store pickup), multi-client accounts and sub-accounts for agencies, marketplaces and brands with several shops, selling in several countries (feeds by country and language, currency conversion, international shipping, landing page language), catalogues with tens of thousands of SKUs (Merchant API, batch processing, limits), the feed strategy per marketplace and how to automate keeping watch over all of it.
The next leap: real-time scoring of every lead with Lead Rating 🔒 Subscribers
Where the method is heading — scoring not just actions but EACH LEAD the moment it arrives, with its behaviour fingerprint, its later actions and its origin, returned to Google as a conversion with value; the Lead Rating tool from Ninja Scripts, piece by piece, and what changes the day you switch it on.