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 ✍️ Ads lessons across all levels.
Basic training
6 lessons · 54 minAd 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.
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.
The landing page: where the click converts (or is lost) 🔑 With a free account
The half of the ad that lives outside Google Ads — consistency with the message, speed, mobile, a single action — plus the ten-point checklist to run before you send traffic to a page.
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.
Intermediate training
9 lessons · 1 h 24 minThe three subfactors do not weigh the same — and relevance, to Google, is called CTR 🔑 With a free account
How much each Quality Score component weighs according to the most quoted reverse engineering in the industry, why relevance is a means and CTR is the end, the four historical CTRs Google combines without showing you, and the tactic of «paying more at the start to pay less later».
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 hinge of the account: the ad is the only thing that touches all five metrics at once 🔑 With a free account
The full chain — copy → CTR → Quality Score → CPC → impressions → conversion — and the part almost nobody counts: the ad does not just attract clicks, it decides which clicks it attracts. Why optimising bids with mediocre ads is tuning the engine with the handbrake on.
«They already work, don't touch them»: the two errors behind the most expensive belief 🔑 With a free account
Why «it works» does not mean «it is the best possible», the five forces that degrade an ad even if you never change a comma (competition, wear-out, language, searches, seasonality), the reigning champion that defends its title every month, and how the RSA changed the unit of testing.
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.
The continuous optimisation cycle: the scientific method applied to ads 🔒 Subscribers
Hypothesis, exposure, measurement, verdict and memory — the cycle that never ends — with the three rules that make it work, the calendar for running it by hand on a 20-group account, and why it pays like compound interest (in both directions).
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.
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.
Display creative: responsive ads, one message per audience and creative fatigue 🔑 With a free account
How to build a responsive display ad that works (images, logos, headlines, descriptions), why every audience deserves its own message, how to read the asset report, spot creative fatigue and rotate before your CTR collapses.
Advanced training
5 lessons · 53 minAsset groups and signals: the only thing PMax lets you build 🔑 With a free account
How to structure asset groups by intent or product family, which creatives each one needs (and what Google generates if you don't supply them), how to choose audience signals that teach rather than limit, final URL expansion and URL exclusions, and the asset report as your only creative window.
Creatives for Demand Gen: formats, aspect ratios, vertical video and the message in the first two seconds 🔒 Subscribers
The Demand Gen formats (single image, carousel, in-stream/in-feed/Shorts video), the aspect ratios and technical requirements, what makes a creative work in a feed (not in a banner), how many versions each group needs, how to read the creative report and the rules for refreshing without losing the learning.
Tutorial · Calls (1/2): call assets, call-only ads and call reporting 🔑 With a free account
A step-by-step guide to setting up everything Google Ads offers for calls — the call asset (a tappable number next to the ad) at account, campaign and ad group level, with scheduling and a Google forwarding number; call-only ads; the call report (duration, source, time of day) and the decisions that come out of it.
Tutorial · Ad customizers: prices, stock and text that update themselves inside RSAs 🔒 Subscribers
A step-by-step guide to creating customizer attributes (text, number, price, percentage) at account, campaign, ad group or keyword level, inserting them into responsive search ad headlines and descriptions with the {CUSTOMIZER.attribute:default value} syntax, feeding them from a sheet (business data) so they update in bulk, the {COUNTDOWN()} function for dated offers, and the usual validation errors.
Shopping in depth VII: promotions, reviews, badges, free listings, CSS in Europe and the Merchant Center programmes 🔒 Subscribers
Everything that makes your Shopping ad stand out against the one next to it — Merchant Center promotions (promotion feed, types, approval, the "special offer" badge), product ratings and seller ratings (Google Customer Reviews and aggregators), the automatic badges (price drop, fast delivery, free returns), the shipping and returns annotations, free listings, the Comparison Shopping Services programme in Europe and its 20% CSS discount, and which programme is worth it for each type of shop.
📗 Script manuals
The user manual of every script (the same one as the 📗 tab of its spreadsheet), here with search, audio, favourites and highlights. They do not count towards the training.17 lessons · 37 minDemand Gen Ads Optimizer manual · What this script does 🔒 Subscribers
Sections of the Demand Gen Ads Optimizer user manual: What this script does · Pause rules. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · Trend alert 🔒 Subscribers
Sections of the Demand Gen Ads Optimizer user manual: Trend alert · Settings — quick reference. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · The maturity system 🔒 Subscribers
Sections of the Demand Gen Ads Optimizer user manual: The maturity system · Scoring. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · Summary columns 🔒 Subscribers
Sections of the Demand Gen Ads Optimizer user manual: Summary columns · Summary colours · Frequently asked questions. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · CREATIVE FATIGUE MODULE (NEW in v1.27) 🔒 Subscribers
Section of the Demand Gen Ads Optimizer user manual: CREATIVE FATIGUE MODULE (NEW in v1.27). The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · DUPLICATE ADS (NEW in v1.36) 🔒 Subscribers
Section of the Demand Gen Ads Optimizer user manual: DUPLICATE ADS (NEW in v1.36). The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · PAUSING ADS WITH A CHECKBOX (v1.32-v1.33) 🔒 Subscribers
Section of the Demand Gen Ads Optimizer user manual: PAUSING ADS WITH A CHECKBOX (v1.32-v1.33). The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Demand Gen Ads Optimizer manual · Version 🔒 Subscribers
Section of the Demand Gen Ads Optimizer user manual: Version. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · Overview 🔒 Subscribers
Section of the Bulk Campaign Editor user manual: Overview. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · SETTINGS - 'Config' tab 🔒 Subscribers
Section of the Bulk Campaign Editor user manual: SETTINGS - "Config" tab. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · CAMPAIGN COLUMNS (when A6 = 'Selected Campaigns') 🔒 Subscribers
Sections of the Bulk Campaign Editor user manual: CAMPAIGN COLUMNS (when A6 = 'Selected Campaigns') · Operating modes. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · Items to download (a10) 🔒 Subscribers
Sections of the Bulk Campaign Editor user manual: Items to download (a10) · Performance data - last 90 days. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · Negative keywords 🔒 Subscribers
Section of the Bulk Campaign Editor user manual: Negative keywords. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · How to edit the campaign tabs 🔒 Subscribers
Section of the Bulk Campaign Editor user manual: How to edit the campaign tabs. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · AI TRANSLATION (Claude) 🔒 Subscribers
Section of the Bulk Campaign Editor user manual: AI TRANSLATION (Claude). The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · Tab structure 🔒 Subscribers
Sections of the Bulk Campaign Editor user manual: Tab structure · Recommended workflows. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.
Bulk Campaign Editor manual · Character limits in google ads 🔒 Subscribers
Sections of the Bulk Campaign Editor user manual: Character limits in google ads · Common problems. The same content the script writes in the 📗 Manual tab of its spreadsheet, here with search, audio, favourites and highlights.