Patrick and Amanda recently sat down with teammate Tree Fine—SpyFu’s resident AI and Google Ads expert—to explore how AI is revolutionizing Google Ads management through scripting.
Not only does Tree have extensive Google Ads savvy, he embraces AI tools and finds ways to leverage them for clever efficiency practices. He gave us a peek at ways he was using AI, and we knew we had to hear more about what he's doing with Google Ads scripts.
How AI-Powered Scripting Gives You Superhuman Abilities
Managing large Google Ads accounts can be overwhelming. If you're combing through hundreds of keywords to find negatives and manually tweaking bids to stay above the fold, you can be left chasing tasks rather than focusing on strategy.
Tree demonstrated how AI frees up his time by taking on lengthy tasks. He can generate, customize, and refine Google Ads scripts in minutes, turning tedious work into routine maintenance.
“With AI scripting, you can automate bid adjustments, negative matching, and quality‐score tracking at scale—tasks that would otherwise take hours or be impossible to maintain manually.”
Tree’s 3 Foundational Scripts
During the live demo, Tree built three core automations that give him creative workarounds for some of the limitations inside Google Ads. They free up time or offer insights that weren't already built-in. And while they're powerful, anyone could copy and implement them today.
- Negative-Match Additions
- Purpose: Automatically mirror every exact-match keyword into your broad-match campaigns as negatives, preventing budget-draining overlap.
- Why it’s a game-changer: Tree values exact-match campaigns for their control, but broad match campaigns offer reach. This lets him run both without overlap—no manual harvesting required.
- Automated Bidding Adjustments
- Purpose: Raise keyword bids by a fixed amount or percentage above Google’s “estimated top-of-page” bid.
- How it works: AI generates a script that pulls Google’s internal bid data, then increases bids (e.g., +20% or +$0.50) for specific ad-group subsets.
- Flexibility: He can tailor multiple scripts for branded vs. non-branded vs. competitor keywords.
- Quality-Score Tracker
- Purpose: Snapshot and log every keyword’s Quality Score over time to a Google Sheet.
- Benefit: Monitor trends and diagnose dips before they hurt Ad Rank, all without manual exports.
Best Practices for Prompting and Workflow
- Use Advanced Voice for Prompt Crafting: Tree prefers starting with ChatGPT Advanced Voice (o4-mini) to hash out complex specifications naturally, then copy the refined prompt into his script-generation workflow.
- Feed in Account Context: By sharing relevant ad groups (even just a screen shot), AI can tailor generated code directly to your campaigns—no tedious copy-pasting of names.
- Iterate with Targeted Prompts: If you spot mismatches (e.g., missing parent-campaign filters), simply ask AI to adjust the script—each prompt refines functionality.
“I’m not a coder, but AI lets me build and tweak scripts on the fly. Even complex campaign filters or multi-script orchestration become straightforward once you get the hang of prompting.”
AI Scripting is Fair Game, No Coding Needed
Tree’s demo shows there’s no need to be a scripting wizard to harness AI in Google Ads. Whether you’re an agency juggling dozens of accounts or a solo marketer looking to scale, these automations deliver superpowers:
- Save countless hours on routine tasks
- Eliminate human error in bid management
- Stay up on negative-keyword additions
- Gain deeper insights into Quality Score trends for continuous optimization
How to Create Your Own Google Ads Scripts
You can mimic the same prompts that Tree uses, or talk to your own AI assistant to build your version. You might start with a negative-match addition script, then build on it with bidding and quality-score tracking automations.
Tree's prompt:
I am expanding my ad group in Google Ads by running broad match campaigns. I want a script that looks at all of the positive keywords from my exact match campaign and adds them as negatives to the broad match campaign.
Once you’ve got these core automations in place, explore more advanced scripts, like ROAS-based bidding, to fine-tune performance even further.
He created these to save time or give him capabilities he wouldn't otherwise be able to act on. Think about your frustrations or pain points in your Google Ads campaign, and use those to inspire your first scripts.
More Google Ads Tips
What started as a simple Google Ads tutorial has grown as Tree passes along tips from his own experience running our campaigns. If you are hoping to improve your campaign, jump ahead to Part 2 of the tutorial. However, there's plenty of expertise to help you start your Google Ads campaign on the right path.
Even as Google blends AI-driven optimization into every Google Ads campaign, it helps to build your ads using strong ad practices.
