google-ads-automated-rules-builder

Automated Rules Builder

Complete guide to Google Ads automated rules — from budget management to performance alerts and bid optimization.

See decision-trees.md for details.

MCP Tool Integration

Use these queries to identify which campaigns/keywords need rules before building them.

STEP 1: Find campaigns exceeding CPA thresholds (candidates for rules)
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    campaign.status,
    campaign.bidding_strategy_type,
    metrics.cost_micros,
    metrics.conversions,
    metrics.cost_per_conversion,
    metrics.search_budget_lost_impression_share
  FROM campaign
  WHERE campaign.status = 'ENABLED'
    AND segments.date DURING LAST_7_DAYS
  ORDER BY metrics.cost_per_conversion DESC
  LIMIT 50
")

STEP 2: Find keywords with high spend and zero conversions (auto-pause candidates)
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    ad_group.name,
    ad_group_criterion.keyword.text,
    ad_group_criterion.keyword.match_type,
    metrics.cost_micros,
    metrics.conversions,
    metrics.clicks
  FROM keyword_view
  WHERE campaign.status = 'ENABLED'
    AND ad_group.status = 'ENABLED'
    AND ad_group_criterion.status = 'ENABLED'
    AND metrics.conversions < 1
    AND metrics.cost_micros > 10000000
    AND segments.date DURING LAST_30_DAYS
  ORDER BY metrics.cost_micros DESC
  LIMIT 50
")

STEP 3: Budget pacing check (find campaigns near daily cap)
google_ads_run_gaql(query="
  SELECT
    campaign.name,
    campaign_budget.amount_micros,
    metrics.cost_micros,
    metrics.impressions,
    metrics.search_budget_lost_impression_share
  FROM campaign
  WHERE campaign.status = 'ENABLED'
    AND segments.date DURING LAST_7_DAYS
  ORDER BY metrics.search_budget_lost_impression_share DESC
  LIMIT 25
")

Automated Rules Overview

What Are Automated Rules?

GOOGLE ADS AUTOMATED RULES
═══════════════════════════

DEFINITION:
───────────
Automated rules are IF-THEN statements that Google Ads
executes automatically based on performance data.

IF [condition is true] THEN [execute action]

ADVANTAGES:
───────────
✓ No technical knowledge required
✓ UI-based configuration
✓ Reliable execution
✓ Email notifications
✓ Audit trail

LIMITATIONS:
────────────
✗ Limited condition combinations
✗ No custom calculations
✗ No external data sources
✗ Max 1 action per rule
✗ No real-time execution

WHERE TO FIND:
──────────────
Google Ads → Tools & Settings → Bulk Actions → Rules

RULE COMPONENTS:
────────────────
┌────────────────────────────────────────────────────────────┐
│ 1. APPLY TO: What gets affected?                           │
│    ├── Campaigns                                           │
│    ├── Ad Groups                                           │
│    ├── Keywords                                            │
│    ├── Ads                                                 │
│    └── Extensions                                          │
├────────────────────────────────────────────────────────────┤
│ 2. ACTION: What should happen?                             │
│    ├── Enable / Pause                                      │
│    ├── Change budget                                       │
│    ├── Change bid                                          │
│    ├── Send email                                          │
│    └── Change labels                                       │
├────────────────────────────────────────────────────────────┤
│ 3. CONDITIONS: When should it happen?                      │
│    ├── Performance metrics (CPA, CTR, etc.)                │
│    ├── Status conditions                                   │
│    ├── Label conditions                                    │
│    └── Budget conditions                                   │
├────────────────────────────────────────────────────────────┤
│ 4. FREQUENCY: How often to check?                          │
│    ├── Hourly                                              │
│    ├── Daily                                               │
│    ├── Weekly                                              │
│    └── Monthly                                             │
└────────────────────────────────────────────────────────────┘