Google Ads Scripts - Best Practices

Google Ads Scripts - Best Practices

Detailed best practices with code examples for writing efficient, reliable Google Ads Scripts.

1. Use Batch Operations

Avoid individual API calls in loops. Instead, collect entities and perform batch operations:

// Good - Batch collection
const keywords = AdsApp.keywords()
  .withCondition('keyword.quality_info.quality_score < 5')
  .get();

const toUpdate = [];
while (keywords.hasNext()) {
  toUpdate.push(keywords.next());
}

toUpdate.forEach(keyword => keyword.setMaxCpc(50000));

2. Filter with Conditions

Use .withCondition() to filter at the API level rather than in JavaScript:

// Good - API-level filtering
const campaigns = AdsApp.campaigns()
  .withCondition('campaign.status = ENABLED')
  .withCondition('campaign.budget_information.budget_amount > 100000000')
  .get();

3. Handle Errors Gracefully

Always wrap operations in try-catch blocks and log errors:

function safeOperation() {
  try {
    // Operation code
  } catch (error) {
    Logger.log('Error: ' + error.message);
    Logger.log('Stack: ' + error.stack);

    // Optionally email alert
    MailApp.sendEmail(
      Session.getEffectiveUser().getEmail(),
      'Ads Script Error',
      error.message
    );
  }
}

4. Respect Execution Limits

Scripts have a 30-minute execution timeout. For large accounts:

• Limit result sets with .withLimit()
• Process in batches
• Use early termination when needed

5. Convert Micros Correctly

Google Ads API uses micros (1/1,000,000) for currency values:

const costMicros = stats.getCost();
const costCurrency = costMicros / 1000000;  // Convert to dollars/local currency

const bidCurrency = 5.00;  // $5.00
const bidMicros = bidCurrency * 1000000;  // 5000000 micros

6. Log Operations for Auditing

Maintain audit trails by logging changes to Google Sheets:

function logChange(operation, entity, details) {
  const ss = SpreadsheetApp.openById('LOG_SHEET_ID');
  const sheet = ss.getSheetByName('Audit Log');
  sheet.appendRow([
    new Date(),
    operation,
    entity,
    JSON.stringify(details)
  ]);
}