Best Google Ads Scripts for Small Agencies (2024 Edition)

Why Small Agencies Need Smart Automation

Small agencies face unique challenges: limited resources, tight budgets, and the need to deliver enterprise-level results with minimal staff. The right Google Ads scripts can level the playing field.

Top 5 Essential Scripts for Small Agencies

1. Multi-Account Campaign Health Monitor

Monitor all your client accounts from a single dashboard. This script checks for common issues across all managed accounts:

1
function checkAccountHealth() {
2
  const accounts = MccApp.accounts().get();
3
  const issues = [];
4
  
5
  while (accounts.hasNext()) {
6
    const account = accounts.next();
7
    MccApp.select(account);
8
    
9
    // Check for disapproved ads
10
    const disapprovedAds = AdsApp.ads()
11
      .withCondition('Status = ENABLED')
12
      .withCondition('PolicySummary.ReviewState = DISAPPROVED')
13
      .get();
14
    
15
    if (disapprovedAds.totalNumEntities() > 0) {
16
      issues.push({
17
        account: account.getName(),
18
        issue: `${disapprovedAds.totalNumEntities()} disapproved ads`
19
      });
20
    }
21
  }
22
  
23
  // Send consolidated email report
24
  if (issues.length > 0) {
25
    sendHealthReport(issues);
26
  }
27
}

2. Automated Client Reporting

Generate and send weekly performance reports to all clients automatically:

1
function generateClientReports() {
2
  const accounts = MccApp.accounts().get();
3
  
4
  while (accounts.hasNext()) {
5
    const account = accounts.next();
6
    MccApp.select(account);
7
    
8
    const report = {
9
      accountName: account.getName(),
10
      period: 'LAST_7_DAYS',
11
      metrics: getAccountMetrics(),
12
      topCampaigns: getTopPerformingCampaigns(),
13
      recommendations: getOptimizationRecommendations()
14
    };
15
    
16
    sendClientReport(account.getCustomerId(), report);
17
  }
18
}

3. Budget Reallocation Script

Automatically shift budget from underperforming to high-performing campaigns:

1
function reallocateBudgets() {
2
  const campaigns = AdsApp.campaigns()
3
    .withCondition('Status = ENABLED')
4
    .withCondition('BudgetExplicitlyShared = false')
5
    .get();
6
    
7
  const performance = [];
8
  
9
  while (campaigns.hasNext()) {
10
    const campaign = campaigns.next();
11
    const stats = campaign.getStatsFor('LAST_14_DAYS');
12
    
13
    if (stats.getImpressions() > 1000) {
14
      performance.push({
15
        campaign: campaign,
16
        roas: stats.getConversionValue() / stats.getCost(),
17
        currentBudget: campaign.getBudget().getAmount()
18
      });
19
    }
20
  }
21
  
22
  // Sort by ROAS
23
  performance.sort((a, b) => b.roas - a.roas);
24
}

Implementation Strategy for Small Agencies

Phase 1: Foundation (Week 1-2)

• Implement account health monitoring across all clients
• Set up automated reporting system
• Test scripts on 1-2 client accounts first

Phase 2: Optimization (Week 3-4)

• Deploy budget reallocation scripts
• Implement keyword bid optimization
• Monitor performance and adjust thresholds

Best Practices for Agency Implementation

1. Client Communication

Always inform clients about automation implementations:

• Explain the benefits of automated optimization
• Provide transparency about what scripts do
• Include automation insights in regular reports

2. Safety Measures

Protect client accounts with proper safeguards:

• Set maximum bid increase limits (never more than 50% in one adjustment)
• Include budget caps to prevent overspending
• Implement approval workflows for large changes
• Test in preview mode before live deployment

Conclusion

Smart automation is the key to scaling a small agency without proportionally increasing overhead. Start with monitoring and reporting, then gradually implement optimization scripts as you gain confidence.

Remember: The goal isn't to replace human insight, but to free up time for strategic thinking and client relationship building.