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                                             │
└────────────────────────────────────────────────────────────┘

Essential Automated Rules

Budget Management Rules

BUDGET PROTECTION RULES
═══════════════════════

RULE 1: PAUSE CAMPAIGN ON BUDGET OVERRUN
─────────────────────────────────────────
Goal: Prevent overspend at campaign level

Apply to: All enabled campaigns
Action: PAUSE campaign
Condition: Cost > [Maximum daily budget]
           Date range: Same day
Frequency: Hourly

Example:
├── Max budget: €500/day
├── Condition: Cost > €475 (build in margin)
└── Alert: Email on every execution


RULE 2: INCREASE BUDGET FOR GOOD PERFORMANCE
─────────────────────────────────────────────
Goal: Scale winning campaigns automatically

Apply to: Enabled campaigns with label "Auto-Scale"
Action: INCREASE budget by 15%
Conditions:
├── CPA < €30 (your target CPA)
├── Conversions >= 5
├── Cost > €100 (significant spend)
Date range: Previous 7 days
Frequency: Weekly (Monday 8:00)
Max budget: €500/day (set a cap)

Preview first! Check which campaigns are affected.


RULE 3: DECREASE BUDGET FOR POOR PERFORMANCE
─────────────────────────────────────────────
Goal: Limit spend on underperformers

Apply to: Enabled campaigns with label "Auto-Scale"
Action: DECREASE budget by 20%
Conditions:
├── CPA > €50 (above target)
├── Cost > €100
├── Conversions > 0 (there is data)
Date range: Previous 7 days
Frequency: Weekly (Monday 8:00)
Min budget: €20/day (don't go too low)


RULE 4: MONTHLY BUDGET PACING
──────────────────────────────
Goal: Prevent monthly overspend

Apply to: All enabled campaigns
Action: Send email notification
Conditions:
├── Cost > [Monthly budget * (day/days_in_month) * 1.1]
Date range: This month
Frequency: Daily (9:00)

Note: Calculate the expected spend ratio manually per day.

Bid Management Rules

BID ADJUSTMENT RULES
════════════════════

RULE 5: INCREASE BID FOR TOP PERFORMERS
────────────────────────────────────────
Goal: More volume for winning keywords

Apply to: Keywords with label "Auto-Bid"
Action: INCREASE bid by 10%
Conditions:
├── Status: Enabled
├── CPA < €25 (below target)
├── Impressions > 100
├── Clicks >= 5
├── Avg Position < 3 (optional: top position check)
Date range: Previous 14 days
Frequency: Weekly
Max CPC: €5.00 (set a cap)


RULE 6: DECREASE BID FOR UNDERPERFORMERS
─────────────────────────────────────────
Goal: Reduce spend on poor keywords

Apply to: Keywords with label "Auto-Bid"
Action: DECREASE bid by 15%
Conditions:
├── Status: Enabled
├── CPA > €40 (above target)
├── Cost > €50
├── Conversions < 2
Date range: Previous 14 days
Frequency: Weekly
Min CPC: €0.50 (don't go too low for visibility)


RULE 7: PAUSE KEYWORDS WITHOUT CONVERSIONS
───────────────────────────────────────────
Goal: Stop spend on non-converters

Apply to: All enabled keywords
Action: PAUSE keyword
Conditions:
├── Cost > €100
├── Conversions = 0
Date range: Previous 30 days
Frequency: Weekly

WARNING: Always preview first!
Check that no valuable awareness keywords get paused.


RULE 8: REACTIVATE PAUSED KEYWORDS (Seasonal)
──────────────────────────────────────────────
Goal: Reactivate keywords for seasonal periods

Apply to: Paused keywords with label "Seasonal-Q4"
Action: ENABLE keyword
Conditions: None (activate all with label)
Frequency: One time / Manual trigger

Tip: Use labels for seasonal items:
├── "Seasonal-Q4" for holiday season
├── "Seasonal-Summer" for summer
└── "Seasonal-BTS" for back to school

Performance Alert Rules

MONITORING & ALERT RULES
═════════════════════════

RULE 9: CPA SPIKE ALERT
────────────────────────
Goal: Immediate notification on CPA increase

Apply to: All enabled campaigns
Action: Send email notification
Conditions:
├── CPA > €50 (your max acceptable CPA)
├── Conversions >= 3 (enough data)
├── Cost > €100
Date range: Previous 3 days
Frequency: Daily (9:00)


RULE 10: CTR DROP ALERT
────────────────────────
Goal: Detect possible ad fatigue or issues

Apply to: All enabled ad groups
Action: Send email notification
Conditions:
├── CTR < 1% (below benchmark)
├── Impressions > 500
Date range: Previous 7 days
Frequency: Weekly


RULE 11: QUALITY SCORE DROP ALERT
──────────────────────────────────
Goal: Monitor Quality Score declines

Apply to: Keywords with label "Monitor-QS"
Action: Send email notification
Conditions:
├── Quality Score < 5
├── Status: Enabled
├── Impressions > 100
Date range: Previous 30 days
Frequency: Weekly


RULE 12: ZERO IMPRESSIONS ALERT
────────────────────────────────
Goal: Detect campaigns without delivery

Apply to: All enabled campaigns
Action: Send email notification
Conditions:
├── Impressions = 0
├── Budget > €10
Date range: Yesterday
Frequency: Daily (10:00)


RULE 13: CONVERSION TRACKING ISSUE ALERT
─────────────────────────────────────────
Goal: Detect possible tracking problems

Apply to: All enabled campaigns
Action: Send email notification
Conditions:
├── Clicks > 100
├── Conversions = 0
├── Historical conversion rate > 1% (conversions expected)
Date range: Yesterday
Frequency: Daily

Scheduling Rules

SCHEDULING AUTOMATION
═════════════════════

RULE 14: WEEKDAY ONLY CAMPAIGNS
────────────────────────────────
Goal: Pause campaigns on weekends

RULE A - Pause Friday evening:
Apply to: Campaigns with label "Weekdays-Only"
Action: PAUSE campaign
Frequency: Weekly, Friday at 22:00

RULE B - Enable Monday morning:
Apply to: Paused campaigns with label "Weekdays-Only"
Action: ENABLE campaign
Frequency: Weekly, Monday at 06:00


RULE 15: BUSINESS HOURS ONLY
─────────────────────────────
Goal: Only advertise during business hours

RULE A - Enable morning:
Apply to: Campaigns with label "Business-Hours"
Action: ENABLE campaign
Frequency: Daily (Weekdays), at 08:00

RULE B - Pause evening:
Apply to: Campaigns with label "Business-Hours"
Action: PAUSE campaign
Frequency: Daily (Weekdays), at 18:00


RULE 16: SEASONAL CAMPAIGN ACTIVATION
──────────────────────────────────────
Goal: Automatic activation for promotional periods

Enable Rule:
Apply to: Campaigns with label "BlackFriday2025"
Action: ENABLE campaign
Frequency: One time, specific date (e.g., Nov 20 09:00)

Pause Rule:
Apply to: Campaigns with label "BlackFriday2025"
Action: PAUSE campaign
Frequency: One time, specific date (e.g., Dec 2 23:00)


RULE 17: PAYDAY BUDGET BOOST
─────────────────────────────
Goal: Increase budget around paydays (25th-5th)

Apply to: Campaigns with label "Payday-Boost"
Action: INCREASE budget by 30%
Frequency: Monthly, 24th at 06:00

Reset Rule:
Apply to: Campaigns with label "Payday-Boost"
Action: Set budget to [original value]
Frequency: Monthly, 6th at 06:00

Tip: Note original budgets before the reset.

Advanced Rule Strategies

Rule Combinations

LAYERED AUTOMATION STRATEGY
════════════════════════════

TIER 1: PROTECTION RULES (Highest priority)
────────────────────────────────────────────
├── Budget overrun prevention
├── Zero conversion pauses (after €100+ spend)
└── Anomaly detection alerts

TIER 2: OPTIMIZATION RULES
───────────────────────────
├── Bid adjustments (weekly)
├── Budget scaling (weekly)
└── Performance-based pauses

TIER 3: SCHEDULING RULES
─────────────────────────
├── Time-based enables/pauses
├── Day-of-week adjustments
└── Seasonal activations

TIER 4: MONITORING RULES
─────────────────────────
├── Performance alerts
├── Tracking issue detection
└── Competitive alerts

EXECUTION ORDER:
────────────────
Protection > Optimization > Scheduling > Monitoring

Run protection rules first (hourly) so they can
override other rules if needed.

Labels for Rule Management

LABEL STRATEGY FOR AUTOMATED RULES
═══════════════════════════════════

LABEL NAMING CONVENTION:
────────────────────────
[Category]-[Specific]

Categories:
├── Auto- : Automated rule target
├── Exclude- : Exclude from automation
├── Monitor- : Monitoring only
├── Seasonal- : Seasonal items
└── Test- : A/B test items

EXAMPLES:
─────────
├── Auto-Scale         → Budget scaling rules
├── Auto-Bid           → Bid adjustment rules
├── Auto-Pause         → Auto-pause candidates
├── Exclude-Rules      → Never auto-modify
├── Monitor-QS         → Quality Score monitoring
├── Monitor-CPA        → CPA threshold monitoring
├── Seasonal-Q4        → Q4 / Holiday campaigns
├── Seasonal-Summer    → Summer campaigns
├── Test-Creative      → Creative testing
└── Test-Bid           → Bid experiment

LABEL APPLICATION:
──────────────────
Google Ads → Campaigns/Ad Groups/Keywords
→ Select items → Apply labels

Tip: Create labels before creating rules.
     Rules can only target existing labels.

See decision-trees.md for details.

Rule Management Best Practices

Setup Checklist

AUTOMATED RULES SETUP CHECKLIST
════════════════════════════════

FOR EACH RULE:
──────────────
□ Clear name (describes action + condition)
□ Preview executed and checked
□ Email notification enabled
□ Correct date range selected
□ Appropriate frequency chosen
□ Labels applied where needed

NAMING CONVENTION:
──────────────────
[Action]-[Object]-[Condition]-[Frequency]

Examples:
├── PAUSE-Keywords-NoConv100Spend-Weekly
├── ALERT-Campaigns-CPAOver50-Daily
├── BUDGET-Increase15-LowCPA-Weekly
├── ENABLE-Seasonal-BlackFriday-OneTime
└── BID-Decrease10-HighCPA-Weekly

DOCUMENTATION:
──────────────
Create a Google Sheet with:
├── Rule name
├── Purpose
├── Conditions
├── Action
├── Frequency
├── Last reviewed date
├── Owner

TESTING:
────────
1. Always PREVIEW before activation
2. Start with ALERT ONLY (no action)
3. Monitor for 1-2 weeks
4. Activate action after validation
5. Review monthly

Common Mistakes

COMMON MISTAKES TO AVOID
═════════════════════════

MISTAKE 1: Overly aggressive thresholds
────────────────────────────────────────
✗ Pause on first day without conversions
✓ Wait for sufficient data (€100+ spend)

MISTAKE 2: No maximum/minimum limits
─────────────────────────────────────
✗ Increase bid 10% every week (unlimited)
✓ Set Max CPC at €5.00

MISTAKE 3: Wrong date range
────────────────────────────
✗ CPA check on "same day" (too little data)
✓ Use 7-14 days for reliable metrics

MISTAKE 4: No preview before activation
────────────────────────────────────────
✗ Activate without checking which items are affected
✓ Always preview, screenshot results

MISTAKE 5: Conflicting rules
─────────────────────────────
✗ Rule A: Pause if CPA > 50
  Rule B: Enable if CPA < 60
  (Campaigns flip on/off continuously)
✓ Use labels to prevent conflicts
✓ Ensure clear, non-overlapping conditions

MISTAKE 6: No recovery mechanism
─────────────────────────────────
✗ Auto-pause without re-enable logic
✓ Create complementary enable rules
✓ Use labels for tracking

MISTAKE 7: Over-automation
──────────────────────────
✗ Rules for everything, no human review
✓ Balance: Automation + periodic manual review

Monitoring & Maintenance

RULE MAINTENANCE SCHEDULE
═════════════════════════

DAILY:
──────
□ Check email alerts
□ Review unexpected actions
□ Validate rule execution log

WEEKLY:
───────
□ Review rule results
├── How many items affected?
├── Expected outcomes?
└── Any edge cases?

□ Check for conflicts
□ Adjust thresholds if needed

MONTHLY:
────────
□ Full rule audit
├── Are all rules still relevant?
├── Thresholds up to date?
└── Business goals changed?

□ Performance review
├── Impact on account performance
├── Time saved vs manual
└── Optimization opportunities

QUARTERLY:
──────────
□ Strategic review
├── New automation opportunities
├── Rules that can be removed
└── Script vs rule evaluation

RULE AUDIT LOG:
───────────────
Google Ads → Tools → Change History
Filter: Automated rules
├── When executed
├── Which items affected
└── What was the action

Output: Automated Rules Template

# Automated Rules Configuration Document

## Account Details
- **Account:** [Account name]
- **Account ID:** [XXX-XXX-XXXX]
- **Rules Owner:** [Name]
- **Last Review:** [Date]



See [detailed-reference.md](references/detailed-reference.md) for details.



## Labels in Use
| Label | Purpose | Applied To |
|-------|---------|-----------|
| Auto-Scale | Budget/bid automation | Campaigns |
| Auto-Bid | Bid adjustment automation | Keywords |
| Exclude-Rules | Never auto-modify | Various |
| Monitor-QS | QS monitoring | Keywords |

## Rule Dependencies

┌─────────────────────────────────────────┐ │ Protection Rules (Hourly) │ │ ↓ Block optimization if budget cap hit │ ├─────────────────────────────────────────┤ │ Optimization Rules (Weekly) │ │ ↓ Adjust bids/budgets │ ├─────────────────────────────────────────┤ │ Scheduling Rules (As scheduled) │ │ ↓ Time-based enable/pause │ ├─────────────────────────────────────────┤ │ Alert Rules (Daily/Weekly) │ │ → Notifications only │ └─────────────────────────────────────────┘

## Change Log
| Date | Rule | Change | Reason | By |
|------|------|--------|--------|-----|
| [Date] | [Rule name] | [What changed] | [Why] | [Name] |

## Notes
[Additional notes about the automation setup]