Flags ad groups whose CTR has fallen for three complete weeks in a row — the ad-fatigue and competition slides that stay invisible while account totals look fine.
by Google (original concept), Chiliad (GAQL rewrite)·web.archive.org/web/20231004224724/https://developers.google.com/google-ads/scripts/docs/solutions/declining-adgroups
Monitors your account for unexpected performance deviations by comparing today's stats against historical averages for the same weekday. Sends an alert email when impressions, clicks, conversions, or cost deviate beyond configurable thresholds.
One 0-100 score for the whole account, built from seven objective checks — tracking flatlines, disapprovals, serving status, budget losses, negative coverage and query hygiene — with the deduction breakdown as your fix list.
Finds the structural gaps that stop ad groups from serving: ad groups without active ads, without an RSA, without keywords, keyword-stuffed themes, and multi-RSA ad groups.
Generates a daily at-a-glance performance overview of your entire Google Ads account. Writes prior-day stats to a Google Sheet with running history and optionally emails a formatted comparison of yesterday vs. two days ago vs. one week ago.
Generates a Google Spreadsheet with ad performance stats segmented by headline and final URL, including distribution charts. Covers all ad types and optionally emails the report link weekly.
Maps every campaign's ad schedule and flags forgotten narrow serving windows, stale schedule bid modifiers that Smart Bidding ignores, and (optionally) campaigns running 24/7.
Declining Ad Groups pulls per-week statistics for every enabled ad group over the last month, discards the current partial week, and flags ad groups whose CTR declined across the last three complete weeks — provided each week cleared a minimum impression volume so small-sample noise doesn't trigger false alarms. Results are sorted by the size of the CTR drop, with cost and conversion context per ad group.
| Variable | Default |
|---|---|
MIN_IMPRESSIONS_PER_WEEK | 100 |
EMAIL_ADDRESS | (empty) |
MAX_ROWS_IN_EMAIL | 50 |
Comparing complete weeks starting: 2026-06-22, 2026-06-29, 2026-07-06 === Declining Ad Groups (3 consecutive weeks of falling CTR) === Ad groups analyzed: 87 Declining: 2 Shoes — Generic > Running CTR: 4.31% -> 3.62% -> 2.98% (down 31%) | 3-week cost: 842.10 conversions: 12.0 Brand — Exact > Core CTR: 12.10% -> 11.45% -> 10.80% (down 11%) | 3-week cost: 1204.55 conversions: 44.0 Email sent to you@example.com
Weeks are Google Ads reporting weeks (Monday-based, account time zone). A flagged ad group isn't automatically broken — check for seasonality first — but three straight down-weeks is the point where ad fatigue and competitor changes are worth investigating. Inspired by Google's retired 'Declining Ad Groups' solution; rewritten for GAQL.