Gender Bid Adjustment Suggestions
Compares each gender's CPA to its campaign average and suggests concrete gender bid adjustments — including zero-conversion segments that deserve a strong negative adjustment or an exclusion.
by Nils Rooijmans (concept), chiliad (rewrite)·nilsrooijmans.com/google-ads-script-gender-bid-adjustment-suggestions
Overview
Aggregates gender performance per campaign from the gender view, compares each segment's CPA to the campaign average, and turns the gap into a suggested bid adjustment percentage, capped at your maximum. Segments that spent real money with zero conversions get the maximum negative suggestion flagged as exclusion candidates. Nothing is changed automatically — the output is a worklist you apply in the Demographics UI. Pair it with the Demographic Performance Report for the account-wide view across age and gender.
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Set DATE_RANGE — gender data is sparse, so prefer LAST_90_DAYS unless the account is high-volume.
- 4Adjust MIN_CLICKS / MIN_CONVERSIONS / MIN_SEGMENT_COST to your account's scale so suggestions rest on real data.
- 5Set EMAIL_ADDRESS to receive the suggestions; leave blank for logs only.
- 6Preview once to verify, then schedule monthly.
Configuration Variables
| Variable | Default |
|---|---|
DATE_RANGE | LAST_90_DAYS |
MIN_CLICKS | 100 |
MIN_CONVERSIONS | 3 |
MAX_ADJUSTMENT_PCT | 30 |
MIN_SEGMENT_COST |
Expected Output
=== Gender Bid Adjustment Suggestions (LAST_90_DAYS) === Suggestions: 3 Shoes — Generic | FEMALE: suggest +22% (CPA 18.40 vs campaign avg 22.51; cost 1204.10, clicks 890, conv 65.4) Shoes — Generic | MALE: suggest -17% (CPA 27.12 vs campaign avg 22.51; cost 980.55, clicks 741, conv 36.2) Sneakers > Promo | MALE: suggest -30% (spent 312.40 with 0 conversions - consider excluding; cost 312.40, clicks 205, conv 0.0) Apply under Campaign > Insights and reports > When and where ads showed > Demographics, or via the Demographics tab at ad group level. Suggestions only - nothing was changed.
Notes
Campaigns on fully automated Smart Bidding (tCPA/tROAS/Maximize conversions) ignore demographic bid adjustments — for those, only a -100% exclusion has effect, so treat the negative suggestions as exclusion candidates. The UNDETERMINED segment is deliberately skipped: it mixes signed-out and unmatched users and rarely deserves its own adjustment. Suggestions inside ±10% are suppressed as noise.