Adjusts keyword and product bids from performance rules (cost, conversions, ROAS, CPA) defined in a Google Sheet, with options to pause or exclude underperformers and label changed items.
by Charles Bannister (shabba.io)·shabba.io/google_ads_scripts/rule-based-bid-updater
One table of every campaign's bidding strategy with the two flags that matter: Manual CPC campaigns with enough volume for Smart Bidding, and target-based campaigns too data-starved to learn.
Finds the reallocation hiding in plain sight: efficient campaigns losing volume to budget caps, idle budgets that could fund them, and full budgets funding poor CPAs.
Runs campaigns only inside their date windows — Black Friday starts at 00:00 without anyone staying up, sales end exactly on time, weekend campaigns run only on weekends.
Compares yesterday's average CPC per campaign against its 30-day baseline and alerts on spikes — the earliest visible symptom of a new competitor, broad-match drift, or a bid change gone wrong.
Compares actual spend against your daily budget settings over 1, 7 and 28 days and alerts by email + Google Sheet when Google overdelivers beyond your thresholds.
Compares actual daily spend against the expected pace based on time of day. Logs over- and under-pacing campaigns and can auto-pause overspenders to protect your budget.
Reads up to six bid/pause rules from a spreadsheet and applies them to keywords and Shopping products — raising or lowering bids and optionally pausing or excluding items that meet your criteria. Changed items get dated labels (e.g. 'R 9/27') for auditability. Use it to automate routine bid maintenance on manual-CPC entities.
| Variable | Default |
|---|---|
INPUT_SHEET_URL | YOUR_SPREADSHEET_URL_HERE |
INPUT_TAB_NAME | Settings |
NUMBER_OF_FILTERS | 6 |
EXCLUDE_AUTO_BID_STRATEGIES | true |
ADMIN_EMAIL | (empty) |
Applied 6 rules to keywords and products. Raised 40 bids, lowered 22, paused 5; labeled changed items "R 7/24". Summary logged; error email sent only on failures.
THIRD-PARTY DEPENDENCY: requires a copied shabba.io Google Sheet template that drives all rules. Only affects manual-CPC entities when EXCLUDE_AUTO_BID_STRATEGIES is true (recommended). Always preview before scheduling — this script changes bids and can pause entities.