Rule-Based Bid Updater / Pauser
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
Overview
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.
Setup
- 1Copy the Google Sheet template linked on the source page and define your rules in the Settings tab.
- 2In Google Ads, go to Tools → Bulk Actions → Scripts.
- 3Click + to create a new script and paste the code below.
- 4Set INPUT_SHEET_URL and ADMIN_EMAIL. Review EXCLUDE_AUTO_BID_STRATEGIES.
- 5Authorize, preview, verify proposed changes, then schedule daily.
Configuration Variables
| Variable | Default |
|---|---|
INPUT_SHEET_URL | YOUR_SPREADSHEET_URL_HERE |
INPUT_TAB_NAME | Settings |
NUMBER_OF_FILTERS | 6 |
EXCLUDE_AUTO_BID_STRATEGIES | true |
ADMIN_EMAIL |
Expected Output
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.
Notes
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.