Google Ads Playbook

Google Ads Playbook

Detailed guide for Google Ads operations via the Google Ads API.

Overview

Google Ads uses a hierarchical structure:

Account (Customer ID)
└── Campaign (budget, bidding strategy, objective)
    └── Ad Group (targeting, default bids)
        └── Ad (creative content)
        └── Keywords (search targeting)

Authentication Setup

Required Credentials

1. Developer Token - From Google Ads API Center
2. OAuth 2.0 Client ID - From Google Cloud Console
3. Refresh Token - Generated via OAuth flow
4. Customer ID - Your Google Ads account ID (or Manager account)

Setup Steps

1. Create Google Cloud Project:

   1. Go to https://console.cloud.google.com
   2. Create new project or select existing
   3. Enable "Google Ads API"
   

2. Create OAuth Credentials:

   1. Go to APIs & Services > Credentials
   2. Create OAuth 2.0 Client ID (Desktop app)
   3. Download client_secret.json
   

3. Get Developer Token:

   1. Sign into Google Ads
   2. Go to Tools & Settings > API Center
   3. Apply for Developer Token (test token is instant)
   

4. Generate Refresh Token:

   # Use the Google Ads auth helper
   python -c "from google_ads_auth import get_refresh_token; get_refresh_token()"
   # Follow browser prompts to authorize
   

5. Configure Environment:

   # .env file
   GOOGLE_ADS_DEVELOPER_TOKEN=your_developer_token
   GOOGLE_ADS_CLIENT_ID=your_client_id.apps.googleusercontent.com
   GOOGLE_ADS_CLIENT_SECRET=your_client_secret
   GOOGLE_ADS_REFRESH_TOKEN=your_refresh_token
   GOOGLE_ADS_LOGIN_CUSTOMER_ID=1234567890  # Manager account (no dashes)
   

---

Campaign Types

Type	Use For	API Value
Search	Text ads on Google Search	SEARCH
Display	Banner ads on websites	DISPLAY
Shopping	Product listing ads	SHOPPING
Video	YouTube ads	VIDEO
Performance Max	AI-optimized across channels	PERFORMANCE_MAX
Demand Gen	Discovery + YouTube	DEMAND_GEN

Bidding Strategies

Strategy	Objective	API Value
Maximize Clicks	Traffic	MAXIMIZE_CLICKS
Maximize Conversions	Leads/Sales	MAXIMIZE_CONVERSIONS
Target CPA	Cost per acquisition	TARGET_CPA
Target ROAS	Return on ad spend	TARGET_ROAS
Manual CPC	Full control	MANUAL_CPC

---

Common Operations

List Campaigns

python google_ads.py campaigns --customer-id 1234567890

GAQL Query:

SELECT
  campaign.id,
  campaign.name,
  campaign.status,
  campaign.advertising_channel_type,
  campaign_budget.amount_micros
FROM campaign
ORDER BY campaign.name

Get Campaign Performance

python google_ads.py performance --customer-id 1234567890 --days 30

GAQL Query:

SELECT
  campaign.id,
  campaign.name,
  metrics.impressions,
  metrics.clicks,
  metrics.ctr,
  metrics.average_cpc,
  metrics.cost_micros,
  metrics.conversions,
  metrics.cost_per_conversion
FROM campaign
WHERE segments.date DURING LAST_30_DAYS
  AND campaign.status != 'REMOVED'
ORDER BY metrics.cost_micros DESC

Create Campaign (DRAFT)

⚠️ Safety: All campaigns created via API are set to PAUSED status.

python google_ads.py create \
  --customer-id 1234567890 \
  --name "My New Campaign" \
  --type SEARCH \
  --budget 50.00 \
  --bidding MAXIMIZE_CLICKS

Required Fields:

• name - Campaign name
• advertising_channel_type - Campaign type
• campaign_budget - Daily budget in account currency
• bidding_strategy_type - How to optimize
• status - Always set to PAUSED

Update Campaign

python google_ads.py update \
  --customer-id 1234567890 \
  --campaign-id 123456 \
  --budget 75.00

Pause/Enable Campaign

# Pause
python google_ads.py update \
  --customer-id 1234567890 \
  --campaign-id 123456 \
  --status PAUSED

# Enable (requires confirmation)
python google_ads.py update \
  --customer-id 1234567890 \
  --campaign-id 123456 \
  --status ENABLED \
  --confirm

---

GAQL Reference

Query Structure

SELECT
  [fields]
FROM [resource]
WHERE [conditions]
ORDER BY [field] [ASC|DESC]
LIMIT [number]

Common Resources

Resource	Description
campaign	Campaign-level data
ad_group	Ad group data
ad_group_ad	Ad data
keyword_view	Keyword performance
geographic_view	Geo performance
device_view	Device breakdown

Common Metrics

Metric	Description
metrics.impressions	Times ad shown
metrics.clicks	Number of clicks
metrics.ctr	Click-through rate
metrics.cost_micros	Spend in micros (divide by 1,000,000)
metrics.conversions	Conversion count
metrics.average_cpc	Avg cost per click
metrics.cost_per_conversion	CPA

Common Segments

Segment	Description
segments.date	Daily breakdown
segments.device	By device type
segments.ad_network_type	Search vs Display
segments.conversion_action	By conversion type

Date Filters

-- Predefined ranges
WHERE segments.date DURING LAST_7_DAYS
WHERE segments.date DURING LAST_30_DAYS
WHERE segments.date DURING THIS_MONTH
WHERE segments.date DURING LAST_MONTH

-- Custom range
WHERE segments.date BETWEEN '2024-01-01' AND '2024-01-31'

---

Campaign Creation Template

Search Campaign

campaign_config = {
    "name": "Search - Brand Terms",
    "advertising_channel_type": "SEARCH",
    "status": "PAUSED",  # Always PAUSED
    "campaign_budget": {
        "amount_micros": 50_000_000,  # $50/day
        "delivery_method": "STANDARD"
    },
    "bidding_strategy_type": "MAXIMIZE_CLICKS",
    "network_settings": {
        "target_google_search": True,
        "target_search_network": True,
        "target_content_network": False
    },
    "geo_target_type_setting": {
        "positive_geo_target_type": "PRESENCE_OR_INTEREST",
        "negative_geo_target_type": "PRESENCE_OR_INTEREST"
    }
}

Display Campaign

campaign_config = {
    "name": "Display - Remarketing",
    "advertising_channel_type": "DISPLAY",
    "status": "PAUSED",
    "campaign_budget": {
        "amount_micros": 30_000_000,  # $30/day
        "delivery_method": "STANDARD"
    },
    "bidding_strategy_type": "TARGET_CPA",
    "target_cpa_micros": 25_000_000,  # $25 target CPA
}

---

Ad Group Creation

ad_group_config = {
    "name": "Ad Group - Core Keywords",
    "campaign": "customers/{customer_id}/campaigns/{campaign_id}",
    "status": "PAUSED",
    "type": "SEARCH_STANDARD",
    "cpc_bid_micros": 2_000_000  # $2.00 max CPC
}

---

Responsive Search Ad Creation

ad_config = {
    "ad_group": "customers/{customer_id}/adGroups/{ad_group_id}",
    "status": "PAUSED",
    "ad": {
        "responsive_search_ad": {
            "headlines": [
                {"text": "Headline 1", "pinned_field": "HEADLINE_1"},
                {"text": "Headline 2"},
                {"text": "Headline 3"},
                # ... up to 15 headlines
            ],
            "descriptions": [
                {"text": "Description 1"},
                {"text": "Description 2"},
                # ... up to 4 descriptions
            ],
            "path1": "path1",
            "path2": "path2"
        },
        "final_urls": ["https://example.com/landing-page"]
    }
}

---

Keyword Addition

keyword_config = {
    "ad_group": "customers/{customer_id}/adGroups/{ad_group_id}",
    "status": "ENABLED",
    "keyword": {
        "text": "buy widgets online",
        "match_type": "PHRASE"  # EXACT, PHRASE, BROAD
    },
    "cpc_bid_micros": 1_500_000  # $1.50 bid
}

---

Troubleshooting

Common Issues

Issue	Cause	Solution
CUSTOMER_NOT_FOUND	Wrong customer ID	Use correct 10-digit ID (no dashes)
OAUTH_TOKEN_INVALID	Expired token	Regenerate refresh token
DEVELOPER_TOKEN_NOT_APPROVED	Test token limitations	Apply for production access
MUTATE_ERROR	Invalid field value	Check API documentation
QUOTA_ERROR	Rate limited	Implement backoff, wait

Test Mode Limitations

With a test developer token:

• Can only access accounts you own
• Some features restricted
• Apply for Standard/Basic access for production

---

Best Practices

1. Always Start Paused: Never create campaigns in ENABLED state
2. Use Descriptive Names: Include date, objective in campaign names
3. Set Budget Limits: Configure max budget in ads_config.yaml
4. Test Queries First: Run SELECT before UPDATE/DELETE
5. Log All Changes: Keep audit trail of modifications
6. Use Micros: Remember amounts are in micros (1 USD = 1,000,000 micros)