Process Flow
Animated overview of the full workflow
TL;DR
Automated rules let you schedule changes to your Google Ads account based on conditions you define. Common uses include pausing high-spend-low-conversion keywords, increasing budgets on high-performing campaigns, adjusting bids based on position or CPA, and enabling/disabling ads on a schedule. Set up rules from Tools & Settings > Bulk Actions > Rules.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
How Automated Rules Work
You define a condition (e.g., CPA above AED 200), an action (e.g., pause the keyword), and a schedule (e.g., check daily at 8am). Google evaluates the condition at the scheduled time and executes the action if the condition is met.
- 2
Common Rules
**Pause underperforming keywords:** If cost > AED 500 AND conversions = 0 in the last 14 days, pause the keyword. **Budget scaling:** If campaign CPA < target CPA AND impression share < 80%, increase daily budget by 20%. **Bid adjustments:** If keyword CPA > target CPA by 30% AND has 10+ clicks, reduce bid by 15%. **Ad scheduling:** Enable specific campaigns on weekdays and pause on weekends (or vice versa). **Budget cap protection:** If daily spend exceeds a certain threshold, reduce budget to prevent overspend.
- 3
Setup Steps
Go to Tools & Settings > Bulk Actions > Rules. Click '+' to create a new rule. Select the entity type (campaigns, ad groups, keywords, ads). Define your conditions using the metric dropdowns. Choose the action. Set the frequency and time. Choose whether to receive email notifications. Save.
- 4
Best Practices
Start with notification-only rules before automating changes. Use a 7-14 day lookback window to avoid reacting to short-term fluctuations. Review rule activity logs regularly. Do not create conflicting rules (one raising bids while another lowers them).
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