Introduction
I’m a Paid Media Executive managing international Google Ads campaigns across multiple European markets. As someone fluent in multiple languages and deeply passionate about digital marketing, I’ve always looked for ways to scale results without scaling workload.
When I started managing complex campaigns at scale, I quickly realised one truth: manual campaign management was slow, inconsistent, and not scalable.
I needed a smarter way to optimise campaigns, cut wasted spend, and surface insights faster. That’s when I started building custom Google Ads scripts and performance trackers.
The Problem
Before automation, my campaign workflow looked like this:
- Hours spent pulling and cleaning reports from Google Ads and Google Analytics.
- Inconsistent performance visibility across markets (France, Belgium, Germany, etc.).
- Missed opportunities — campaigns couldn’t react in real-time to competitor activity or spend pacing.
- Manual optimisations often came too late, especially when managing budgets across multiple regions.
In short: I was spending more time on reporting than actually optimising campaigns.
Scripts & Trackers
The turning point came when I started building Google Ads automation scripts and custom performance trackers.
Here’s what I developed:
- Google Ads Automation Scripts
- Automatically tracked spend pacing vs. budgets (daily & monthly).
- Monitored conversion goals and flagged campaigns falling behind target.
- Produced weekly, monthly, and market-level reports into Google Sheets — fully automated.
- Included advanced features: impression share lost to budget, daily spend charts, and pacing alerts.
- Custom Performance Trackers
- Unified reporting across multiple countries in one consistent dashboard.
- Allowed teams to see daily trends in spend, leads, and conversions at a glance.
- Added benchmarking features (week-over-week, month-over-month, 180-day views).
Why was this innovative?
Because it wasn’t just automation — it was automation tailored to real market conditions. For example:
- In France, competition from Verizon, Samsara, Quartix, Orange, and ExpertMarket meant our bids and budgets needed to adapt daily.
- My trackers flagged when we were losing top position due to low bids, letting me react instantly instead of days later.
The Results
The impact was undeniable. With automation in place, campaigns became more agile and efficient.
Here’s what happened in the French market:
- Click-Through Rate (CTR): Improved consistently thanks to faster ad copy tests and SQR optimisations.
- Cost Per Acquisition (CPA): Fell significantly due to automated pacing and waste reduction.
- Sales Growth: Overall sales in France increased by +90% after automation rollout.
What used to take hours of manual work was now happening in real-time, freeing me to focus on strategy and creativity.
The Broader Impact
These tools didn’t stay in one market.
- Scripts were rolled out to Belgium, Germany, and Portugal, ensuring consistency across regions.
- My colleagues adopted the trackers, which standardised reporting and saved time across the entire team.
- By openly sharing my learnings, I’ve contributed to the wider PPC and AdTech community, showing how custom-built scripts can be game-changers in competitive markets.
(Optionally, I plan to make anonymised versions of my scripts available for others to test and learn from.)
Key Lessons Learned
- Automation is essential: In modern paid media, manual reporting is a bottleneck.
- Innovation changes workflows: Building custom tools doesn’t just boost results — it changes how teams work.
- Test, iterate, and share: The best scripts came from small experiments, refined through testing.
My biggest takeaway: paid media success comes from combining creativity with technical innovation.
Conclusion
By building automated PPC scripts and trackers, I achieved something remarkable: 90% sales growth in France.
But more importantly, I changed how campaigns were managed: faster, more scalable, and more effective.
This is just the start. My mission is to continue pushing the boundaries of paid media innovation, and I’d love to share ideas with others working in this space.
👉 If you’d like to discuss PPC automation, you can connect with me on LinkedIn or reach out directly.