All You Need to Know About PPC Scripts in 2025
Automate, optimise, and elevate your campaigns.
If there’s one tool that continues to prove invaluable across high-performing PPC accounts, it’s Google Ads scripts. These snippets of JavaScript code operate quietly behind the scenes, helping agencies streamline routine tasks, surface insights faster, and react to issues in real time.
In essence, a PPC script is an automated set of instructions written in JavaScript, executed directly within the Google Ads environment. No additional software required-just a good understanding of how the platform works and what you want to automate.
Why Use PPC Scripts?
Time is money in digital advertising. Scripts automate tasks that are time-consuming, repetitive, or prone to human error-think budget pacing, broken link checks, or applying account-wide changes. They free up your team’s time to focus on strategy and optimisation, rather than spending hours in spreadsheets or interfaces.
Many scripts also integrate with external tools like Google Sheets, allowing for seamless reporting or custom alert systems. Whether it’s safeguarding spend, flagging anomalies, or ensuring brand safety, scripts play a vital role in maintaining performance.
Scripts That Agencies Should Be Using in 2025
The PPC landscape is changing fast-particularly with the growth of Performance Max (PMax) and increasing reliance on automation. But that doesn’t mean we can’t still extract value and insight. Here are some of the most relevant and effective PPC scripts we’re using across our accounts today:
- PMax Placement & Asset Insight Scripts
Created by industry leader Mike Rhodes, these scripts have become essential for agencies looking to unpack the black box of Performance Max campaigns. They provide detailed reports on where your ads are being served (including placements for video and display inventory), helping you make better-informed decisions and identify wasteful spend.
💡 Follow Mike’s work on LinkedIn and through the AgencySavvy community for regular script updates.
- Search Query Reports to Google Sheets
Still a staple for search-focused accounts. This script pulls recent queries and outputs them to a Google Sheet, allowing your team to easily identify negative keywords and opportunities for expansion. Ideal for streamlining your keyword hygiene process across multiple accounts.
- Auto-Apply Negative Placements to New Campaigns
Whenever a new campaign is created, this script ensures your predefined negative placements list is automatically applied. It’s a huge time-saver for brand safety and consistency, especially across larger accounts or agencies managing multiple brands.
- Broken Landing Page Checker
Broken URLs are still a common and costly issue. This script checks all ad landing pages and flags any that return 404 errors or are otherwise not loading correctly-saving you from paying for clicks that lead nowhere.
- Time-of-Day Budget Pacing
This updated version of the budget scheduling script adjusts spend not just by day, but by hour, accounting for when your campaigns perform best. Ideal for e-commerce, retail, or seasonal campaigns where timing can be everything.
New in 2025: Emerging Scripts Worth Exploring
🔍 Anomaly Detection Scripts with Google Analytics 4
Leveraging GA4 data via API, these scripts detect sudden spikes or drops in traffic, conversion rate, or ROAS. They can trigger alerts or pause underperforming campaigns automatically.
🧠 AI-Driven Ad Copy Auditing
New scripts are emerging that assess ad copy performance using natural language processing-highlighting copy with low engagement and suggesting improvements based on top performers.
📈 Cross-Platform Budget Monitoring (Google, Microsoft, Meta)
Multi-channel scripts are becoming more common, using Apps Script and APIs to monitor spend across platforms and alert if any channel exceeds its pacing thresholds.
Where to Find the Best Scripts
There’s a thriving community of PPC professionals actively sharing their work and insights. Here are some of the top places to find and learn about scripts:
- LinkedIn – Follow industry leaders like Nils Rooijmans, Mike Rhodes, and others who regularly post script updates.
- Search Engine Land – Consistently publishes how-to articles and scripts from leading PPC voices.
- PPC Hero – A great resource for both beginner and advanced script ideas.
- GitHub – Many PPC pros open-source their scripts here, complete with documentation and examples.
Pro tip: Don’t be afraid to tweak! Most scripts are editable in basic tools like Notepad or directly in the Google Ads interface. You can preview changes before going live to make sure everything runs smoothly.
Wrapping Up
Whether you’re managing 3 accounts or 300, scripts offer one of the best returns on your time investment in PPC. As automation continues to evolve, scripts help you bridge the gap-offering visibility, control, and strategic edge.
Want help identifying the right scripts for your campaigns?
Get in touch with our PPC Agency – we’ll help you find efficiencies, tighten performance, and give you back more time in your day.
