Google’s Rules and Scripts applications can lend some automated safeguards to paid ad campaigns, especially where flights are short or spend is volatile for any reason. They also help where line item-level budgets are small and we’re managing hundreds of line items, daily and MTD spend caps can automatically pause campaigns or make adjustments to daily budget targets depending on flight-to-date spend and budget. Spend and budget varying across hundreds of line items is a nightmare to manage, unless you put the tech to work.

Some agency partners of ours like us to lend Google Sheets or other tools directly to their clients, lending more control over daily budgets and what ad segments and ad formats they have running or paused at any time. Sometimes the client makes changes directly in the Google Sheet, and sometimes the agency partner embeds the Google Sheet in their site, where the end client can login and make the change there. Either way, automation is a wonderful thing, and eliminating the telephone game when getting campaign updates live is a huge time saver.