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Getting Started

The first step is to choose which level the rule should run on and what it should analyze: Campaigns, Ad Groups, Keywords, Product Groups or Search Terms. 

Please note that this setting cannot be changed after the rule is created.

Name for the Recipe

The first part of the setting is to give the recipe a name. It is a good idea to use a name that enables you to identify what the recipe does. 


This setting enables you to run the recipe on keywords and ad groups that have a specific label. Google Ads doesn't let you label product groups so this filter won't work if the recipe is being run on product groups.

Pre- Filters

You can also create pre-filters for the recipes. This makes sure the system will only load the data you need, and therefore make the tool run faster if you have a rather large account.

Custom Variables 

Custom Variables are used to assign values that you want to consistently use in your recipe. They are very useful when using formulas/expressions as you can use the variable in different places in the formulas or rules instead of selecting the value manually when creating the new rule or expression. You can read more on how to set them up here

Connect External Data

With the Spreadsheet capability in the Rule Engine, you can upload any data (like conversion type or phone calls) from any source (like a CRM or any 3rd party tool) and use it to apply changes in your Google Ads account. You can use metrics that are not available in Google Ads to change bids or change the status of your keywords. You can read more on how to set it up here.

Custom Date Ranges

Add your own custom date ranges to use inside the Rule Engine, with any necessary offset period, to improve the results of the primary analysis. You can read more on how to set them up here.

After you've established these settings, you can begin defining the conditions for the rule. 

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